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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.

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Everything You Need To Know

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Of all the many, many functions available in Google Ads, I have a few that are my favorites. And sitelink assets – previously known as sitelink extensions – are at the top of my list.

Why? Because they’re so versatile. You can do almost anything with them if you think through your strategy carefully.

For example, you can use the mighty sitelink in your advertising to:

  • Promote low search volume themes.
  • Push lagging products out the door.
  • Maximize hot sellers.
  • Highlight certain product categories.
  • Answer common questions.
  • Handle PR problems.

And that’s just a start! Sitelink assets can almost do it all.

Best Practices For Using Sitelink Assets Extensions

If you truly want to get the most out of your sitelinks, you need to think about your intention.

To help you with that, I’m going to lay out a few sitelink guidelines.

1. Get clear on your objectives. Before you start, you need to think about your goals. What are you trying to achieve with these assets? Are you advertising products or services? Will the asset work well with both branded and non-branded keywords? Your answers to these questions will help determine if your sitelinks are versatile and useful to the searcher.

2. Use sitelinks as part of your larger strategy. Don’t think of your sitelinks in isolation. You should also consider the accompanying ad, landing page, and other assets. Make sure they all work together in service to your overarching strategy.

3. Use a mix of sitelinks. Sitelinks can serve multiple purposes, so make sure you’re using a variety. For example, you don’t want to use every sitelink on an ad to promote on-sale products. Instead, use a mix. One could promote an on-sale product, one could generate leads, one could highlight a new product category, and one could direct prospective clients to useful information.

4. Create landing pages for your sitelinks. Ideally, you want to send users to landing pages that tightly correlate with your sitelink instead of just a regular page on your website.

5. Track sitelink performance and adjust. It’s not enough to set up sitelinks. You should also track them to see which links are getting traction and which ones are not. This doesn’t mean that all sitelinks should perform equally (more on this below), but it does mean they should perform well given their type and objectives.

Why it’s Better To Use A Mix Of Sitelink Assets

Let’s dive deeper into this idea of using a mix of sitelinks by looking at an example.

In a new client account, we created four different types of sitelinks:

  • Two sitelinks are product-focused (as requested by the client).
  • One sitelink connects users with an engineer to learn more about the product (“Speak to an Engineer”). It has more of a sales focus.
  • One sitelink allows users to learn more about the products without speaking to an engineer (“What is?”).

The “What is?” sitelink is outperforming the “Speak to an Engineer” sitelink when we measure by CTR. While we need more data before making any changes, I predict we’ll eventually swap out the sales-y “Speak to an Engineer” sitelink for something else.

The fact that the educational link (“What is?”) is performing better than the sales-y link (“Speak to an Engineer”) isn’t too surprising in this case. The product is a new, cutting-edge robot that not many people are aware of, yet. They want more info before talking to someone.

Screenshot by author, January 2023

By using a mix of sitelinks, and assessing the performance of each, we gained a lot of valuable information that is helping to guide our strategy for this account. So going with a mix of sitelinks is always a good idea. You never know what you’ll discover!

Sitelink Assets Examples

Now, let’s look at some specific examples of sitelink assets in Google Ads.

Example 1: Chromatography

Sitelinks extension - Chromatography exampleScreenshot from Google, January 2023

Application Search: This ad is for a highly technical product that can be used in a wide variety of applications. (Chromatography is a laboratory technique for separating mixtures.) So putting “application search” in a sitelink here might make sense. It helps prospective clients find what they’re looking for.

Sign up and Save Big: A good sitelink for lead generation and potential revenue.

Technical Support: I’m not a big fan of putting technical support in sitelinks. Tech support seems more targeted to current users rather than prospective users. But who knows, maybe they really do want to help current users get tech support via their advertising.

Guides and Posters: Again, this sitelink is a bit unusual, but it might be appropriate for this product. Perhaps people are downloading branded posters and posting them in their workplaces. If so, it’s a great way to build brand awareness.

Example 2: Neuroscience Courses

Sitelink Extensions - Nueroscience courses exampleScreenshot from Google, January 2023

I love everything about these sitelinks! The advertising is using them to reach people in all phases of the buyer journey.

