Selling products on Amazon can be a lucrative business opportunity. But in order to be as successful as possible, sellers must refine Amazon traffic before sending it to listings because raw traffic doesn’t convert well.
Amazon loves traffic coming in from multiple channels because it equates to new customers for the marketplace. You can’t just send random people to your listings, though. You have to refine Amazon traffic if you want to boost conversions, improve keyword rankings for even better visibility and lower advertising costs, and gain best seller ranking.
Continue reading for our tips on refining Amazon traffic through multiple channels.
There are hundreds of channels and marketplaces through which people can sell. So why drive traffic to Amazon and not to other channels?
Many sellers rely on Amazon for all their sales. This is mostly because Amazon is the biggest marketplace. That means they have the highest number of shoppers on their websites at any given time. Amazon customers are also what we call purchase ready. They aren’t there to just browse – they may take some time to compare prices and check reviews, but they are there because there’s something that they want to buy.
This means a much bigger chance of making a sale compared to any other channel for the same effort. Many sellers build a thriving business on Amazon alone – without the help of any other channels – because it’s such a strong marketplace. But why stop there?
If you can refine Amazon traffic through multiple channels, imagine the growth you can achieve.
With the right strategy, you can take the following steps to drive a huge amount of new purchase-ready customers to your listings:
And it doesn’t take a lot of effort to maintain – just a little push at the beginning and you’re on your way.
It’s getting harder than ever to rank high on Amazon and get a lot of organic traffic that converts. There’s just so much competition on the marketplace. And Amazon keeps raising the bar for seller performance.
The increase in competition on the marketplace is actually a result of the constant influx of new sellers. This means that Amazon can be choosy. So why bother trying to manage multiple additional channels when it’s already so hard to make it on this single marketplace? Well…
When you refine Amazon traffic from multiple channels, you can:
… and on and up it goes.
It’s a huge waste to ignore the opportunities outside of Amazon. You may be content with what you have built on Amazon. More likely, however, you are accepting the situation – forcing yourself to be content – because there are barriers holding you back from growing to your full potential.
If you have a presence anywhere outside of Amazon, it’s a waste of resources to just build an audience then not market to them. If you’re just hanging out and not even engaging on these channels, then your presence there is a bust – and it can have a negative impact. You’re better off not having a website or Facebook page or Instagram account at all.
But not having a presence on these types of channels is a huge turn off for customers.
What’s a struggling entrepreneur to do???
And then go and capture more.
You need to have a presence on multiple channels because today’s consumer expects it. If you want to build any kind of brand, you need to go to where your customers are. Long gone are the days when people went to stores when they needed things. Stores must now reach out to people if they want to sell things. And the competition is fierce.
What you need to do to make that presence worthwhile and generate a positive push for your business is to refine Amazon traffic at that level. This way, you are engaging with customers not just so they will like you and maybe remember you down the road. You are engaging with customers so that you can lead them to the checkout page. You are also building long-term relationships with them that are defined by trust in your genuine desire to provide them with what they need.
You are building a loyal following that will grow organically as tales of your integrity and amazing free service spread far and wide. They will buy from you because they want to. No more chasing sales! (Which, but the way, actually chases customers away.)
You’re building a community that will promote you, support you and even defend you.
If that’s not enough, there are a few more reasons to refine Amazon traffic below.
Most sellers use Amazon Advertising to boost conversions. This works, of course, over the short-term to launch a product or gain back attention that was stolen from a competitor. But it’s never a good solution to implement over the long term. Advertising costs money every time someone clicks – and it does not, by any means, guarantee conversions.
So you have the problem of ad spend and only possible satisfactory conversions after months of testing and tweaking your ads.
Same thing goes for promotions. You can make a ton of sales to boost conversions but have to cut into your profits to do it. When the promotion is over, that same level of sales isn’t likely. You’ll get a boost from the rise in your rankings, but it’s not sustainable.
What you need to do to really boost conversions is guarantee sales as best you can. And the way to do this is to refine Amazon traffic so that you’re sending people to your listings who are excited to buy your product and leave you a great review.
Speaking of reviews, yes – they boost your rankings, too, but only if they’re good. A few and mostly 5 stars is the gold standard.
Amazon sellers aren’t allowed to ask for good reviews, though. You can ask customers to leave a review, but you can’t know what kind you’ll get. The same goes for seller feedback. Although there’s no evidence of how direct the correlation is, we know that bad feedback lowers performance scores, and a low performance score does mean that you don’t get prioritized by A9.
Refine Amazon traffic before sending it to your listings so you can guarantee a happy customer and a great review. When you refine Amazon traffic, you’re actually making them happy before they even buy anything. Your loyal followers would probably leave you a review without making a purchase if they could. It doesn’t get any better than that!
More traffic means more sales, and sales velocity is one of the major metrics that A9 looks for. And more sales means higher rankings, and the loop is complete. Traffic within Amazon is spectacular. But it’s divided among all those other sellers. An infusion of fresh traffic that’s going straight to your listings gives you a better chance of making more sales than the other guys. It’s simple mathematics.
However big or small that supplement of traffic is that you can send to Amazon, you will get more than sellers who rely on Amazon’s existing customer base alone. Then you can add these customers to the ones who search for your product and choose you because you’re high-ranking and have great reviews.
You don’t rely on the scraps that fall your way. You take control and create what you need to earn the coveted Best Seller badge.
You also don’t have to compete, period. No more cutting into your margins because you have to lower prices to steal sales back from the competition. You will both have a nice stream of customers and be able to afford to keep your prices reasonable to attract Amazon shoppers.
Don’t forget the bonuses that you get when you refine Amazon traffic across multiple channels. If you can sell through those channels, then you are making additional income. If not, you can probably bring paying customers to at least one other channel where you can sell, and make more money without giving your customer to Amazon.
This is huge.
You are originally building your own audience anyway, right? This is how you build a strong brand. There’s no need to actually send anyone to Amazon once you’ve hit that organic ranking sweet spot. You can keep any or all of the customers that you nurtured. Maybe you just give Amazon a few here and there, for maintenance, so to speak.
This is how you get to the next level of entrepreneurship where you can actually enjoy that lauded but elusive freedom. You have your own, loyal customer base, and Amazon can still take care of fulfillment and grant your customers their A-to-Z guarantee.
Work on your business, not in it. Refine Amazon traffic to build your brand. Then you can do all those things that boost conversions almost effortlessly.
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