A graphic showing a person clicking on a computer mouse while holding their credit card with text reading 6 ways to drive more clicks.

Amazon Click Through Rate: 6 Ways to Drive More Clicks

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December 27, 2023
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A graphic showing a person clicking on a computer mouse while holding their credit card with text reading 6 ways to drive more clicks.

Increase your Amazon presence and outshine the competition with essential insights into enhancing your click-through rate (CTR). CTR is not just about increasing visibility; it’s about converting that visibility into tangible sales and revenue. In this detailed guide, we reveal five innovative strategies tailored to improve your Amazon listings and win over potential buyers. By implementing these techniques, you’re not just improving numbers; you’re building a foundation for sustained success and market dominance.

By understanding and leveraging these tactics you will not only boost your click-through rate but also solidify your standing as a top seller on one of the world’s most competitive platforms. Each method is backed by industry expertise and tailored to the unique dynamics of Amazon’s marketplace. Dive into our expert guide, apply these transformative strategies, and watch as your products climb to the top of search results, driving more clicks and conversions than ever before. Begin your journey to the number one spot for Amazon click-through rate today.

What is Amazon Click Through Rate (CTR)?

Amazon Click Through Rate (CTR) is the percentage of shoppers who click on your product listing after seeing it in the search results or other placements on Amazon. It’s a crucial metric that indicates how well your listing attracts potential buyers. A higher CTR means more shoppers are interested in your product, leading them to your page to learn more or make a purchase.

What is a Good Click Through Rate on Amazon?

A good Amazon CTR varies by product and category, but generally, a higher rate indicates better performance. While average rates can differ, a CTR above the industry average (typically around 0.5% to 1%) is often considered good. However, achieving a rate several times higher than the average, especially in competitive categories, signifies a highly effective listing that resonates with customers.

How You Can Drive More Clicks on Amazon

Keep reading as we discuss six proven strategies designed to improve your click-through rate (CTR) on Amazon. Dive into this guide and learn how each approach can significantly boost your product’s visibility and attract more clicks.

1. Sell FBA (Fulfilled by Amazon)

Although Amazon does not release Prime membership numbers, Consumer Intelligence Research Partners, LLC is able to make estimates based upon its regular analyses of Amazon shopper patterns. In March 2023, the company estimated there are roughly 167 million Prime members, which is 70% of Amazon’s total customers.

Consumer Intelligence Research Partners graph displaying how many prime members there are in 2023.

Nearly three out of every four Amazon shoppers are Prime shoppers. And what do prime shoppers look for? You got it: the Prime logo. They want fast, free shipping. f you’re an FBM (Fulfilled by Merchant) seller not offering Prime, you might be missing out on a vast majority of the Amazon market. These customers aren’t just looking for products; they’re seeking the fast delivery and cost savings that Prime includes. Missing out on Prime eligibility could mean losing out on a significant share of shoppers who are reluctant to wait an extra 5-7 days or pay additional shipping fees.

Additionally, Prime members tend to spend significantly more—on average, jumping from $600 for non-Prime members to a substantial $1,400 annually. If your product is on par with a competitor’s but lacks the Prime advantage, the choice becomes simple for these high-spending shoppers. Offering a product without the fast, free shipping that Prime provides could steer a large portion of potential sales towards your competitors.

Allowing Amazon to fulfill your orders for you will put you in a better position to grab more buyers simply because you’re filling the free two-day shipping criteria for nearly 3/4 of Amazon shoppers.

Shoppers can even filter search results to only show Prime products. Don’t miss out on those buy-ready shoppers looking for your exact product!

Check out this detailed guide that compares FBA vs FBM to help you determine which fulfillment method is right for you.

2. Find Your Most Profitable Price Point

Price is a major factor for driving clicks to your listing. Changing your price will impact your Amazon click through rate, which in turn will increase or decrease overall sales.

