Struggling with low sales on Amazon despite optimizing your product listings? Understanding your e-commerce conversion rate is key to solving this issue. In this blog, we’ll cover how to calculate and track your conversion rate and what a reasonable rate looks like and provide practical improvement tips.
The Amazon Conversion Rate can be defined as the percentage of visitors who complete a desired action on your product page, resulting in a purchase from your Amazon ad. It’s part of a marketing metric businesses use to assess digital engagement with their brand. This representation measures the transition from passive browsing to definitive actions customers take on your Amazon product listings.
Conversion rates are crucial for Amazon seller's matrix to measure the success of their product listings and advertising. A high conversion rate improves visibility and drives better customer engagement and sales potential.
Amazon's conversion rate is calculated by dividing the number of sales by the number of visitors to your product page and multiplying by 100. This simple formula helps evaluate how effectively your listings turn visitors into buyers.
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Conversion Rate = (Total Conversions ÷ Total Clicks) x 100 |
For instance, if your product listing has 1,000 clicks (visits) and page views in a specific period, and out of those, 100 customers made a purchase, your conversion rate would be (100 ÷ 1,000) x 100, which equals 10%. Hence, your product's Amazon Conversion Rate for that period is 10%.
Tracking your conversion rate on Amazon helps you evaluate how well your listings are performing in turning visitors into buyers. It provides valuable insights into the effectiveness of your product pages and advertising efforts.
Step 1: Log into your Amazon Seller Central Dashboard and navigate to the “Reports” section at the top of the page.
Step 2: Click "Business Reports" in the drop-down menu.
Step 3: Now, under “Sales Dashboard,” you’ll see various metrics, including the “Order Item Session Percentage,” which signifies your conversion rate.
Step 4: Select "Detail Page Sales and Traffic By Parent Item" to see the conversion rates per individual product (ASIN).
Remember, the reports will show conversion rate data for different periods, making comparisons and tracking easier.
Deciphering a reasonable conversion rate on Amazon can be complex, as it largely depends on the category of your products. On average, sellers should aim for a 10% to 15% conversion rate. That being said, it is crucial to focus not just on the percentages but on the actual figures, as these signify the real profit.
Improving your Amazon conversion rate depends on several key factors that contribute to a better customer experience and increase your chances of making sales. Here's how you can optimize your listings for better results:
Low conversion rates on Amazon are often caused by poor-quality images, vague descriptions, and uncompetitive pricing, which fail to capture the attention of high-intent buyers. Slow shipping times and limited delivery options can also deter potential customers. Your listings may struggle to convert traffic into sales without addressing these factors. Optimizing these aspects is crucial for driving better performance. Here are a few strategies you can implement to improve your conversion rate.
Focus on clear, keyword-rich titles, bullet points, and descriptions to boost your Amazon conversion rate. Use high-quality images and videos that showcase your product from all angles. Highlight key features and benefits in bullet points, making it easy for customers to see the value. Experiment with pricing and product variations to attract a wider audience.
High-quality images and videos are essential for boosting Amazon conversions. Use compelling visuals to showcase your product’s key features and benefits. Include multiple angles using Amazon's image stack and add videos for a more engaging shopping experience. Detailed, complementary visuals build trust and credibility, making your listing more attractive to customers. Remember, optimized images and videos can significantly improve your conversion rate and visibility in search results.
To improve your Amazon conversion rate, regularly monitor competitor prices and adjust yours accordingly. Offering occasional discounts, bundle deals, and free shipping can make your product more appealing to potential buyers. Pricing is crucial, so thorough market research is essential to set competitive prices. Implementing these strategies will help attract customers, boost your product’s visibility, and increase conversions.
To boost your Amazon conversion rate, use Fulfillment by Amazon (FBA) for fast shipping and reliable customer service, enhancing the shopping experience. Product variations, like different colors or sizes, appeal to a broader audience and encourage repeat purchases. These strategies optimize your listings, increase search visibility, and drive higher conversions.
To improve your Amazon conversion rate, use discounts and promotions strategically. Temporary price reductions and quantity discounts can drive sales, while free shipping eliminates cost barriers, making purchases more appealing. Customer reviews play a significant role in conversions—positive feedback validates product quality and builds trust with potential buyers.
Additionally, consider these tactics:
Also read: What is Amazon attribution here.
Struggling with low Amazon conversion rates? You're losing valuable revenue if your product listing gets clicks but not enough sales. At beBOLD Digital, we specialize in Amazon conversion rate optimization, ensuring your listings are designed to attract, engage, and convert. From compelling product descriptions and high-impact images to strategic pricing and PPC management, we help maximize your sales potential. Don’t let potential customers slip away—turn clicks into conversions with beBOLD Digital. Contact us today, and let’s grow your Amazon business together!
Understanding and optimizing your Amazon Conversion Rate is critical to successful online selling. Use the insights above, including keyword research industry benchmark figures, to continually measure and improve your performance. Remember that every business and product category is unique. Focus on optimizing your product listings, images, pricing, and promotional strategies while enhancing the overall customer experience. With a consistent and analytical approach, you will surely see a rise in your conversion rates, driving your Amazon Business to new heights!
While the average conversion rate on Amazon is around 10% to 15%, a 7% conversion rate isn't necessarily alarming. The relevance of this figure heavily depends on the number of sessions (visits) and other factors specific to the product or business being considered.
A low conversion rate might be due to poorly optimized product listings, inadequate or poor-quality images, unattractive pricing, or ineffective advertising. Constantly assessing and improving these aspects can help improve your listing’s conversion rate.
To track your conversion rate on Amazon, log into your Seller Central Dashboard, navigate to the "Reports" section, click on "Business Reports," and check “Order Item Unit Session Percentage,” which indicates your conversion rate.
Amazon's Conversion Rate (CVR) is Total Conversions ÷ Total Clicks x 100. If you have 1,000 clicks and 100 customers make a purchase, your conversion rate would be (100 ÷ 1,000) x 100 = 10%.
A low conversion rate on Amazon can be anything under the average, often resulting in lower conversion rates, estimated between 10% and 15%. However, the final figure depends on several factors, such as product category, level of competition, etc. Comparing your figures to the industry averages can help you better understand where you stand.
Ready to boost your Amazon conversion rate and maximize your sales? Don't leave your success to chance—take the first step today by optimizing your product listings, fine-tuning your pricing strategies, and enhancing your customer experience. If you're unsure where to start, contact beBOLD Digital for expert guidance tailored to your unique business needs.