Want to boost your Amazon conversion rate and enjoy a higher unit session percentage? It’s not all about pricing and product types — although that helps! To increase your Amazon conversion rate requires a little finessing, and some techniques aren’t exactly obvious unless you understand the inner workings of Amazon.
So what’s a seller to do? Below, we’ve compiled a checklist of the 7 best tips to increase your Amazon conversion rate, drawn from our own experience and industry know-how. Whether you’re new to Amazon or have been selling for years, the advice here is sure to improve your sales and boost your conversion rate.
1. Demonstrate how the product works with videos
Why are so many shoppers hesitant to buy online? One of the biggest obstacles in e-commerce has always been the absence of actual products. Online shoppers can’t touch or pick up the items as they can in brick-and-mortar stores, which leads to more insecurity and risk in purchasing decisions.
The best way to win over hesitant shoppers is to show off your product as best you can with what’s available. High-quality product photos are a big help in showing aspects like texture and detailing, but they can only go so far.
Video, on the other hand, can show a product in motion. For starters, this gives shoppers a better idea of what the product looks like in a three-dimensional space. Moreover, it also allows you to demonstrate how to use it, stemming any confusion before it starts.
As an added bonus, product videos also decrease the number of returns because customers have a better understanding of what they’re buying before they get out their credit cards. The only downside is that videography is quite a specific skill set, but you can read our Amazon product video guide to help you get the hang of it.
2. Use split-testing to find the perfect product photos, phrasing, and pricing
Data-driven business decisions always beat out the guesswork, but some metrics — like shopper preferences — are rather difficult to measure. When it comes to understanding your eCommerce customers, Amazon split-testing can be your best friend.
Split-testing, or A/B testing, is when you show two versions of a similar image to different people and record which one performs better. In this case, you could show two different variations of a product photo to see which one your customers prefer.
Some shoppers prefer minimalist and nice-looking photos, while others prefer to see everything that’s included in the package, even if it makes the image look cluttered. The ideal way to find out which one your customers are is through split-testing. Just make sure your test audience falls into the same category as your customers.
You can use split-testing to optimize more than just product photos. Feel free to test how customers react to different product titles, page descriptions, or even pricing.
3. Become an Amazon Prime seller
Amazon Prime members make great customers! They tend to buy more often, and in bigger quantities, so targeting them specifically is a great way to increase Amazon conversion rates. But if you want that coveted Amazon Prime badge on your product pages, you need to jump through a few hoops to become eligible.
The easiest way to qualify as an Amazon Prime seller is to join Fulfillment by Amazon (FBA), Amazon’s own service that stores and ships your items for you. However, FBA has its own drawbacks, including pricy fees, not to mention how it interferes with your existing fulfillment methods.
As an alternative, you can also choose Seller Fulfilled Prime (SFP), but this has even more gatekeepers. Requirements include an order cancellation rate of less than 0.5% and the ability to handle “zero-day” orders.
Option 1:
Option 2:
4. Get a higher unit session percentage by optimizing listings
Sometimes the best way to boost Amazon conversion rates is to get back to basics. Mastering the fundamentals of your product listings and pages has a great effect on sales — that’s what makes them fundamental.
Optimized listings hit all the right cues for shopping, leading to a higher unit session percentage, which then leads to more exposure from Amazon. The trouble is that a lot of sellers create their early listings before they know what they’re doing and never bother to update them. Just as common, sellers never learn some vital techniques just because they fell through the cracks.
If you want to boost your Amazon conversion rate, a good place to start is reevaluating your current listings. If you want to touch up on all the latest and most effective techniques, check out our guide on Amazon Product Listing Optimization for 2021 (UPDATED FOR 2022).
(Note: we have used this image before but it’s relevant here too.)
5. Perfect the SEO keywords in your product title and page copy
SEO is crucial for getting traffic to your product pages. Not just any traffic either, but the right kind of traffic: shoppers with an intent to buy. You can easily increase Amazon conversion rates just by attracting people who are already in the late stages of the sales funnel.
Shoppers prepared to purchase already know what they’re looking for. To get them on your pages instead of your competitors, use the right SEO keywords and search terms in the right places.
The most important area for SEO on Amazon is your product title. In addition to being the first thing your shoppers see, product titles are also prioritized in the Amazon search algorithm — that means keywords in the title carry more weight than elsewhere.
If you want a refresher on Amazon SEO, here’s what you need to know to master Amazon keywords.
6. Improve branding with A+ Content
Amazon knows some shoppers want to hear the story behind the products they buy, and that’s why they created A+ Content. Formerly known as Enhanced Brand Content (EBC), A+ Content lets sellers display extra content such as additional product details, brand carousels with more of your products, and higher-quality photos and videos.
Because of the extra benefits it provides for shoppers, A+ content can boost Amazon conversion rates up to 15%, not to mention how it helps generate positive ratings and reviews. Unfortunately, it’s only available to sellers who have completed the Amazon Brand Registry process, but once you’re approved there’s a lot you can do with it.
7. Get as many (good) reviews as possible
Last but not least, you can increase Amazon conversion rates just by increasing your reviews — specifically, good reviews.
Good reviews, and plenty of them, are necessary for Amazon’s success. From the shopper’s perspective, they provide trustworthy guidance and social proof, encouraging prospective buyers to “join the club.”
From a more technical point of view, a lot of good reviews improve your listing’s performance. The Amazon algorithm favors listings with a high volume of good reviews, meaning your products will get featured more on other pages, and with better placement.
Of course, bad reviews will still hold you back, and they’re more or less inevitable at some point in your selling career. On the bright side, if you know how to manage negative reviews on Amazon, they won’t be a problem.
Extra tip: Work with a profession
It’s one thing to follow the advice from a seasoned expert, but it’s a whole other thing to have them do it for you. If you really need to increase Amazon conversion rates, reach out and we can help.
We offer a suite of services for Amazon sellers, ranging from listing optimization to videography/photography to general account management. If you’d like to learn more, schedule a consultation of up to 60 minutes now — for free!
Want to boost your Amazon conversion rate and enjoy a higher unit session percentage? It’s not all about pricing and product types — although that helps! To increase your Amazon conversion rate requires a little finessing, and some techniques aren’t exactly obvious unless you understand the inner workings of Amazon.
So what’s a seller to do? Below, we’ve compiled a checklist of the 7 best tips to increase your Amazon conversion rate, drawn from our own experience and industry know-how. Whether you’re new to Amazon or have been selling for years, the advice here is sure to improve your sales and boost your conversion rate.
Kamaljit Singh is the Founder and CEO of AMZ One Step and a former Amazon seller. Kamaljit has been featured in multiple Amazon podcasts, YouTube channels. He has been organizing meetups all around Canada and the US. Kamaljit has over 350,000 views on his Quora answers regarding FBA. Kamaljit also founded AMZ Meetup where he organizes conferences for Amazon sellers.
