Amazon refers to the Unit Sessions Percentage. This conversion rate is a bit different than a normal ecommerce conversion. It is worth explaining.
Conversion Rate = # Of Sales / # Sessions
Amazon’s Unit Sessions Percentage = # units sold/# sessions
Amazon takes into account the number of units sold and the average order value. This is in addition to the sale.
Amazon uses a variety of metrics to help customers find the best products to meet their needs quickly.
Although it is average at 12,3%, the Unit Session Percentage varies from one category to another. If you fall below this benchmark, your listings may be suffering from better USPs.
Ultimately, a bad conversion rate breeds even worse conversion rates. These tips can help you improve your Amazon conversion rate/unit percentage.
Listing Optimization
Product Titles
The title is the first thing buyers see, and it’s what makes them click. This page should provide accurate and detailed information to avoid misleading shoppers into clicking on the link (and then leaving the page). Amazon has created a page with product titles guidelines and examples. Make sure you follow their recommendations.
Product images
The fastest way to lower a buyer’s risk perception is by providing real, detailed product images. They will feel confident buying if they are certain of what they’re getting. Show customers your image gallery:
- It’s who it’s for
- How it is used
- What it does (when applicable).
- The contents of the package
- When applicable, measurements and swatches
Product Variations
Splitting the same product into different listings because of differences like size, color, or version makes it difficult for customers to find the right product. You will see a rise in conversion rates if you consolidate all product variants into one listing.
Bullet Points
Bullet points should summarize the most important information buyers want. Remember that Amazon users are highly motivated to buy, have done their research extensively and are only looking for the best option. The Amazon product bullet points help users quickly understand that they have found the right product.
Amazon A+ Content
Amazon claims that product listings with A+ Content are 10% more likely to sell than those without. A+ Content allows you to display striking banners, show your product in every angle, and add rich content.
If you have products similar to yours, this will help you stand out and allow shoppers to purchase the item with greater confidence.
A+ Content also ranks higher in organic search results. Combining it with more relevant and appealing content will increase conversions.
Running Split Tests
After optimizing your listings it is a good idea for you to run split or A/B tests. This will help you ensure that your listing is the best it can be. An app such as Splitly requires you to create multiple listings with different pricing, features, images and content.
It then automatically rotates all the listing variations, allowing buyers interaction and buying. It publishes the winning listing when it has reached statistically sound results – that is, the one most likely to result in a high conversion rate.
Running Promotions
Promoting is a great way to increase your conversion rate. Who doesn’t love a good deal? After you have created the best listing possible, promote your listing to increase sales.
- Money off – Offer a percentage discount if the customer purchases at least X number of items or spends at minimum X amount.
- Free Shipping– Customers who meet certain requirements, such as buying within a specified time frame, reaching an order amount of at least X or purchasing only eligible products, can get free shipping.
- Get One, Get One: Eligible customers receive one or more items free of charge when they purchase one or more.
Amazon PPC
Amazon PPC will place your listings at the top of the rankings. If you play your cards well, your conversion rate can improve rapidly and steadily. To run a successful PPC campaign you must be certain you are targeting the correct keywords. You’ll end up appearing in irrelevant search results, and you won’t convert any views.
Conclusion
The optimizations we have discussed today are all about making your customers’ buying experience better and giving them the tools they need to make an informed decision.
Amazon’s customer-centric approach has made it the giant it is today. They want to keep it that. You will be rewarded for your efforts if you follow that approach.
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