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Optimization of Amazon Product Listings’ Effect on Conversion Rates

Big_Internet_Ecommerce_Amazon_Listing_Content_Optimization_Services

In the fiercely competitive e-commerce landscape, Amazon stands out as a titan. With millions of sellers vying for customer attention, the key to success lies not just in having great products with competitive pricing but also in optimizing your Amazon listings effectively. In this blog, we at Big Internet Ecommerce will delve into how to effectively execute Amazon listing optimization and its effect on boosting your conversion rates on the platform.

Before we look at how to check your conversion rate on Amazon, you should know that tracking conversion rates can help you in many ways, some being: 

  • Keeping track of the conversion rate before and after the campaign helps you assess the success of the campaign.  
  • When A/B testing with listing optimizations, you can conclude which content reels more conversions.  
  • To figure out your performance of ad campaigns.

You can internally calculate the conversation rate using the following formula:  

Total Number of Orders / Total Number of Product Listing Sessions = Conversion Rate 

Here is the step-by-step guide to check the conversion rate for your products individually. 

  • In Seller Central, navigate to the “Reports” tab and click on “Business Reports.” 
Amazon Business Report Navigation
  • On the left-hand side, under ASINS, you will see the reports menu with a few options. Click on “Detail Page Sales and Traffic By Child Item.
Selecting 'Detail Page Sales and Traffic By Child Item'
  • This report showcases the sales data for each item you sell on Amazon, including total sessions, page views, units ordered, product sales, and your conversion rate.
Checking Conversions on Amazon
  • Your conversion rate percentage is labeled as ‘Unit Session Percentage’.

Understanding Amazon Listing Optimization

Amazon listing optimization fine-tuns various product listing elements to ensure maximum visibility, relevance, and appeal to potential customers. Optimizing product titles, descriptions, images, keywords, pricing, and other factors improves search rankings and drives more conversions. 

Out of all of these, Keywords are pivotal in acing your Amazon game. This is all the more reason to take your time to thoroughly do your keyword research. There are multiple tools in the market for this, but we at Big Internet E-commerce rely on the Data Dive tool and Helium 10. 

How we do keyword research for our client’s listings

During our keyword research, we must create a Master keyword list (MKL) using both the Data Dive Tool and Helium 10.  Let’s look at how we do it:

Creating MKL using Helium 10

Requirements: Helium 10 account and extension from Google Chrome extensions.   

You will have your search results page after searching for your seed keyword on Amazon.  

Amazon Search Result Page

Click on your Helium 10 extension to see the following options.  

Choosing ASIN Grabber will give you an analysis of the SERP from which you can select the competitor products sorted by BSR(Best Seller Rank). 

Helium 10 Extension
ASIN Grabber Tool

After sorting by BSR, monitor the reviews for each ASIN. More reviews generally mean that an ASIN ranks for numerous keywords.  

Select and copy 10 ASINs with high reviews, low BSR, and highly relevant to your product. Hover on the Product title or jump to the listing page to make sure the ASIN is similar to the product you are offering as well. 

Keyword Research Using Cerebro

ASINs Selected in the ASIN Grabber

Cerebro is a tool in Helium 10 that helps you select competing products and extract the keywords from them. 

You can select up to 10 ASINs to run Cerebro; if you select more than that, the ‘Run Cerebro’ button will be disabled, and you cannot continue. However, if you have more than ten competitors that you would like to include in your keyword research, then just run Cerebro twice and combine the keywords in a spreadsheet.  

Filtration in Cerebro

Use the above filters to find the best keywords for your listings. Sort the list by Search Volume or Keyword sales. Unfortunately, the most challenging job with Helium 10 tools like Cerebro and Magnet is sorting; you have to do it manually. You may export the data to a spreadsheet and use filters to filter out phrases, words, or any other way you wish. 

Keyword Research Using Magnet

Magnet is another tool from Helium 10. Unlike Cerebro, which uses competitors to get our keywords, Magnet works a bit differently. Remember the broad keyword we used to run the ASIN grabber and later ran the Cerebro with it?  

