May 12th, 2023
Is your business looking to increase conversions on Amazon? If so, you’re not alone. With an ever-fluctuating retail climate and more competition than ever before, staying at the top of your game is an ongoing battle. Sure, it’s important to drive traffic, but getting the right kind of traffic takes time, insight, and dedication.
Your Amazon conversion rate indicates how many people visit your product listing and complete a sale. This crucial tidbit of information should be closely monitored. It gives you valuable insight into whether your listing could use a little TLC, what works, and what doesn’t.
What is Conversion Rate Optimization (CRO)?
Amazon conversion rate optimization (CRO) is the practice of increasing the percentage of visitors that actually complete a sale. Optimizing your CRO makes it easier for you to reach your target audience through keywords, copy, videos, and photos. This, in turn, can contribute to a higher sales rate.
The average conversion rate for Amazon listings is 10% to 15%. For Prime members, this percentage is significantly higher, reaching a staggering average of 74%. These loyal shoppers are an ecommerce seller’s dream come true, perusing product listings primed (pun intended) and ready to buy.
For established sellers, conversion rate optimization is an essential part of keeping your listing healthy and thriving. Fortunately, optimizing your conversion rate does not require a massive overhaul. In fact, any reputable CRO specialist will encourage you to start small. Making minor adjustments and testing what works and what doesn’t is the best way to create a strong strategy and continually improve sales.
Working with Our CRO Experts
While many Amazon sellers use traditional SEO and PPC strategies to drive sales, these methods prove to be more effective when used in tandem with conversion rate optimization. Working with our CRO Agency can help you juggle a variety of valuable optimization techniques while still managing day-to-day operations.
CRO marketing is a method of increasing the percentage of visitors who successfully complete a purchase. Our experts help you achieve your goals and boost sales through a variety of tried-and-true strategies. For both new and experienced Amazon sellers, no matter how much you sell, there is always room for improvement.
KPIs
Setting realistic goals through measurable methods is an important first step. Your CRO specialist can help you figure out where you are and where you want to go. It’s important to establish a KPI (Key Performance Indicator) or desired target to determine your conversion rate.
To do this, start with this simple formula:
- Total Number of Conversions ÷ Total Number of Product Listing Visitors x 100 = Conversion Rate
Friction Points
Our CRO Agency can also help you identify weaknesses or “friction points” in your listing. Minor things such as poor imagery, inadequate descriptions, or disorganized product titles can inhibit your success, lower your organic ranking, and limit conversions. Are you getting the traffic you want but not the sales? It may be time to review your product listings and try something new.
Testing
Your CRO specialist will talk with you about using A/B testing (also known as Split Testing) to compare two versions of a product listing. By testing both versions simultaneously, you can see which one outperforms the other.
Typically, your CRO specialist will recommend you begin with one of two listing types:
- A popular product that gets considerable traffic
With many existing visitors, this will quickly reveal whether your changes have been effective.
- A product that is struggling to gain traction on Amazon
With plenty of room for improvement, this can be a great opportunity for growth.
As you begin testing, your CRO specialist will recommend focusing on one change at a time. This makes it easy for you to review the results and develop a strong strategy going forward.
CRO Trends and Examples
Conversion rate optimization is a highly-effective way for established Amazon sellers to make significant improvements. During the process, our CRO agency will make minor, easily trackable changes, perform testing, and review the results with you.
Beyond the basics, some new cutting-edge trends have emerged in CRO that may just be your golden ticket. Depending on your business model and goals, your CRO specialist may suggest some of the following techniques to boost conversions and get you the results you’re looking for.
Product Images:
Having high-quality visual content is a crucial component of success on Amazon. Not only does it look professional, but it can add to your brand credibility, increase customer trust, convey important information clearly, and even drive sales.
During A/B testing, our CRO Agency may create a version B with changes to your visual content and layout. Some ideas they might try are:
- Changing the order of the images on your product listing
- Adding attractive lifestyle photos and/or action shots
- Adding informative graphics that showcase important features
- Including images with different product angles
- Adding photos that showcase your product packaging from all sides
Product Features:
Key product features showcase the benefits of your product and help shoppers determine whether your product is right for them. In a few words, they allow Amazon customers to scan your listing for the most valuable information.
