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According to Amazon Statistics, the ecommerce giant has more than 9.1 million registered sellers worldwide.

With such a massive number of competitors, sellers need to be proactive. 

They must use intelligent strategies to attract customers to their listings and follow through on potential sales.

That’s why boosting your conversion rate is essential if you’re an Amazon seller. 

My name is Omar Deryan, CEO at OJDS. Our amazon listing service has helped sellers optimize over 9,000 listings in the past four years. 

In this post, I’ll use my expertise to discuss the meaning of conversion rate and why it’s crucial for the success of your Amazon business. 

I’ll also share the best strategies to increase your conversion rate and profits. 

Let’s begin! 

What Does Conversion Rate Mean? 

Conversion rate is a term every seller needs to understand. It’s the number of people who buy your product after seeing your listing. 

Not everyone who sees your product listings will make a purchase. Your goal is to encourage as many visitors as possible to convert into paying customers. 

Here’s how to calculate the conversion rate of a specific listing.

Divide the total number of purchases by the total number of visitors. Multiply the answer by 100 to express it as a percentage.

Here’s an example.

Say you have a listing with 20 unique visitors but only two purchases.

2 purchases ÷ 20 visitors = 0.1

0.1(100) = 10%

Two purchases out of 20 unique visitors is a 10% conversion rate.

Only ten would purchase out of every 100 unique visitors to the listing.

You need conversion rate data to formulate a solid marketing plan.

When you know your conversion rate, you have a benchmark to measure the performance of your listings. You’ll also be able to see areas for improvement. 

The Best Strategies to Improve Your Amazon Conversion Rate

You drive more sales and revenue to your business when you boost your Amazon conversion rate. 

Here are six ideal strategies you can implement to improve your conversion rates on Amazon.

1. Structure Your Gallery Images Properly

The images in your gallery undoubtedly play a significant role in your customer’s shopping experience. 

Potential buyers can’t hold and closely inspect your product. 

They have to rely on images to make purchase decisions. 

When choosing and optimizing your images, ensure they meet Amazon image requirements.

Make sure to include a combination of lifestyle, infographics, USP, and trust images.

Here is an example of strategically structured gallery images:

Most people are visual shoppers, so creating an excellent first impression to stand out from competitors is KEY.

Hire a professional product photographer to offer customers the best possible product images.

Visual assets should show your product’s features and how it works. Use images showing your products in use as well. 

2. Use the A+ Content and Brand Story Features.

Enroll in the Amazon Brand Registry program. 

You’ll gain access to two tools that can help maximize your listing's potential. 

Amazon A+ Content

The A+ Content Feature, also known as Enhanced Brand Content, allows Amazon sellers to create visually appealing product listings. 

You can incorporate rich and robust text and images with a custom layout in your listings. 

Creative elements like bold colors and fonts can enrich your listing and grab customers' attention. 

Imagine a detailed and sophisticated infographic for your products—that’s what Amazon A+ Content can do for you.

Combining powerful, descriptive text with high-quality images allows you to reach two types of shoppers: 1) the visually oriented and ) those who love reading every detail. 

Offering both rich text and attractive images can increase your conversion rate. 

Follow these tips to leverage your A+ Content section fully:

  • Break down complex concepts into easily digestible content.
  • Design the section like a landing page to give your customers a virtual shopping journey.
  • Encourage cross-selling with clickable links and comparison charts. 

Amazon Brand Story Feature

You can find the Amazon Brand Story feature above the A+ Content section. 

This feature enables you to tell customers about your brand.

It lets you share your brand’s values with buyers using a combination of text, images, and videos.

You can showcase your logo, slogan, and an image of your choice. Amazon also asks sellers to answer the following questions: 

  • How did we get started?
  • What distinguishes our products?
  • Why do we love doing what we do?  

With one glance, customers can form a first impression (hopefully, a great one) about your brand and its values. 

It’s an excellent way to build trust and connect with your target audience.

3. Optimize Your Product Listing.

I can’t emphasize enough the importance of creating killer listings. 

The higher your product ranks on customers' search results on Amazon, the more visibility it has and the more clicks it gets. 

You can’t improve your conversion rate if your product doesn’t appear on search results. Even if it does, you have only eight seconds to convince your customer because that’s the length of the average consumer's attention span.

