How can I increase sales on Amazon

What is the conversion rate?

The conversion rate (CR) indicates how many visitors to your Amazon shop actually make a purchase. A low conversion rate means that while users browse your products, they cannot make a purchase. Your primary goal as an Amazon seller is to optimize your conversion rate in order to generate as many buyers as possible from the total number of prospective customers.

How is the conversion rate calculated?

The conversion rate is calculated from the number of your buyers divided by all visitors to the Amazon shop.

The following rule of thumb applies: Conversion rate = buying visitors / all visitors

If, for example, 1,000 visitors look at a product in your Amazon shop within a certain period of time, 10 of whom actually buy this product, the conversion rate is 1 percent (10 / 1,000). The numerical value determined in this way is not yet a reliable variable when viewed on its own, but must always be classified in relation to the category, the product and your competitors.

How can I increase my conversion rate?

You can do a lot within the given rules of Amazon to increase your conversion rate with simple means. The Amazon algorithm immediately notices which products have a high purchase probability and, conversely, penalizes poorly converting products by simply no longer displaying these potential interested parties. Use your competitive advantage as an Amazon seller to convince visitors who are already interested in buying that you are the best supplier. If you have already positioned your products optimally in the search results with Amazon SEO, you "only" have to strengthen the trust of your customers in the best purchase decision.

Improving the conversion rate with simple means: checklist

More trust through good sales texts: A powerful title and informative sales text are your first figurehead. Avoid generalities and instead rely on expert knowledge of the product being offered. Know your target group and answer the most important questions about your product. The most relevant information always belongs at the beginning of your description.

More plasticity through good product images: Meaningful and high-quality product images are important to get visitors to read your sales text in the first place. Amazon is a visual medium. With a good start image, you grab the attention when scrolling through the search results. Depending on the product, you can tell a story in the picture portfolio and include, for example, quality seals (Oeko Tex Standard), close-ups for material experience or the product in its practical application. Find out what your target group expects from your product and implement it visually.

More prime with fast delivery times and low delivery fees: Customers love fast and free "Fulfillment by Amazon". Merchants who already use Amazon FBA benefit from this. Prime products enjoy a significantly higher conversion rate than products that you send yourself.

More security through proactive management of customer ratings: 5 stars under your product title are half the sales rent. But even where displeasure is expressed, you can do a lot to be perceived by customers as a service-oriented provider. Check your online reviews regularly and comment on them in a helpful, understanding and solution-oriented manner.

More insights through advertisements and advertising reports: If you invest in paid ads in addition to Amazon SEO, you not only gain instant coverage, but you can also grasp the needs of your customers even more precisely. What keywords do visitors to the platform use to find certain products? Is it actually the one you use in your product description and bullet points?

More sales through targeted price reductions: Seasonal price reductions motivate increasing sales. Anyone who knows how to skillfully use the means of price elasticity can increase their net profit with a lower price with a simultaneous increase in conversion.

Conversion rate in the online shop: this is how your Christmas business is booming

In a study on buying behavior in the Christmas business, Facebook for Business published important insights not only for advertisers. As an Amazon seller, you can benefit from the booming online trade, especially in the corona crisis year 2020.

Pay particular attention to the high-turnover Super Sales Dates that are imminent. In 2019, an average of 54 percent of Christmas shoppers worldwide bought something during a super sales event. More than 43 percent shopped on Black Friday. An increased interest in offers as well as the tendency to buy less in stationary shops should increase these numbers further in 2020.

Super sale dates: You have to remember these dates

Prepare your product portfolio for the Christmas season now and orientate yourself on the following super sale dates, depending on the target market:

Singles Day on Wednesday, November 11th, 2020

Singles Day is the largest super sale day in the target markets of the Asia-Pacific region.

Black Friday on Friday November 27, 2020

In purely mathematical terms, Black Friday always falls on the fourth Friday in November and therefore on a date between November 23 and 29. Blackweek 2020 runs from November 23rd to November 30th. It is not unusual for you to organize an entire Black Week, a Black Weekend or individual discount campaigns until Cyber ​​Monday on November 30th.