When you’re selling on Amazon, you have nearly every tool you need to drive leads to your product listings. However, PPC ads and Amazon listing optimization alone aren’t enough to turn that attention into revenue by converting your traffic into customers.
That takes putting a little more thought into every aspect of each listing. This guide will introduce you to some of the key concepts of Amazon conversion rate optimization.
What Matters Most About Your Listings
Through our experience working with more than 55,000 brands on Amazon’s marketplace, we’ve learned that there are four high-priority items to address when it comes to Amazon conversion rate optimization. If you’re looking to turn more traffic into customers, focus in on these areas of your product listings first:
1. High-quality photos
People process visual information faster and easier than they do written words, so attractive photos of your product are an absolute must-have. Online shoppers, in general, put a high priority on quality photos. In one report, 75% of shoppers said they rely on product photography to make purchasing decisions online.
On Amazon, quality photos hold even more weight. Anyone familiar with the market is likely aware of counterfeit and low-quality products. A well-crafted set of images can instantly reaffirm your product’s quality and establish your credibility, making shoppers more confident in their decision to convert and make a purchase.
2. Well-thought-out descriptions
It’s not as attention-grabbing as photos, but product descriptions should be a helpful expansion on your product’s features and highlights. A neat and clean description can make a difference, especially for higher-end products where comparison shoppers decide based on those details. Use page breaks to separate messages and make them easy to read quickly.
It’s important to have all listing content written by a native speaker. This will help you avoid errors that can chip away at confidence in your product’s quality. With space for 2,000 characters, you can expand on any unique features and capabilities that give your product a competitive edge, such as eco-friendliness or unique connectivity.
3. Informative bullet points
Some shoppers will skip over descriptions and head straight to the listing’s bullet points to get the gist of what they’re looking at. These bullet points are just as important for describing your product’s features and letting shoppers know it’s the item they’re looking for.
Keep in mind, however, that bullet points give you less space to write and are meant to be scannable. Put thought into what key elements of your product would appeal most to your consumers and highlight them here. How is the product used? What makes it better than comparable products?
4. Quantity and quality of reviews
While the first three points focus on what you can tell shoppers about your listing, they’ll pay just as much attention (and sometimes more) to what people who’ve used the product have to say. In fact, in one consumer survey, 92% of respondents said they won’t buy anything online without reading at least one review first.
When it comes to reviews, both quantity and quality matter. You should strive to have an average rating similar to your competitors with a comparable number of reviews. Amazon incentivizes reviews through programs like Vine and the Early Reviewer Program. Beyond those, using tools like Viral Launch’s Review Generator can help streamline the process of gaining authentic reviews from verified buyers, boosting your product’s credibility. Ensuring high-quality products and a positive buyer experience will also reduce the likelihood of negative reviews.
By incorporating these elements, your listing will assure customers of your brand’s legitimacy and your product’s quality. As you optimize your conversion rates and increase sales, you’ll naturally gain more reviews, which in turn will help drive more sales. Need help getting started? Check out our suite of Amazon optimization tools, including the Review Generator, or contact one of our experts today to see how we can help!
