You have to be living under a rock to not know that Amazon has become the largest player in the eCommerce market in the western world. With 300 million active accounts, if your company is not offering their products on Amazon, they are ignoring a large chunk of the market.*
Even if you are using Amazon to put your products in front of more buyers, what are the chances your marketing team actually knows what they are doing when it comes to selling on the online eCommerce giant? If your listings are converting at less than 20% (this means for every 100 people that visit the page, less than 20 actually buy), chances are there is something missing from your offer and it could be improved on. Each percent higher results in exponentially more sales, and not doing anything means many thousands of dollars left on the table everyday.
Did you know that almost 80% of businesses are disappointed with their conversion rates?** This might sound surprising, but definitely not to us. At 4Profit Labs, our experience of being 7-figure sellers of our own products and brands has taught us that most brands are leaving a lot of money on the table by not knowing how to sell successfully on Amazon.com. It did not matter how much money they had in their marketing budget, they often had spent focus, time and money in the wrong place. It definitely showed when we took over their categories and products in sales rank and revenue surprisingly easily.
By changing your team’s focus to what really matters to make sales on Amazon, you could be adding thousands of dollars of sales daily.
I have seen marketing teams struggle to make an impact on Amazon because they try to use traditional marketing theory and practice. Logically one would think this would work, but practically is ineffective. Amazon is it’s own beast and needs its own specific strategies. What works to make sales on Google, Facebook, Email Marketing or any sort of sales funnel is not directly transferable to Amazon.
To get the most out of selling on Amazon, you need your team to focus on what is going to get you the most results.
In the case of an Amazon product listing page, where you need to spend the majority of your time is “before the fold”.
“Before the fold” is tech speak for the first thing that shows up when you load a page. It means everything a person see when a web page loads, before scrolling down.
On an Amazon product page, the elements that appear before the fold include product images, product title, bullet points, customer reviews and price. These are the elements you have a degree of control over. Below is an example of a product page before the fold.
In our professional experience, once a customer scrolls down (after the fold) on an Amazon product page, the chances of losing that sale increase dramatically. In some of our in-house tests, almost as much as 90% of customers who scroll down end up leaving the page and not buying.
Now why is this?
Below is a screenshot of the first thing you see when you scroll down, after the fold. I count 24 product links (this amount changes depending on screen size and category) for a customer to potentially leave your product page to view other sellers variations and options. If you end up scrolling down even further down there is usually another 2 rows of ‘other options’. Amazon wants to be ‘the everything store’, as such they give the customer as many options as possible. Great if you are the customer, not so great if you are the seller. By the time the potential customer gets to your product information and customer reviews at the bottom of the listing, they have already seen many options (read: reasons) to leave your page and check out something else.
With all this bombardment of different options after the fold, it is no surprise that you end up losing people if they scroll. Scrolling really is the death of sales on Amazon.
So how do you get your team to create product pages to convince people to buy before they scroll? By getting them to focus on what they can control before the fold and optimising it for maximum impact and persuasion.
Here is a quick guide on the page elements before the fold, for you maximise your product listing, to increase the chance that the customer will make a buying decision before they scroll down.
- Make sure that your images adhere to all Amazon terms of service.
- Utilise as much image space as possible.
- On Amazon, the Image is your headline, so make sure it grabs attention and brings people in.
- Target your visual people, up to 60% of the population are visual.***
- This seems like the headline, this is a common misunderstanding. The title does not grab attention as effectively as a good image.
- Use this section for branding, sales copy and strategic keyword placement.
- The important text and sales copy go here.
- You have up to 5 (or in some cases more) chances to convince buyers to make the purchase.
- Important to use this space well as logical and practical people need to see on paper what it is they are buying into. Images may not be as effective for buyers like this.
- Are you actively seeking reviews from buyers or are you sitting and waiting for them to come?
- Is your product of good quality?
- This is important social proof that tells potential buyers that your product is the real deal.
- Use this to let people know that your item is at a great price.
- Use strikethroughs, impactful words and price strategy to set up for success.
Optimize these 5 elements before the fold and you will beat 90% of all other sellers on the platform.
Knowing how to use these to your brand’s advantage is where the real magic is on Amazon.
You can start asking the right questions such as:
– What exactly do I put in my images? Isn’t putting my product on there good enough?
– What order do I put them in?
– How many images is best to use?
– How do I find out the best keywords to target? What keywords are getting the most volume?
– Where do I put them in my listing to get my product indexed in the search?
– How do I rank for powerful keywords?
– What do I write in my sales copy to convince viewers to buy?
For leading brands, knowing how to apply and answer these types of questions to each individual product and each situation is how you turn a $2000/day product into a $10,000/day product.
Co-Founder of 4Profit Labs
P.S. If you would like to know more about 4Profit Labs and the fun that we have on Amazon helping leading brands increase their sales, click the link below.