Well, here, we will use the same broad keyword to get similar keywords in the niche.

Helium 10 Magnet

Just like we did for Cerebro, you can use similar filters like this or play with it yourself to determine what works for you.    

Helium 10 Magnet Filtration

And just like in Cerebro, sort the results and create your MKL. 

Creating MKL using the Data Dive Tool

Requirements: Data dive account and extension from Google Chrome Extensions.  

Even though Data Dive isn’t as well-known a tool as Helium 10, it is one of our go-to keyword research tools. At Big Internet E-commerce, we prefer to use Data Dive for its versatile use cases. Like;  

  •  Inbuild filters for branded keyword exclusion. 
  • Keyword Strength is between 0 and 10, 10 being the highest difficulty to rank for.  
  • Outlier Keywords  

The MKL generated through the Data Dive tool somewhat follows the same procedure as Helium 10’s Cerebro. Both require competing ASINs to create MKL. This method is an excellent approach as it’s much easier than finding keywords through the broad match in the Helium 10 magnet or any other way. 

Data Dive Tool Extension

The extension is shown in action in the picture above. In the Actions menu, the tool has an input box called the ASIN tray where you can add the ASINs of your competitors. If you click on the ASIN tray, you will see all the ASINs you have added up until then.

ASIN Tray in DDT extension

You can add up to 10 ASINs to do a niche dive. Anything more than that will result in the Dive button being disabled. After selecting up to 10 ASINs, you have to create a niche or select one already made and add the ASINs to the list. 

ASIN Tray with NIche Creation

After doing a Niche dive, you will be redirected to the MKL interface, where you can sort through the Keywords, excluding branded keywords and other non-related keywords.

MKL Interface in DDT

You may export this sheet, combine it with the Helium 10 MKL sheet, and use both to optimize your listings and increase your conversions.  

From our experience, even though the Data Dive tool usually doesn’t give out as many keywords as Helium 10, there have been instances where Data Dive has produced a unique number of keywords that are not seen in Helium 10 tools.  

Optimizing your listing with an MKL for better conversions

Here is a typical MKL sheet we make at Big Internet E-commerce;

A MKL sheet Example at Big Internet E-commerce

From left, the MKL selected keywords from both the Data Dive tool and Helium 10 Magnet and Cerebro combined keywords. Make sure you remove duplicates after combining every sheet. 

From the left, we have the MKL, and in the following columns, we have Title Keywords, Outlier keywords, and Search terms for the backend. All these are extracted from the MKL to optimize our listings to the maximum.  

Please pass on this sheet to the content team and tell them to add these keywords skillfully wherever they see relevance. 

Listing optimization on Images

When it comes to images on Amazon, many factors come into play. Let’s consider the following hero images as an example

Washing Machine Pan Listing Comparison

In this, we can clearly see Image B is better than Image A. This is because the presentation of the hero image in B is compelling compared to A. There are hardly any white spaces left out in A, whereas B is quite zoomed out and not easy on the eyes of the user scrolling through.  

Photography and lighting also play crucial roles in Listing images. We must ensure that the images in the listing are of the highest quality and pay attention to every minute detail. 

How Big Internet E-commerce helps you Increase your conversion rates by listing optimization

Here is a client’s Business report when they came to us a year ago,

Client's Conversion Rates Before Joining Big Internet E-commerce

And here is their business report now. 

Client's Conversion Rates After Joining Big Internet E-commerce

We know the conversion rate for two of three products is extraordinary. Even though we have increased the sessions on the third product, you can see the conversion rate has decreased by one percentage compared to the data a year before. This is because of an external factor in the use case, which we expected. The product is a refill, and in most cases, customers need not purchase it as their needs are satisfied with the base model.  

We chose this case study particularly to highlight this fact: even though there are numerous data and numbers available, you won’t get the whole picture unless you factor in external influences.  

So don’t hesitate to try different variations and trends in your listing optimizations. Make sure you note the date you made the changes to audit the effect on conversions.  

If you would still like help increasing your products’ conversion rates, don’t hesitate to contact us at https://biginternetcommerce.com/contact-us/

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