When running an Amazon business, profit is not always the most important metric to gauge your success. More often than not, it is the conversion rate that holds the most valuable role in determining how well your Amazon business is performing.
One of the biggest advantages of being an FBA seller is that Amazon handles most of the heavy lifting for you. All you’ve got to do is put in a little extra work to increase your sales and conversions.
5 Tips to Increase Amazon Conversion Rate
Incorporate High Quality Keywords
A good way to start generating quality traffic is by using keywords. Spend enough time researching keywords that are relevant to your product listings. Once you have a list of these keywords, start incorporating them in the title, bullet points and product description. Don’t ignore the backend search terms either – it is a hidden section on Amazon that contains important metadata. Though not visible, backend keywords can strengthen your SEO points.
To make sure that your keywords are ranking for the product you are targeting, use a third-party tool to track them. Otherwise, you will never know whether these keywords are working for you.
Optimize Product Listing
Optimizing your product listing is another surefire way to improve click through rate. Optimizing involves using the right copy and graphic to capture your customers’ attention and compel them to make a purchase. When optimizing your copy, make sure to include product specifications, brand name, and other unique features of your product. You will also want to avoid stuffing your product title and description with too many keywords as Amazon can detect this and will ultimately lower your rankings.
In addition, use eye-catching, high quality images that show the product in the best possible way. Remember, images form a huge part of a customer’s first impression in the buying process. By using compelling images, your customers can truly understand what your product looks like and what it does.
Compare Your Prices
If you want to further optimize your listing, ensure that you have a good pricing strategy in place. Consider looking at your competitors’ prices to distinguish how your prices are compared to them. While you may think that a race-to-the-bottom pricing will make you more appealing, you are doing more harm than good to your bottom line. Remember, cheap is not synonymous to more sales. In fact, most consumers deem cheap items as they are – cheap. Meaning, it is of low quality and comes with poor customer service.
When you are deciding a price, it makes sense to run AB testing to find out which works. Better yet, use an algorithmic repricing tool so you can automatically alter your prices in a competitive manner.
Invest in PPC Advertising
Without a doubt, one of the best solutions for boosting your Amazon conversion rate is through Amazon PPC advertising. This technique can display your listings in strategic locations within the web page. It will show up in plain view of your customers, making it more convenient for them to choose you. Then, once your sales start to increase, your organic rankings will soon follow.
When effectively managed, your campaigns can yield a positive return on investment constantly. The key here is to continuously monitor, test and modify your PPC ads to ensure that they are meeting your requirements and budget, and that they are profitable.
Run a Promotion
Entice your target customers with a promotion. You see, people enjoy getting a good deal, and through promotion, you offer your customers an incentive to make a purchase decision sooner than later.
Giving out a promo does not necessarily mean knocking off a huge discount on your products. Offering your customers free shipping or a discounted price for a limited period can already do the trick. A buy one take one promo, in most cases, makes you more attractive than other merchants selling the same items. Once your promotions are up and running, don’t forget to test them out to find out which works and which does not.
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