Selling on Amazon can be challenging, with the site being the largest e-commerce platform filled with countless competitors.
Leveraging intelligent listing strategies is KEY to setting yourself apart and increasing your conversion rate.
After all, your product listing is the first thing customers see.
My name is Omar Deryan, CEO at OJDS. We’ve optimized over 9,000 Amazon listings in the past 4 years, and in this guide, I'll discuss five Amazon listing strategies to help you get more sales and improve your conversion rate.
Let's dive in!
What Does Conversion Rate Mean?
Before we go into the strategies, let's define the conversion rate.
Simply put, your conversion rate is the percentage of visitors to your product page who buy your product out of the total number of visitors.
Not everyone who browses through your products will purchase something.
The trick is to convince customers to buy your product. Only when they do can you raise your conversion rate.
You can follow this easy formula to determine your Amazon conversion rate.
So, if you get 200 visitors to your listing and 50 units sold in a month, simply apply these figures to the formula above.
Your conversion rate for that month would be 25%.
Boosting your conversion rate can be challenging, but it all begins with optimizing your product listing.
Why Is Amazon Listing Optimization Important?
Amazon listing optimization doesn't just make your brand look polished and professional.
It serves the higher purpose of boosting your product visibility and getting your product to show up in Amazon’s search results.
If your product is at the bottom of searches, you won't likely get any sales.
The higher your product ranks on the search, the more traffic you get to your product page.
This translates to a better chance of getting a high conversion rate.
5 Strategies for Amazon Listing Optimization
Now that you know why Amazon listing optimization matters, let's explore the strategies to help you achieve this.
Create High-Converting Product Images
Think of your product images as the face of your brand.
They’re the first thing shoppers will see (especially the main image), so they help make that first impression striking and memorable.
In fact, according to a study, a whopping 83% of online shoppers make purchase decisions based on product photos alone.
Image optimization involves a series of techniques, such as:
Using a professional product photographer
Aside from ensuring that your images are well-lit and have a white background, it's also important to use a variety of angles.
Remember that online shopping doesn't offer the same opportunities for inspection as brick-and-mortar stores do.
Thus, customers need both close-ups and distance shots to be able to check the product thoroughly.
You want them to have as accurate a view as possible to minimize the chances of product returns.
Leverage gallery images to highlight your product’s features and benefits
Aside from your main image, you can add extra photos to offer customers more information about your product.
With Amazon photo editing, you can put details like sizes, benefits, and other features to help your product stand out even more.
A+ Content feature
Formerly known as Enhanced Brand Content, A+ Content is a strategy that allows registered brands to go beyond a standard listing.
What exactly can you use for Amazon A+ Content?
Well, pretty much anything that helps you tell a more complete story about your brand and product.
You can catch customers' attention with eye-catching color schemes, infographics, and comparison charts.
The possibilities are endless - all you need is creativity and a clear picture of your target audience.
Bolstering your product listing with A+ Content increases traffic and sales and establishes your brand's unique image.
Write Benefit-Oriented Copy
Benefit-oriented copy is a simple way to tell customers what benefits your product offers them compared to competitors.
When people know what's in it for them, it's easy to entice them to buy your product.
It's not enough to list down the features of your product.
You should also clearly explain what each feature does and how it helps your target customers.
Again, it bears repeating that online customers don't enjoy the hands-on approach that physical stores have.
If they need to contact customer service to find out more about a product, that's already a red flag that can make them lose interest.
When writing your amazon listings, begin with a definite view of your target customer profile - is it busy people? Parents? Students? That way, you'll be tailoring your writing to their needs.
Then, structure your writing, so it's organized and easy to read.
Get Reviews From Previous Customers
After you've optimized your images and descriptions, it's time to get some great product reviews.
Positive feedback proves that your brand and product are reliable and worth the price.
Of course, your product must be of excellent quality to get good reviews.
But aside from that, you can use the Request a Review button on Amazon.
Amazon then sends customers a follow-up email asking for an after-purchase review.
You can also opt for an independent review automation service, a tool that sends out review request emails for each order you receive.
Increase Targeted Traffic
Targeted traffic refers to people who visit a website for a particular intent and purpose.
Every seller should aim to prioritize targeted traffic.
These visitors are more likely to buy something simply because they already enter Amazon with a specific goal.
It's much easier to convert a targeted visitor than one who is just browsing through products without a definite objective.
To get more targeted traffic, you need to be proactive.
Aside from ensuring that your listings are optimized, here are several tips to help you attract more targeted shoppers.
Run paid search ads
Excellent sellers know that having a multi-channel approach is essential for success.
Instead of waiting for customers to go on Amazon, meet them at other platforms where they could be launching product searches.
Google or Bing ads, for example, are popular platforms where you can get targeted traffic.
Paid search ads, also called pay-per-click or PPC advertising, can lead shoppers to click and be taken to your listing.
Run targeted social media campaigns
This is another example of going outside Amazon and meeting people on the apps and platforms they often use.
With almost everyone using social media, a campaign launched on popular platforms can bring you significant returns.
Over the years, social media has revolutionized consumers' buying behavior.
As a matter of fact, around two-thirds of shoppers now use social media as part of their shopping strategy.
Tailor your advertising to fit the various platforms you choose, keeping in mind that the demographics of shoppers will also vary depending on the platform.
The importance of product listing optimization cannot be overstated if you want to boost your conversion rate.
You must prioritize visibility and design benefit-driven listings to convince people to follow through with a purchase.
Hopefully, the strategies in this guide have shown you the basics of this process.
Whether you decide to do it on your own or hire an Amazon listing optimization service, product listing optimization is an essential strategy to turn your products into Amazon bestsellers.
By Omar Deryan (wordpress/gravatar email: email@example.com)
Omar is the E-com Obsessed Co-founder and CEO of OJ Digital Solutions, an agency that helps Amazon sellers 2X their conversion rate by optimizing their Amazon listings. You can connect with Omar via his website and Linkedin