Marketplaces: 5 Ways to Improve Your Amazon Product Pages Conversion Rate with Tom Baker (episode 117)

by April Buencamino-dy

Tom Baker is the founder of FordeBaker Amazon Marketing Agency, who helps launch brands on Amazon and make them profitable. He’s taking us through how to craft the perfect Amazon product page, to maximise your sales by improving your Amazon conversion rate.

KO117 Tom Baker FordeBaker Marketplaces

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1. Know What Makes Your Audience Tick

Perform customer research and do it before you get into content production and publishing.

On the platform itself, you can check reviews, and you can use both the good and the bad ones. They are first-hand information on what your target customers like and don’t like, so use them to your advantage.

Outside of Amazon, you can also check the typical objections an individual might have to buying your product. Do your research and find out what your customers think about what you’re selling.

2. Demo, Not a Catalogue

At their agency, Tom says they regularly use the phrase, “Treat the product detail page as a product demo, not as a product within a catalogue.”

Because there are so many choices on the platform, you have to really grab people’s attention and persuade them to buy.

Be more direct with your communication and don’t assume the customer already knows all about your product. Be clear about your brand and your product, and make it easy for your customers to decide to make a purchase.

3. Mobile First

Make sure you optimise the product experience for mobile. A majority of consumers use their mobile devices to buy on Amazon, which means you have to be visual when communicating with your customers.

Your product page needs to be eye-catching and have clear information on your products. Stay away from long bullet points because they’re not effective on mobile. And make use of updated A+ content and newer modules, but don’t forget to test them.

4. Advantages Beat Benefits and Features

Talk about the advantages of your products and create a point of differentiation against competitor products.

You have to make it clear what makes your product better than others, but find a creative way to do that and do it visually.

Make it as easy as possible for your customers to choose you over your competitors.

5. But Don’t Forget the Features!

As much as you emphasize the advantages of your product, don’t forget to put in the technical details as well.

There will be instances when the features are going to be the main selling points that will help your customers decide to purchase from you.

Insider Tips

Newbie advice: If we’ve inspired someone to take their first step – what do they need to know to give themselves the best chance of success?

Do your research about the commercials selling on Amazon or any marketplace, and there are two elements to this:

  • Understand your margins
  • Have an invest-to-grow mindset and think long-term

*Listen to episode 116 for a deep dive into being profitable on Amazon

Once you’ve started of course you’ve got to ‘keep optimising’! What’s your favourite way to improve performance?

Understand how the algorithm works so you can increase your sales. Amazon is always looking at the sales velocity of its products. The more you sell, the more the platform is going to reward you with visibility.

To achieve an increase in your sales velocity, there are different factors you have to include in your strategy. These include:

  • Always being in stock
  • No delivery issues
  • Getting your advertising structure right
  • Optimising your listings

Make these elements work well for your products so you can be successful on Amazon.

If someone listening wants to learn more about this is there one cheap/free resource you’d recommend?

Tom recommends two:

  • FordeBaker’s newsletter, which you can sign up for on their website
  • Helium 10, where’s there’s a lot of information on Amazon
    • If you want to subscribe to their product, use the discount code SSH10OFF_FORDEBAKER

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for?

There are three things Tom mentions:

  • Amazon might be coming up with an autumn or fall Prime Day, so that’s something you should get ready for
  • Amazon is investing more in accessibility to data to sell such as sales data and basket data
  • Brand building through Amazon is going to be more critical

Interview Links

Tom on Social media:

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