Selling on Amazon (or in fact selling anywhere) boils down to visibility, traffic and conversion.
We begin the process by ensuring that we are conveying to Amazon exactly what the product is and who the target customer is. This is mainly done through the product title and via the back end search terms, which are not visible to the customer. Software is utilised to ascertain the most relevant keywords for the product.
We look at a wide range of data points when deciding the most valuable search terms to target in a listing, along with a comprehensive listing audit beforehand to gain an understanding of where your product sits within the competition pool.
Datapoints include —
- Average Competition Rank. How well are your competitors ranking on average for particular search terms?
- Advertising. What are the most valuable keywords for sponsored ad campaigns?
- Opportunity. You can only target so many search terms in a listing. Where is your competition leaving an opening that you can take advantage of?
- Relevant Keyword & Search Volume Density. How many search terms can you realistically rank for and how relevant are these to your product? How many impressions can you expect to receive from this group of terms?
We first obtain the primary search term for your listing – the most valuable – and use this as a guide for further keyword analysis. From this, we can resolve a plan for re-targeting and updating your listing with a strategy that best suits your current listing standing.
Our strategies for ranking your product include —
Designed to help products struggling to break the P1 (Page 1) barrier by re-factoring the listing for less competitive search terms and springboarding to the higher value terms once revenue and ranking has improved.
Designed to improve your overall ranking in the keyword pool. Best for mature products looking to maximise revenue and visibility.
We get your listing fully optimised for search and ready to sell before the stock hits the ground, giving you the best chance at locking in a strong initial page rank.
The main goal in the first phase of optimisation is to get your product seen by more customers. With greater visibility, the greater the chance of conversion. We improve your visibility by getting you indexed for the best keywords.
Once a listing has been optimised for search and we’re conveying to Amazon an accurate view of your product, the next phase would be to focus on conversion rate.
Factors Which Impact Conversion Rate
This is more relevant for less established brands, but nonetheless relevant for all brands selling on Amazon or anywhere else, for that matter. Competitively priced products will have a better conversion rate than those which are priced too high.
Review rates (the number of people who purchase and then go onto review a product) are generally very low, so ensuring you have a good follow up sequence in place and strategy for review generation is paramount. Unsurprisingly, reviews have a huge impact on conversion rate.
Other Listing Optimisations
Once your product is optimised for search we can focus on adding additional listing content aimed at improving conversion. We look at the strengths and weaknesses of the direct competition, market making strategies and our own knowledge of what works from our years of eCommerce experience. Areas to update include:
- Improved Bullet Points
- Improved Product Description
- Enhanced Brand Content
- Improved Imagery
- Additional Imagery such as Infographics, CGI Renders, Lifestyle imagery.
- Brand Story
- Subscribe & Save
- FBA Fulfillment (Prime eligibility)
We are now in a position where we have a good product, a listing optimised for search and conversion. The next and crucial phase is traffic.
When thinking about how to generate traffic it is important to understand the link between traffic, conversion rate, visibility and, ultimately, sales.
Amazon want the best selling products easily visible to the customer. A best selling product is defined by its conversion rate and traffic. As a result, if you have a high conversion rate and are selling more units than the products above you in search, your page rank will increase, further compounding sales.
When you list your product you may find yourself sitting on page 20 with zero reviews and no traffic to kickstart this process. This is where paid traffic comes into play. For most sellers Amazon Sponsored Ads is the most effective way to increase a products ranking in the search results.
From our keyword research we build advertising campaigns, bidding on the keywords we are trying to rank for. These same keywords will be in the title and included throughout the listing.
As the keywords that we bid on are relevant, then they are extremely likely to lead to conversions, especially if the listing is highly optimised.
These conversions will in turn increase page position for those search terms reducing the reliance on paid advertising as organic sales (sales which are not from Sponsored Ads) increase with the greater visibility.
Once the product is firmly on page 1 for the main search terms then the decision is with the seller to continue with the advertisements for additional growth or reduce costs by focusing exclusively on organic sales. Often the answer is somewhere in between where Amazon Sponsored Ads are scaled back with reduced bids and less campaigns to find that nice, profitable sweet spot.