You’ve done the research, you’re aware of the type of numbers your Amazon business should be putting up, and yet, you still find your products not achieving the desired results. As deflating and confusing as this scenario can be, it isn’t an uncommon one. Even products of the highest quality can sometimes come up short on Amazon. But if a product is ready to perform, then why don’t the sales reflect that?
It’s no secret that Amazon is a flooded market with more than a million new sellers joining every year. Just within the first quarter of this year alone, as many as 283,000 new sellers began listing their products on Amazon. What makes this even trickier is the lack of brand awareness in product searches with only 22% of Amazon’s overall consumer base actually searching products by brand.
It doesn’t matter if you’ve been dubbed the “Tri-State Area’s Number 1 Ceramic Bowl Dealer” (though, hats off to you if you have); you’re going to have to put in the work to stand out and, more importantly, convert on Amazon. This isn’t to dissuade any business, small or big, from beginning their Amazon journey. In fact, your business needs to be selling on Amazon more now than ever.
There are proven strategies that will help you see the results your business has defined as a successful Amazon venture. To ensure you’re not wasting any efforts or opportunities, you need to be hitting your in-market consumers from every angle. This means your Amazon business needs to be ready to strike at every stage of the customer journey because even allowing them to drop off at any point could catalyze a long-term void for your growth goals.
We’ve been doing this for a while, and we know what initiatives it takes to pull off full-scale Amazon domination. So leverage our expertise below with the following guide to converting at every stage of the purchase journey.
If you’re not new to the world of Amazon, you’re already aware of how vital that first page of the search results can be. Amazon’s own external data has proven that 70% of all consumers will refuse to search beyond the first page to find their purchase. That means getting your products to the top of the search rankings provides you with a powerful advantage to capitalize on. Any other result can be crushing to both your sales velocity and profits.
The catch here is Amazon’s search engine is designed to be entirely unique to its platform and to cater to the experience of its shoppers. You won’t find any in-depth step by-step guide to conquering Amazon’s search engine as Amazon is very hush about its criteria and even now Amazon is constantly being updated with new policies and algorithm tweaks. We stay on top of the fundamentals as well as the changes and updates, so we understand what it takes to climb to the top.
The two tools most vital to customer awareness are proper SEO and advertising. Even if you think your product is the next big thing, it won’t be next in anyone’s checkout cart if you can’t get it in front of shoppers. From your title to your product descriptions, make sure you’re targeting relevant keywords without aiming for too broad a range.
It’s important to be precise and put in the research to know which terms matter most to your product. This way your products will show in results for relevant search terms. Unfortunately, it’s often not easy to determine which keywords to target because the task requires significant Amazon-specific experience, knowledge, and tools. .
Beyond putting in the time investment on research efforts, you can begin amassing expertise through paid efforts. Amazon has a thorough PPC system that often yields results. The key is to ensure you achieve those results profitably. .
Through a PPC campaign, you can see which keywords Amazon thinks your product is ranking for. More importantly, you can run auto-targeting campaigns to see which keywords your product is converting on that you may not have even thought to consider in your initial strategies.
Beyond that, PPC is just a great way to get your products featured at the top of the first page, especially since Amazon loves to evaluate sales history when choosing which products to rank higher. Having a successful PPC campaign will not only help you drive traffic but will improve your overall organic rankings as well, leading to even more opportunities for profits and insights.
When your Amazon journey is just starting or needs a refresh, knowing how to leverage data and where to access it will be key. Even if you’re not finding the sales number you desire, there are always insights to be garnered and strategies to be reevaluated.
Make sure you’re approaching each of your initiatives with this in mind. Aiming for measurable solutions can help you adapt and pivot as necessary. Even in our own Amazon business dealings, we have learned that sometimes the greatest value to your growth comes from failure. Knowing where you’re underperforming is a great stepping stone to get headed in the right direction, and when it comes to achieving first page results, you can’t afford to ignore any outcome.
So you’ve done the research, indexed for the relevant terms, or have at least worked with an expert to optimize your listings for first-page results. Here’s the next kicker: you’re up against at least 20 other products, not to mention all those paid campaign listings popping up at the top.
The window of opportunity is short, and, thus, it’s important to ensure your listings stand out.
As mentioned above, keep your titles relevant. The attention span of a typical online shopper is short, so you need concise and clear indicators of what your product is. There’s enough search volume on Amazon that being selective can’t hurt you.