A CRO specialist may create a version B of your product features and test whether changes are in order. Some ideas they may try are:
- Drawing more focus on the customer experience rather than your company
- Adding product features that highlight your product’s competitive advantage and how it can benefit them or solve their problems
- Editing the length of your product features
- Highlighting quality, guarantees, and warranties (when applicable)
Product Descriptions:
If you’ve spent time perusing product listings on Amazon, you’ve surely found that many product descriptions are too short, too long, or difficult to read.
While many shoppers never scroll past the bullet points, this section can prove to be quite valuable if it’s carefully constructed. Not only is this a great opportunity to add high-ranking keywords to your listing, it can also serve as the “make-or-break” component of a potential sale.
A CRO specialist may enlist the help of our professional copywriters to create a new version of your description and test whether these changes impact your conversions.
Some potential changes could be:
- Focusing on how potential customers will use the product and helping them envision it in use
- Using strategically placed headings to break up big blocks of text to make the description more readable and easier to scan
- Adding sensory adjectives that may evoke an in-person shopping experience
- Calling out attractive product features and important benefits
- Experimenting with different keywords, placement, or targeting
Videos:
Like product images, video content is becoming more and more popular on Amazon. Your CRO specialist may encourage you to take advantage of this growing trend to stand apart from the pack. There are a few different ways to add video content to your product listing and use this to your advantage.
Some potential benefits of this change could include:
- Adding product highlight videos that showcase your product’s benefits and features
- Creating step-by-step videos showing how to use your product
- Including comparison videos that show how your product is different and superior to your competition (we tread lightly here to abide by Amazon’s policies)
- Adding Premium A+ video content to upgrade your listings and create a visually appealing, highly professional look
Coupons and Deals:
Amazon promotions are a draw for many shoppers. While deals and coupons may not work for every business, they could potentially stir up interest, snag more conversions, and increase customer loyalty. Talk to your CRO specialist about the growing trend of using Amazon promotions.
Depending on your goals, our CRO agency may encourage you to take advantage of these Amazon promotions:
- Lightening Deals
- Deals of the Day
- Discounts
- Coupons
User-Generated Content:
Customers trust other customers. So much, in fact, that 79% of people say that user-generated content highly impacts where they shop and what they buy. To cash in on this emerging trend, talk with your CRO specialist about adding this valuable social proof to your product listings.
Our CRO agency may recommend these updates:
- Adding user-generated product images and videos to your listing
- Replying to customer videos that are uploaded to your product listing’s Customer Questions & Answers
- Adding user-generated photos to your A+ Content to showcase your many happy customers
- Adding user-generated photos to your Amazon Brand Store
- Adding customer photos to your Amazon Posts
Conversion Rate Optimization Tips
For Amazon sellers, a few simple conversion rate optimization tips might take you from stagnant to successful. Working with our CRO agency can give you the tools you need to succeed, drive sales, and turn browsers into customers. Start with these few simple steps:
Start small!
Keep CRO content changes simple so you can easily track the results. Your CRO specialist can help you determine where to start. Test one product at a time and stick to one component of your product listing. Amazon allows you to test your titles, descriptions, main image, and product features, so pick one and run with it.
Be consistent!
Your CRO specialist will likely recommend testing a minimum of once a year to see if there are any new ways to drive sales. Don’t be shy about testing. If you’re looking for a boost, it is always a good idea to ask about ways you can improve conversions and take your business to the next level. The frequency of your testing is up to you. The more testing you do, the more information you will have to analyze.
Be aware!
On Amazon, the general rule of thumb may not always make the most sense for your business. If you notice a drastic decline in performance that isn’t caused by an internal issue or inventory challenge, talk with your CRO specialist. Using CRO could be exactly what you need to remedy the situation. Conversion rate optimization can also be beneficial if you notice a significant increase in traffic to your listings but your conversion rate remains below the 5% mark.
Carefully Review Your Results
To make the most of your conversion rate optimization, incorporate your results into a larger strategy. Our full-service ecommerce consulting firm can pair you with a CRO specialist and other ecommerce professionals that can steer you in the right direction and help you make the most of your opportunities on Amazon. Thoroughly tracking and reviewing your CRO tests will help you implement actionable ways to give your listings the boost they need.
Looking to gain traction in the world of ecommerce and convert shoppers into buyers? We’re here to help. Our full-service team can help you optimize your listings, build your brand, and achieve real results. Schedule a free consultation today to learn more.