With the recent updates to Amazon’s algorithms, sellers have found that their sales have decreased instead of increased, and they feel like they have experienced a fake peak season. Not only has the traffic decreased, but the conversion rate has also decreased, causing headaches for many sellers who have a lot of goods in stock.
Only after finding the cause of the problem can we come up with a solution. Today we will mainly explore some methods from the direction of listing conversion rate, hoping to help everyone achieve a truly prosperous peak season.
Many seller friends should know that a large listing traffic does not mean a large sales volume. Only when the traffic is large and the conversion rate is high can sales really increase.
So what are the main factors that affect conversion rate?
1. Products
Products are the basis of sales and also determine the difficulty of promotion. How big is the product's market? Is it in the red ocean or the blue ocean? Does the product have advantages over its competitors? And so on. The product itself plays a decisive role in the conversion rate, so it is not excessive for us to spend more time and energy on product selection.
2. Product images
When consumers buy things online, since they cannot actually touch the products, the quality of the pictures can, to a certain extent, determine the conversion rate of the listing. The same product with different pictures may appear to be different products in the eyes of consumers. Since Amazon requires a uniform white background for the main image, how to present the texture and angle of the product is the key point that sellers need to study. Sellers have more room to maneuver when it comes to sub-pictures, so it’s worth spending time researching and optimizing them.
3. Product listing text content
This mainly includes several templates such as title, five-point description and product description. In addition to looking at pictures, consumers will also browse the text content. Optimizing our listings to perfection is also the basis of our operations. We need to be familiar with product knowledge and be good at analyzing and learning from competitors. By comparing, we can see where our listings are lacking and learn from their strengths to overcome their weaknesses.
4. Number and score of reviews
Reviews affect visibility, search rankings, and buyer trust. It’s been shown that the first review of a product can increase sales by up to 3.5 times. High-quality reviews can prove that consumers recognize your products and services, and new buyers will have more trust after seeing them. If the number of reviews and scores are higher than other competitors, then the conversion rate will naturally be higher under the same conditions.
5. Product price
Regardless of the market, consumers are very sensitive to prices. But at the same time, the information on the platform is transparent. If we want our products to have a price advantage, then we must work hard to reduce costs in other links, including procurement costs, first-leg freight, marketing costs, etc.
6. Competitors
Consumers will compare similar products when purchasing products, and Amazon also specifically displays this module on the listing page. If competitors are superior to us in all aspects, it is inevitable that consumers will choose to abandon us. Therefore, during the operation process, we must continue to pay attention to the situation of competitors, constantly improve ourselves, and highlight our comparative advantages.
7. Traffic
The accuracy of traffic determines the conversion rate of products. Traffic is not about quantity, but quality. If we do in-site advertising, we must carefully collect and organize product keywords before writing the listing, and properly arrange them in the listing content, so that they can be easily captured by Amazon. If you place off-site ads, it is best to do so after your listing is already well optimized, otherwise you may end up doing something that is not working for you.
Summarize:
Improving listing conversion rate is a systematic project, not caused by a single factor. When we create a listing, we must comprehensively consider these influencing factors and strive to do each link well, so that the flywheel of the listing can be turned and a virtuous circle can be formed.