Amazon Split Test performed on product price with data showing the lower price increased Click Through Rate

If your product is priced at $29.99, while every other product on page one is around the $19.99 mark, it’s likely that you won’t drive tons of clicks relative to competitors. It goes the other way too; a product at $10.99 on the same search result page may come across as too cheap (not to mention you might be an add-on item or start a price war with competitors).

You want to keep a competitive price on your product, but you want a price that is going to make people click and ultimately purchase. Often, click and conversion rates can vary greatly between ending the price in $.95 and $.99, or between $19.99 and $20.99. You want to find that sweet spot – the optimal price that is driving clicks and sales.

As an example, one seller used Viral Launch’s Split Testing tool to analyze the change in sales and conversions at different price points. By changing her price from $34.95 to $33.99, she saw a major increase in click and conversion rate, which would equate to over $6,500 more each month in sales!

You could be missing out on clicks and conversion because your price is a dollar off. Split test your Amazon product price to increase your clicks and conversions, ultimately driving more traffic to your listing.

3. Use High-Quality Hero Images

Product photography plays a major role in helping a shopper determine pretty quickly whether or not they want to buy your product. Your hero image, or the main image that shows up for your product in search results, is the most important image in your photo set. A buyer will largely determine whether or not he wants to learn more about your product from this image.

As a shopper, you’re unlikely to be attracted to a product whose main image appears to be captured in poor lighting and using outdated equipment. High-quality images are crucial in not only clearly presenting the product but also in establishing a connection with potential buyers. Professional, clear, and detailed photographs are essential in conveying the value of the product and building consumer trust.

Example of amazon product photography that would result in low click through rate

The photo above may not attract as many clicks as it could if the seller were to invest in a high-quality hero image (below image). A more professional and appealing visual, similar to those used by successful products in the same category, can significantly enhance the click appeal and overall perception of the item.

Example of amazon product photography that would result in a high click through rate.

If you’re wanting to take your listing to the next level and aren’t sure where to invest, your photos are a great place to start. Effective product photography should:

  • Narrate your product’s story
  • Create an emotional connection with the shopper
  • Highlight all features of the product

Improving your images not only boosts the perceived value of your product but also strengthens consumer trust in your brand. A professional, compelling hero image will draw more clicks and curiosity about your product.

We highly recommend split testing your photos to see how shoppers respond to different images. This method will clearly reveal which photo resonates most with shoppers, helping you select the most effective one for your listing.

4. SEO Optimization

Unlock the full potential of your Amazon listing with strategic SEO optimization. By carefully crafting your product titles, descriptions, and backend keywords, you can significantly enhance your product’s visibility and click-through rate. Here’s how to make SEO work for you:

  • Keyword Research: Identify high-traffic keywords relevant to your product. Tools like Amazon Keyword Tool or Helium 10 can provide insights into popular search terms. Integrate these keywords naturally into your title, bullet points, and description.
  • Optimize Your Title: Start with the most important keywords and ensure your title is clear and informative. A well-optimized title helps your product surface in relevant searches, enticing potential buyers to click.
  • Enhance Bullet Points and Description: Use bullet points to highlight key features and benefits, incorporating important keywords without stuffing. In your description, expand on the product’s value, usage, and any unique selling points, weaving in keywords where they fit naturally.
  • Backend Keywords: Utilize the backend search terms field in your Amazon Seller Central account. These hidden keywords help Amazon’s algorithm understand what your product is about, further aligning your listing with customer searches.
  • Monitor and Adapt: SEO isn’t a one-time task. Regularly review your listing’s performance and adjust your keywords and content based on trends, seasonality, and performance data.

By prioritizing SEO, you’re actively enhancing your visibility and drawing in potential customers. Get started with Amazon SEO to see your click-through rates climb, leading to more traffic and conversions to your listings.

Pro tip: Leverage Viral Launch’s comprehensive suite of Amazon seller optimizations tools that are proven to increase clicks.

