So you want the fastest way to increase conversion rate on Amazon? One of the best things about Amazon is the amount of traffic and users visiting this dominant marketplace. The problem you may soon realize the high level of competitiveness and question how does my brand stand out?
There are many great blogs out there for conversion rate and SEO. However for the purposes of this blog, we want to focus solely on the fastest way to improving conversion rate and not necessarily generating traffic. (ie: SEO or paid advertising)
Note: This post is for new Amazon brands and those new to conversion rate optimization.
A few core underlying assumptions:#1 Is your product differentiated in the market and does it provide more value than your competitor for your IDEAL customer. This relates to market positioning as similar products can co-exist in the same market. For example: economy, value, premium and luxury price levels.
#2 Are you sharing these features, benefits and potential value to that ideal market.
This is way easier said than done but the really hard truth is 99% of brands manufacturer the same product. This is why private labeling among major retailers has become so prominent over the years.
But let's be optimistic shall we. Assuming you have a fairy well differentiated product and there is some level of demand that is bringing traffic to your listing, let's convert some shoppers.
I also made you a promise for a strategy to do this in the fastest possible way.
Before we begin I want to install one core idea that this strategy is based on. Its multi-use content. Thats the secret.
So let's begin....
Step 1: Bulk optimize title and description this way
First: Take your product title and use this formula:
Product Name | Main Benefit | Use Case | Size, Color, etc.
Example: Nordic Style Premium Teak Shower and Bath Mat for Indoor and Outdoor Use - Non-Slip Wooden Platform for Spa, Sauna, Pool, Hot Tub - Flooring Decor and Protector (40" x 20", Oiled Finish)
Next: Create four to five 10-15 word bullet points that can be applied to all products if possible. Have multiple collections? Expand this idea out and apply the same bullet points to the relevent categories/collections.
Don't worry, you will be revisiting these later to optimize further. Remember you wanted results fast!
Step 2: Bulk create infographics like this
First: Create a template using canva.com (Sorry designers, I know, but its the fastest way to create fast simple designs nowadays)
THEN can you guess? Make 4-5 infographics the graphically showcase the 4-5 bullet points you just created. Ahhh [insert thinking emogi here] starting to click huh?
Don't forget some high quality product images. Head over to soona.com for high resolution Amazon photos as well as all the lifestyle photography you need. We love them, they're great.
Step 3: Bulk add A+ content and creating your one-pager storefront
To do this, you brand trademark must be registered and approved by Amazon within their brand registry portal.
Be sure to do that before moving on as these features will not be available to you if you don't.
Adding brand story A+ content:
Just create the brand story and apply to every product.
I assume your brand has some level of commitments to quality. Maybe it's premium materials or ingredients, hand made, made in the USA, sustainable packaging, be sure to share all of that.
Remember you can also create custom A+ enhanced brand content for every product later but remember you wanted results fast!
Creating your Amazon storefront:
Create a storefront one-pager. Similar to a one page website just on Amazon.
The goal here is to simple showcase your full catalog at once while sharing your core features and benefits.
Simple create a few modules containing this information and then add your full catalog underneath.
Want bonus points? Create some additional collection or category pages.
Step 4: Merge relevant product listings
One of the most powerful concepts in conversion rate optimization is reducing friction. Let me repeat this...reducing friction.
From 1-click checkout to "you may also like", these little search and checkout features support ungodly amount of conversions. Why? because they make the next step easyyyy mon'. [insert chill Jamiacan accent here]
So look to merge products together based upon color, size, etc.
Step 5: Add in as much product information and attributes as possible. Yes, I know.
This is a boring one for sure so we saved it for last.
Truth is once someone is really ready to purchase something for the first time, the logical risk-averse part of the brain kicks in.
They want the product but they just need to check a few things. Where is it made? Is it a choking hazard? Do I have to assemble this? All these questions flood in and the most foolish thing to do at this stage is not provide all this easy information.
Most brands don't bother with this and simply hand over sales to another brand just because they just weren't sure if that shampoo was color-safe and contained no sulfates...see what I mean ladies.
Anyways, cross the finish line and reap the rewards of your hard work.
Some final thoughts:
Amazon is a great platform and truly has revolutionized ecommerce. Distribution is no longer an issue with the emergence of these marketplaces.
The nice thing about this strategy is if you have to adjust images or wording, you can do so in a bulk multi-use fashion.
Also you are more likely to complete this as for most brands you can complete this in 30 days or less. (Product merging can be tricky sometimes)
In addition as you become more confident in your approach you can expand into product specific infographics, descriptions and A+ content while already having some core components in place while you hone in on optimizing each product.
I hope this post has been helpful and wish you the best of luck on Amazon.