The quality of your Amazon product listing determines the likelihood of a sale. Think of your listings as a sales pitch for your product, as well as a way to separate yourself from the competition. A highly optimized page shows customers that you are selling a high quality, reliable product.
We recently sat down with Julie Atkins, Director of Business Development at Teikametrics, to talk about conversion optimization for Amazon product listings.
Here is a portion of our interview with Julie. To hear more, make sure to tune in to our webinar, How to Market Your Brand at Amazon.com.
Q: You worked as a third-party seller on Amazon for more than four years, so you know quite a bit about optimizing product listings for conversion. Can you explain to us the difference between on-page optimization versus off-page optimization?
Julie Atkins: On-page optimization is what we’re all familiar with and what customers are often familiar with, as well. They’ve shopped the Amazon Marketplace and they see your on-page presentation, such as titles, bullet points, and the whole marketing imagery that you’re presenting to the customer. Then you have the back end of the product listings.
The back end really takes more analysis and it’s really interesting because customers don’t see what’s in the back end, even though it greatly affects what they’re presented. Some areas of the back end include your keywords, your item type, and how you categorize your product. All of these are very significant to how customers will end up finding your products.
Q: What would you consider a good conversion rate for sellers and how can they find this data?
Julie Atkins: Conversion rates often will vary depending on the quality of your listing. In addition, there are levels of purchasing. For example, if a customer is looking to buy a t-shirt or a basic item, there’s less risk involved, so we often see much higher conversion rates. Whereas, with your high price point products, you can expect a lower conversion rate due to the level of commitment in the purchase.
You can find this data in Seller Central, under business reports. This is calculated by dividing your amount of orders by your amount of visits to your product listing. For instance, if a listing has four hundred and fifty visits and fifty customers order, they’ll be working with about a 15% conversion rate. It’s interesting to track this data over time to see how your conversion rate started and how it ends up after the optimizations that you put into place.
Q: Product images have a large impact on conversion, can you give our listeners some tips on how to achieve professional looking photos that satisfy Amazon’s requirements and will also give them a high conversion rate?
Julie Atkins: Images are one of the most vital aspects of the on-page experience. It will be what customers see when they’re initially browsing over their options, so you’ll want to make the most attractive main image as possible. Images are a great way to market your product.
Some of the basic specifications that Amazon provides are to utilize a high resolution photo, which is defined as at least 1000 pixels by 500 pixels. For your main image you will want a pure white background. Even a small amount of shadowing will affect your listing, and Amazon could end up suppressing it.
If it’s in a gift box, present that to the customer. When there’s a high amount of detail involved you’ll want to Photoshop and add in those components, to highlight those intricate details to the customer.
We also like to incorporate lifestyle shots, which gives consumers a more realistic feel for the product, and making it applicable for them to view themselves enjoying it. For example, if you are selling a camping chair I would suggest creating a nice scene by a river, or anything that really drives the customer to see this in their own life. I would recommend incorporating as many photos that are applicable and attractive as possible.
Q: While photos are clearly a really vital part of the product page, are there any other key examples you can give us of how sellers can optimize their listings?
Julie Atkins: With Amazon, you often have five initial bullet points where you should be highlighting the benefits of the product. Make them clear, easy to understand, and really enticing for the customer.
In addition, you should utilize the back end information that we’ve been discussing and add additional bullet points. For instance, if your product is made in America, you don’t have to use one of your five bullet points for that. You can check that off in the back end and that will become visible to the customer. Furthermore, you may utilize the product description, which will give even more of a back story to the product or brand.
Lastly, one additional component is the list price, which reflects to the consumer the manufacturer’s suggested retail price. If you offer your product at a discounted rate, the customer feels like they’re getting a good value and this will entice them buy. It also makes the product more searchable. For instance, if a consumer wants to filter only products 25% off or more, that can provide more exposure for your products.
We recommend taking a holistic approach to your product listing. Take advantage of every area you have available for optimization.
If you would like to hear more insights from Julie please tune in to our webinar How to Market Your Brand at Amazon.com on Wednesday, March 16th.