Improve Your Amazon Conversion Rate

Ryan Moffet

September 8, 2021

You’re selling an awesome product on Amazon, one that you’re really passionate about and that your customer base seems to love. Problem is you’re not exactly seeing the sales numbers you want to be seeing. You’re pouring funds into your ad spend to get your product in front of the right eyes, but it doesn't seem to be moving the needle. What gives?

The issue, dear Watson, can be traced back to your Amazon conversion rate.

A brand’s Amazon conversion rate is one of the most important metrics for its long term growth on the platform. When your conversion rate is low, it decreases the sales potential for your product, even if that product is the best on the market. A high conversion rate, on the other hand, gives your brand better organic rankings and a better ROI from your paid ads, meaning more sales and more money in your pockets.

A closer look at your conversion rate holds the secret to moving that needle.

What is your Amazon conversion rate?

Your Amazon conversion rate is the percentage of clicks on your Amazon ad that convert into sales. Essentially, your conversion rate shows you how many people are actually making a purchase directly after viewing your product listing. Knowing that number can help you pinpoint potential issues that may be getting in the way of your sales.

How do you find your Amazon conversion rate?

Finding your Amazon conversion rate is simple mathematics. It can be calculated with the following equation:

Conversion Rate = Orders ÷ Page Views (or Sessions)

To learn the conversion rate for your product, click into your Seller Central Business Reports, find the “By ASIN” category, and click on “Detail Page Sales and Traffic by Parent Item.” This gives you access to sales and sessions information for your product.

Amazon Business Reports Navigation

Amazon By ASIN Detail Page Sales and Traffic Column

Amazon Detail Sales Page and Traffic Table with nav column

From this page you can select the date range you are most interested in and scroll through the table until you see “Sessions,” “Units Ordered,” and “Unit Session Percent.”

Amazon detail page sales and traffic date range

Amazon Detail Page Sales and Traffic Table

Sessions are the number of visits to your pages by unique users. (If a user visits the same page multiple times within 24 hours, it will still be considered 1 session.) Units Ordered are the number of units sold, and the Unit Session Percentage is taking your Units Ordered and dividing it by the Sessions to give you the Unit Session Percentage, or conversion rate.

What is a good conversion rate on Amazon?

Now you know how to find your conversion rate, but how do you know if your conversion rate is good or bad? The best way is to stack it against Amazon’s numbers.

Amazon has some of the best conversion rates across all ecommerce marketplaces—that’s why brands are so attracted to selling there. On average, a good Amazon conversion rate for a non-Prime shopper is between 10-15%. That number drops to 3.32% among Top 500 merchants due to the nature of how often they are viewed. The conversion rate for Amazon Prime customers is even juicier, 74% in fact.

It’s important to note here that a good conversion rate does vary per product per niche. Items that are more expensive ($100+) will usually have lower conversion rates, because customers are more likely to shop around and compare these products to similar products before making a final purchase on Amazon.

A good conversion rate is also dependent on sample size. You might have 10 conversions out of 20 page views, for example, but even though your conversion rate is at 50%, you’ve still only made 10 sales, which isn’t great for your revenue. Whereas you may have 100 views with 20 conversions, making your conversion rate seem worse at 20%, but in reality it’s double the sales from the previous example.

What causes a low conversion rate?

If your conversion rate falls below average, it’s highly likely your listing, your ad campaign, or both, need some work, and there are several contributing factors you can look at.

Listing optimization

A common reason why conversion rates suffer is because product listings are lackluster or unclear. Maybe your primary image is a bit blurry or your image stack only has one or two photos, so customers don’t feel confident that they know what your product is like. You might have a title that is unclear or not specific enough, or a product description that doesn’t provide enough information. A customer may hit your page and be unsure what they are getting from your product, and choose to buy elsewhere.

On the flipside, maybe your product description is lost in clunky paragraphs. If a listing isn’t easy to read and detailed enough to earn customers’ trust in the product, they likely won’t read through the information and thus won’t make a purchase. Optimizing your listing could be a game changer in your conversion rate.

Reviews

Another factor that causes low conversion rates is bad or scarce reviews. Customers will feel wary that they’re going to have a bad experience with your product if they look at a listing and only see three stars on a product or negative reviews that have gone unaddressed by a seller.

Price

You may consider pricing as well. If your product is priced too high—and even if it’s priced too low—you’re less likely to make a sale. Too high and buyers will look for cheaper options, too low and you may communicate lower quality. You need to stay competitive to convert.

Advertising

Listings are one area where your conversion could be suffering. Ad campaigns are another. You may be bidding on the wrong keywords, or keywords that are far too general. Maybe you’re selling a crossbody women’s purse, but instead of bidding on “crossbody women’s purse,” you’re bidding on “women’s purse.” Your listing is going to get lost in the sea of search results that come up when a customer searches for “women’s purse,” and because it isn’t specific enough for your product, your conversion rate won’t be too hot. You’ll also waste money on advertising that could be leveraged on more productive keywords.

