There was a time in the past when brick-and-mortar stores were the only stops for shoppers. As a seller, it was pretty easy to convince the buyer and increase the conversion then and there.
But, in the era of online shopping, convincing customers to get a high conversion rate is not a piece of cake.
There’s a huge competition! It is difficult to get the attention of your target audience towards your products.
When you talk about online shopping, you cannot skip Amazon. Amazon is the eCommerce giant with over 6.3 million sellers on the platform. Most of these sellers run their businesses by selling their products over Amazon.
In one case, where most sellers have cracked the fundamentals of thriving over Amazon. On the other end, there are many newcomers who are lagging in building a good conversion rate over Amazon.
The average Amazon conversion rate is between 10 to 15%. Hence, this is considered good, as it is better than most other eCommerce platforms.
So, what is Amazon’s conversion rate? And how can you boost it? Well, hold onto this article, as we will be answering these questions in brief.
Understanding the Amazon Conversion Rate
The Amazon conversion rate calculates the number of sales you made divided by the total number of visitors your products had. For instance, if your product listing got 200 visitors within a month, and 50 products were sold within the same duration, your conversion rate will be 25%.
You can check your conversion rate on Amazon by visiting Seller Central. Sign in to Seller Central to navigate the ‘Reports’ tab. Now, click on ‘Business Reports,’ and then you will see a tab named, ‘Detail Page Sales and Traffic by Child Item”. When you click on it, you will get the sales data for every item that has been sold by you over Amazon.
You will get an understanding of total sessions, units ordered, product sales, page views, and conversion rate. The conversion rate will be mentioned as “Unit Session Percentage.” Amazon Seller keeps track of these metrics to ensure that your products are selling well over the platform and improving over time.
For instance, if you are making changes to your product listing to get a better conversion rate, check these reports before you do that. You do not want to remove the product that is helping you with a higher rate.
Strategies for Boosting Your Amazon Conversion Rate
If you are not meeting the specified goals of acquiring a satisfactory conversion rate, you should keep up with the boosting strategies to ensure you return to your success track. Here are some of the strategies for you to work out the flaws and improve your conversion rate:
1) Sign-Up with FBA
FBA is one of the quickest and easiest strategies you can implement to help yourself get a better conversion rate. It is because you are making your products eligible for Prime. With the Prime badge on the product listing, your inventory will be more visible to the target audience.
With Prime features embedded in your products over Amazon, more and more customers will prefer buying them from you. Customers know that they are buying from trustworthy sellers.
Apart from that, as people are aware of how FBA works, they know that Amazon handles the packaging, shipping, and delivery of the products they order. Hence, the trust factor increases for customers to rely more on FBA products.
FBA helps you reach out to more customers and scale up your business. So, if you sign-up for FBA services by Amazon, you will eventually experience more sales than usual. As a result, the conversion rate will multiply exponentially.
2) Optimize the Product and Brand Content Consistently
The next big thing you should do to inspire the customers to buy from you is to optimize the brand and product content. Your content should be multimedia-driven and brand-driven, which stand out from the crowd.
All you have to do is add good-quality product images, bulleted features, comparison graphs, and a good sales copy. Amazon offers you around 15 different modules to choose from. There is a specific format for you to follow and derive your creativity for the product page.
Apart from the visual and textual appeal, you should also make your title appealing to the buyers. Use the main keywords to help your product pop up in the search results. At the same time, keep the information crisp and simple for shoppers to understand what they are buying.
The standard approach on title formatting goes like Manufacturer or Company – Colour- Size or Quantity – Product Name. This structure might change depending on your product type. But, it is an ideal title that will draw more attention.
Optimizing the content is not just about the appeal but is also about SEO. Keep researching keywords regularly to ensure you get to use the best ones. The ones with the highest frequency should be part of the title. Following that, the second-tier ones should be in the bullet points or product descriptions.
Convince your buyers to give feedback on their purchase over Amazon. When you have enough good reviews on the site, more and more shoppers will rely on it to buy from you.
3) Try Running Deal of the Day or Lighting Deal Offers
One of the best ways of getting brand recognition on Amazon and increasing the conversion rate is through lighting deals or deals of the day. Both of these offers boast heavy discounts only for a day. It will draw the attention of most of your target audience. Thus, your sales rate will multiply exponentially.
It is like a jet boost to your conversion rate. But it has a long-term benefit as well! With more and more people buying from you for the sale discount, they will eventually recognize you as a seller. In the long run, they might return to you buying more products.
4) Build Your Brand Reputation by Chasing Down Every Review
You must follow up with every review left on the product listing page of Amazon. Whether positive or negative, you ought to address it. It is because there’s nothing a better alternative to gaining customer attention than building a reputation. If customers know that you take immediate action with respect to their queries, they will trust you as a genuine seller.
You must do all you can to vouch for your products’ quality and offer complete support solutions to them. You will eventually see how this will enhance your conversions in the long run.
You can also consider staying in touch with the buyers after the delivery process. When a potential buyer asks a question in the review section or tries to contact you, answer it at the earliest. Once they have made the purchase, send follow-up emails to check if they find the product good.
Offer them some discount code for the next purchase. It will draw their attention toward your brand for a second purchase. If they come back to buy again from you over Amazon, then you know you have acquired a repeat customer. Thus, your conversion strategies are working efficiently!
5) Your Pricing Needs to be Competitive
Amazon intends to give an exceptional experience to shoppers at attractive prices. Therefore, Amazon ranks your products, considering the cost as one of the many parameters.
So, if a seller charges too much for the available products at a cheaper rate than other sellers, the product won’t be ranked.
Your conversion rate also depends on whether you are eligible to win the Buy Box. Buy Box is the added feature that verifies a seller as diligent towards the work. Sellers with Buy Box record more sales than the ones who don’t have it.
So, if you are pricing your product too high, you are losing this opportunity. Apart from that, pricing also influences the decision of buyers. So, do thorough market research, and come up with a competitive price tag.
You do not have to sell your products at a loss, but the price shouldn’t be too high to make profits. Be genuine to the customers, and they will reward you with more sales.
With this approach, you will not just be winning a higher conversion rate but will also be getting a Buy Box, user-friendly price, and higher ranking.
Conclusion
It is a clear understanding of how Amazon conversion rates are of utmost importance for sellers. If you are new to Amazon as a seller, you should know that there’s an ocean of competition waiting for you.
With these strategies specified above, it will be easier for you to crack the code of winning more sales. In the long run, you should be persistent with good sales records. Thus, Amazon will reward you with amazing seller perks.
These strategies above need timely consideration to help you with perfect execution. Be consistent with your approach, and more sales will come your way over Amazon.
