Three ways to increase conversions on Amazon

September 27, 2013

Marketplaces ChannelAdvisor By ChannelAdvisor

Screen Shot 2013-09-27 at 09.29.12First impressions are key when selling
online. What can you do to stand out from the crowd and attract customers on
channels such as Amazon? Components such as price, brand name, feedback and delivery
have a major part to play, but don’t forget that your product title, picture
and description are your shop front when attracting customers. These are the
first elements that Amazon shoppers encounter when searching for products, so
spending time optimising these three elements can help you capture more
shoppers at the initial stages of shopping.

David Le Roux, Account Manager at
ChannelAdvisor’s London office, has compiled best practices for optimising product
titles, descriptions and images to help you attract and convert Amazon
shoppers:


Postit 1 Build
the right titles

Your product title is the very first piece
of text that a buyer will see when browsing, so make sure your titles are as
specific as possible. Use all of the characters available and make sure that
you include as many relevant keywords as possible. Put yourself in the
customer’s shoes when creating product titles – consider what search terms you
would use when shopping. Most customers don’t use punctuation, caps or
asterisks to search for items, so including any of these is a waste of valuable
space.

All of the words you choose in your titles
are used by Amazon as keywords, so it’s very important that you include the
brand, model, colour, size and any relevant specifics in the title.


Picture2 Detail
is key

Every customer is searching for something
different and often it can seem like a mammoth task to try to appeal to everyone.
Providing the most detailed product description you can gives you a better
chance of tempting more customers. However, this can be a fine art, as burdening
consumers with too much information can also be off-putting.

Keep your description to around 200 words,
including what you think are the most relevant selling points of your product.
Most categories also allow up to five bullet points in the product
descriptions, so use these to convey a high-level overview of the product with
the broadest appeal. Additionally, you can use this text to list any models
that are compatible with an accessory.

Amazon_Conversion_1Adding a quality description and bullet
points will contribute to increased conversion. Retailers can offer an even
richer experience to their page by contacting Seller Support to add videos to
their product pages. This applies if the video promotes the product or if you
are the owner of the brand (though restrictions may apply at category level).

Amazon also has the functionality to allow
customers to filter products by attributes such as colour or size. Don’t allow
yourself to be inadvertently excluded from results by not including these vital
fields.


Picture3
Image is everything  

Images are an essential part of listing
online. Clearly, images drive consumer confidence, but with the rise of what
industry analysts are calling “visually driven commerce,” these are no longer
just a nice addition, they’re a requisite for success. According to research
from Amazon, images improve the overall experience for customers as it is
easier for shoppers to find, evaluate and purchase products.

Amazon is strict in its requirement that
images must accurately represent the actual product for sale
Screen Shot 2013-09-27 at 09.46.02 with minimal or no
propping, and it insists that listings must not show excluded accessories or
props that may mislead the consumer. Text that is not a part of the product,
any inset images, watermarks or logos are also against Amazon’s policy.

In keeping with the trend for large and
clean imagery, Amazon requires that products fill 85% or more of the image
space and images should be between 1280 and 3000 pixels on the longest side to activate zoom, keeping in mind that the smallest your file should be is 500 pixels on the longest size. Don’t forget that all Amazon images must
have a completely white background to blend in with the search and item detail
pages. Using a white background may not increase sales on your own website, for
example if you sell in the fashion category, but remember that Amazon buyers
are accustomed to this layout and expect this.

Amazon announced in July that it will
suppress any listings that are missing a main image from its search and browse
bars across EU marketplaces. All listings will still be visible to customers,
but only if they navigate directly to the listing via the product code rather
than searching through keywords in the browse bar or through the browse nodes.
This change impacts most categories, with the exception of media (such as books
and DVDs), automotive and auto parts, industrial and scientific and trading
card categories.

EBay and Google are also raising the bar in
terms of image quality, so the enhancements you provide for Amazon may prove to
be useful on other channels as well.

How
to prioritise improvements

A good way to prioritise enhancements is to
identify the most important products in your catalogueueueue – this could be a very
specific category driving more sales or high margins, or products with a high
Average Order Value (AOV).

Amazon_Conversion_3

For more expensive products, buyers will
often go back to the product page several times before finally purchasing the
product. You can monitor all of this in your Seller Central Business Reports. You
can filter products by AOV, comparing sessions times (visits to your Amazon
pages by a user), page views (number of hits for the selected time period) and
orders. If the traffic is high but the conversion is low, it can be due to
competition (check the Buy Box percentage), or the quality of your listings.
Test different variations of keywords, titles, images and descriptions to
monitor if this conversion rate can be increased.

You can also use the Amazon Selling Coach
to identify areas of improvement – the tool is available on your Seller Central
homepage. Click the link ‘Listings to Fix or Complete’ to review the listings
with missing information.

ChannelAdvisor customers are able to view targeted selling insights from the Amazon marketplace directly from the platform. This is  designed specifically to improve performance, presented in a format relevant to you, so that you can filter out the noise and be proactive. Additionally, you can export these insights and use the data in evaluation that is most appropriate to your business.

By spending time boosting the quality of
your product titles, descriptions and images you are enhancing the customer
experience by allowing users to interact with products in a way that closely
mimics an in-store experience – allowing the shopper to get a true feel for the
product. We hope you find these tips useful and they help you convert more
browers to loyal customers on Amazon.

Blog post by David Le Roux, Account Manager, ChannelAdvisor

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UnknownTo learn more about how to succeed on
Amazon, why not download a copy of our How to Optimise Your Amazon Sales eBook?