8 Ways to Improve Your Amazon Conversions

As a new seller on Amazon, your main priority is simple - get sales. More sales mean more brand awareness, and eventually net profits for your business. But even if you feel like you've ticked all the boxes to create a successful Amazon store, you still might be missing something.

There are always new ways to improve your Amazon conversion rate and turn those casual shoppers into paying customers. First, let's take a look at what a good conversion rate on Amazon is and how to find yours.‍

What Is a Good Conversion Rate on Amazon?

An Amazon conversion rate is the amount of clicks on your store and store's products that turn into a sale. Simply put it’s where a shopper is "converted" into a buyer by clicking that orange Buy Now button and a sale happens. A conversion rate is relative to the amount of clicks and eventual orders that happen in your store. Amazon defines it as orders/clicks, so 10 fulfilled orders from a total of 40 clicks would be 1/4, or 25%. 

Currently, the average conversion rate for Amazon sellers is between 10-15%. So if your conversions are around there, then you're doing pretty well. And, you can even start thinking about integrating PPC ads into your marketing strategy (if you haven't done so already). 

However, if your conversions are struggling, know that there are a few things you can do to start improving your Amazon store to up that conversion rate and get more sales.

Amazon Conversion Rate: 8 Simple Ways to Improve Conversions and Boost Sales

Good conversion rates are essential to boosting sales. High conversions mean higher visibility and more sales because Amazon will reward your store by giving your products a higher ranking, making your product more visible to shoppers. Here are eight ways to get those Amazon customers actively engaged in purchasing your products.

1. Identify Relevant Keywords

As with any standard SEO practices that are used to drive new customers to a website, the same technique is used when searching for products on Amazon. How do you rank higher? One way is by optimizing your product listings with the right set of keywords.

To start your work on improving your Amazon conversion rates, you'll first need to conduct a quick test. Search the most simple name or term for your product on Amazon. Is it showing up on the first page? If not, you will want to update your product listing keywords with these steps: 

• Research keywords and searches relevant to your products.
• Set the correct categories and sub-categories for your products.
• Make sure your product's target keywords are listed in the description, features section, and the product title. 

If you want to find out more about SEO, check out our post on how to master your keyword game on Amazon.

2. Optimize Titles and Descriptions

Another way to rank higher on Amazon and boost those conversion rates is to optimize your product titles and descriptions. Use the relevant keywords for your product that you discovered using tip one and continue to apply them.

• Titles: Create a strong title for each product in your Amazon store. It should not only appeal to your potential buyers, this will also cover your target keywords.
  
  
• Descriptions: Add top keywords that do not make it into your title to the body of your product description. These descriptions could be added in as a short paragraph, or as a bulleted list that potential customers can quickly scan when browsing your product listings. Remember, you want to make the shopping experience as easy as possible for your customers.

3. Update Product Imagery

Nothing can turn a potential customer away faster than bad product photography. When shoppers are browsing a selection of similar products to yours, they will immediately gravitate towards items and sellers that have the highest quality, up-to-date images. Clear, high-quality product photography is a must for every product listing you create.

One easy way to improve your product imagery is by investing in a professional product photographer. A professional photographer should be able to stage and capture your product in the best way possible.

Professional photography not in the budget? We’re lucky enough to live in the age of the smartphone - most of which have high-quality cameras built in. To hack this, all you need to do is to create a space with a clean, solid-colored background and natural lighting to photograph your images in. This is also something an Amazon virtual assistant can help you out with.

When it comes to the most eye-grabbing product images on Amazon, the most important thing is to make sure the products in your images are clear and shown from multiple angles, ensuring the photographs demonstrate the quality of your product and brand.

4. Keep Your Pricing Competitive

It may come as a surprise, but not all customers coming to Amazon want to see the lowest price available. The old saying of “you get what you pay for” rings true when you think of pricing, and too low of a price can lead buyers to equate your product with cheap quality. Oppositely, a price that is too high could make buyers look at your competitors. To convert those browsers into buyers, you'll have to put some time in finding that sweet spot for how you want to price your store products.

To help with finding your best product prices, try using Amazon's repricing software. Also, make sure to check your competition to see what their prices are. The point is to find the right price which should allow you to make high profit margins on your product while also remaining competitive.

5. Join Amazon's FBA program

Fulfillment by Amazon (FBA) is one of the simplest ways to increase your conversion rates when joining the Amazon community. Signing up for FBA means that your products will become Prime-eligible, which is more appealing to buyers because Amazon Prime guarantees quick delivery times and free shipping.

And, you will be able to access Sponsored Brand and Sponsored Product ad campaigns so that your products can get more visibility in the e-commerce space. Which leads us to our next tip.

6. Promote Your Products with PPC

There are a number of different paid advertising options that Amazon offers to sellers to help increase their product sales and brand awareness.

The advantage? Your business only pays per click. PPC ads mean you only pay when someone clicks on your product, which is very different from paying per impression (when a customer sees your ad). At this time, a few pay Amazon PPC options available to FBA sellers are: x

• Sponsored Product Ads: These ads advertise a product above, alongside, or within the other products that come up in the organic search results (look for the 'Sponsored' icon on the bottom left of the image).
• Sponsored Brands: These types of ads appear within the search results and on product detail pages.
• Product Display Ads: These will appear on product detail pages on Amazon's desktop and mobile sites, as well as customer review pages.

7. Increase Product Reviews

Your Amazon reputation can play a huge role in how well your products will perform. New buyers often base their purchasing decisions on the positive or negative reviews they read on your product listing pages. It is more important than ever to have a product that your customers are happy with so that your product reviews stay positive.

Amazon is very strict with its product review guidelines, which means that all posted reviews must be 100% authentic and given directly from the buyer of your product. The more buyers you can have vouch for your products, and the customer support you show each reviewer will lead to an increase in your Amazon conversion rates down the road.

8. Optimize Amazon's 'Frequently Bought Together' Feature

A unique feature on Amazon is the “frequently bought together” option. Taking advantage of this seller feature is a simple way to link your product listings together and show the total price that buyers will be charged upfront. This leads to customer transparency and even an increase in product purchases, because it’s simple for your customers to “Add Products to Cart” and see what they're getting with just one click.

To leverage this tool and increase your Amazon conversion rate, you’ll want to make sure your images are fully updated (tip #3) and product titles are optimized (tip #2) to give customers all of the required information for your product without having them click on each item individually.

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