For any ecommerce business, when it comes to defining success, conversion rates are one of the most researched criteria. The digits in the conversion rates have different inferences for different businesses. Even if the businesses are same, the quality of traffic will determine whether the conversion rate is optimal or not. Yes, this is a relevant topic to write a thesis on, but we will keep that for later.
First things first… Every seller wants to know – What is a good Amazon conversion rate (CR)? None is and all are! That’s because conversion rates can’t be set on scales. For instance, there is going to be a wide gap between the CR of a diamond merchant and that of a book merchant, even if we presume that both earn equal profit.
A few questions you need to ponder over before we start…
- Do you evaluate your Amazon conversion rates?
- Suppose you do. Are you doing it the right way?
- How are you putting together your CR evaluation to good use?
- Is there something important you missed out in the process?
Read below for more clarity.
Simply put, conversion rate (CR) is calculated by dividing the number of sales (or number of shoppers who made a purchase) by the number of shoppers (including the return visitors) who visited the listing. For example, if 20 shoppers visit a listing and out of those 20, 7 purchased the product, then the CR is 7/20 i.e. 0.35 or we say 35% CR. Now the low or high CR is not just for you to use. Amazon’s A9 algorithm will take your CR into account and will rank your product higher or lower for a higher or lower CR respectively. The best CR for you is the one which is greater than your previous one.
Knowing your CR is not the end of the story. At whatever score you are, you have to escalate your CR, for which you need to put a lot of time and efforts. Bringing it up is again not the end of the story. Your ultimate goal should be not higher CRs, but higher sales and profits. Sounds topsy-turvy? It’s simple math. A 50% CR is considered good, but a listing with 4 visitors and only 2 sales will also obtain a 50% CR. At the same time, a 2% CR could mean that the listing had 2000 viewers and 40 buyers. Obviously the one with 2% CR is more successful here. Thus a good CR is the one which is converting into higher sales and not just a number.
CR- a major component of SEO as the Amazon SEO services revolves much around improving the conversion rates. As discussed, just an increase in the CR is not enough! Amazon SEO professionals have to come into the picture to bring in ‘quality traffic’ which will actually translate into both higher CR and higher sales and profit. Some very basic aspects of SEO you need to consider for improving your CR are mentioned below:
- Product Images- “First impression is the last impression” completely holds true here on Amazon. Load more of HD pictures, with clear white backgrounds. Add at least one pic with bulleted details or advantages of your product.
- Description- This again is best represented if done using bullets. Keep it clear, crisp yet detailed.
- Keywords- are like the foundation to raise a high CR. Strategic, relevant and sufficient number of keywords is necessary to up the sales. In fact the entire Amazon marketing services is based on keywords. (Click here to read our step by step AMS guide)
- Reviews- often forgotten yet an important CR factor. Respond to reviews, negative or positive to let all customers know that you care.
Some parting tips:
Click here to increase your Amazon Product sales in a few weeks and since the holiday season is here, you need to go through these 10 important things amazon sellers should do in the 2017 q4 season as well to make sure you don’t lag behind the sales race.
We are the Amazon Marketing Experts; a US registered Amazon Consultants Company. We offer end to end Amazon seo services, from keywords and product photographs, to complete Amazon marketing solutions. ARE team is known for quality and timing and results. For any queries or a free quote contact us on firstname.lastname@example.org.