04 Mar The Ultimate Conversion Rate Guide for 2020 | Part I
By David Sroka, Strategic Account Manager
Getting traffic to Amazon is great, but if that traffic doesn’t convert, it’s almost useless.
As a brand on Amazon, there are various ways in which you can analyze, assess, and improve your conversion rates.
In this guide, we will discuss the most important ways to maximize your conversion rate in 2020.
What is an Average Conversion Rate for an Ecommerce Store (not Amazon)?
The conversion rate is the percentage of visitors who land on your website or product page and complete the purchase.
“Conversion” is a broad topic because there is so much that affects it, as well as so much it affects. In short, it impacts every factor of the user experience.
On the other hand, conversion rate optimization (CRO) is the method of enhancing the shopping experience in order to drive a particular KPI — generally, sales.
CRO can be done on category pages, landing pages, product pages, or anything where a shopper can reach.
The average conversion rate across all of e-commerce is between 1% to 2%.
What is Amazon’s Conversion Rate?
Based on the data acquired from Millward Brown Digital, a renowned firm that measures website traffic, Amazon Prime members have a conversion rate of 74%, whereas non-prime members typically convert at 13%.
This means that even Amazon shoppers who aren’t a part of the Prime Program still tend to convert at about 5 times the overall e-commerce average.
How to Calculate Conversion Rates on Amazon?
Conversion Rate = (The total no. of orders) ፥ (The total no. of product listing sessions)
You can even check the metric – Unit Session Percentage – to see your conversion rates on Amazon. This option shows “how many items were purchased for the number of potential shoppers who saw the product.”
How to Improve your Amazon Conversion Rate?
The product that you sell is ranked based on various factors. One of the most influential factors being conversion rate. As you continue to improve and grow your conversion rate, Amazon will push you forward, rewarding you with more sessions and in return, sales.
While it is very easy to calculate your conversion rate, it can be very difficult to determine why you are converting at that rate.
However, Amazon gives you a lot of tools to help you figure out exactly why your conversion is either high or low. It even helps you understand the best direction to move forward. These tools, combined with Vendo’s expertise, can be used together to maximize conversion and grow sales.
In our next blog post, we will discuss the various different tools and strategies to improve your conversion rate, so be sure to subscribe to our newsletter and check back!