The factors that affect the conversion rate of listings can be divided into two categories: visible factors and subtle factors
1、 Explicit factors
Quantity and quality of reviews: When the number of reviews accumulates to a certain extent, Amazon may automatically introduce new traffic to the listing. In addition, some advertising spaces are only open to products with a rating of 4.0 stars or above, which can significantly improve conversion rates.
Product parameters and details: The inherent advantages of materials, manufacturing processes, specifications, etc. of the product, if more prominent compared to competitors, naturally become a clear advantage of listing. A product with significant differences or advantages often has a higher conversion rate.
The quality of images: The quality of images in the listing is crucial for winning the trust of buyers. The angle and display method of the main image need to be carefully designed to showcase the texture and selling points of the product, in order to effectively attract the attention of buyers.
Pricing strategy: Buyers are very sensitive to price, but low prices are not always king. The key is to make buyers feel that they have received a product that is worth their money, and this perceived value is the key to increasing conversion rates.
Discount and Promotion Tags: Amazon's Coupon, Deal, and other promotional logos have great appeal for buying furniture. These tags can significantly enhance the attractiveness of listings, and in general, the stronger the promotion, the better the conversion effect it brings.
Joint promotion within the page: By bundling hot selling products with products that require clearance, such as using buy one get one free or full discount strategies, not only can the sales of clearance products be driven by hot selling products, but also the sales of hot selling products can be increased, thereby improving the overall conversion rate of the listing.
By optimizing and adjusting these explicit factors, sellers can effectively enhance the attractiveness and conversion potential of listings.
2、 Invisible factors
The conversion efficiency of advertising orders: For new products, the conversion rate of advertising orders is particularly critical because the proportion of advertising orders during the new product period is relatively high, while the impact of advertising orders for mature products is relatively small.
The activity level of the QA (Questions&Answers) area: When Amazon adds new questions in the QA area, it invites buyers who have previously purchased to answer via email. Active QA areas may be prioritized for display by Amazon, and sellers can use this area to enhance interaction.
The quality of copywriting described by the Five Elements: The localization and psychological grasp ability of copywriting have a significant impact on conversion rate. If improvement is needed, it is possible to consider hiring foreign writers for copywriting.
Feedback status of the store: Although store feedback will not be directly displayed on the listing, it will have a certain impact during the listing process, and buyers can also view seller feedback through the store page.
The selection of main keywords: The traffic size and accuracy of the selected keywords directly affect the conversion rate of the listing. Choosing keywords that are too large or inaccurate may lead to greater competitive pressure and inaccurate traffic.
The relevance of listing page associated products: The products associated with the page include those automatically pushed by Amazon and those manually ordered by competitors. The relevance of these products requires sellers to closely monitor and optimize them.
Brand influence: The establishment of brand influence requires long-term accumulation. Through various promotional activities and brand exposure, buyers can think of your brand when considering purchasing such products.
Quality assurance service: Providing quality assurance can provide extra confidence for some hesitant buyers, and high-quality after-sales service can solve buyers' problems in the first time, avoiding the occurrence of negative reviews.
The above are some factors that affect Amazon Listing conversion rates. Sellers should carefully examine and optimize these aspects, as details in Amazon operations often determine success or failure. I hope these shares can help everyone, and we will continue to explore more details next time.