{"id":25280,"date":"2022-09-21T01:00:00","date_gmt":"2022-09-21T00:00:00","guid":{"rendered":"https:\/\/keepoptimising.com\/?p=25280"},"modified":"2024-04-23T04:40:30","modified_gmt":"2024-04-23T03:40:30","slug":"amazon-cro-podcast","status":"publish","type":"post","link":"https:\/\/keepoptimising.com\/amazon-cro-podcast\/","title":{"rendered":"Marketplaces: 5 Ways to Improve Your Amazon Product Pages Conversion Rate with Tom Baker (episode 117)"},"content":{"rendered":"\n<p>Tom Baker is the founder of FordeBaker Amazon Marketing Agency, who helps launch brands on Amazon and make them profitable. He&#8217;s taking us through how to craft the perfect Amazon product page, to maximise your sales by improving your Amazon conversion rate.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/09\/KO117-Landscape-1024x536.png\" alt=\"KO117 Tom Baker FordeBaker Marketplaces\" class=\"wp-image-25285\" srcset=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/09\/KO117-Landscape-1024x536.png 1024w, https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/09\/KO117-Landscape-300x157.png 300w, https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/09\/KO117-Landscape-768x402.png 768w, https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/09\/KO117-Landscape.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Listen now for free: <\/h3>\n\n\n\n<div style=\"width: 100%; height: 200px; margin-bottom: 20px; border-radius: 6px; overflow: hidden;\"><iframe style=\"width: 100%; height: 200px;\" frameborder=\"no\" scrolling=\"no\" seamless=\"\" src=\"https:\/\/player.captivate.fm\/episode\/88a4acaf-83c5-4faa-95dc-76aec2dc841f\"><\/iframe><\/div>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"has-text-align-center is-style-default has-extra-large-font-size wp-block-heading\">Subscribe to Keep Optimising on your favourite Podcast App<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/podcasts.apple.com\/gb\/podcast\/keep-optimising\/id1522462412\"><img loading=\"lazy\" decoding=\"async\" width=\"165\" height=\"40\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/Apple-podcasts-badge.png\" alt=\"\" class=\"wp-image-24589\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/open.spotify.com\/show\/4DoXxZMPtPX72KhN8nwTZw\"><img loading=\"lazy\" decoding=\"async\" width=\"132\" height=\"40\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/A-Spotify_Logo_RGB_Green-40-high.png\" alt=\"\" class=\"wp-image-24590\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/www.google.com\/podcasts?feed=aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0va2VlcC1vcHRpbWlzaW5nLw%3D%3D\"><img loading=\"lazy\" decoding=\"async\" width=\"165\" height=\"42\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/A-google_podcasts_badge-165.png\" alt=\"\" class=\"wp-image-24591\"\/><\/a><\/figure>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">1. Know What Makes Your Audience Tick<\/h2>\n\n\n\n<p>Perform customer research and do it before you get into content production and publishing.<\/p>\n\n\n\n<p>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\u2019t like, so use them to your advantage.<\/p>\n\n\n\n<p>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\u2019re selling.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. Demo, Not a Catalogue<\/h2>\n\n\n\n<p>At their agency, Tom says they regularly use the phrase, \u201cTreat the product detail page as a product demo, not as a product within a catalogue.\u201d<\/p>\n\n\n\n<p>Because there are so many choices on the platform, you have to really grab people\u2019s attention and persuade them to buy.<\/p>\n\n\n\n<p>Be more direct with your communication and don\u2019t 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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3. Mobile First<\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Your product page needs to be eye-catching and have clear information on your products. Stay away from long bullet points because they\u2019re not effective on mobile. And make use of updated A+ content and newer modules, but don\u2019t forget to test them.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4. Advantages Beat Benefits and Features<\/h2>\n\n\n\n<p>Talk about the advantages of your products and create a point of differentiation against competitor products.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Make it as easy as possible for your customers to choose you over your competitors.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5. But Don\u2019t Forget the Features!<\/h2>\n\n\n\n<p>As much as you emphasize the advantages of your product, don\u2019t forget to put in the technical details as well.