Advertising

Amazon Conversion – What Turns Product Page Traffic to Sales?

by Dirk Llorens Oct. 19, 2021

Selling on Amazon is undeniably an incredible opportunity for entrepreneurs and even existing e-commerce brands. Getting approved and setting up a product page on Amazon is one challenge, but the real difficult task comes when you are trying to drive sales.

There are plenty of tactics, including paid advertising, that can get traffic to your product listing. Improving the conversion rate, and getting people to hit that “buy” button is arguably the biggest challenge. Even fractionally improving your conversion rate could make a huge difference to sales.

When you hear that there are over one million active sellers in the US on Amazon alone, you might fear that the competition is simply too vast. Actually, when you delve further into the numbers you will see that fewer sellers have made a success of their venture. Some have never even made a sale.

 

Source: statista.com

So, how can you get to the upper tiers of sellers and ensure that your products are converting and that your business is growing? Let’s dive into some tactics.

 

Understand Conversion Rates

 

It’s not the most complex of sums to work out the conversion rate. It’s just the percentage of people who visit the product page and go on to make a purchase.

So, what makes a good conversion rate?

According to ecomcrew.com, “The average conversion rate for Amazon listings is 10 to 15 percent.”

However, we see a huge jump in certain product categories, and there are factors that impact conversion rates, including:

  • The ticket price of the item (higher price items may call for more deliberation from the customer).
  • Whether the product is a luxury item or considered essential.
  • The quality of the product listing including photos and copy.
  • The intent of the traffic. If you get one million random customers to see your product listing, there’s no guarantee any will be interested. Targeted traffic with the intent to buy is far superior.

As well as being important for increasing your return from each product you sell, the conversion rate is one of the aspects that Amazon uses when calculating where they rank your product on internal searches. Conversion rate and “sales velocity” make up some of the most important aspects of the algorithm. Of course, if you can reach the top of Amazon’s searches in your industry, your sales are likely to increase.

 

How Brands Can Increase Conversion Rate

 

What can brands do to increase their conversion rate? We explore both the common sense, “why didn’t I think of that?” solutions, and some of the more advanced techniques for driving sales.

Great Photos

Image source: Amazon.com

Product photos should show your item in detail, and allow potential buyers to visualize it in their home or in use.

Check out the image above, which includes text and graphics as well as showing Amazon’s own “Echo Show” in use.

Diagrams and annotated images can be an excellent way to educate users about your product.

While photos are important in every listing, consider how high definition photos that allow the potential buyer to zoom in can be even more helpful. For instance, if you are selling a clothing item, the customer will want to see the texture of the fabric in as much detail as they can.

 

Impactful Sales Copy

 

Your reader is not going to spend time reading paragraph upon paragraph, especially for a low-ticket price item.

You need to make an impact quickly, which is one of the reasons why there is space for bullet points within an Amazon listing. This is your chance to quickly underline the benefits of your product. Don’t ignore the importance of making an influence “above the fold”.

Copy should be professional. Poorly-written descriptions and even bad grammar can send the wrong image about your company and the product. If you don’t have the ability to check your written content, will your products also be shoddy?

 

Pricing

 

You need to be smart with your pricing. You still need to make a profit, but remember that the vast majority of products sold on Amazon are under $50.

Undoubtedly, pricing will have an impact on conversion rates. People are more likely to buy a similar product that is cheaper, especially if the products have equally positive reviews.

There’s a balance to be struck to retain your profitability and still list at a price that can convert at a high rate.

 

Customer Reviews

 

This is the holy grail when it comes to selling on Amazon. Positive reviews make all the difference. People trust reviews, and this graphic shows that they are one of the key reasons people continue to buy from Amazon as opposed to the competitors.

Encourage and incentivize reviews however you can. These tips are a fantastic starting point for those who are looking to boost their product with some five-star customer feedback.

You can use Amazon Vine as well as the Early Reviewer Program to try and boost your reviews, and these can form an important part of any launch strategy. Without any reviews, getting sales can be like pulling teeth.

 

Fast and Free Shipping

 

Amazon still allows the seller to make their own decisions regarding how the order is fulfilled, but their FBA or “Fulfillment by Amazon” program is undeniably one of the very best ways to ensure that products are shipped on time and that you can take advantage of incredibly loyal customers with prime memberships, whose conversion rates can be up to 74%.

Allowing Amazon to take care of the order fulfilment also frees up your time to work on other things, so it makes perfect sense for a seller to take this approach.

 

Summary – Understand the Buyer’s Decision Process

 

A buyer wants convenience and trust. That’s why they are on Amazon in the first place. Reviews, reasonable pricing, and a strong description of the product are crucial. Take advantage of this huge platform by creating a great product listing and you can reap the benefits and boost your bottom line.