5. Increase Your Reviews

Since Amazon banned incentivized reviews back in late 2016, reviews are difficult to gather. And with the new option for shoppers to opt out of Seller Feedback, the pool of potential reviewers is continuing to shrink. However, reviews are more important than ever for competing with top sellers.

Social proof is paramount on Amazon; shoppers place immense trust in the opinions and feedback from their fellow consumers.

To enhance your listing’s appeal, focus on accumulating a robust collection of reviews. A product with 300 reviews is far more likely to attract traffic than one with just three, assuming all other factors are equal. Employ strategies like a high-conversion email follow-up sequence, sponsored ads, and external traffic to increase your review count, all while adhering to Amazon’s TOS (Terms of Service). Increased reviews not only encourage more clicks but also purchases, as buyers are often swayed by positive feedback from previous customers.

Pro tip: Now that you’re focusing on increasing reviews, check out this guide on how to effectively leverage them for marketing success.

6. Earn Sellers Badges

Earning Amazon seller badges can significantly influence the number of clicks a listing receives. Badges like the “Best Seller” and “Amazon’s Choice” serve as strong indicators of a product’s popularity, quality, and trustworthiness. Here’s how they can impact click rates:

  1. Visibility: Badges make listings stand out in search results and category pages. The distinctive badge draws attention and can make your product more noticeable among many similar items.
  2. Credibility: Badges act as endorsements from Amazon. Shoppers may perceive badged products as higher quality or better value, increasing their inclination to click and learn more.
  3. Trust: Badges like “Best Seller” suggest that a product is popular among consumers, which can instill a sense of trust and safety in potential buyers. This social proof encourages more clicks.
  4. Decision Making: Shoppers often have limited time and want to make quick decisions. A badge suggests that a product is a safe and popular choice, simplifying the decision process and leading to more clicks.

Having a Best Seller Badge serves as a sort of social proof, similar to reviews. When shopping on Amazon, people are looking for high-quality, low-price items. The best seller badge helps immediately show that this product is trusted by many shoppers, which communicates quality. It also appeals to our “follow the herd” mentality. or “This must be good if everyone else is buying it.”

Screen shot of an product with an amazon best seller badge.

How do you get the best seller badge? Well, be the best seller 🙂 One simple way is to find a relevant niche category within your main category that sees a smaller average number of sales than the large category. Outselling the top seller in a smaller category makes it easier to obtain the badge. But, be careful not to remove your product from its main category when finding a niche subcategory. This will do a lot more harm than good. Learn more about the importance of categories in Amazon’s search results here.

The Amazon’s Choice Badge will also help to drive clicks, since Amazon is confirming the product’s value to shoppers. But unlike the Best Seller Badge, the Amazon’s Choice Badge is awarded by Amazon. Amazon selects products for this badge based on a variety of factors, ranging from rating to shipping speed.

A screenshot of the Amazon Choice badge.

Because of all the variables involved, it’s difficult to determine which badge has the greatest impact on clicks/conversions. But, with either badge, you’ll instill confidence in shoppers and increase your sales.

Pro tip: Check out this article where we break down each badge and outline strategies for sellers to earn them.

Capitalize on Your High Click Through Rate

Remember that combining FBA benefits, precise pricing, quality imagery, strategic SEO, and credible reviews is key to boosting your Amazon click-through rates and overall sales. Each tactic is a step toward distinguishing your listing and establishing a trusted brand in a competitive marketplace.

Leverage these strategies, continuously evaluate their effectiveness, and adapt for optimal performance. Your path to success is paved with informed decisions and dedicated refinement. For ongoing insights and cutting-edge tactics, check out our blog or sign up for our newsletter below. Here’s to elevating your Amazon presence and achieving sustained success!

Related:

The Limitation of Conversion Rate on Amazon

6 Amazon Keyword Research Tips from a Listing Specialist

Check out Market Intelligence, the most sophisticated Amazon product research tool

Try Viral Launch, the all-in-one solution for new and established Amazon sellers.

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