The conversion rate is a vital metric for any ecommerce business, as it shows how successful your marketing is, and whether people purchase your Amazon products. With over 550 million products sold on Amazon, you must ensure that you maximise the opportunity for conversion for those customers who visit your page, so that they have no need to search and buy elsewhere.
In this article, you will learn how to increase your conversion rate through Amazon SEO, whilst also lowering your customer acquisition costs and increasing revenue per visitor.
Amazon have their unique algorithm called A9. In a nutshell, products are displayed on Amazon based on their relevancy and popularity metrics. There are many factors that contribute to Amazon’s algorithm, and here is James from InternetBizUni’s main Amazon algorithm factors based on their personal experience:
From the above chart, sales history, conversion rate and organic sales are the most influential factors that determine Amazon rankings. There are other aspects which relate to the variables included within Amazon’s rankings, which will be discussed in more detail.
The most important variables that go into Amazon’s rankings
If you’re looking to increase your product ranking on Amazon, you must ensure that you optimise your product listing on Amazon correctly. According to BigCommerce, the three aspects you need to optimise for on Amazon are visibility, relevance and conversions.
Here are some tips to increase your Amazon product rankings:
Keyword Optimised Product Title
Your title is arguably the most important element of Amazon SEO in terms of relevancy. The keywords must be optimised correctly in the title of your product, as this is specifically how potential customers will find it. Be cautious not to spam your product title with many keywords, as Amazon can detect this and will ultimately lower your ranking.
If you are unsure about which keywords to include in your title, there are tools such as Sonar, which is an Amazon keyword research tool, that allows you to find keywords directly from real customer searches on Amazon.
This tool sorts keywords by search volume, which can help you identify the most relevant keywords that you should use for your product.
Choose a Relevant Seller Name
The seller name can have a big impact on the products shown from the search query on Amazon. If you are selling children’s toys and your seller name has the word ‘toys’ in it, chances are that it will help rank your products higher if they are searched on Amazon based on that keyword.
Be aware that you shouldn’t try to take advantage of this by having random keywords as your seller name, as customers may be put off by it.
Use High-Quality Images
The images that you use to sell your product must be high-quality and ideally should enable the zoom function. Amazon suggests that the images you use should be at least 1,000 pixels in height or width, as this will enable the zoom function on the images.
Create Attractive Product Descriptions
Your product description is one of the most overlooked aspects of optimising your Amazon products. You want your product description to be simple to read and eye-catching, whilst ensuring all the necessary information is present.
Bullet points are a great way to simplify reading for your customers, as well as clearly identifying the main product features. Don’t go overboard and use way too many bullet-points, five is a safe number to aim for whereby you can list the most important attributes first.
Finish your product description with a call to action that is direct and to the point (i.e. Order Today, Buy Now, etc.).
How do Amazon rankings equate to sales?
Whilst Amazon do not reveal exactly how they calculate the sales rank of different items, there is a widely-speculated formula. It is thought that after every couple of hours, item rank is calculated based on the amount of orders for the given time-period within a given category. For example, if a book in the Business & Finance category has a sales rank of 100 in the morning of a promotion, then as the sales increase by noon during the promotion, the sales rank may be updated to be within the top 10.
There are other aspects such as reviews and rating that do not have a direct bearing on the Bestsellers Rank, however they are likely to influence sales, which can indirectly boost your Bestsellers ranking. It is worth noting that all these aspects play a part in boosting your rankings, therefore you should be prioritising all of them simultaneously for better results.
Improving your Amazon Seller feedback
Your Amazon seller feedback rating is an integral part in increasing conversion, and you should treat it with the upmost importance. Customer satisfaction is Amazon’s number one priority, which extends to each of its sellers.
Helpful ways to improve your amazon seller feedback ratings include responding to any customer queries within optimally 24-hours. This can be anything from questions posted on your product page or any emails sent from customers. By responding to customer queries, it shows that you are providing a positive shopping experience for the customer, which in turn can help increase sales and potentially future sales, all of which add to your conversion rate.
Whilst responding to customers, you must be communicating professionally. Even receiving a negative review can be an opportunity for you to improve an area of your business. You should be reaching out to unhappy customers to get more details about what displeased them about your product. If you manage to turn the situation around, give a reminder to them about how customer service is important to you. The customer may remove the negative feedback as a result of your constructive communication to them.
In this competitive marketplace, the need to optimise your conversion rate is fundamental to long-term success. A low conversion rate often shows that your customers are going elsewhere, which lowers your sales and increases that of your competitors. Amazon is clear about the important of this key metric, and the tips mentioned in this article should provide the necessary actions required to see an improvement in your conversion rate.
Sergio Arboledas is an SEO Specialist at MintTwist