Amazon uses conversions to determine where a product ranks in the SERPs.
The better a product converts to sales, the higher the product will rank. This will result in more sales, leading to even higher rankings.
Here are 5 ways on how to increase Amazon conversions:
Since a lot of ranking on Amazon requires keyword research, keyword tracking becomes one of the most effective methods to increase Amazon conversion rates.
Like we have discussed already, keywords are vital when it comes to ranking a product on Amazon. The more relevant it is to the product, the more likely a visitor can find it. Organic keyword rankings are the single element that build automated, passive Amazon businesses.
As just mentioned, to find the best keywords, research is required. They must attract customers that are actively seeking to find and purchase the product, so it is essential they will be attracting the relevant audience.
This is where keyword tracking comes in. A keyword tracker tool helps you see which keywords rank best for your product. If your business sells in a competitive niche, another benefit of using a keyword tracker is to see what keywords competitors are ranking for.
The higher that the product ranks, the better the product will convert from a viewing to a sale.
OptimiseThe Product Title
Now that keywords have been discussed, the next method to increase Amazon conversion rates focuses around optimising a product title.
One of the main parts of an optimised product listing is the title. It should include plenty of keywords that are relevant to the product and describe exactly what it is.
The keyword tracker becomes very useful for writing product titles.
See this kettle as an Example:
Keywords are essential to where your product ranks in the search results. The better the keywords, the better the product will rank, which increases conversions. However, only use the best and most relevant keywords in the product title. Any remaining will be used in other parts of the product listing.
The title should also include the brand at the start of the listing, as well the size and colour of the product.The longer and more detailed the title, the better. With Amazon it doesn’t have to be compelling or grab a viewer’s attention; it must give off enough information for someone to make a purchasing decision.
This is why Amazon offers a 500-character limit so make sure to use as much as possible.
Encourage Customer Reviews
The power of social proof is one of the greatest tools an Amazon seller can have. Products that have good reviews are going to sell well. Items that have 5-star reviews will rank and sell higher in the listings than those with lower ratings.
The previous kettle is a great example for this point too, hence why it ranks at the top of the rankings
New Amazon sellers should take advantage of Amazon’s Early Reviewer Program.
Amazon recognises during the early stages, it can be difficult obtaining reviews.By using the early reviewer program, they reach out to customers on your behalf and ask them to leave a review. In return, they provide the customers with a money off voucher they can use next time they use Amazon.
One thing to bear in mind; keep within Amazon’s terms of service. There are some rules around what people can do in terms of getting reviews themselves so do some research.
The ‘Answered Questions’ section then works in a similar way as product reviews.
These are just as valuable as customer reviews but doesn’t grab as many headlines. Answered questions can increase conversion rates when utilised properly. The more questions that are asked and answered with positive feedback, the better your conversion rates.
This section allows customers to interact with each other to discuss any queries they may have about the product. It creates an opportunity for discussion about the product with the most useful answers voted up. This is very helpful to the seller because the more customers talk positively about the product, they create social proof.
However, even though it allows for customer interaction, the seller must also be active in answering questions. This is because it shows to the audience that the seller is thinking about the customers which builds rapport and brand reputation. It also ensures that accurate information is being shared about the product.
Cross promoting products is a great way to increase conversion rates and is the final method on this list. This part of the product page is great for impulse purchases.
In a nutshell, it’s free advertising to show other products that a customer could purchase alongside the original product listing. For those familiar with core link building strategies, cross promotion also acts as a free link to the secondary product.
Customers that click the recommended product increase organic rankings because it counts as an organic page visit. It also confirms to Amazon the product is relevant to recommendation.
Once again, the kettle is a great example of this:
There is one thing to bear in mind; unlike the other ways to increase Amazon conversion rates, the seller does not have control of what appears in this section. With that being said, it is possible to influence Amazon’s decision on what products are displayed.
To do this, customers must be encouraged to buy the secondary product. Start with offering discounts and incentives to purchase the second product, such as free shipping or money off for buying two items.
It won’t take many purchases for Amazon to suggest that second product as a recommended item.
This article has described the basics in how to improve conversion rates.Keyword research combined with Amazon selling tools and optimised product listings are going to increase your conversion rates the fastest. Once you notice the increase in sales, make sure you are doing all you can to encourage customer reviews.
A final word: do not have static product listings. Make small alterations to your listings to see if there are any changes in sales. Give them some time to settle so you can see if they have a better impact or you need to revert back to their original state.
Tom Buckland is the Founder of a SEO consultancy company based in the UK. Specialising in increasing revenues on Amazon & Google, he’s the #1 ranked Amazon marketing consultant.