If you’re indexing for relevant search terms with even more relevant titles, you’re only going to drive your CTR up. You don’t want to waste time confusing consumers with too broad a range of terms in your title. Indicate precisely what your product is, who it’s for, and how it’ll enhance their lifestyle.
That only covers a small aspect of your ability to catch eyes. The real click drivers come from your imagery. Your product has to stand out and look reliable. If your images aren’t high quality, you’re automatically negating consumer trust and driving away interest. Understanding what best practices to rely on when it comes to your image design will help tremendously.
This isn’t something you can necessarily figure out over time. though. You’re going to want a photographer to capture high-quality photos of your products and a graphic designer to enhance them to optimal standing. From our own pitfall experiences, we realized that we needed to assemble a team of experts who could tackle everything from photography to detailed graphics. Consumers will see right through shoddy or unprofessional work, and your profits will reflect it.
Getting consumers on your product pages is no small feat, but now things begin to get serious. Clicks are great, but failing to convert are lost opportunities you can’t afford, especially if you’re running paid campaigns. The good news is that you’ve already laid down a lot of the groundwork to capitalize on this stage of the journey. If you’re meticulous and put in the time effort required, this work will translate directly into the next stage where you’ll start to see the profits rising.
Once in-market shoppers find their way onto your detail pages, competition will continue to remain just as fierce as the results page. If you give shoppers a chance to scroll too far or take too long to browse your product information they will begin evaluating the plethora of alternative offerings. This is why it’s important to not waste any real estate on unnecessary content, and it’s also important to implement a defensive product targeting strategy, which we will cover in a later blog article.
A well-known study was able to identify that online consumers will only read 20% of any given copy on a page. This isn’t to show that your copy should become a secondhand concern; rather, it’s more so to encourage urgency. If you took any 20% chunk out of your copy, do you think that information would drive purchase consideration?
If the answer is no, you’re wasting space that could be dedicated to more relevant content. If you’re unsure of the answer, you’re going to need to take some time to put in research investments to understand what info does drive consideration in your market.
Next we’re back on imagery. That earlier study also identified that most online consumers will browse through every image of a product page before making a purchase. Your imagery is going to be a heavy impact player at this stage. Mostly, we’re running with the same set of strategies here: enhanced imagery, high-quality photos, and professional graphics.
n this case, it’s not just one image you need to stand out. You’re going to want to utilize your entire album here, making sure each image builds off one another and provides a cohesive visual experience. We’ve found the most success combining our design expertise with a brand manager to curate comprehensive photo plans before even beginning our content strategies. This offers a full scale strategy before we get too far ahead and start wasting consideration opportunities.
A complete visual guide to your product should include a mix of photos that highlight your product, display its lifestyle usages, and involve in-depth graphics to display your product’s superior benefits or key features.
Lifestyle images will make it easier for consumers to picture your product in their daily lives while graphics are an efficient way to display relevant information that they’d probably gloss over in your actual copy. Again, waste no space. Display only relevant details that serve to give your offering an edge over the competition, and if you’re unsure where to start, reach out to an expert.
Now we arrive at the big one. Most of the time, sellers seem to plan too heavily on this stage of the customer journey, neglecting the others. The truth is by strategizing for every stage before this one, you’re already doing most of the work needed to capitalize here. This is especially true on Amazon where full-scale optimization efforts generally benefit your chance of being selected for feature product choices.
Relevant content, enhanced images, and clear details all catalyze purchase decisions. If you’re presenting this content strategically, your efficiency should be able to capture shoppers quickly. Some consumers like to take their time, though, and may come into the experience with pre-existing knowledge about what to look out for. These more tedious consumers are still a valuable market to seize because if they find satisfaction in your product, they’re sure to come back
How does one drive a purchase decision out of these thorough page scrollers? Well, you’ve already positioned your content to showcase the relevant info. Step 1 nailed. But have you considered how your content stacks up next to the competition?
Your content is relevant, so you’ve already given yourself an edge, but there are other quality businesses also taking these measures. Consumers will review things like your pricing, your customer reviews, and your product capabilities. More importantly, they’re also going to measure that with alternative options.
If you’re not already approaching your listings like these inquisitive shoppers would, then you’re failing to monitor the whole picture. If a customer is likely to review all this and compare it among your competition, you need to get ahead of that. Do comprehensive market research, especially when it comes to your Amazon competition. Customer reviews will tell you what you need to be prepared to answer for in your own products listings. Speak to things you’re noticing consumers care about the most with similar product types. Understand what ruins an experience for them with your kind of product and what really makes it noteworthy.
