With over 145.2 million mobile users, Amazon is one of the largest and most popular eCommerce channels. There is no doubt that Amazon provides visibility and a huge audience to share your products with. That is why it can be incredibly frustrating to not see results selling on Amazon. As the number one eCommerce retailer, Amazon is a very competitive place to sell. If you are getting many views but not nearly enough sales, it is time to focus on your conversion rate. Here, we share the top tips for boosting your Amazon conversion rates and sales.
Amazon Conversion Rate
Your Amazon conversion rate describes how many of those who view your listing end up purchasing your product. In order to find your Amazon conversion rate, you open the Amazon menu, click Reports, then Business Reports. Search for the by ASIN category underneath Business reports and click on “Detail Page Sales and Traffic by Parent Item”, where you can find sales info for each of your individual products. Find the “Total Order Items” field for the product you want to find the conversion rate for, and divide that number by your total Sessions. The formula for your Amazon conversion rate is: Conversion Rate= (Total orders)÷ (Total product listing sessions).
The average conversion rate for non-prime members is 13%, while Prime members convert at 74%. You must track your own conversion rates to determine when you are profitable. Consider data over time and with a large sample, product competition, and source of traffic as well. Low conversion rates may signal many things including a problem with your listing, price, customer reviews, or some other factor.
Amazon conversion rates are somewhat cyclical. High-quality listings produce better conversion rates and high conversion rates positively impact your visibility on Amazon. According to Mike Begg, Co-founder of AMZ Advisors and AMZ Lens, “Converting on customer traffic signals to the algorithm that your product is relevant for that keyword. And being able to convert on that keyword over time will boost your product’s visibility on search engine results pages.” Boosting your conversion rates will improve your place in the Amazon algorithm, ultimately leading to more exposure and more sales.
Improving Your Amazon Conversion Rates
There are many different factors that affect conversion, which means there are numerous steps you can take to improve your Amazon conversion rate.
Offer Fast, Free Shipping
Shipping cost has a huge impact on if consumers complete a purchase. According to UPS, free or discounted shipping is the second most important reason a person will shop at a marketplace over a retailer. Offering Prime shipping a big advantage on Amazon. Two ways to provide Prime shipping on Amazon are by joining Fulfillment by Amazon or Seller Fulfilled Prime. This post breaks down the pros and cons of each service so you can choose the option that is best for your business.
Your product certainly matters when it comes to sales, but the price is just as important. You must find the sweet spot for pricing to ensure you both enticing and profitable. Make sure to price competitively to similar items being sold, while still using a price that will be profitable and reflect the quality of your product. Continue checking prices and monitoring your Amazon conversion rate, as the price is not static.
Images matter when it comes to closing a sale. 67% of consumers say that the quality of a product image is “very important” in selecting and purchasing the product, so you must make sure to include proper images. Use high-quality, zoomable images that are bright and clear. Show every side of your product and include a photo of your image in use.
Images are paramount for getting people to your listing, but your description will reel them in. your descriptions should be accurate and include al relevant details. Check the Q & A section on your Amazon listing, and add information to your listing to answer the most common questions.
Positive reviews go a very long way to help convert customers. Online reviews impact purchasing decisions for over 93% of consumers, so they are something you must cultivate. Send personalized follow-ups to those who purchase your product, and respond to all reviews. A professional response to a negative review will help your brand image and may be able to win the customer back.
SEO is critical for eCommerce businesses and certainly applies to Amazon product listings. Amazon is used as a search engine for products, so you must optimize your listings for relevant keywords. Some best practices for Amazon listing SEO include:
- Insert your key term in the product title.
- Include your brand name in the product title.
- Use Amazon’s backend keywords section to add up to 250 characters of terms related to your product.
- Fill in as many detail fields as possible including dimensions and material.
Increase Amazon Conversion Rates with Listing Mirror
Listing Mirror is here to help you improve your Amazon conversion rates with listing data management, order fulfillment, inventory syncing, and warehouse management. With our top-selling multi-channel product listing software, you will sell more and work less. Learn more about how Listing Mirror will help you sell more on Amazon and all your channels by contacting us or signing up for your free demo today.
Erin is the Co-Founder of Listing Mirror.