70% of Amazon product sales come from organic traffic, and one of the key factors affecting organic traffic is product ranking.
Factors that influence conversion:
There are many factors that affect conversions, which may be sales ranking, price, answered questions, pictures, product descriptions, brands and manufacturers, titles, bullet points, reviews, multiple attributes, technical parameters, and keywords.
Ranking position, search results, keywords, titles, and image optimization.
1. Search keywords
Improve keyword exposure in search indexes
1. Improve the conversion rate from exposure to clicks
From what angles can we improve the click-through conversion of these products? On the one hand, you need to pay attention to the information displayed on the product search results page, such as product pictures, titles, attributes, etc., to enhance the attractiveness of this information to buyers. On the other hand, check your own products with high click-through rates and the TOP100 products of your peers to study the reasons for the high exposure.
2. Improve the conversion rate from clicks to feedback
Since the buyer clicked on the product, why didn’t they make the purchase? After clicking, buyers can see more detailed information, mainly a detailed description of the product. Therefore, we need to make the detailed description more complete, focused and distinctive. Highlight the selling points instead of listing all of them. One truly attractive selling point is enough.
Use detailed product names. Accurately cover keywords and reflect the most core selling point.
Please include your product's brand, material, color, size and quantity.
Write words in search terms, not phrases, with punctuation marks between words.
Don’t intentionally add words or brands that have nothing to do with your product in order to rank higher in searches.
The English spelling must be correct.
The words in the product name should be arranged in a certain logical order.
Try not to use technical abbreviations that buyers won't understand.
Understand the keyword usage habits of foreign buyers. For the same product, the usage habits may be different in different countries.
Constantly optimize and adjust your product keywords.
Improve exposure in product classification structure
Each level in the buyer's product classification path can be called a classification node. Based on the seller's product classification method, Amazon will assign the product to one or more classification nodes using the numbers in the Classification Tree Guide (BTG).
The more precise and specific your product classification information is, the easier it will be for Amazon to place your product in the relevant product category nodes on the website. Follow these best practices to ensure your products are appropriately classified into the product category structure:
Select the most specific product category from the category tree guide. If you use vague and general categories, your products will not appear when shoppers browse more specifically defined product categories.
If possible, use both category numbers from the category tree guide so that your product will appear in both categories. The key is to classify your product as accurately as possible.
Optimize keywords by referring to related recommendations
The reference system's associated recommendations continuously optimize keywords, which is conducive to product selection and promotion matching
2. Browse product rankings
Sort by new products: upload one new product every day
Sort by price: Set low-priced products and expand the price range of the product line
Sort by rating: Achieve better seller and product ratings
3. Optimize product descriptions
After sellers browse your products through search, you need to display your products on the details page in a way that can stimulate consumers' desire to buy. An effective product details page can attract buyers to buy your products through the following four points.
Images should follow platform standards
Although pictures should be based on personal preference, the main picture should be the one that sellers like and has a high conversion rate. However, each platform has its own style and standards. Jarvan said that only the images that can bring good conversion rates and comply with the platform rules are truly suitable.
According to Amazon's image standards, first of all, the image size must be 1000x1000. 2. Pictures should use white as the background color as much as possible, and other background colors can be used when necessary. All pictures should be simple and beautiful, and the main body of the product used should be the one that has been carefully retouched.
1. Product images that inspire purchase
Pictures can stimulate the buyer's imagination and inspire them to purchase the product. Please evaluate your image quality against the following guidelines:
Whether the picture truly reflects the product's size, color and other descriptive information.
Is the product in the picture clearly identifiable?
Images must be photographs of the product and not drawings.
Is the angle of the picture appropriate?
Is the image in focus and well-lit?
Close-up pictures have no effects of strong light or shadows.
Whether the product occupies 80% of the image area.
The picture shows the full picture of the product.
The background of the picture is simple and clean and will not interfere with the product.
Each listing uploads 8-10 pictures, the specific content and order are as follows:
1. Refined main image (1-2 photos), requirements: show the three sides of the product, with detailed processing such as texture and shadow;
2. Main promotional image (1 piece), requirement: reflect the most important function of the product, with 1-2 slogans;
3. Details and function display pictures (3-5 pictures), requirements: display the details or functions of the product, and can be matched with simple text descriptions to let customers understand the functions and selling points of the product;
4. Detailed drawing (1 piece), requirements: display some interface names of the product, etc.;
5. Detailed packaging diagram (1 sheet), requirement: display the complete packaging diagram of the product. It must appear in the displayed 7 pictures to prevent others from posting comments;
6. Usage environment diagram (1 picture), requirement: show the actual usage of the product, or show the occasions in which the product is suitable.
In addition to providing high-quality product images, you should also provide as many different images as possible. Many product categories allow you to add sample images and supplementary display images.
2. Irresistible product prices
When deciding on a competitive price for your product, you should study the competitive landscape and don’t forget to consider shipping costs, which Amazon buyers have consistently cited as the primary barrier to online purchasing decisions.
Offering free shipping can significantly increase a seller’s sales. If the price of a product is 5-10 yuan, but the shipping fee is 5 yuan, then the product will not be very competitive.
Sellers should clearly explain their shipping policies to buyers. Shipping costs and delivery times should also be stated. Please add this information to your shipping settings.
3. Clear and concise introduction of points
Tests have proven that well-designed point-by-point introductions can increase product sales. Buyers need these bullet points to understand the main features of the product, because the bullet points will emphasize the important information or unique features of the product.
Please follow these guidelines to design your breakout points:
Highlight the five main features you want buyers to notice, such as the size of the item, the age group it’s suitable for, the item’s optimal condition, the level of craftsmanship, ingredients, country of origin, etc.
Keep the same order of presentation. If the first point in your presentation is origin, keep this order for all products.
Restate important information from your product title and description.
Introduce in points. If you start with an English sentence, capitalize the first letter of the first word. Use short sentences and do not add punctuation at the end. Do not include promotional and pricing information.
4. Product descriptions that inspire imagination
When describing your product, you may want to include the key features listed in your bullet points, but your product description should be more than a succinct summary. If your product description is well-crafted and detailed, buyers can imagine the wonderful experience of owning or using your product. Put yourself in your buyers' shoes and imagine how they would like to shop and what information they would like to know. In your product description, include more information about the product’s experience, uses, and benefits to capture buyers’ imagination. This way, buyers can feel as if they are walking into your physical store in person.
4. Improve your feedback rating
Negative feedback is often caused by problems with the product or order processing.