How to optimize Amazon product click-through rate?

Low click-through rate is one of the biggest bottlenecks for Amazon sellers in their operations, especially for novice sellers. In the seller communication group, you can often see them say:

“Why is there no traffic to my store recently?”

“Today is also zero orders”

“I’m so hungry. I should have known not to work for Amazon.”

Today’s article will talk about how to optimize the click-through rate of Amazon products. I hope that after reading this article, more sellers will be able to post screenshots of their hot orders one after another.

Click-through rate = clicks ÷ exposure , the probability that visitors click through the search results page and browse your store. Click-through rate and conversion rate are equally important for sellers.

A high click-through rate can bring traffic to your product listing; a high conversion rate can increase the possibility of converting traffic into sales.

The goal of optimizing the click-through rate is to make the eyes of browsing consumers light up, think that this is the product they want and click on the product listing; and to further convert it into orders, you need to be able to stimulate consumers to buy your products, make them believe that this is the product they want, and make them feel that the product is great value for money.

To increase conversion rates, sellers can take professional Amazon product photos, use A+ content, or high-quality videos.

There are many ways to optimize click-through rate, but few can achieve significant results. To optimize click-through rate, it is recommended to focus on the following aspects:

• Main image optimization (the only image a customer sees before clicking)

• Title (the only text visible in search results)

Reviews and prices are also important factors, but since sellers have little control over these two aspects, this article will not focus on them. Main pictures and titles are relatively simple to optimize, and significant results can be achieved in a short period of time.

Amazon product main image is the biggest factor affecting click-through rate. Think about how your main image can stand out in a highly competitive environment?

1) Optimize thumbnail ratio

Most categories on Amazon require a square 1:1 ratio for images, but some categories have a vertical ratio of 58:45, as shown below:

When you optimize for the right size, Amazon will give you more search result positions.

In the worst case, the image is in landscape orientation, so the image size is severely limited. See the example below.

2) Amazon main image size requirements

Given Amazon’s image zoom capabilities, your product images should be at least 1000×1000px, but the higher the pixel, the better.

If the image resolution is too high, you won’t be able to see the image when you maximize the product image.

• The optimal size for a main image with a 1:1 ratio is 2000×2000px, which is large enough to avoid resolution issues, but just the right size to allow the zoom function to work properly.

• For a vertical image with a ratio of 58:45, the optimal size is 2552×1980px.

3) Amazon product main picture optimization tips

• The background should be pure white. Amazon’s algorithm will detect whether your main image has a pure white background. To avoid problems, it is best to use a tool to replace the background with a pure white background, even if the product is shot against a white background.

• The product space should be as large as possible, and the blank space outside should be as small as possible, so that the product can appear as large as possible on the search results page. Search results are thumbnails, so if the product size is set too small, it will be difficult for consumers to see your product clearly.

• Tilt the product about 15 degrees. This will show three sides of the product, which is better than shooting from the front.

• Adding shadow effects to products makes them stand out more.

• Use professional lighting. Even slightly improved lighting can make a product look premium compared to other competing products. Which product would you click on in the following image? Although the difference is small, the one on the right is more noticeable and looks better quality.

In the Amazon search results page, the title is the only text that consumers see, so it is also an important factor affecting the click-through rate. Creating a suitable title can increase the click-through rate.

1) Titles with high click-through rates

• First, the keywords in the title should be matched accurately. Use popular search terms of consumers. These search terms describe your product in enough detail that you don’t need to add other words and can optimize the keyword ranking;

• Next comes the most important part, descriptive information. For example, for a mobile phone screen protector, the descriptive information should include 3 packs/for iPhone X/BPA Free, etc. If you don’t know how to write a description, ask yourself: What kind of product information can make you sure that this is the product you want to buy?

2) Key factors affecting click-through rate, ranked by importance

• The first three product images;

• The first 100 characters of the title (less on mobile devices);

• A+ page description;

• 70 characters for the first three points description.

While A/B testing your titles has the potential to cause keyword indexing issues and confusion, A/B testing your Amazon main images is one of the quickest ways to increase your click-through rate.

Use A/B testing tools, such as Splitly, to test the main image for at least two weeks. Amazon is different from self-built websites. In order to obtain reliable data, Amazon split testing requires changing the image every 24 hours. Each variation is tested for one week, and the testing cycle can be appropriately extended.

(Screenshot from www..com)

Finally, here’s a simple trick to split test multiple main images without taking a lot of pictures: take pictures of each component of the product, including accessories, from at least 3 different angles, with a white background. Then edit the picture, correct the color, replace the background with pure white, and save it as a PNG file.

Then open PS on your computer, drag the pictures of the product components you took into PS, and quickly create multiple variations.

If you have many product images, it is recommended to copy and paste them so that they look exactly the same and unified. Before doing this process, make sure to polish and modify the product first, and then synthesize the desired product image, which will be much easier.

Compared to photographing the product yourself, using Photoshop software to edit the photo gives you more control over the product’s position and allows you to make changes faster and more easily.

To sum up, optimizing the click-through rate of Amazon products is a must. It is not difficult or time-consuming. Moreover, the click-through rate will affect the operation strategy and reduce your advertising costs.

Compiled by ✎ Mary/

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