The solution is to apply the principles of Amazon listing optimization

Do Extensive Keyword Research.

Crafting an optimized listing begins with keyword research

Look for keywords to incorporate in your title, headlines, and descriptions to send your listing to the top of search results. 

Optimize Your Title.

The product title is one of the first things your target audience sees when browsing on Amazon. 

Thus, the title needs to include your primary keyword phrase and other keywords that tell the customer about the benefits of your product. 

However, avoid overstuffing your title with keywords. It’s still best to write it in a way that makes sense to the reader. 

Write Compelling Bullet Points.

Bullet points are an essential element of any Amazon listing.

Bullet points convey the essence of your product and what makes it unique. They should give the customer an overview of your product's primary benefits and supportive features. 

Make your amazon bullet points benefit-oriented by addressing your target audience’s pain points and explaining the value of your product.

Create Benefit-Driven Product Descriptions.

Your product description should be benefit-oriented as well. 

Keep your target audience in mind so you can answer the “why” or the purpose of your product. 

Present your product as the best solution to your target customer’s problems. 

If writing isn’t your strong suit, invest in professional product description writing or Amazon listing optimization services. 

4. Optimize the Price of Your Product

Let’s face it; customers don’t buy a product just because of its features. 

They purchase a product because of its value. 

Everybody wants the best value for their money—remember this when you make your pricing strategy. 

The trick is to increase the perceived value of your product. 

Make potential customers see your price as an excellent deal for the value you’re offering. 

You can increase the perceived value of your product by: 

  • Selling it in bulk. 
  • Offering it as part of a bundle or package.
  • Offering a superior product with a quality that sets it apart from the competition.

You can also use strategies that play to your target audience’s emotions, such as unique designs and twists to ordinary products. 

Keep your prices competitive to increase your ranking on search results and encourage customers to buy. 

Competitive pricing also increases your chances of winning the Buy Box.

5. Make Your Products Eligible for Amazon Prime

Amazon launched its Prime service in 2005. As of 2022, there are over 153 million Amazon Prime members in the US alone.

Members tend only to order items available on Amazon Prime. As such, it makes sense to sell your products on Amazon Prime. 

Many sellers aim to get the Prime badge on their listings because of its positive impact on customers. 

The quickest way to be eligible for Amazon Prime is to outsource your fulfillment to Amazon FBA. Doing so automatically puts your products under Amazon Prime consideration.

6. Get Long and High-Quality Reviews 

Positive reviews significantly influence consumers’ buying decisions, and the proof is in the pudding.

Product reviews can increase conversions by a whopping 270%

When customers shop online, they see a product in a more favorable light if it has many positive reviews.

Positive reviews have two benefits:

It helps build trust in your brand, and it increases your product’s ranking in search results. 

You can gain these benefits by leveraging Amazon’s two product review programs.

Amazon Vine Program

Under the Amazon Vine program, sellers enroll and allow selected Vine Voice Reviewers to review their products. 

Amazon is quite selective with the reviewers they choose for the program.

These reviewers use the products themselves for a certain period. They then leave unbiased feedback for other customers. 

The best thing about the Amazon Vine Program is its honesty and trustworthiness. 

Upon submitting a product for review, sellers have no contact with the reviewer and no control over their feedback.

Once a Vine reviewer has submitted a review, Amazon tags the product with a Vine badge. 

This badge assures customers the feedback is honest and accurate. 

Amazon Influencer Program

Meanwhile, the Amazon Influencer Program allows brands to partner with an influencer enrolled in the program.

Amazon sellers can approach influencers and ask them to recommend their products to their followers. 

If you want to go this route, choose an influencer whose audience is similar to yours. Doing so can help ensure you’re reaching your target audience.

Influencers can help convince customers to buy your product, increasing your conversion rate.  

The Bottom Line

Knowing your Amazon conversion rate is crucial because it reflects the number of page visitors who convert into paying customers.  

A high conversion rate on Amazon helps your listings rank higher and drives profits to your store.

There isn’t a single best way to boost your Amazon conversion rate. 

The ideal thing to do is take a proactive approach that involves using different strategies to cover all your bases, from optimized listings to high-quality reviews. 

Hopefully, the strategies I outlined in this guide can help you improve your listings and hit your targets as an Amazon seller. 

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