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Module Seven
Ratios: Conversion Rate

Over the next few modules, we’re going to be talking about ratios. This module will specifically look at the conversation rate, which is defined as the number of people who come to your website and convert by taking the desired action that you want them to take. This could be signing up for your email newsletter, downloading a piece of content, or actually buying your product. Whatever it is that you want your website visitors to do is what is measured by conversion rates. For now, we’re going to focus on turning shoppers into buyers once they arrive to your product’s Amazon page.

To cover this topic, we’re actually going to start at the end and work our way back to the beginning. This way, it will be easier to fully understand the importance of conversions to Amazon and to your ranking in SERPs.

In its simplest form, conversion rates tell us how good our product listing page is. The more people that come to your listing and purchase, the better.

Jeff Bezos is interested in two things – the customer experience and the amount of money Amazon makes – and he’s interested in them in that order. Now, the two are closely related. For example, a poor customer experience will mean less money for Jeff and this will make Jeff sad. So, what Jeff wants to see is his customers having a good experience on Amazon. That means that he has to ensure that we, as sellers, get things right for his customers, starting long before the customer looks at your product and ending when they have made a purchase. This makes Jeff happy.

The more people click on your product page from the SERPs and go on to buy your product, the more that tells Jeff that you’re making his customers happy. And, of course, when you make Jeff happy, he will reward you for that.

Amazon is a publicly listed business, which means that he has a duty to make money for his shareholders. Now, if he doesn’t, it will make his shareholders very unhappy with him and then they will lower the price of his shares. This, in turn, makes it much more difficult for Jeff to get access to the money or the capital he needs to continue growing Amazon.

But if Amazon continues to make money when you sell things, which is how the majority of its income is earned, then the shareholders will be happy and reward Jeff with a higher price for his Amazon shares. This makes it easier for Jeff to grow Amazon.

More than anything else, Jeff wants you to sell lots of things on Amazon. He wants you to get very rich from selling on Amazon. It’s good for him. It’s good for the shareholders. It’s good for Amazon customers. And, of course, it’s great for you.

Now, Jeff doesn’t care if it’s you or someone else. He only cares that the person that he sends his precious traffic – his customers – to converts that traffic into cash. If you want Jeff to love you and send you a lot of lovely potential customers, you must optimise the conversion rate on your product page. So, let me show you how to do that.

Poor product pages have:

  1. Very few or no reviews (unless they were recently listed).
  1. Less than four stars for their overall rating.
  1. One or two high-quality images with zoom.
  1. Poor bullet-points.
  1. Are Prime-eligible but are not on FBA (i.e. they don’t use “Fulfilled by Amazon”).
  1. Lots of typos or poor grammar.
  1. Are not optimised for relevant keywords.
  1. Poor titles with keyword stuffing, miss-spellings, unknown brand names, and are not descriptive.
  1. Sends cold traffic to your listing page instead of sending it to a squeeze page first.

Having these on your product page is a sure-fire way to screw up your conversion rate.

Great product pages have:

  1. Positive reviews (4+ stars).
  1. FBA (Prime).
  1. Images.

If you have lots of negative reviews on your product page, you will not make sales. If you have great reviews (4+ stars), then you will make sales because people will trust your product.

The majority of people will only buy things that are Prime-eligible. So, they will only buy your product if they can get it shipped to them in two days for free. Why wouldn’t they? So, it’s important to be on FBA and eligible for Prime.

Finally, good images have a huge impact on conversion rates. A picture tells a thousand words. On Amazon, that is particularly true.

When you are optimising your product page, you should be optimising for these three points. You should have good reviews, you must be eligible for Prime if you’re selling in a Prime territory, and you need to have good images. Those are the three things that will make your product page convert the most.

Summary:

  1. The conversion rate refers to the number of people who take the desired action when they visit your product page (e.g. buying your product).
  1. If you make Jeff Bezos happy, he will make you happy by sending traffic to your product page.
  1. Optimise the conversion rate on your product page by having positive reviews, being on FBA and eligible for Prime, and having good images.


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