Amazon sellers can leverage the 80/20 rule to surpass competitors by focusing on critical aspects of their business, neglecting lesser ones.
In the bustling world of e-commerce, every opportunity for improvement is worth pursuing. Take, for instance, a product that boasts 7% conversion rate and 10,000 monthly sessions on Amazon. With the right strategies, these figures can be significantly improved.
Amazon's algorithm favours conversion and sales velocity, making listings more visible. This means that by optimising your product listings, you can potentially increase your product's visibility and sales.
So, where should you start? The best titles place the primary keyword near the front, include details like size, colour, or quantity, and present the brand and core benefit clearly. For instance, "Premium Red Size Large Running Shoes - Enhance Your Performance Today with Brand X".
A wise approach is to choose one listing for a small test and make one bold change. This could be testing bold alternatives like lifestyle shots, action context, or curiosity-inducing images. Remember, Amazon rewards iteration, clarity, and consistency rather than perfection.
Optimization is a cycle; repeat the process monthly to improve conversion rates, sessions, and revenue. The twin titans that often have the greatest impact are the title and the main image. The main image is a visual handshake, serving as the first impression for shoppers. High-quality, user-generated images often perform better than stock-style photos.
The 80/20 principle suggests focusing on the 20% of inputs that generate 80% of results. This means that you should prioritise optimising high-traffic products that underperform. Every small improvement feeds the next one, leading to a potential flywheel of performance.
Jon Stojan, the Founder of First North Marketing, a company specialising in the marketing of e-commerce products, emphasises the importance of this approach. His company helps e-commerce brands get their products seen, sold, and celebrated.
JungleScout's data shows that the average Amazon conversion rate is around 10%, with Prime-eligible products often converting much higher, sometimes over 70%. This underscores the potential for improvement through optimisation.
Remember, the key to success is to run A/B tests to compare click-through and conversion rates before choosing a winner. With this data-driven approach, you can make informed decisions and continuously improve your Amazon sales.
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