For people not ready to commit:

  • Study Neuroscience: This sitelink is broad and informational. It’s helpful to people who have just started to explore their options for studying neuroscience.
  • Get Course Brochure: This sitelink is also great for people in the research phase. And while we mostly live in an online world, some people still prefer to consume hard-copy books, brochures, etc. With this sitelink, the school is covering its bases.

For people getting close to committing:

  • Online Short Course: This is the course the school offers. It’s a great sitelink for those almost ready to sign up.

For people ready to sign up:

  • Register Online Now: This is the strongest call to action for those ready to commit. It takes people directly to the signup page.

Example 3: Neuroscience Degrees

Let’s look at another example from the world of neuroscience education: this time for a neuroscience degree program.

Sitelink extensions - neuroscience degree exampleScreenshot from Google, January 2023

In contrast to the previous two examples, the sitelinks in this ad aren’t as strong.

Academics Overview: This sitelink seems more appropriate for a broad term search, such as a search on the school’s name. If the searcher is looking for a specific degree program (which seems like the intention based on the term and the ad), the sitelinks should be something specific to that particular degree program.

Scholarships: Just as with the above sitelink, “Scholarships” doesn’t seem very helpful either. The topic of scholarships is important—but probably doesn’t need to be addressed until the person determines that this school is a good fit.

Example 4: Code Security

Next, let’s look at two Google search ads for code security products.

Sitelink extensions - code security exampleScreenshot from Google, January 2023

 

The sitelinks in these two ads look like typical assets you’d find for SaaS, cloud-based, or tech companies. They click through to a lot of helpful information, such as product plans and success stories.

I particularly like the Most Common Risks sitelink in the second ad. It leads to a helpful article that would be great for engaging top-of-funnel leads.

On the flip side, I’m not a big fan of the Blog sitelink in the first ad. “Blog” simply isn’t very descriptive or helpful.

Still, there are no right or wrong sitelinks here. And it would be interesting to test my theory that blog content is not a top-performing asset!

Sitelink Assets Are More Than An Afterthought

I hope I’ve convinced you of the usefulness and versatility of sitelinks when created with specific objectives that align with your broader strategy.

So don’t create your sitelink assets as an afterthought.

Because if you give them the careful consideration they deserve, they’ll serve you well.

Note: Google sitelink assets were previously known as sitelink extensions and renamed in September 2022.

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AI Content In Search Results

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AI Content In Search Results

Google has released a statement regarding its approach to AI-generated content in search results.

The company has a long-standing policy of rewarding high-quality content, regardless of whether humans or machines produce it.

Above all, Google’s ranking systems aim to identify content that demonstrates expertise, experience, authoritativeness, and trustworthiness (E-E-A-T).

Google advises creators looking to succeed in search results to produce original, high-quality, people-first content that demonstrates E-E-A-T.

The company has updated its “Creating helpful, reliable, people-first content” help page with guidance on evaluating content in terms of “Who, How, and Why.”

Here’s how AI-generated content fits into Google’s approach to ranking high-quality content in search results.

Quality Over Production Method

Focusing on the quality of content rather than the production method has been a cornerstone of Google’s approach to ranking search results for many years.

A decade ago, there were concerns about the rise in mass-produced human-generated content.

Rather than banning all human-generated content, Google improved its systems to reward quality content.

Google’s focus on rewarding quality content, regardless of production method, continues to this day through its ranking systems and helpful content system introduced last year.

Automation & AI-Generated Content

Using automation, including AI, to generate content with the primary purpose of manipulating ranking in search results violates Google’s spam policies.

Google’s spam-fighting efforts, including its SpamBrain system, will continue to combat such practices.

However, Google realizes not all use of automation and AI-generated content is spam.

For example, publishers automate helpful content such as sports scores, weather forecasts, and transcripts.

Google says it will continue to take a responsible approach toward AI-generated content while maintaining a high bar for information quality and helpfulness in search results.

Google’s Advice For Publishers

For creators considering AI-generated content, here’s what Google advises.

Google’s concept of E-E-A-T is outlined in the “Creating helpful, reliable, people-first content” help page, which has been updated with additional guidance.

The updated help page asks publishers to think about “Who, How, and Why” concerning how content is produced.

“Who” refers to the person who created the content, and it’s important to make this clear by providing a byline or background information about the author.