How can you increase your Amazon conversion rate?

Improving your conversion rate helps every element of your business, both directly and indirectly. When you have a high conversion rate, not only does it mean you’re making sales, it’s also an indicator that your product is popular, and Amazon algorithms will reward your brand by putting your listing higher up in search rankings, leading to even more sales.

To increase your conversion rate, you want to focus on making the shopping experience as clear and simple as possible for Amazon shoppers with high intent to purchase. The following are a few ways to do that.

Optimize your listings:

we mentioned this earlier, but how your listing looks is a critical element to how it converts. The first thing a customer looks at when scrolling through a list of products is the main image, title, and price, making these are crucial to get right.

Beyond that, your image stacks are incredibly important, especially as more shoppers go mobile. On a mobile device the first thing a customer sees when clicking on the listing is your image stack, and if they scroll just slightly, they see the buybox–no listing description or A+ content in site.

And it’s not just a matter of having an image stack–Since this may be the first thing a customer sees, you’ll want to make sure you have a thoughtful image stack with high quality images and, in some cases, instructional images that can help a shopper learn how to use your product. The quicker a shopper knows exactly what they’re buying, the better it is for your conversion.

Your images need to sell the product, not just show it. Have your images call out desirable features, show your product in action, use positive customer feedback in your graphics, answer FAQs, etc. You want customers to understand the pain points your product can solve for them just by seeing an image of the product at work.

But the image stacks showing first on mobile doesn’t mean you can ignore the description. Mobile customers will still scroll for more information, and desktop users will see the description right away. You’ll want to make sure the information you provide in the description is easy to read (easy to skim is even better). We recommend bullet points that expound on the info found in the image stacks.

Your copy should be tight, engaging, and informative, so shoppers can quickly get a sense of who you are as a brand and what your product can do for them.

Bid on specific keywords:

remember, you’re not trying to capture the attention of every single customer on Amazon. Not every customer on Amazon is looking for your product. You’re trying to capture the attention of customers who know exactly what they want and are intent on buying it. To that end, bidding on specific and unique keywords can help your product get to these customers quicker and use your ad dollars more efficiently.

Offer discounts:

shoppers are much more likely to purchase a product when they know they’re getting a good deal on it. Obviously, you won’t want to offer discounts all of the time, but a promotion here or there on a product can be a great way to give your conversion a boost. It helps you stay competitive and visible.

Leverage reviews (or “social proof”):

one of the reasons why a shopper doesn’t purchase a product when they visit a listing is because there isn’t enough social proof on that listing to persuade them that it would be a good idea. A way you can address that is to include standout buyer reviews in your copy, or be proactively addressing negative reviews. This will ease your potential buyer’s concerns and help them feel more confident that they’ll have a good experience.

Another social proof can be the badges Amazon adds to products: Amazon’s Choice, Best Seller, Climate Pledge Friendly, etc. are just a few of the banners that can provide added trust in your offering.

Create an omni-channel sales funnel:

another way to increase your conversion rates is by funneling sales from other channels, like Facebook or Instagram, to a landing page that then redirects that traffic to your Amazon listing. This gives customers the chance to really get to know your product off-site before visiting your listing to make a purchase. If they like what they see on your landing page and proceed to your listing, it’s highly likely they’ll convert. It’s a little more work, but it is a way to net high-intent buyers.

Improve your customer experience:

brands that provide customers with memorable shopping experiences, whether that be through their shipping, packaging, email campaigns, or customer service, are more likely to have higher conversion rates. They establish trust and generate excitement for their brand in a way that builds loyalty, and a loyal consumer base is a consumer base that converts.

Increase your Amazon Conversion Rate with Pattern

Maintaining a strong conversion rate on Amazon and other marketplaces is key for maximizing your success. A poor conversion rate can mean wasted spend and lost sales. If you’re already getting the traffic to your listing, it’s worthwhile to take a few extra steps and help that traffic convert.

At Pattern, we’ve got experts in design, advertising, and SEO all ready to help boost your listing’s conversion rate. Get in touch now to learn how.

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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 26, 2022

Top 5 Ways to Prepare for Peak with Google Ads

Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.

1. Go Early

In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.

From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.

2. Get Ready for Privacy Changes

 According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.

From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.

It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.

3. Ensure Consumers Can Discover your Brand

A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.

Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.

The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)

4. Get Moving with Performance Max

Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.

Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.

5. Flight Budgets Accordingly

Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.

Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.

Sept 20, 2022

4 Ecommerce Marketplace Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.