Hello everyone, I am Jiang Xiaoyu. Today we're going to talk about how Amazon's conversion rate has improved.
Amazon conversion rate is nothing more than an insertion order conversion rate and an order conversion rate. Let's first look at the calculation formula:
Order conversion rate = number of orders / number of visits
Insertion order conversion rate = order volume / ad clicks
From the conversion rate formula,
In order to increase the conversion rate of orders, you need to increase the number of orders under the premise that the number of visits remains the same.
To increase the ad order conversion rate, it is important to increase the number of orders as much as possible if the number of ad clicks remains the same.
Summary: Under a certain amount of organic traffic and paid traffic, the more orders are brought, the higher the conversion rate.
So how can you guarantee that the number of orders is as high as possible?
Ensure that there is enough traffic, ensure that the traffic is accurate, and ensure that accurate traffic leads to higher conversions, in order to increase the conversion rate
01
Ensure sufficient traffic
Enough traffic means that our organic and paid traffic terms are high above the search results.
In the case that the core keyword is a big traffic word, the more the core keyword naturally positions in the 1st small page, the more traffic and conversion it brings.
As shown in the figure, the first 4 natural positions on page 1 are definitely the most trafficked links under the word;
If a product appears in an ad slot at the top of the search results as shown above, this is the ad location where the product has the highest conversion rate under that term (except for problematic links).
Other conditions remain the same in the case of the situation of the conversion rate of the ad space:
The product detail page > the top > search results elsewhere in the search results
That's why we're going to type keywords on the front line of the homepage
02
Ensure accurate flow
Both ad clicks and organic visitors are an important source of traffic for Amazon. This requires us to ensure that our paid and organic traffic is accurate enough.
Precise traffic means that our core traffic words should be highly relevant. If the correlation is weak, the corresponding conversion is relatively low.
As shown in the figure, the traffic of whetstone accounts for 73.72% of the top three words such as sharpening stone, whetstone and knife sharpening stone, and it is a very accurate word, and its conversion rate is particularly high.
Precise traffic leads to high conversions, which means that our links need to be optimized in place to ensure that our traffic has a high enough conversion rate.
Let's simulate the customer's purchase behavior. Search for and see your products, then go to your details page and click Buy.
Mike from the United States wanted to buy a whetstone, so he searched for Amazon. There are all kinds of whetstones in the results he sees, so which one will he click on?
First of all, you can't rank too low in the search results, at least in the first 3 small pages, preferably in the first small page, get the highest probability of exposure and clicks.
The first thing we see from the search results is the product main image, product title, number and rating of reviews, price, Prime logo, promotion logo
Picture: Product first picture, the product occupies more than 70% of the picture position, the picture should be beautiful enough, attractive, it is best to be able to render, you can stand out in many competitors.
Product title: The product title should contain 2-3 core keywords of the product, and put the customer's most concerned points in front.
For example, 2 packs, 8000/3000 &400/1000 Grit these messages are prepended.
Number of reviews and ratings: the product has no reviews, the conversion rate is low, if the new product is new, make sure that there are more than 5 reviews, and the rating is at least 4.0 stars or more.
Price: appropriate price, the product has characteristics of the word can be priced slightly higher, the product is a popular product, it is recommended that it can be 1-2 US dollars lower than the peer.
Prime Logo: FBA has a much higher conversion rate than FBM
Promotional logos: Products with price reduction red labels, spike logos, and coupons are better than products without these promotional logos, and there are exclusive traffic entrances with promotional logos.
03
Make sure link optimization is in place
The headlines, titles, number of reviews and ratings, prices, prime logos, promotional logos have already been discussed above.
We still need to optimize some content:
Image: Main product image
Main image video: 3-5 minutes per video. Multiple videos can be uploaded: product demonstration videos (product functional structure introduction, usage methods, usage scenarios, product unboxing and installation videos. The video is good enough to refer to excellent peers.
Five-point description: Can bury words that are not reflected in the title into the five-point description, about 10-20. The five-point description should introduce product highlights, materials, functional structures, use methods, use scenarios, after-sales service and other sections in detail.
Brand Story: Promote the company's brand and divert traffic to the company's other products
A+ page: detailed description of graphics and text, showing product highlights in graphic form.
QA: This part must have, at least 5 or more QAs, it is best to be able to upload QA videos, so that customers can more intuitively feel the answer to the question.
Comments: The homepage is as free as possible, find some top reviews, give us some long text, pictures, video reviews and display them to the home page.
If you don't know how to ensure that link optimization is in place, you can check out the article: Amazon Excellent Competitors - Wall Plug Link Disassembly