If you’re planning for all of this ahead of time, a competitor with thousands of established reviews becomes more of a tool than a disadvantage. With proper execution, you can keep your reviews and information in great standing from day one instead of having to play catch up later.
This is where a high-level account manager is beneficial. You probably won’t have sufficient time to dedicate to your Amazon business as you have an entire business to manage. You want someone with an ear to the ground, ready to strike and adapt; someone who can monitor rising competition and keep your account in good standing with the Amazon algorithm.
This account manager can also help with customer review management, disputing negative claims, resolving miscommunications that resulted in lower ratings, and all around customer service inquiries. A neatly run account will factor into Amazon trusting you as a professional seller more and rewarding you with more organic traffic and featured selections.
At Nectar, we know any Amazon endeavour is about establishing long-term success. If your end goal involves growth, you have to be aware that the purchase stage of the journey is not the final stage and that, in actuality, there is no final stage.
The purchase journey is an endless loop with customers returning daily to find their next satisfying buy, and the retention stage of the journey could arise at any moment. So are you ready to strike at any moment?
Retention could be anything from consumers abandoning the journey early on or finding ways to bring them back and keep the cycle alive once they’ve already made a purchase. We’ll start by discussing the former, returning back to our early discussion of PPC efforts. Paid advertising on Amazon actually goes much further than just Amazon. You can run a multitude of cross-channel marketing strategies for your Amazon catalog and retargeting strategies may be one of the most useful.
With retargeting, you can recapture consumers that were exploring your offering and never finalized the checkout process. Our advertising managers focus on how to resurrect the purchase journey by retargeting them with other products relevant to what they were browsing and might’ve missed earlier or by simply targeting them with the original product in case they never found an alternative.
It’s all about strategically redisplaying the product or up selling them with a better offering. Like we’ve mentioned, consumers usually are moving fast and might’ve missed a relevant detail; or maybe you’ve enhanced your content and can now properly provide them with the info they cared about.
No matter the case, you don’t want to leave conversion opportunities just lying on the table. Strategically having retargeting or cross-channel marketing efforts ready to go will help you strike while the iron is hot.
This can also be a vital part of your retention strategy for consumers who completed a purchase. Targeting them with other relevant offers from your Amazon catalog could be a great opportunity to cross-sell and build brand loyalty. Before that though, you have to put in place the tactics necessary to build on consumer loyalty and brand awareness.
Amazon growth is about establishing a presence that’s defined by a complete catalog, not just one optimized listing. You want to ensure your entire catalog flows and provides a cohesive experience for all consumers interested in discovering more of what you offer. If done right, this will open up the door to opportunities for cross-selling, up-selling, and virtual bundling, driving up your average sales orders and stimulating growth.
Brand Stores are a great initiative to invest in if you plan on capitalizing on customer retention. They allow you to display your entire catalog in an immersive multi-page shopping experience. Crafted right, you could drive sales with bundles, complimentary products, and more. If a consumer has bought from you before, being able to direct them to a Brand Store for a repeat purchase will boost your growth goals tremendously. Check out our deeper dive into Brand Store strategies at our article here.
Taking full advantage of the customer journey is a lot to strategize for, especially if you’re further along in your Amazon growth journey. You may need to take a few steps back before you can move forward. If you’re somewhere early on in your journey then be sure to check out our piece on the 6 defining factors that drive profits in products so you can plan to hit the ground running with your listings.
Amazon requires research, time, dedication, and expertise to amass the specific awareness needed to cover Amazon’s many nuances. Your team may be experienced in other markets or fields but Amazon still might come across to them like a whole new ballpark. The time investments and resource building required to optimize an Amazon business can be a major blocker of growth because it takes time away from focusing on your bigger-picture goals. However, if you know you have a product that sells, investing in Amazon is a world of profits you can’t afford to ignore. Fortunately, there is a way to fast-track your way to these desired results and it doesn’t involve automation tools or one-size-fits-all consultant firms.
At Nectar, we recognize the growing importance of establishing Amazon success and we’ve experienced first hand what it takes to get there. Our strategies and methodologies have already been worked out to maximize profits and increase growth no matter what stage your Amazon brand is at. We do more than just offer consulting guidance or advice. We dig into the dirty work and do the heavy lifting needed to help your Amazon business rise to the top.
Ready to find out more about how Nectar can increase your Amazon profits? Just take a minute to fill out our request form. We look forward to connecting!