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<div id=\"socital-60fa927ed9928d7afcf3575b\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Insider Tips <\/h2>\n\n\n\n<h4 class=\"wp-block-heading\">Newbie advice: If we\u2019ve inspired someone to take their first step \u2013 what do they need to know to give themselves the best chance of success? <\/h4>\n\n\n\n<p>Do your research about the commercials selling on Amazon or any marketplace, and there are two elements to this:<\/p>\n\n\n\n<ul><li>Understand your margins<\/li><li>Have an invest-to-grow mindset and think long-term<\/li><\/ul>\n\n\n\n<p><em>*<a href=\"https:\/\/keepoptimising.com\/make-amazon-profitable-podcast\/\" target=\"_blank\" rel=\"noreferrer noopener\">Listen to episode 116 for a deep dive into being profitable on Amazon<\/a><\/em><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Once you\u2019ve started of course you\u2019ve got to \u2018keep optimising\u2019! What\u2019s your favourite way to improve performance? <\/h4>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>To achieve an increase in your sales velocity, there are different factors you have to include in your strategy. These include:<\/p>\n\n\n\n<ul><li>Always being in stock<\/li><li>No delivery issues<\/li><li>Getting your advertising structure right<\/li><li>Optimising your listings<\/li><\/ul>\n\n\n\n<p>Make these elements work well for your products so you can be successful on Amazon.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">If someone listening wants to learn more about this is there one cheap\/free resource you\u2019d recommend? <\/h4>\n\n\n\n<p>Tom recommends two:<\/p>\n\n\n\n<ul><li><a href=\"https:\/\/fordebaker.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">FordeBaker\u2019s newsletter<\/a>, which you can sign up for on their website <\/li><li><a href=\"https:\/\/www.helium10.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Helium 10<\/a>, where\u2019s there\u2019s a lot of information on Amazon<ul><li>If you want to subscribe to their product, use the discount code SSH10OFF_FORDEBAKER<\/li><\/ul><\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Crystal ball time \u2013 what\u2019s coming up in the next 6-12 months that we should be getting ready for? <\/h4>\n\n\n\n<p>There are three things Tom mentions:<\/p>\n\n\n\n<ul><li>Amazon might be coming up with an autumn or fall Prime Day, so that\u2019s something you should get ready for<\/li><li>Amazon is investing more in accessibility to data to sell such as sales data and basket data<\/li><li>Brand building through Amazon is going to be more critical<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Interview Links <\/h2>\n\n\n\n<ul><li><a href=\"https:\/\/fordebaker.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Visit FordeBaker\u2019s website and book a consultation meeting<\/a><\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Tom on Social media: <\/h4>\n\n\n\n<ul><li><a href=\"https:\/\/www.linkedin.com\/in\/thomas-baker-amazon-agency\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a><\/li><li><a href=\"https:\/\/twitter.com\/tombaker_84\" target=\"_blank\" rel=\"noreferrer noopener\">Twitter<\/a><\/li><\/ul>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Sponsored by\u2026<\/h2>\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><a href=\"https:\/\/www.klaviyo.com\/?utm_source=podcast&amp;utm_medium=referral&amp;utm_campaign=masterplan\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"90\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/Klaviyo_300.jpeg\" alt=\"\" class=\"wp-image-24679\"\/><\/a><\/figure>\n\n\n\n<p><a rel=\"noreferrer noopener\" href=\"https:\/\/www.klaviyo.com\/?utm_source=podcast&amp;utm_medium=referral&amp;utm_campaign=masterplan\" target=\"_blank\">Klaviyo<\/a>\u00a0is a leading customer data and marketing automation platform dedicated to accelerating revenue and customer connection for online businesses. Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly-targeted customer and prospect communications. <\/p>\n\n\n\n<p>The company\u2019s hybrid customer-data and marketing-platform model allows companies to grow by fostering direct relationships with customers, without giving up their valuable data to popular big-tech ad platforms. Over 80,000 innovative companies like Unilever, Custom Ink, Living Proof and Huckberry sell more with Klaviyo. Learn more at\u00a0<a rel=\"noreferrer noopener\" href=\"https:\/\/www.klaviyo.com\/?utm_source=podcast&amp;utm_medium=referral&amp;utm_campaign=masterplan\" target=\"_blank\">www.klaviyo.com<\/a>.<\/p>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Full transcript to read &amp; download: <\/h2>\n\n\n\n<p><a href=\"https:\/\/www.dropbox.com\/s\/14zsn36ysli236q\/KO%20117%20Transcript.pdf?dl=0\" target=\"_blank\" rel=\"noreferrer noopener\">Click to access<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tom Baker is the founder of FordeBaker Amazon Marketing Agency, who helps launch brands on Amazon and make them profitable. He&#8217;s taking us through how to craft the perfect Amazon product page, to maximise your sales by improving your Amazon conversion rate. Listen now for free: 1. Know What Makes Your Audience Tick Perform customer [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":25285,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34,43,65],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketplaces: 5 Ways to Improve Your Amazon Product Pages Conversion Rate with Tom Baker (episode 117) - Keep Optimising Marketing Podcast<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/keepoptimising.com\/amazon-cro-podcast\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketplaces: 5 Ways to Improve Your Amazon Product Pages Conversion Rate with Tom Baker (episode 117) - Keep Optimising Marketing Podcast\" \/>\n<meta property=\"og:description\" content=\"Tom Baker is the founder of FordeBaker Amazon Marketing Agency, who helps launch brands on Amazon and make them profitable. 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