Problem #3: Low Conversions
Result: Wasted Ad dollars, lower sales, lower profits.
Solution: OPTIMIZE!
To find your conversion rate for each product on Amazon, there are two sources of info:
Overall Conversion data:
Go to “reports” on top menu
Click on “Business Reports”
On left find “By ASIN”
. Click “Detail Page Sales and Traffic”.
For Amazon ads conversion data:
click on “Reports”,
from drop-down menu click “Advertising Reports”,
at the top middle, click on “Search Term Report”.
If needed, click Request Report button
Under “Check Report Status & Download” if needed on the right click “Refresh” button
on the right, click on “download” button next to latest report
Open report as a spreadsheet
Search for “Conversion percentage” .
Analysing Amazon ads data is a big topic in its own right. If it’s overwhelming you, just start with the global conversion data.
PHOTOS
Main product shot is CRUCIAL!
try to differentiate from competition main shots
use the first 7 shots (including the main) for most important things as last 2 are hidden unless shoppers click on them
Have at least 2, maybe 3 shots with a model using the product, preferably in a logical sequence, or if it is is not totally obvious how to use a product.
If you have more than one product, have the 7th shot show a composite picture of your other products, preferably with the ASIN code under each and a little text telling shoppers to put the code in the search bar
Use the last two shots for little product details
Many sellers also put text on their images, effective mini bullet points. It may be against ToS - but it seems to help. Your choice how far you want to push it!
KEYWORDS
For Amazon’s algorithm
This matches customer searches to keywords in your listing
Use Amazon Ads data if you have it: which keywords give best ACoS? Best sales in absolute volume?
If just starting out, use AMZTracker or other to examine the competition.
Also keep an eye on competitive listings
For Humans:
Make sure the relevant keywords are woven into the copy
Try to focus on those words that convert well if you have data
If no data yet,
Three places to optimize:
Title (obey Amazon’s rules eg 80 character limit
Bullet points - bear in mind features into benefits
The Keywords tab in Seller central>Manage inventory>[Product]>Edit
TITLE:
Get most important keyword first
Ideally get your product title in next
Your brand is least important as most people have never heard of you!
Check Amazon’s latest ToS - including length (may now be limited to 80 Characters)
If you have data:
you can match up best converting/least expensive/most sales keywords with your title. It may not be what you think.
Your best converting keyword may not be the one that makes you most sales. Likewise it may not be cost effective ie profitable
SO analyse your data carefully!
BULLET POINTS
Turn Features into Benefits, e.g. This light has Xenon 214.B lenses - so the light is more focussed, brighter and more visible at night.
Keep sentences short. Keep words short. Assume 8-10 year old reading level!
Be clear! Always answer the “So what?” question.
DESCRIPTION
Flesh out your bullet points
