Nothing is more frustrating as an Amazon seller than the idea that people are adding your goods to the cart, but then not actually buying. This is called ‘abandoning’ the cart.
But, not all hope is lost! As sellers there are some things that can be done to increase this cart conversion rate!
Some estimates say the average eCommerce store loses 75% of their sales to digital cart abandonment. If you can decrease that number you can increase your profits.
So let’s look at how you can look further in cart metrics and also at some tips on how to increase that conversion rate and turn cart adds into cart sales.
Know Your Numbers
Amazon gives you a good tool for checking your conversion metrics. This is called the ‘Unit Session Percentage’ and you can find it inside of Seller Central. Let’s take a look at how you can get this info.
Unit Session Percentage
The percentage conversion metric indicating how many units were purchased relative to the number of people who viewed the product.
Amazon
After opening Seller Central, click on ‘Business Reports’ (under the ‘Reports’ tab). Go down to the ‘By ASIN’ category and choose the ‘Sales and Traffic’ or ‘Details Page’.
In the report you’ll see a breakdown of the unit session percentage for each of your products.
Once you know how to check that number you can make sure that any efforts you follow are having a positive impact.
1. Optimize Listings
You know your product better than anyone. That isn’t always a good think. ‘The curse of familiarity’ may mean that you aren’t highlighting the right features of your product for someone seeing it the first time. This can be a leading reason for cart abandonment – people are adding your product and then looking at the competition.
Here’s some things to be aware of:
- Images
- Are they bright, clear and easy to see?
- Do you show your product from all angles?
- Do you have an ‘instruction image’ that shows how to use your product?
- Do you have a product video?
- Title
- Is it descriptive?
- Does it highlight key elements?
- Product Description
- Do you address potential customer questions?
- Do you highlight key advantages and uses in a conversational way?
- Bullet points
- Do you clearly state size/quantity/color etc?
- Do you highlight distinguishing (from your competition) features?
These are just some of the areas to look into for you Amazon listing optimization!
2. Use Prime Shipping
People like free. And people like fast. Statistics (even independent surveys!) show that Amazon Prime members are much less likely to buy a product unless it has Prime shipping.
The Prime Shipping badge is now available even on Merchant Fufilled orders, so make sure your products are entered into the Prime program.
3. A+ Content and Amazon Stores
Amazon sellers should also take advantage of programs like Amazon’s A+ Content and Amazon Stores Brand Pages. Tools like these allow sellers to rise above other Amazon listings with beautiful, attractive templates that tell your business’s story and the journey of your products.
The more potential buyers know about you, the more likely they are to trust and believe in you. And buy from you.
4. Adjust Pricing
Pricing strategy is a very personal thing, and the studies and data unfortunately isn’t very decisive. Sometimes raising the price can increase conversion because people tend to trust ‘the best of the bunch’ – of which price is a determining factor. But of course people like cheap, so in your niche lowering your price just a little may have a dramatic impact.
Pricing is something you need to test. Luckily, Zonmaster’s Financial Analysis Tools let you enter in all your costs and keep track of profit and loss. Check them out now! They are included with all Zonmaster subscriptions (even the one for $6.99 a month!) and can be used from day one – even in your 15 day free trial.
5. More Product Reviews
It is a proven fact that customer’s feel more confident about a product when it has more positive reviews. Amazon may have a generous return policy that gets over some of the ‘fear of the unknown’, but nothing says ‘buy me’ like lots of positive reviews.
The easiest way to get more positive reviews is also the simplest: use Zonmaster’s Auto Review Request tool. With the flick of a switch Zonmaster will automatically use Amazon’s own review request capacoty to request reviews from your customers. You don’t need to worry about writing email templates either – Amazon will handle all of that, delivering to your customers an Amazon-approved email asking for a review.
New customers can try Zonmaster free for 15 days! Give it a try now by clicking the button below:
