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How To Find & Understand Conversion Rates Of Your Amazon Products

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As competition has grown over the last few years, it has been increasingly important to test the creativity on your product detail pages to maximize conversions for your products on Amazon.

This testing requires that you understand how Amazon calculates conversion rates and where to find the data.

Amazon provides a few ways to monitor your listings’ conversion rate. Monitoring your conversion rate on Amazon can help you to:

  • Identify de-indexing events.
  • Assess the effectiveness of your advertising targeting.
  • Verify listing changes have improved conversion.

Tracking your conversion rate helps you better understand how changes you have made to your listing – or changes to the marketplace – have affected your sell-through rate.

While Amazon looks like one cohesive marketplace on the outside, it is made of much smaller platforms on the back end.

Depending on the type of physical product you are selling, your listing might be on:

  • Amazon Seller Central.
  • Amazon Vendor Central.
  • Amazon Kindle Direct Publishing (KDP).
  • Merch by Amazon.
  • Amazon Handmade.

Amazon only provides conversion rate data on a few of its selling platforms.

It is not currently possible to get an exact conversion rate from a product you are not currently selling on Amazon.

Are There External Tools I Can Use To Find My Conversion Rate?

There are many tools on the market that provide sales volume estimators.

These tools generally look at the sales rank of an item along with the category of the product.

The tools then estimate how much a product sells based on an estimation of sales for that sales rank and sub-category.

Often, these tools can be off by incredibly high margins.

In this article, you will learn how to find your conversion rate on a few popular platforms for sellers on Amazon.

We will share instructions on which platforms you can find your conversion rates and where to locate the data.

Finding Your Conversion Rate On Seller Central

If you sell your product on Amazon Seller Central, getting your conversion rate is quick and easy.

To find your conversion rate, log into your Seller Central account.

Then, navigate the top menu bar to Reports > Business Reports > Detailed Page Sales and Traffic Reports by Child Item.

(If you want to look at all of your variations (size, color, flavor) together, you can also navigate to Reports > Business Reports > Detailed Page Sales and Traffic Reports by Parent)

Screenshot from sellercentral.amazon.com; modified by author, July 2022

In this downloadable report, you can discover a lot of valuable information on the traffic and sales of your product on Amazon.

Here is a list of the information available in this report and what it tells you about your products.

Understanding The Detailed Page Sales & Traffic Report

The Detailed Page Sales and Traffic Report provides valuable information on traffic, Buy Box percentage, and Amazon Business sales.

Here is a little more about a few data points available in this report.

The Detailed Page Sales and Traffic Report is a date range report; you select the period you would like measured. The report defaults to a period of the last 30 days.

In the following definition, the statements about quotes are directly from Amazon’s descriptions of each report field.

Identifying your Unit Session percentage on AmazonScreenshot from sellercentral.amazon.com; modified by author, July 2022

Sessions

“Sessions are visits to your Amazon.com pages by a user. All activity within 24 hours is considered a session.”

If a customer comes to your product detail page, then goes to review another product, and finally returns to your product, that is one session and two page views for your product detail page.

Page Views and Sessions are global numbers. Even if you are out of stock, you will still see the total number of Page Views and Sessions on that Product Detail Page.

Page Views

“Hits in your Amazon.com presence for the selected time period.”

Page views are as described: it measures the number of page views this product has had during the date range you have set for the report.

Buy Box Percentage

“This is the percentage of page views where the buy box (the ‘add to shopping cart’ link) appeared on the page for customers to add your product to their cart.”

Understanding your Buy Box Percentage is vital to running ads or diagnosing sell-through rate issues.

For Sponsored Product Ads, your product must have the Buy Box for your ads to appear.

It is possible to have a 0% Buy Box percentage even if you are the only seller if you have a suppressed Buy Box due to pricing issues or brand health alert.

Brand Health alerts generally mean that Amazon has found your item at a lower price on a big website like Walmart, Home Depot, Lowes, Target, etc.

Unit Session Percentage

“Percentage conversion metric indicating how many units were purchased relative to the number of people who viewed the products.”

The unit session percentage is your conversion rate for that product.

You can pull this report retroactively to verify if your changes to a listing have helped the conversion rate over time.

Finding Your Conversion Rate On Vendor Central

Previously, you needed ARA Premium to find your conversion rate. However, that has changed.

Finding your conversion rate on Vendor Central is just as easy as finding your conversion rate on Seller Central.

