One of the questions that we get asked frequently is: How do I improve my organic rankings?
This really is a great question and it boils down to two things: Traffic and Conversions. The brands that perform the best year over year are focused and deliberate in their strategy to improve rankings.
Traffic: Increasing traffic to product detail pages requires a concerted effort. The days of simply creating a listing and sending product into FBA and leaving the rest on “Auto Pilot” have passed us by. This mentality will end with high storage fees and very few sales.
Over the past 8 years while working with brands of all shapes and sizes we have seen all kinds of tactics to increase traffic. Unfortunately, there isn’t a one size fits all strategy to accomplish this goal. There are simply too many variables from things like competition and category.. In an effort to help answer this question I will list out several options and explain the pros and cons of each. Keep in mind the tactics below are only to be used once your listing is fully optimized or “retail-ready”.
1. Amazon Sponsored Products – I think it goes without saying that Amazon’s Sponsored Products can be an effective way to drive relevant traffic to your product detail pages when the campaigns are managed correctly. However, all campaigns are not created equal. You will only want to use pay per click (PPC) ads once you have at least 5-10 product reviews. Campaigns pointing traffic to listings with zero reviews will garner some clicks but the conversions will be low.
2. Social Media – One very simple tactic to drive traffic to your listings is using social media advertising. This is separate from a standard Facebook page with regular posts in the timeline. I prefer to use Facebook Business Manager and market both on Facebook and Instagram. Driving outside sources of traffic via targeted audiences will convert into rankings and revenue.
3. Promotions – There are several product promotions available to Amazon sellers and they can be a good way to generate some traffic. Two of my favorites are creating coupons and using Prime Exclusive Discounts. When you create these promotions your listing will show on the coupons pages or the Prime Exclusive Discount page. Having your listings shown on these pages will provide more exposure to potential customers looking for a deal.
Conversions: Keep in mind the products have already been optimized. Meaning that the listings are built out with proper product titles, bullet points, and product descriptions.
1. Product Imagery – The listing should already have beautiful imagery with clean and crisp representations of your products. Consumers shop with their eyes. Use the secondary image spots to highlight product features and show the product in use. With the increase of sales on mobile devices, your product images HAVE to be on point. Spend some time analyzing your top-performing competitor’s listings and pay close attention to the imagery they are using.
2. Product Sales Copy – Make sure your listing copy is compliant with Amazon’s guidelines. Do not exceed the byte sizes for each area of copy. For example, it used to be common for sellers to cram as many keywords into the product title as possible. This results in a title that is difficult to read and is cut off on mobile.
3. Coupons – Coupons can be a great way to help increase your conversion rate. This is because the coupon is shown in the search results and can help influence clicks that convert into sales. Everyone on Amazon is looking for a deal!
4. Stack and Save Promotions – This type of promotion is shown on the product detail page and can help customers purchase using tiered discount structure. For example buy 2 get 5% off, buy 3 get 10% off and so on.
5. Price – Lowering your price temporarily can be helpful in boosting conversions. I recommend making price changes very slowly when trying to increase the price of a product. Start with 5% or 10% increments at a time.
The best way to evaluate your traffic numbers and conversion rates is by utilizing several reports in the business reports in Seller Central.
If you want to see how your account is performing in regards to these two metrics, use the Sales and Traffic By Date report. Here is the path: Reports – Business Reports – Sale and Traffic. Then use the slider to select the desired date range. From there you will want to edit the columns that are shown. On the right side of the page, you will see a grey box that says Columns. If you select that then you can turn on Date, Ordered Product Sales, Page Views, Sessions, and Unit Session Percentage. The last three can be a little confusing so I will provide a definition for each column.
Page View – Hits in your Amazon.com presence for the selected time period.
Sessions – Sessions are visits to your Amazon.com pages by a user. All activity within a 24-hour period is considered a session
Unit Session Percentage – Percentage conversion metric indicating how many units were purchased relative to the number of people who viewed the products.
I usually will look at this information by month. However, you can view it by day or by week if you would prefer. Viewing the information in this way can help you understand what is happening in your account in terms of traffic and conversions.
In the event that you want to see this same information at the individual product level, you will want to go to Reports – Business Reports – Detail Sales and Traffic by Child Item. Here you can edit the columns shown and view the same information but at a much more detailed level.
Hopefully, these tips can help increase your revenue and help you run a sustainable business on Amazon.