The conversion rate of a product refers to the ratio of all buyers who reach the product listing page and make purchases to all buyers who reach the product listing page, that is, conversion rate = (number of buyers who make purchases/number of buyers who reach the product listing page) x 100%. It is certain that if the conversion rate of a product is high, Amazon will give the product more display opportunities, because a high conversion rate means that the seller’s product has advantages and is very popular with buyers. By understanding the factors that affect the conversion rate, sellers can improve the impact of these factors on buyers as much as possible when publishing products and increase the conversion rate of products. The factors that affect the conversion rate of products published by sellers mainly include product prices and product pictures, which are described in detail as follows.
1. Product price
Buyers can see the price of the product on the product list page and the Listing page. If the price of the product is higher than the price in the buyer’s mind, he will not buy the product. Therefore, when setting the price of a product, sellers should not only consider the profit of the product, but also the prices of other competing products to prevent the conversion rate of the product from being affected by setting too high a price.
2. Product images
Product images are mainly divided into main images and attached images, which present visual information of the product to buyers. Sellers need to pay attention to the design specifications of the main image and attached images to improve the conversion rate of the product.
(1) Main image
The main image of the product is to give buyers an overall understanding of the product. The main image of the product is not only displayed on the listing page, but also on the product list page. Therefore, the image must not only be correct and clear, but also comply with some rules of the Amazon platform. The rules for the main image of the product include but are not limited to the following points.
①The background of the main image must be pure white (Amazon search and product details pages are also pure white, and the RGB value of pure white is 255, 255, 255).
②The main image must be an actual image of the product, not an illustration, hand-drawn picture or cartoon image.
③The main image cannot have a logo or watermark, and it is best not to have accessories or props that are not included in the order (the logo of the product itself is allowed).
④The product in the main image should occupy about 85% of the image space.
⑤ For products with variants, each specification must have a main image.
⑥ The product must be displayed as a whole, not just a partial or multi-angle combination image.
⑦ The image format includes JPEG (.jpg), TIFF (.tif) or GIF (.gif) file formats, and JPEG format is preferred.
⑧ The longest side of the image cannot exceed 1500 pixels, otherwise the image will be compressed.
⑨ The shortest side of the image (relative width or height) cannot be less than 500 pixels, otherwise it cannot be uploaded to the Amazon backend, and the image is too small and it is not convenient for buyers to view the product. It is recommended that the side length of the product image uploaded by the seller is 1001X 1001 pixels, so that the image will have a zoom function and buyers can zoom in on the image to view the product details.
(2) Attached images
The attached images of the product are only displayed on the Listing page to allow buyers to intuitively understand the relevant information of the product through the image. In addition to meeting the requirements of the Amazon platform (e.g. no LOGO and watermarks, models must be real people), sellers usually need to pay attention to the following points when designing and selecting product display pictures.
① When making size diagrams, it is not necessary to mark the specific parameters of the product. It is best to make an effect analogy so that buyers can intuitively feel the size of the product. For example, for men’s wallets, the size of the wallet can be indicated by comparing the size of a credit card with that of a wallet.
② When selecting a product model, sellers should pay special attention to the characteristics of the model, because the model is the most direct factor in interpreting the target group of the product, so his/her selection is very worthy of consideration.
③ Sellers can use product scene diagrams to let buyers know what functions the product has and in what circumstances it can be used, thereby increasing buyers’ understanding of the product in actual use.