It’s been a year since the world was dramatically turned on its head. Businesses and companies globally have had to scramble to evolve to not only continue operations but to adapt to a brand new customer’s needs.
4 Ways to Increase the Conversion Rate of Your Amazon FBA Business
Traditional brick and mortar services and companies have had to pivot their operations to survive and even thrive during this time.
eCommerce and online retailing have grown substantially over the last year. The industry has boomed due to the increase in demand during lockdown and isolation periods.
In fact, it is estimated that the eCommerce industry has been fast-tracked by about five years due to the pandemic. And the growth is not expected to slow down or stop any time soon.
So, if you have been considering moving your business online, or already have, we thought we would give you some insight into increasing your conversion rates.
We took a specific look at the Amazon FBA business model, and how you can scale your business during this time.
Automate Your Marketing
Digital marketing is focused on educational and entertaining content and the platforms that you share it from.
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The challenge of digital marketing is that it is incredibly resource-intensive. Creating content and messaging that will reach and convert an audience can take up a significant amount of time.
The easiest way to do this is by automating it. Luckily for you, there are tons of social media automation tools that allow you to automate your processes of reaching out.
Even better, you can do so for every platform, and even across multiple channels. So if your marketing focus is on LinkedIn, you could go for a LinkedIn automation service. If you focus your efforts on Facebook, you could pick any of the dozens of Facebook marketing tools that can help your campaigns reach the right audience.
It is incredibly handy to reach out to an audience and interact with them, follow new contacts automatically, send out bulk messaging, extract profiles and save vital data straight from the platform.
It is a powerful lead generation tool that will help you get your business the right contacts and leads you to need to scale your brand.
Optimize Your Landing Pages
Now that you have managed to hook your customer with your great content, it is time to actually convert them. They have just clicked on your chia seed link, which is naturally on special offer, and come through to the product page. What are they looking at?
Product pages are vital in converting your customers. You need to keep in mind at all times that you are not a traditional brick-and-mortar store, they don’t have the luxury of seeing and experiencing the product in front of them. So, you need to provide this experience digitally.
Provide simple, yet highly detailed descriptions of the product, ensuring that you have the right keywords packed into the content. Give the customer as much information as you can in these descriptions.
Add in several high-quality, yet web-optimized images. They need to be sized correctly to not slow down your site and impact your SEO.
Add in attractive and eye-catching CTAs. They will need to be brand-aligned, but make them pop on your page to prompt your customer to click on them.
Lastly, give them all the extra details that they want here. Estimated shipping fees and added costs displayed here will lessen your chance of cart abandonment during checkout.
Unexpected costs are the highest reason for cart abandonment, so be transparent. Also, provide details of payment options as well as other customer reviews here.
Heighten Your SEO
SEO is an incredibly broad, and sometimes challenging aspect to get right. But, there are a few things you can start doing now to streamline the process.
First, conduct an SEO audit of your site. This will allow you to pinpoint where your issues lie.
- Are your images too big and slowing down your site?
- How many broken or duplicate pages are being penalized?
- Do you have the right number of words on each page?
- What are your HTML elements looking like?
- Does your site have the right keywords?
- How quick is your page loading speed?
Images are a quick fix. If they are too big, you can simply compress them with an online tool and post them again. Make sure you add a keyword-focused description to them for customers to find them on search.
HTML elements refer to things like your headings, titles, meta descriptions, and slugs. These need to be ideal lengths, with the right keywords in them to rank in search.
If you are working off a platform like WordPress, Yoast is a plugin that guides you through this. So, go back to your pages and optimize them.
Lastly, keep doing that keyword research. You will need to have industry and product-related keywords on every single one of your pages. But, you will also need to keep monitoring what your competitors are doing and what is trending to keep your page relevant.
Measure, Track and Monitor Everything
The last bit of advice is to keep watching what your metrics are looking like. Amazon will be able to constantly provide you reports on the fulfillment process and what your customer feedback is looking like.
While they are doing that, you need to keep an eye on where your traffic is coming from, how it behaves on your site, and whether it is converting.
Google Analytics is a great, free tool to use to measure your site traffic. You can ascertain whether your organic traffic is higher than your campaigns, and how each campaign is doing.
You can determine which of your digital channels is working and which campaigns are actually successful.
With this information in hand, you can plan future campaigns and postings based on what worked and what didn’t. It is important, especially if you are a start-up, to test absolutely everything.
From campaign content to images, copy and CTAs on your site to ascertain what hooks and converts your customer. As an Amazon FBA, you will be granted this time to do so.
In wrapping up, keeping the customer journey in mind at all times is vital to heightening your conversion rates. Every touchpoint will need to be optimized with them in mind to convince them to click and buy.
Your channels will need to be uniform and optimized to drive traffic to your site. Your pages will need to be simple, clutter-free, but yet informative and attractive to streamline the traffic to the sales funnel.
Visit your site regularly as if you are your customer and go through your sales process. What is it like? How simple is it to check out? How many forms were you required to fill out?
If you are finding a large drop-off rate at checkout, there could be a problem in your sales funnel. Having this information at hand will certainly help you heighten those conversion rates.