Optimizing Conversions and Scaling Traffic with Mansour Norouzi

In this episode of Seller Sessions, Danny McMillan interviews Mansour Norouzi, ecommerce expert and director of advertising and partner of Incremental Digital, about optimizing conversions and scaling traffic on Amazon.

Key Takeaways

• Conversion and traffic are the two main factors of the "Amazon equation" needed to grow and scale
• Targeted traffic is key - non-targeted traffic with low relevance won't convert
• Align traffic growth with conversion rate to balance advertising costs
• Use Product Opportunity Explorer to optimize listings and identify customer preferences
• Add virtual bundles, A+ content, comparison charts to increase conversion
• Leverage promotions for at-risk customers and cart abandoners
• Optimize organic rankings with external traffic and targeted PPC
• Analyze category insights and keyword research to scale PPC efficiently

Optimizing Listings for Conversion

Mansour shares various tips for optimizing Amazon product listings:

• Use the Product Opportunity Explorer to identify key purchase drivers, customer insights and topics from reviews to inform listing optimization. Add these details throughout the listing - title, bullets, images etc.
• Assess Listing Quality score using Helium10 to evaluate areas for improvement.
• Create virtual bundles to cross-sell products, take up competitor space and increase order value. Ensure bundles receive positive reviews.
• Feature Brand Story to share your brand narrative visually with lifestyle imagery.
• Upgrade to premium A+ content for additional features like video and quizzes.
• Add comparison charts in A+ to showcase products.
• Use coupon codes - even on non-promotional products - to trigger increased conversion via badges. Ensure codes don't stack negatively.

Driving Targeted Traffic

When scaling advertising, Mansour emphasizes monitoring conversion rates and being disciplined with budgets to maintain profitability. He outlines a few key traffic driving tactics:

• Leverage the new Customer Loyalty analytics for tailored promotions - target customers in various tiers or those who recently abandoned cart.
• Create Amazon Posts to garner impressions and potential sales from seasonal or evergreen lifestyle content.
• Balance paid and organic traffic growth to efficiently improve organic rankings long-term. Avoid saturating search with irrelevant gift traffic that won't convert.
• Follow niche trends in Product Opportunity Explorer and adjust budgets seasonally to match market demand rather than goal-setting in isolation. Compare category insights for market share benchmarking.
• Conduct thorough keyword research combining Product Opportunity Explorer parent categories, Brand Analytics search data and performance metrics like click share % to identify the optimal search terms to target.

Mansour reminds us not all keywords are equal and many low commercial intent keywords that drive mainly browsing aren't worth aggressive paid targeting.