In Vendor Central, you will go to Reports,  Analytics, then Traffic Diagnostics.

Finding Your Conversion Rate On Vendor CentralScreenshot from vendorcentral.amazon.com, July 2022

In addition, the Traffic Diagnostics Report gives you a comparison of your conversion rate compared to previous time frames.

Here you can see your change in overall conversions for a date range, or you can view your change in conversion rate by ASIN.

This report allows you to track changes in the conversion of your products over time. You can select the report range of daily, weekly, monthly, quarterly, or yearly.

Finding Your Conversion Rate On Other Amazon Platforms

The same page view and conversion data on Seller Central and Vendor Central are unavailable for the KDP platform. The KDP platform hosts Kindle and CreateSpace books on Amazon or Merch by Amazon, which provides print-on-demand t-shirts and similar merchandise.

If you are an author looking to understand the conversion rates better, you have a few additional options.

Penny C. Sansevieri, CEO and founder of Author Marketing Experts, Inc, explained:

“The most basic and obvious way to check sales is, of course, book sales. But there is also your Amazon bestseller status/rank within Amazon overall, and within each specific genre/category you are showing up in. That is a good way to see a spike in sales and/or page reads.

But keep in mind that the higher your sales rank, the less frequently your rank is updated. This means that if your sales rank is 475,000, your rank only gets updated once or twice daily; if you are at 27,000, it is updated hourly.

So, the lower your number, the more frequently you will see movement.”

Another option (if you have a physical book listed on Amazon’s KDP platform) is to open a Seller Central account and add the physical book to your inventory on Seller Central.

You will then be able to access the Detailed Page Sales and Traffic Report and the page views and sessions for that product page.

You can then manually calculate your conversion rate by taking the number of sessions divided by the number of units you sold during that period.

If you are selling on Merch by Amazon, there is currently no way for you to get access to data to calculate your conversion rate.

What Is A Good Conversion Rate On Amazon?

The next logical consideration after knowing how to locate your conversion rate for your products on Amazon is to want to evaluate your product performance against a benchmark or standard.

When looking at conversion rates for products on Amazon, one of the most significant factors is competitiveness.

For example, we would expect a cellphone case to typically has a much lower conversion rate than a more niche product.

Sometimes, an artificially high conversion or unit session percentage can indicate that you have a traffic problem.

We had a client that came to us for help with their Amazon sales. They were not getting the sales they needed on the platform.

When we looked at their Unit Session Percentage, it was well over 80%. However, the traffic they were getting to that listing was less than 400 visitors a week.

Upon further investigation, we found that their listing was only indexed for their brand name.

Re-optimizing their listing and beginning advertising on Amazon, we were quickly able to make a sharp increase in their traffic and sales, even though this lowered the Unit Session percentage rate on their product.

Considering Unit Session % In Your Advertising On Amazon

Previously, the benchmark for a good Unit Session % or conversion rate was around 20%.

In March 2020, there was a sudden drop in conversion rates across almost all verticals and products.

Amazon has said that this is due to them adding mobile data into the conversion rates. For most products, conversion rates were almost cut in half.

After this change, I recommend you aim for 7-15%.

If you have brand affinity around your products, meaning people are searching by your brand or product name to find you, we would want to see closer to 12-15% as a baseline.

We manage several accounts with an average of over 20% at a high sales velocity. These brands tend to have loyal repeat customers and strong brand affinity.

If you are a private label brand with no brand affinity, a unit session of 7% or more is what we would consider good in most categories.

If your conversion is less than this, we first recommend seeing if you can increase your conversion percentage.

You can start this by looking at potentially re-optimizing your Amazon product detail page.

If that is not possible, you will want to make sure you are adjusting as you optimize your bids for Amazon.

Conversion Data Can Impact Your Entire Sales Cycle

Your product conversion rate on Amazon can affect your sales cycle, organic ranking, and how your ads appear.

Use your conversion rate to monitor how changes to your product listings have affected your sales and new competition in the marketplace.

Then, apply your conversion data to benchmark product and marketplace changes.

This data will help you optimize your listing for better sales and results from product advertising.

More Resources:


Featured Image: David Gyung/Shutterstock



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GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays

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GPT Store Set To Launch In 2024 After 'Unexpected' Delays

OpenAI shares its plans for the GPT Store, enhancements to GPT Builder tools, privacy improvements, and updates coming to ChatGPT.

