Just like anything in life, the only constant on Amazon for sellers is change. Amazon constantly tweaks and changes the search algorithm to improve user experience and increase conversions. In turn, sellers are presented with a challenge to keep up with the changes, taking time to evaluate performance and make necessary adjustments.
Yet, many sellers aren’t able to keep up with changes because they find themselves juggling all the other aspects of running a business. So if you’re strapped for time, wear too many “hats”, or don’t have important resources, here’s a list of 9 things you can do today to improve your organic rankings, increase conversion rates, and supercharge Amazon sales performance.
1. Take Better/More Images
It should come as no surprise that consumers look at your images before making a purchase. In fact, some research indicates that for many customers, the images and title are the two biggest factors used in determining relevance and quality.
By taking a quick look at your images, Amazon shoppers decide in an instant whether to find out more or listing or move on. So make sure your images make a great impression. With iPhone and Android photo capabilities, there is no legitimate excuse not to have quality photos that accurately show the product.
2.Reduce Your Price
This may seem obvious or temporary, but reducing your price for a period can have lasting effects on sales performance. When you lower your price, your conversion will often spike which triggers a trending product to the algorithm. In turn, the algorithm will adjust the rankings to get more eyeballs on the product, assuming more eyeballs means more sales. This simple but crucial aspect of successful Amazon campaign management can be summed with a common Evolved Commerce mantra: Revenue drives rankings, rankings drive revenue. Keep in mind, the steeper the discount the bigger the impact.
Amazon revenue drives rankings, rankings drives revenue.
-Gabe Ray, VP of Operations
3. Review/Refresh Bullet Points and Title
Reviewing and refreshing content could perhaps have the greatest ROI in terms of the time invested and potential for a sales increase. Make sure your content is concise, correct, complete and clear.
Two important indicators of effective bullet point and title are the conversion rate and the click to conversion rate on any ads running. If consumers are showing up to your listing, but not making the purchase, take some time to look at your bullet points and title to make sure they are cohesively optimized for relevant keywords and the right traffic.
4. Add Enhanced Brand Content
By now, most sellers are aware of Enhanced Brand Content (EBC), but are you aware of just how much it can and should enhance your brand? Checking competitor listings for EBC can help you determine if you’re ahead or behind. Good EBC should be an extension of your brand story and product features. Not to mention, EBC greatly improves the shopping experience on the mobile app because it replaces the description.
Take some pictures, write some content, including a call to action, and make sure you’re EBC helps you stand out and convert.
5. Remove Duplicate Content
Duplicate content tells a buyer, you only have so much to say about your product. Although most consumer’s don’t read everything, you don’t want to take the chance that someone will discover you’ve repurposed the same content or same photos in three different places.
As part of your content audit, make sure you take time to remove duplicate or redundant content. This would also include synonyms and slight keyword variations, such as “waterproof case” and “watertight case.” If you find yourself using the same descriptive language over and over on your listing, you either need to take a closer look at what you’re selling or think about additional uses.
6. Answer Questions
Answering questions is a simple way to show consumers that you care about their issues and concerns. It’s a small and simple way to tell them you’re not going to abandon them after they make the purchase, and you’re committed to your brand in all stages of the purchasing decision.
Some products get only a few questions, while others have hundreds of questions and responses. Spend some time answering questions about your product, because if you don’t, others will, and there’s no way to make sure it’s accurate.
7. Add Parent/Child Variations
When you have several variations of the same product, whether it’s different colors, sizes, or materials, putting them into a parent-child variation can make a big difference. Using Amazon’s Variation Wizard, putting products into parent-child variations is easy and it combines reviews while helping to increase conversion rates.
8. Fill Out as Much as Possible
Amazon uses the back end to help index your product into appropriate classifications for product filters. When you leave fields blank, you’re missing out on potentially being included in relevant filters with a higher than average purchasing demographic. Spend a few minutes going through and editing the More Details and Vital Info sections on each product. Make sure you’re taking full advantage of the wide range of filters.
9. Ads, Ads, Ads
As an agency, we’ve seen our fair share of Amazon ad campaigns and if you don’t exactly know what you’re doing with Amazon ads, you’re not alone. Some research and polls indicate less than 30% of Amazon sellers even utilize sponsored ads, and those that do feel like they’re not getting the ROI they expect or want.
However, making an effort to improve ads may be one of the best actions to take to improve sales today. The screenshot below is from an actual client that came to us around November 2o17. After making our changes, you can see a dramatic improvement that had a profound effect on sales and even other products.
While consistent monitoring and optimization will guarantee longer-term success, there are many changes that can have more immediate results. The truth is, getting the most out of your Amazon product listings takes experience and effort and trial and error. However, seeing an increase in sales or rankings can be as simple as making a few of the changes.
It’s important to think of Amazon as a living platform, constantly changing with a goal to improve customer experience and conversion rates. And while those changes can be hard to keep up with, making a few of the suggested changes today can help take your listing to the next level.