Amazon Conversion Rates: Boosting Your Organic Sales in 2020

September 10, 2020
By The Badger

It’s no secret that Amazon is very competitive. With over 350 million products on Amazon’s website, sellers have to find ways to stand out from the competition. One way to catch a customer’s eye is by advertising your products, but regardless of how you get customers to your product page, there’s no substitute for optimized product listings.

This week, we sat down with Jeff Liber from TurnKey to find out the best way to improve your product listings and boost your conversion rates.

Why Listing Optimization Matters

When looking at ranking your products organically, you have to understand how Amazon decides which products are shown in the top spots for a given search term.

Amazon’s new A10 algorithm ranks products on a variety of factors, but one of the most important is conversion rate. If you have a product that converts highly, Amazon is incentivized to promote that product because it results in more commission.

Organic sales are the holy grail of Amazon. Why? Because you make more money from organic sales. Pretty simple. However, you can’t reach the top spots, or even the first page, of an Amazon SERP (Search engine results page) with a low conversion rate.

The Importance of Listings When Using Amazon PPC

If you’ve got your sights set a little lower and you’re paying to get your products to the top of a SERP, then listing optimization is still crucial to success.

You can be the greatest Amazon PPC guru to have ever lived, and if your product listing stinks your performance will still be lackluster.

Perfecting Your Amazon Product Listings

First off, get on Amazon’s Brand Registry. It’s around $500, but it’s well worth it to protect your brand and open up new opportunities.

Product Video

One thing that is missing from many listings is a high-quality video. Many sellers don’t even know that videos can be added to their product listings!

There are many advantages to adding videos. First, videos can be put in multiple places on a listing. This customization and differentiation boosts conversion rate. Second, videos are becoming more prevalent for Amazon PPC. This is most prevalent for Sponsored Brand ads.

From Jeff’s experience, he took a video that cost him $3,500 and was able to use it to generate over $1 million in revenue from a single product.

Keyword and Image Optimization

We’ve talked a lot about keywords in product listings, but one important point to reiterate is that keyword stuffing will kill your rank. Amazon’s algorithm is smart, and just because the product title is where the “most relevant” keywords are found doesn’t mean you should try to fit unnecessary keywords into your title.

When it comes to images, get creative. There are specialists out there who produce infographics and Amazon-specific product photos. If you aren’t creatively inclined, you should definitely look into these options because images are so important.

With A+ Content, strong visuals are a must. Adding infographics and lifestyle images are incredibly important when trying to maximize conversion rate.

Notice how this image conveys much more than just the nitty gritty details of the product. It shows the advantages of the product and how it can fit into your life. Subconsciously, users will hopefully see themselves as the person using the product.

In the same way, text overlays and infographics are incredibly effective at conveying the unique aspects or advantages of your product. When looking at what draws someone’s attention on Amazon, potential customers are much more likely to look at your images rather than your bulleted text.

Testing Your Product Listings and Prices

We’ve outlined a lot of potential changes to your product listings. However, without testing the impact of these changes, you’re just shooting in the dark. Along with testing the changes to your product listings, you should also test out your price point.

Oftentimes, there isn’t a huge difference in conversion rate between a product selling for $18.50 and $19.99. While your conversion rate may dip a small amount, the increase you see in revenue may outweigh that drop in conversion rate.

When asking clients when they last changed their prices, the answer is usually never. This is shocking, but it shows a tremendous opportunity for improvement. To keep it simple, tweak the price of your product and see what happens. If worst comes to worst, you can always go back to your original price point.

Key Takeaways

If there’s one area where all Amazon sellers can improve, it’s product listings. Whether you’re primarily focusing on PPC or organic sales, having an optimized product listing is the best way to boost your conversion rate.

Utilizing videos, high-quality images, and relevant keywords can make all the difference. If you want to make a quick change after reading this blog, try increasing your price and see what kind of effect it has on your conversion rate and revenue. Keep in mind that with all of these changes, whether it’s your listings or your price point, you should be testing!