What are conversion rate and relevance? What factors are included in conversion rate? What factors are included in relevance?

1. Relevance

1. Overview

Relevance: The products Amazon shows customers are exactly what they need.

Products are ranked based on four main criteria:

Frequency of keywords in product descriptions;

The location of the keyword in the product description (product titles rank higher when they contain keywords)

If the keyword has multiple words, how closely they appear in the product description;

The frequency with which buyers find this product through this keyword and make purchases.

2. Correlation includes factors

Amazon mainly measures whether a product is the product that the buyer is searching for from three aspects:

(1) Product listing keyword layout. In fact, it is to fill in the product title, five bullet points, description, brand, technical parameters and other information in a way that Amazon crawlers can understand. In other words, the keywords should be arranged reasonably. Keywords are the core of the Amazon search engine. Amazon will crawl product keywords from the information you fill in, collect them, and create an index. When customers search for these words, Amazon will display the corresponding related products to customers based on ranking factors. Therefore, you should try to improve all kinds of information in the listing to help Amazon understand your products more comprehensively.

(2) Product category nodes are clear. Amazon divides various commodities into categories, and products correspond to categories. If you choose a category that is not related to your product when listing your product, it is very likely that the keywords you set are blocked by Amazon in this category. When searching for product keywords in this category, your product may never appear.

(3) Customer browsing history. Amazon tracks and records customers’ browsing behaviors on the platform, including the products they have viewed, the listing pages they frequently visit, etc. A large amount of such data can form a user profile. In simple terms, it means knowing the customer’s consumption level, preferences, tastes, etc. When customers search for product keywords, Amazon matches them with relevant products.

2. Conversion Rate

1. Overview

Conversion rate (CR) is actually the process from a customer clicking on your product to actually placing an order. If the conversion rate is high, Amazon will give you more traffic, because a high conversion rate means your product has an advantage.

2. Conversion rate includes factors

The A9 algorithm determines the product's search ranking mainly by estimating the conversion rate through the following content.

(1) Sales volume in a short period of time

It can be said that sales volume is the core factor affecting product ranking in Amazon product search ranking. Strictly speaking, sales volume here refers to the sales volume of a product in a short period of time. The concept of selling 1,000 orders a day is different from selling 1,000 orders a year. The shorter the time, the more sales volume, and the faster the ranking rises.

The higher the sales volume, the more buyers approve of the product. It not only brings a good shopping experience to customers, but also brings profits to Amazon. This is a win-win deal. Therefore, the "benefits" Amazon gives you are to continuously improve the ranking of your products, so that your products have more exposure opportunities, thereby continuing to drive product sales and improve rankings. Such a virtuous cycle coincides with Amazon's flywheel theory.

(2) Review

Amazon is well aware that buyers will decide whether to buy a product based on the number and content of reviews. Spoofed reviews can easily induce users to buy products, thus affecting the shopping experience; while those real VP positive reviews just indicate a good user experience. The number of reviews and the star rating of reviews complement each other in their impact on product rankings. A high number of reviews and a high star rating will naturally result in a better ranking; a high number of reviews but a low star rating will result in a lower ranking.

(3) Product price

The product ranking mechanism is very sensitive to price, because Amazon predicts that users prefer products with good quality and low price. Compare with similar items is very magical. By comparing prices, customers are taken away in minutes. In this way, how can the conversion rate be achieved without price advantage?

(4) Product images

There is no doubt that human nature is to be interested in beautiful things, so no matter how the picture is optimized, it is never too much, and sometimes it is necessary to spend a lot of money to create the picture.

(5) Page dwell time and page bounce rate

When customers come to your listing details page, if they are very interested in your product, they will read from the title, pictures, five points, etc., and carefully understand all aspects of the product. The more interested they are in your product, the longer they will stay. This is the same as our usual experience of shopping on Taobao. When we see a product we like, we look at the pictures again and again, browse the comments carefully, and read the various parameters of the product carefully to ensure that it is a product that meets our needs. The page dwell time is generally combined with the page bounce rate. Obviously, if the user stays for a long time, but finally jumps to other product pages and cannot come back, it means that your product page is still not attractive enough, so all aspects of the listing must be optimized.

(6) Product variants

Product variations mainly refer to your listing containing multiple variations. Multiple variations greatly increase the user's choice range, so that users will not turn to other products because they cannot choose the right size or color, etc. If other conditions are OK, your conversion rate will also be further improved due to multiple variations.

(7) Q&A

Q&A is equivalent to encouraging users to leave more comments in SEO page optimization. More Q&A interactions allow customers’ problems to be solved in a timely manner, which is also something Amazon is happy to see.