Ready to boost your sales? Find out 8 simple ways you improve your customer conversion rate in this post below.
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's always new ways to improve your Amazon conversion rate and turn those casual shoppers into customers. First, let's take a look at what a good conversion rate is and how to find it.
An Amazon conversion rate is the amount of clicks on your store and store's products which turn into a sale: it's simply 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. 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).
If your conversions are struggling however, know that there’s a few things you can do to start improving your Amazon store to up that conversion rate and get more sales.
Good conversion rates are essential to boosting sales. High conversions mean higher visibility and sales because Amazon will reward your store by giving your products a higher ranking, which in turn will lead to even more of an increase in sales. Here are 8 ways to get those Amazon customers actively engaged in purchasing your products.
As with any standard SEO that is used to drive new customers to a website, the same advertising technique is used when searching for products on Amazon. How do you rank higher? One surefire way is by optimizing your products listings with the right set of keywords.
To start your work on improving your Amazon conversion rates, you'll need to first conduct a quick test. Search for the most simple name/term of your product. Is it showing up on the first page? If not, you will want to update your Amazon SEO keywords with these steps:
If you want to find out more about SEO, check out our post on upping your keyword game on Amazon.
As the old saying goes, you eat with your eyes first. Well, the same goes for Amazon shoppers. When your potential customers 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.
Why? For starters, the images will be easier on the eyes and will grab their attention first. And from a marketing perspective, a higher quality image often means a higher quality product.
One easy way to improve your product imagery is by investing in a professional product photographer.
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 find a clean, solid colored background with natural lighting to photograph your images against. 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.
We’ve covered a few optimizations that you can do in tips 1-2, but here are some additional pointers to keep in mind to help improve your Amazon conversion rate:
It may come as a surprise, but not all customers coming to Amazon want to see the lowest price available. Another cliche “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, and 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.
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.
There are a number of different paid advertising options that Amazon offers to sellers to help increase 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 to paying per impression (when a customer sees your ad). At this time, a few pay Amazon PPC options available to FBA sellers are:
In life and in business, you’re only as good as your reputation. This is especially true when selling on Amazon, as new buyers often base their purchasing decisions on the positive or negative reviews they read on your product listing pages.
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.
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 (see tip #2) and product titles are optimized (tip #3) to give customers all of the required information for your product without having them click on each item individually.