Top 5 Amazon conversion strategies

This is a guest post written by TurnKey, an 8fig partner.

Increasing your conversion rate on Amazon is crucial to your overall success as an Amazon seller. Your conversion rate is calculated by dividing the number of conversions by the total number of visitors – so the higher your conversion rate, the better. There are many ways to increase your conversion rate, so our friends at TurnKey Product Management have broken down their top 5 strategies for you:

Strategy #1: Split-Testing

Customers make the decision to click on your product listing in a split second, and your product images, title, sales copy, and maybe even product design play a big part in their decision to purchase.

You only get one first impression, so make it a great one! 

• You can now A/B test directly in Seller Central, only if you are brand registered, where Amazon orchestrates the split-test for you. There are 5 different aspects of your listings you can now split-test:

• Main Image
• Title
• Bullet Points
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• Description
• A+ Content

Strategy #2: Keyword Research

The keywords that you add to your listing are how you are indexed and ranked, so it is especially important to have the best keywords throughout your listing.

There are many ways to find keywords, but the important thing to note is that you want to have keywords in your listing that pertain to your products and have a good search volume (number of times customers search the keyword per month). We recommend a minimum search volume of 1,000.

• Below are the best ways to find keywords to add to your listing:
• Merchant Words
• Jungle Scout
• Helium10
• Competitors’ pages
• Amazon A10 Search Bar
• Your website
• Thesaurus
• Once you have your keyword list, you will then include them throughout your title, bullet points, backend of your A+ Content images, and backend search terms.

Strategy #3: A+ Content and Brand Story

If you are brand registered and do not have A+ Content or a Brand Story on your listing, you are missing out on potential conversions.

• Brand Story: You don’t get a ton of opportunities to connect and speak to your customers, but with a brand story, you can tell customers more about your brand, link your storefront, and cross-sell other products!
• A+ Content: A+ Content is an enhanced description on your listing where you can add additional infographics, lifestyle images, and information about your brand and product. Amazon claims that adding A+ Content to your listing can increase your conversion rate by 5%.

Strategy #4: Adding Video To Your Listing

Amazon videos are a fantastic way to showcase all of the benefits of your product and showcase your customer demographic. Amazon states that adding a video to your listing can increase your sales by 9.7%.

• If you have a large catalog of products, we recommend starting with a brand video where you showcase your brand and all of your products. That way you can add the video to all of your listings until you can create single product listings.
• If you have a small catalog (1-3) of products, we recommend creating product-specific videos where you show the product uses and benefits, specs, and target audience.

Strategy #5: Amazon Posts

Amazon Posts are a great way to increase your visibility on Amazon because they are essentially social media posts but on Amazon!

Through a feed similar to those created by social media platforms like Facebook, Pinterest, and Instagram, shoppers can explore brand-specific feeds or browse by product category to discover products and see what’s new from brands.

• Posts link to detail pages, making each post in a feed interactable and shoppable. In addition to your brand’s feed, shoppers will encounter your posts on:

1. Detail Pages
2. Brand Feeds
3. Related Products Feeds
4. Category-Based Feeds