Conversion Optimization for Amazon Product Listing Pages

Getting more visitors to your Amazon product listing pages is wonderful – be it through organic search rankings or paid advertising.  But traffic only matters to the extent that it converts into sales.  Hence our obsession with conversion optimization within Amazon.

Did you know:  A “good” conversion rate for an e-commerce website might be 3% to 5%.  But on Amazon, conversion rates of 30% and even 50% are not uncommon.  So your bar should be much higher on Amazon than on other marketplaces or digital sales channels when considering conversion rates.

Here are a few ways we’ll help to improve your conversion rates:

  • Optimizing Product Listings
    • Category/Subcategory Selection
    • Copywriting for Features/Benefits and Product Description
    • Photography
    • Creating Enhanced Brand Content (EBC)
    • Question & Answer Management
    • Review Management – proactively prevent potential negative reviews, resolve issues to improve negative reviews, seek out additional reviews
  • A/B Testing of Copy, Photos, Bullets, Price, EBC, etc.
  • Optimize Ads/Keywords within Amazon PPC Campaigns

But it’s not just about the Product Listing page…

A good product listing page is essential if you want to maximize conversions.  But its not the only thing.  The type of traffic that comes to your page matters too – who the visitor is, what they are looking for, etc.  As Amazon is primarily a search-driven marketplace, we target visitors primarily by targeting different search keywords.  For example, if you compare the keywords “cheap widgets” versus “best widgets”, we can safely assume that a high-end product (with matching price point) would convert visitors who search on “best widgets” more effectively than a cheap, low-end product – and visa versa.  There is an almost-infinite number of keywords for any given product – including all sorts of modifiers that give us this type of insight.  Simply put – identifying and ranking for the right keywords matters.  If you rank for lesser-relevant keywords, not only will your product not convert as well but it will quickly fall in rankings for those keywords as well.