  • OpenAI has scheduled the launch of the GPT Store for early next year, aligning with its ongoing commitment to developing advanced AI technologies.
  • The GPT Builder tools have received substantial updates, including a more intuitive configuration interface and improved file handling capabilities.
  • Anticipation builds for upcoming updates to ChatGPT, highlighting OpenAI’s responsiveness to community feedback and dedication to AI innovation.

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96.55% of Content Gets No Traffic From Google. Here’s How to Be in the Other 3.45% [New Research for 2023]

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96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023]

It’s no secret that the web is growing by millions, if not billions of pages per day.

Our Content Explorer tool discovers 10 million new pages every 24 hours while being very picky about the pages that qualify for inclusion. The “main” Ahrefs web crawler crawls that number of pages every two minutes. 

But how much of this content gets organic traffic from Google?

To find out, we took the entire database from our Content Explorer tool (around 14 billion pages) and studied how many pages get traffic from organic search and why.

How many web pages get organic search traffic?

96.55% of all pages in our index get zero traffic from Google, and 1.94% get between one and ten monthly visits.

Distribution of pages by traffic from Content Explorer

Before we move on to discussing why the vast majority of pages never get any search traffic from Google (and how to avoid being one of them), it’s important to address two discrepancies with the studied data:

  1. ~14 billion pages may seem like a huge number, but it’s not the most accurate representation of the entire web. Even compared to the size of Site Explorer’s index of 340.8 billion pages, our sample size for this study is quite small and somewhat biased towards the “quality side of the web.”
  2. Our search traffic numbers are estimates. Even though our database of ~651 million keywords in Site Explorer (where our estimates come from) is arguably the largest database of its kind, it doesn’t contain every possible thing people search for in Google. There’s a chance that some of these pages get search traffic from super long-tail keywords that are not popular enough to make it into our database.

That said, these two “inaccuracies” don’t change much in the grand scheme of things: the vast majority of published pages never rank in Google and never get any search traffic. 

But why is this, and how can you be a part of the minority that gets organic search traffic from Google?

Well, there are hundreds of SEO issues that may prevent your pages from ranking well in Google. But if we focus only on the most common scenarios, assuming the page is indexed, there are only three of them.

Reason 1: The topic has no search demand

If nobody is searching for your topic, you won’t get any search traffic—even if you rank #1.

For example, I recently Googled “pull sitemap into google sheets” and clicked the top-ranking page (which solved my problem in seconds, by the way). But if you plug that URL into Ahrefs’ Site Explorer, you’ll see that it gets zero estimated organic search traffic:

The top-ranking page for this topic gets no traffic because there's no search demandThe top-ranking page for this topic gets no traffic because there's no search demand

This is because hardly anyone else is searching for this, as data from Keywords Explorer confirms:

Keyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demandKeyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demand

This is why it’s so important to do keyword research. You can’t just assume that people are searching for whatever you want to talk about. You need to check the data.

Our Traffic Potential (TP) metric in Keywords Explorer can help with this. It estimates how much organic search traffic the current top-ranking page for a keyword gets from all the queries it ranks for. This is a good indicator of the total search demand for a topic.

You’ll see this metric for every keyword in Keywords Explorer, and you can even filter for keywords that meet your minimum criteria (e.g., 500+ monthly traffic potential): 

Filtering for keywords with Traffic Potential (TP) in Ahrefs' Keywords ExplorerFiltering for keywords with Traffic Potential (TP) in Ahrefs' Keywords Explorer

Reason 2: The page has no backlinks

Backlinks are one of Google’s top three ranking factors, so it probably comes as no surprise that there’s a clear correlation between the number of websites linking to a page and its traffic.

Pages with more referring domains get more trafficPages with more referring domains get more traffic
Pages with more referring domains get more traffic

Same goes for the correlation between a page’s traffic and keyword rankings:

Pages with more referring domains rank for more keywordsPages with more referring domains rank for more keywords
Pages with more referring domains rank for more keywords

Does any of this data prove that backlinks help you rank higher in Google?

No, because correlation does not imply causation. However, most SEO professionals will tell you that it’s almost impossible to rank on the first page for competitive keywords without backlinks—an observation that aligns with the data above.

The key word there is “competitive.” Plenty of pages get organic traffic while having no backlinks…

Pages with more referring domains get more trafficPages with more referring domains get more traffic
How much traffic pages with no backlinks get

… but from what I can tell, almost all of them are about low-competition topics.

