Amazon has come a long way from the humble online bookstore founded by Jeff Bezos in 1993. After diversifying into other product and service areas in 1998, Bezos has grown the website into a behemoth.
It currently ranks as the fifth largest website in the United States, the tenth largest in the world, the third largest global retailer, and the largest global online retailer. Last year Amazon reported growth of 20% or more for each quarter and reportedly made $178 billion in global sales.
This year, Bezos overtook Bill Gates to become the richest man in the world and his business acumen is showing no sign of slowing down. But how can you get on the Amazon gravy train? How do you ensure that your FBA business is successful?
The key is to constantly search for ways to increase traffic to your listing. Not only does this help increase organic visibility, but it also leads to more sales. And once you are established in this way your ratings are improved and traffic to your listing becomes self reinforcing. Success breeds success, after all, right?
But getting your foot on the ladder in the first place can be difficult, so how do you achieve it? Here are 8 quick ways to increase traffic to your Amazon listing.
Amazon ‘PPC ads’
You’ve seen how Google works. You type a keyword into the search bar and before you reach the organic results, you’re scrolling past a bunch of sponsored results. Well, Amazon works in much the same way.
Different sellers bid on the keywords and phrases they deem relevant to their product, when a consumer clicks on their product Amazon receives a fee, and depending on how in demand a particular keyword or phrase is, Amazon will raise or lower the price accordingly.
A study published by Raymond James in 2017 showed that a massive 52% of people said that Amazon was now their first choice for product searches, which means that it makes sense to spend any advertising budget you have allocated for your FBA on Amazon PPC ads rather than on Google, Facebook or Twitter. It’s always better to invest in the source and cut out the middle-man.
Optimise your product listings
If for whatever reason you don’t want to invest in PPC ads, then you have to make sure that the copy for your product listing is perfect. What this comes down to is essentially making the detail of your listing as relevant to your product as possible by optimising the listing. Isolate the top three or four keywords associated with your product, then turn it into a title which is digestible for the reader.
Where you would normally place the bullet points for the listing is a good opportunity to sell your product. This is where consumers normally go for key conversion points, or benefits (i.e. How will this product help me? Why is this brand better than others on the market?). A good way to do this is structure your bullet points like a “Top 5 Reasons” list. This makes it easily digestible for the reader.
Next you’ll want to pay attention to your product description, and since this is often the least read part of the listing, you can afford to hone your copy into a combination of engaging content and keyword-heavy bullets that place emphasis on ranking.
Make sure that you outline the benefits and features of the product as visibly as possible, and break up the monotony of the written word with professional looking product images. That way, if and when someone eventually does click on your listing, your page is easy to navigate and the customer knows exactly what they’re buying.
Analyse your competitors
No business exists in a vacuum, and as much as successful entrepreneurs might hate to admit it, learning from and improving on the business of your competitors is vital for your own business growth.
When it comes to FBA, analysing your competitors couldn’t be easier. Studying everything from how the biggest sellers construct their titles to their product descriptions can be incredibly useful, and then matching how these things stack up with customer reviews can give you pointers on how best to approach the design of your own page.
There are even services out there which allow you to find out more information about your competition. Jungle Scout actually provide a sales calculator, using a number of different metrics which are input by the user, to estimate how well your competition is doing. This can facilitate everything from growth projections and yearly forecasts to fashion trends and finding out exactly where your competitors have an edge.
Have a social media presence
Staking out a visible presence on social media is the modern equivalent to purchasing ad space in a newspaper, or leasing out a billboard near some prominent real estate. Facebook, for example, has 2 billion active users, and research suggests that a third of them regularly engage with promoted brands. Almost half of all Millennials can’t keep away from social media for more than 5 hours, and if you market yourself right, you can give your FBA significant reach.
Facebook, Twitter, Instagram, Tumblr and other social media sites, offer both a premium and a free service for businesses, but which one you choose will depend on how much demand there is for your product, how confident you are that you can grow your social media presence organically, and how much of a boost away from the Amazon site itself you think you might need.
Work with influencers
Basically, when we talk about influencers what we mean are “people of influence”. In a culture which is becoming more and more entrenched in the world of social media, personalities who have a large number of followers hold a lot of sway.
Different influencers work in different ways and you have to be selective about who you choose. The best strategy is to contact the influencer directly (as opposed to commenting on their social media profile publicly), being polite and respectful, and outlining exactly what your product does. If the influencer in question likes your product then you have an effective form of publicity. If not, they just won’t post about it. So you’ll have nothing to lose if they accept your offer!
There are ways of encouraging people to leave good reviews (because, let’s face it, nobody wants bad reviews), but you need to be careful not to appear as though you are incentivising customers. Asking for a good review merely means encouraging people to try your product and leaving a review based on whether it fulfils their needs or not.
You can also encourage customers to leave good reviews by shipping marketing inserts with their product. These are small slips of paper, normally with shortened URLs directing them to the review page, which encourage them to make their voice heard if they have any strong feelings about the merchant (i.e. you) or their purchase (i.e. your product).
Find out more about how to encourage more reviews without getting penalised with our guide.
Utilise your email list
When it comes to encouraging either reviews or good favour from a customer, you can send a follow-up email after a purchase has been made. This not only demonstrates hands-on customer service, but it is also a good way of letting people know about new products, offers and campaigns, and can be a way to encourage good reviews.
Creating a successful email campaign is an involved process which requires diligence and hard work. But by following a logical step-by-step process and putting care into your campaign, you can ensure repeat business, good reviews and an increase in traffic. Some basic steps are:
- Ask yourself what product, service or offer you want to promote.
- Draft an email that is readable and appeals to your customers’ demographic.
- Set up tracking and add to email.
- Test your email and make edits as required.
- Send your email.
- Revise and repeat based on customer feedback.
Get your price right
In order to increase traffic to your listings, arguably the most important aspect of your FBA business should be competitive pricing. This feeds into analyzing your competitors. Pay attention to seasonal trends and offers, what the median price range is for your product on Amazon and whether, depending on quality, you can justify selling your product more expensively or more cheaply than other brands on the market.
Some final thoughts
Increasing traffic to your Amazon listing can at times seem like the blind leading the blind. You can feel caught within the infinite paradox of more sales guaranteeing more sales! But the further you delve into the world of FBA, the more you realise that there are real concrete steps which you can take to stay ahead of the competition.
That’s where Northbound comes in. As specialists in the industry, we offer professional, practical advice about the FBA business, from the embryonic, not-so-sure planning stages, to the point of managing a successful business with regular income and healthy profit margins.
We offer crash courses for those who want to go pro in a hurry, basic training for those who want to lay an entrepreneurial foundation for their FBA idea or more in-depth training for those who perhaps want to take their business to the next level.
We’re invested in making our clients’ businesses work well for them, and we always love to hear when our clients have done well for themselves. So give it a try, and if you want more information on building your Amazon business, take a look at our free guide: The Amazon Sellers Blueprint for Success: 4 Steps to Transforming Your Amazon Business into a Real Business and Cash Generator.