Selling on Amazon can be incredibly profitable for your business. Each month, nearly 50% of U.S. shoppers complete a purchase on the platform. Although if you’re already an FBA seller, you know that selling products is trickier than it looks.
This is due to the competition you face. Not only are you up against Amazon themselves, but also more than one million SMBs (small and medium businesses) selling their own products. Trying to stand out from the crowd can be difficult. This difficulty will then cut into your profit margins as fees for your FBA account can quickly accumulate.
However, there are various steps you can take which can quickly result in a higher conversion rate. Once people have landed on your product page, the last thing you want is for them to leave and forget about your offering. To limit this from happening, here are five ways to increase your Amazon conversion rate.
Enhance Your Product Description
Many sellers often overlook the importance of product descriptions. However, customers are not going to buy an item based only on an image or two. They want to gain further details and these are supplied via the product description.
Rather than writing a generic description, one which comprises a couple of lines at most, you need to go above and beyond the norm. First, begin by listing the main product features at the top of the page. This should be done in a bullet point list. You may even consider using emojis for each point, adding greater visual quality that grabs the eye.
If that list of features captures the attention of a potential customer, they will likely want to deep dive – aka scroll down the page – for more information. Your full description should supply the solution for the following:
- The problem your customers have
- How your product resolves this problem
- Why your product is superior to what the competition has to offer
When your product listing is fleshed out with information, customers won’t feel wary about making a purchase due to a lack of details.
Optimize Your Listings
You might think it’s only relevant with Google, but Amazon SEO is certainly real – and it’s essential for optimizing your listings. After all, Amazon is one of the biggest search engines on the internet, which means they rely on the same search engine optimization tactics as Google and the gang.
There are numerous Amazon conversion rate optimization tactics to implement when conducting an effective Amazon SEO strategy. First of all, you need to conduct keyword research. Find the search terms that are both relevant to your products and are currently generating hits. Once you have gathered a healthy list of keywords, incorporate these into each product description – doing so without it being obtuse or noticeably like keyword stuffing.
Aside from a list of keywords, there should be a targeted keyword for each product. The targeted keyword needs to be placed within the description, features list, and especially the product title. Another SEO tip is to ensure each product is placed within the most appropriate category and sub-category.
There’s no understating the importance of SEO on Amazon. Research reveals that 70% of Amazon consumers never venture beyond the first page of search results. As a result, you need to optimize your products to give them the best shot of landing on the first page.
Due to the essential nature of SEO – and how complex it can be to do effectively – many receive assistance via Amazon marketing services. With experts working on your Amazon SEO, using all of their up-to-date knowledge and skills, this will naturally boost your Amazon seller conversion rate.
Upgrade Your Product Images
Have you ever bought a product online without seeing an image of it first? Unless it’s a blind box, the answer is obviously no. Customers depend on product images – they need to know what the product looks like, how it functions, and if it’s a suitable fit for their needs.
While you have product images already – that much is obvious – are you doing enough in this area? If these photos are low-quality and simply stock images provided by the manufacturer, they can push potential customers away. This is especially the case if you have an intricate product full of features and details but only one or two pictures in total.
Invest in professional images for your products. These help to demonstrate the quality behind your products while also painting your brand in a positive light. Also, don’t forget to supply an ample selection of images if required.
Just remember, you need to meet Amazon’s product image requirements.
Competitive Pricing is Vital
When someone is buying an Amazon product, they seek two main things: convenience and an affordable price. By selling through FBA, that convenience is provided to your customers. Yet, it’s on your shoulders to deliver an affordable price tag.
Competitive pricing is essential for a number of reasons. Firstly, potential customers will quickly turn to alternatives if they feel they’re getting a bargain elsewhere. Perhaps most imperative, however, is a competitive price helps gain a higher-ranking position in Amazon search results and thus improve your Amazon FBA conversion rate.
To reprice your products when competitors alter their prices, software tools are available to automatically monitor and streamline the process.
Increase Product Reviews
When improving your Amazon sales conversion rate, reviews are invaluable. As Amazon marketing consultants, we place a strong emphasis on this aspect to boost sales figures. Potential customers see them as social proof, an unbiased viewpoint on the quality of your products. Amazon also uses these reviews to better rank your products in search results.
To gain significant growth in product reviews, a proactive approach is required. You’ll need to persuade customers to leave feedback for your Amazon products. Ways to entice positive reviews include offering incentives and simply asking them to do so while highlighting the advantages your business gains.
It’s also recommended to respond to each review – both good and bad. The latter is particularly important, as you should always attempt to remedy any issues in a professional, courteous way.
Ryan Flannagan is the Founder & CEO of Nuanced Media, an international eCommerce marketing agency specializing in Amazon. Nuanced has sold $100s of Millions online and Ryan has built a client base representing a total revenue of over 1.5 billion dollars. Ryan is a published author and has been quoted by a number of media sources such as BuzzFeed, CNBC, and Modern Retail.