For example, this lyrics page for a Neil Young song gets an estimated 162 monthly visits with no backlinks: 

Example of a page with traffic but no backlinks, via Ahrefs' Content ExplorerExample of a page with traffic but no backlinks, via Ahrefs' Content Explorer

But if we check the keywords it ranks for, they almost all have Keyword Difficulty (KD) scores in the single figures:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

It’s the same story for this page selling upholstered headboards:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

You might have noticed two other things about these pages:

  • Neither of them get that much traffic. This is pretty typical. Our index contains ~20 million pages with no referring domains, yet only 2,997 of them get more than 1K search visits per month. That’s roughly 1 in every 6,671 pages with no backlinks.
  • Both of the sites they’re on have high Domain Rating (DR) scores. This metric shows the relative strength of a website’s backlink profile. Stronger sites like these have more PageRank that they can pass to pages with internal links to help them rank. 

Bottom line? If you want your pages to get search traffic, you really only have two options:

  1. Target uncompetitive topics that you can rank for with few or no backlinks.
  2. Target competitive topics and build backlinks to rank.

If you want to find uncompetitive topics, try this:

  1. Enter a topic into Keywords Explorer
  2. Go to the Matching terms report
  3. Set the Keyword Difficulty (KD) filter to max. 20
  4. Set the Lowest DR filter to your site’s DR (this will show you keywords with at least one of the same or lower DR ranking in the top 5)
Filtering for low-competition keywords in Ahrefs' Keywords ExplorerFiltering for low-competition keywords in Ahrefs' Keywords Explorer

(Remember to keep an eye on the TP column to make sure they have traffic potential.)

To rank for more competitive topics, you’ll need to earn or build high-quality backlinks to your page. If you’re not sure how to do that, start with the guides below. Keep in mind that it’ll be practically impossible to get links unless your content adds something to the conversation. 

Reason 3. The page doesn’t match search intent

Google wants to give users the most relevant results for a query. That’s why the top organic results for “best yoga mat” are blog posts with recommendations, not product pages. 

It's obviously what searchers want when they search for "best yoga mats"It's obviously what searchers want when they search for "best yoga mats"

Basically, Google knows that searchers are in research mode, not buying mode.

It’s also why this page selling yoga mats doesn’t show up, despite it having backlinks from more than six times more websites than any of the top-ranking pages:

Page selling yoga mats that has lots of backlinksPage selling yoga mats that has lots of backlinks
Number of linking websites to the top-ranking pages for "best yoga mats"Number of linking websites to the top-ranking pages for "best yoga mats"

Luckily, the page ranks for thousands of other more relevant keywords and gets tens of thousands of monthly organic visits. So it’s not such a big deal that it doesn’t rank for “best yoga mats.”

Number of keyword rankings for the page selling yoga matsNumber of keyword rankings for the page selling yoga mats

However, if you have pages with lots of backlinks but no organic traffic—and they already target a keyword with traffic potential—another quick SEO win is to re-optimize them for search intent.

We did this in 2018 with our free backlink checker.

It was originally nothing but a boring landing page explaining the benefits of our product and offering a 7-day trial: 

Original landing page for our free backlink checkerOriginal landing page for our free backlink checker

After analyzing search intent, we soon realized the issue:

People weren’t looking for a landing page, but rather a free tool they could use right away. 

So, in September 2018, we created a free tool and published it under the same URL. It ranked #1 pretty much overnight, and has remained there ever since. 

Our rankings over time for the keyword "backlink checker." You can see when we changed the pageOur rankings over time for the keyword "backlink checker." You can see when we changed the page

Organic traffic went through the roof, too. From ~14K monthly organic visits pre-optimization to almost ~200K today. 

Estimated search traffic over time to our free backlink checkerEstimated search traffic over time to our free backlink checker

TLDR

96.55% of pages get no organic traffic. 

Keep your pages in the other 3.45% by building backlinks, choosing topics with organic traffic potential, and matching search intent.

Ping me on Twitter if you have any questions. 🙂



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Firefox URL Tracking Removal – Is This A Trend To Watch?

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Firefox URL Tracking Removal - Is This A Trend To Watch?

Firefox recently announced that they are offering users a choice on whether or not to include tracking information from copied URLs, which comes on the on the heels of iOS 17 blocking user tracking via URLs. The momentum of removing tracking information from URLs appears to be gaining speed. Where is this all going and should marketers be concerned?

Is it possible that blocking URL tracking parameters in the name of privacy will become a trend industrywide?

Firefox Announcement

Firefox recently announced that beginning in the Firefox Browser version 120.0, users will be able to select whether or not they want URLs that they copied to contain tracking parameters.

When users select a link to copy and click to raise the contextual menu for it, Firefox is now giving users a choice as to whether to copy the URL with or without the URL tracking parameters that might be attached to the URL.

Screenshot Of Firefox 120 Contextual Menu

Screenshot of Firefox functionality

According to the Firefox 120 announcement:

“Firefox supports a new “Copy Link Without Site Tracking” feature in the context menu which ensures that copied links no longer contain tracking information.”

Browser Trends For Privacy

All browsers, including Google’s Chrome and Chrome variants, are adding new features that make it harder for websites to track users online through referrer information embedded in a URL when a user clicks from one site and leaves through that click to visit another site.

This trend for privacy has been ongoing for many years but it became more noticeable in 2020 when Chrome made changes to how referrer information was sent when users click links to visit other sites. Firefox and Safari followed with similar referrer behavior.

Whether the current Firefox implementation would be disruptive or if the impact is overblown is kind of besides the point.

What is the point is whether or not what Firefox and Apple did to protect privacy is a trend and if that trend will extend to more blocking of URL parameters that are stronger than what Firefox recently implemented.

I asked Kenny Hyder, CEO of online marketing agency Pixel Main, what his thoughts are about the potential disruptive aspect of what Firefox is doing and whether it’s a trend.

Kenny answered:

“It’s not disruptive from Firefox alone, which only has a 3% market share. If other popular browsers follow suit it could begin to be disruptive to a limited degree, but easily solved from a marketers prospective.

If it became more intrusive and they blocked UTM tags, it would take awhile for them all to catch on if you were to circumvent UTM tags by simply tagging things in a series of sub-directories.. ie. site.com/landing/<tag1>/<tag2> etc.

Also, most savvy marketers are already integrating future proof workarounds for these exact scenarios.

A lot can be done with pixel based integrations rather than cookie based or UTM tracking. When set up properly they can actually provide better and more accurate tracking and attribution. Hence the name of my agency, Pixel Main.”

I think most marketers are aware that privacy is the trend. The good ones have already taken steps to keep it from becoming a problem while still respecting user privacy.”

Some URL Parameters Are Already Affected

For those who are on the periphery of what’s going on with browsers and privacy, it may come as a surprise that some tracking parameters are already affected by actions meant to protect user privacy.

Jonathan Cairo, Lead Solutions Engineer at Elevar shared that there is already a limited amount of tracking related information stripped from URLs.

But he also explained that there are limits to how much information can be stripped from URLs because the resulting negative effects would cause important web browsing functionality to fail.

Jonathan explained:

“So far, we’re seeing a selective trend where some URL parameters, like ‘fbclid’ in Safari’s private browsing, are disappearing, while others, such as TikTok’s ‘ttclid’, remain.

UTM parameters are expected to stay since they focus on user segmentation rather than individual tracking, provided they are used as intended.

The idea of completely removing all URL parameters seems improbable, as it would disrupt key functionalities on numerous websites, including banking services and search capabilities.

Such a drastic move could lead users to switch to alternative browsers.

On the other hand, if only some parameters are eliminated, there’s the possibility of marketers exploiting the remaining ones for tracking purposes.

This raises the question of whether companies like Apple will take it upon themselves to prevent such use.

Regardless, even in a scenario where all parameters are lost, there are still alternative ways to convey click IDs and UTM information to websites.”

Brad Redding of Elevar agreed about the disruptive effect from going too far with removing URL tracking information:

“There is still too much basic internet functionality that relies on query parameters, such as logging in, password resets, etc, which are effectively the same as URL parameters in a full URL path.

So we believe the privacy crackdown is going to continue on known trackers by blocking their tracking scripts, cookies generated from them, and their ability to monitor user’s activity through the browser.

As this grows, the reliance on brands to own their first party data collection and bring consent preferences down to a user-level (vs session based) will be critical so they can backfill gaps in conversion data to their advertising partners outside of the browser or device.”

The Future Of Tracking, Privacy And What Marketers Should Expect

Elevar raises good points about how far browsers can go in terms of how much blocking they can do. Their response that it’s down to brands to own their first party data collection and other strategies to accomplish analytics without compromising user privacy.

Given all the laws governing privacy and Internet tracking that have been enacted around the world it looks like privacy will continue to be a trend.

However, at this point it time, the advice is to keep monitoring how far browsers are going but there is no expectation that things will get out of hand.

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