Basic guide: optimizing the conversion rate of Amazon listing
Conversion rate optimization ( cro ) is one of the most widely used terms in digital marketing and e – commerce. But what exactly does it mean? At the most basic level, it means optimizing your website or web page for a higher conversion, and the ultimate goal is to increase the percentage of visitors who are converted to their customers. As Amazon sellers, this means improving your product listing for more conversion, which means more sales and more profit.
It's so simple. But how do you perform the task of optimizing your product listing? We want to explore:
How to optimize the conversion principle of Amazon listing;
How do you do that?
Change some of the operations shown to improve each detail of your product listing
How to optimize the transformation of Amazon sellers?
There are two ways to solve this problem:
Method a: manual
First, you can manually start to change the sales information, or adjust your pricing, to understand how this affects your price bottom line. If you know where you need to make changes to improve your sales speed, manual is your ideal choice.
I suggest you change one of the elements in the product listing every time, and then monitor the sales of the products in several weeks in seller, so you can make a clear judgment about whether it produces a positive effect ( the control variable method, you can't change multiple elements at a time, and don't know which element is causing changes ). Note that there are many variations on Amazon, so the increase or decrease in sales may also be due to seasonal fluctuations, changes in competitor behavior or sales rank ( bsr ).
Method b: use software
This is the most accurate way to accurately understand how each of your changes to the product listing affects your overall sales and profits. In the area of conversion optimization, this is called split test or a / b test. Here, you can use software to automatically test side-by-side and compare one version of your merchant information with another. These tests usually run for several weeks, or until the data is statistically significant, that is, the results of different versions of the test.
Why should Amazon sellers consider optimizing their listings?
Whatever method you choose, optimization has become an increasingly important part of Amazon's sellers. It is particularly useful for third-party sellers who " own" their listing and buy. Finding a very powerful tool that will make your listing better will help you stay ahead of the competition and increase your profits. As sellers, we all agree that this is an important goal.
This is also an effective strategy, especially after the tos of October 3, 2016, no longer allowing motivational comments, although sellers can use other strategies to add product reviews, but optimizing your listing does improve your overall performance.
What tests should be done for higher conversion times and profits?
Here's the point! What can you change in the product details to increase the number of conversions? More importantly, how to change your merchant information content to have a positive impact? Let's find out the impression factors by breaking the product listing into a ke module.
According to what I know about Amazon listing optimization: changing your pricing is the most powerful test of all. Optimizing your pricing is not a one-time option. As I mentioned earlier, there are many factors that can affect, seasonality and competitors pricing may determine your " best" price.
If you want to test your pricing, use the Weber law! Weber's law: the difference between the two stimuli is proportional to the size of the stimulus. This basically means that most people will not notice small changes. So you should change your price slightly to avoid any unnecessary side effects. Whether you're considering testing a lower or higher price, start with a 10 % difference. Once your price adjustment has a good result, you can adjust the other 10 % and continue until you have your best price.
Some tips: when testing higher prices, you need to ensure that potential sales reductions are compensated by higher profits per unit. Similarly, when testing lower prices, you need to make sure that the loss of profits per unit can be compensated by an increase in sales speed. Try an unusual price point, for example, instead of $ or $, try a unique value, such as $ 19.87.
A picture top 1000 words, your product photography is your customer closest to the physical place. Therefore, your picture should be the best show of the product, as detailed as possible to show the product is very important. According to our data, test your master diagram is the next most effective optimization method after pricing. However, deciding what you think is the best image is not easy, and it's best to let the sales figures tell you how to work to modify, even if the slight changes in the image will have a huge impact. Here are some useful tips to improve your master plan:
Try different angles to show the main diagram
Try to enlarge / shrink
Wrap the package in the main picture
If your picture is poor quality, please re – shoot high resolution pictures
Try using the rendering diagram to make the shots
The SUB is also important, and some ideas can be tried:
Test the order of your images
Try some pictures that really add value to the product, such as displaying the product being used, or displaying it by showing it is raised or displayed with other objects.
Next, you may need to consider optimizing your listing details page content. Your product feature ( bullet points ) for potential customers to quickly understand how your products can benefit them. The chart below shows the average conversion and number of functions ( test results from the split user ). As shown in the figure, when the product has more features, the number of conversions is increasing:
The following tips can guide you to improve product features:
Highlight all of the important features
Try to position functionality in a benefit way – how will this help customers?
If possible, focus on quality, safety and security
It should be noted that any difference or feature between your product and the competitor's product
Try a long and shorter bullet points to find out which of the most appropriate listing for you
Many third – party vendors don't think their description takes a big share in transformation and sales, and this common misconception can cost you dearly, very much. Here is another chart showing the relationship between the average number of conversions and the length of the description:
In general, products with longer descriptions have higher conversion rates, but there are also some outliers, so you need to find out what applies to each of your listing. Here are some hot tips on writing an attractive and purchased product description:
Don't assume that the customer will not read your product description!
Try all major functions in capitalization to draw attention to them
Use strong banners or headlines to break down your instructions
Including descriptive language ( beautiful, smooth, plush, luxurious, sturdy, etc. )
A description of the use case, allowing readers to help them understand how the product will change their lives through pictures of the product.
Describe how the product is used. For example, you can tell a story about a product that is used by a Fiction that meets the target customer's criteria.
Amazon sub – test: examples in reality
I want to share some real-life examples, and Amazon sellers get a good result after optimizing their listing.
The seller reduced the price by $ 4 and saw an incredible growth in sales:
The conversion rate increased by 58 % and daily sales increased by 77 % ( from 23 to 40 ). in general, the decline in the price of the product enabled the seller to earn more than $ 88 a day. This not only makes up for the loss per unit of profit, in fact, it has the potential to increase the profit of up to $ 30 million a year!
Change the leading image ( lead image )
Another seller simply tried different leading views, with different angles of view, and saw some deeper product features. Who knows that such a small difference can have a huge impact?
Daily sales have more than doubled, and most importantly, daily profits have grown by an average of 90 per cent. According to the hypothesis of the seller's active test, the lead image is the most attractive to consumers.
What if I change my listing after my listing?
Sometimes, you think new pictures or features that may bring huge improvements may reduce your sales. Although this will make you feel depressed, remember to stay positive and switch back. All information about what is effective and what is ineffective is also valuable, according to the knowledge gained to guide you to do more testing in the future.
Optimizing your business information is an undervalued opportunity for Amazon sellers to succeed in 2017, and don't feel that it doesn't matter.