“How” relates to the method used to create the content, and it’s helpful to readers to know if automation or AI was involved. If AI was involved in the content production process, Google wants you to be transparent and explain why it was used.

“Why” refers to the purpose of creating content, which should be to help people rather than to manipulate search rankings.

Evaluating your content in this way, regardless of whether AI-generated or not, will help you stay in line with what Google’s systems reward.


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Seven tips to optimize page speed in 2023

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Tips-to-optimize-page-speed-in-2023

30-second summary:

  • There has been a gradual increase in Google’s impact of page load time on website rankings
  • Google has introduced the three Core Web Vitals metrics as ranking factors to measure user experience
  • The following steps can help you get a better idea of the performance of your website through multiple tests

A fast website not only delivers a better experience but can also increase conversion rates and improve your search engine rankings. Google has introduced the three Core Web Vitals metrics to measure user experience and is using them as a ranking factor.

Let’s take a look at what you can do to test and optimize the performance of your website.

Start in Google Search Console

Want to know if optimizing Core Web Vitals is something you should be thinking about? Use the page experience report in Google Search Console to check if any of the pages on your website are loading too slowly.

Search Console shows data that Google collects from real users in Chrome, and this is also the data that’s used as a ranking signal. You can see exactly what page URLs need to be optimized.

Optimize-to-Start-in-Google-Search-Console

Run a website speed test

Google’s real user data will tell you how fast your website is, but it won’t provide an analysis that explains why your website is slow.

Run a free website speed test to find out. Simply enter the URL of the page you want to test. You’ll get a detailed performance report for your website, including recommendations on how to optimize it.

Run-a-website-speed-test-for-optimization

Use priority hints to optimize the Largest Contentful Paint

Priority Hints are a new browser feature that came out in 2022. It allows website owners to indicate how important an image or other resource is on the page.

This is especially important when optimizing the Largest Contentful Paint, one of the three Core Web Vitals metrics. It measures how long it takes for the main page content to appear after opening the page.

By default, browsers assume that all images are low priority until the page starts rendering and the browser knows which images are visible to the user. That way bandwidth isn’t wasted on low-priority images near the bottom of the page or in the footer. But it also slows down important images at the top of the page.

Adding a fetchpriority=”high” attribute to the img element that’s responsible for the Largest Contentful Paint ensures that it’s downloaded quickly.

Use native image lazy loading for optimization

Image lazy loading means only loading images when they become visible to the user. It’s a great way to help the browser focus on the most important content first.

However, image lazy loading can also slow cause images to take longer to load, especially when using a JavaScript lazy loading library. In that case, the browser first needs to load the JavaScript library before starting to load images. This long request chain means that it takes a while for the browser to load the image.

Use-native-image-lazy-loading-for-optimization

Today browsers support native lazy loading with the loading=”lazy” attribute for images. That way you can get the benefits of lazy loading without incurring the cost of having to download a JavaScript library first.

Remove and optimize render-blocking resources

Render-blocking resources are network requests that the browser needs to make before it can show any page content to the user. They include the HTML document, CSS stylesheets, as well as some JavaScript files.

Since these resources have such a big impact on page load time you should check each one to see if it’s truly necessary. The async keyword on the HTML script tag lets you load JavaScript code without blocking rendering.

If a resource has to block rendering check if you can optimize the request to load the resource more quickly, for example by improving compression or loading the file from your main web server instead of from a third party.

Remove-and-optimize-render-blocking-resources

Optimize with the new interaction to Next Paint metric

Google has announced a new metric called Interaction to Next Paint. This metric measures how quickly your site responds to user input and is likely to become one of the Core Web Vitals in the future.

You can already see how your website is doing on this metric using tools like PageSpeed Insights.

Optimize-with-new-Interaction-to-Next-Paint-metric

Continuously monitor your site performance

One-off site speed tests can identify performance issues on your website, but they don’t make it easy to keep track of your test results and confirm that your optimizations are working.

DebugBear continuously monitors your website to check and alerts you when there’s a problem. The tool also makes it easy to show off the impact of your work to clients and share test results with your team.

Try DebugBear with a free 14-day trial.

Continuously-monitor-your-site-performance

 

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