In our latest webinar session, we focused on optimizing product listings for conversions. But there’s actually another metric you simply can’t afford to overlook, sessions.
This time we’ll cover different factors you should consider to optimize for sessions, i.e driving more traffic to view your products. Plus, we’ve got some nifty tips and tricks that will make the optimization process faster and more effective!
Replay & Slides
As always, here’s your full webinar replay:
Increasing Sessions For Amazon Search Engine Optimization
Having more potential customers visit your listing is inevitably going to result in more sales. The exact additional sales will depend entirely upon your conversion rate.
Our data analysis has confirmed that cold, hard sales are the most important metric in Amazon’s eyes. While conversion rates do have some influence, Amazon always places favor on products that sell more than others when it comes to ranking.
Since optimizing for sessions generates more purchases you can also benefit from a boost in ranking, increasing visibility even further.
So that’s more sales all around. You’ll be very happy and so will Amazon!
Recap: What Factors Affect Your Product Listing Conversion Rate?
Everything contained on your product detail page can influence your conversion rate. This includes:
- All images
What Factors Affect Your Product Listing Sessions?
When we’re looking at sessions, we’re now only concerned with what appears on the search results page. So you’ll only be looking at:
- Main Image (only)
Ultimately, we’re only concerned with factors that influence a visitor’s choice to click on your listing to become a session. But it’s also worth bearing in mind, these changes will also affect your conversion rate too.
As we focus on split testing primarily for sessions, you’re looking to uncover a winning combination that drives the most traffic to your listing.
Key Things To Remember: Amazon Search Engine Optimization For Sessions
1. Main Images Affect Sessions & Conversion Rate
Split testing your main image is one of the most influential factors when it comes to winning those click-throughs.
Often, there can be a night and day difference in sessions between two images. Sometimes even just increasing the size of the product in the image can give you the edge over competitors.
Since shoppers are going to be presented with a results page full of your competitors, think about how you might stand out from the crowd to get their attention.
In rare cases, changing your main image may result in more sessions and lower a conversion rate. If this occurs, it may be worth running the math to see which variant was actually more profitable.
2. Sales Velocity Affects Amazon Engine Search Ranking
Now, this is where things get interesting.
The previous day’s sales are going to affect your ranking the following day, which in turn affects your visibility and sessions.
That means a good day’s sales will give you a boost ranking the following day, whereas bad days sales may cause you to stay or drop position. So daily sales cause a net effect on visibility (and sessions) over time.
Isn’t this going to interfere when split testing between variants?
In a word, yes.
But before you give yourself a headache, just remember that the most important day is always yesterday.
The winning variant gives the other variant a boost and vice versa, the losing one pulls the winner one down. But with that said, this isn’t a deal breaker in terms of split testing. All this will do is decrease the difference between each variant in the results.
The variant that produces the most sessions still wins, in fact, without the net effect from sales difference this difference would have been greater! So the winner should actually perform better when it’s run alone.
Depending on the amount of traffic your listing receives, you may need to run split tests for longer to find a clear winner. Bigger differences between variants will show a result faster.
3. Keywords Can Affect Both Amazon Search Engine Optimization & Sessions
Are you familiar with backend search terms? It’s a feature of Amazon Seller Central you don’t want to miss out on.
Entering the relevant keywords here can help you gain even more visibility, sessions and sales.
In a recent announcement from Amazon, it was stated that they will only take 250 characters into account (across the 5 available fields). This is a significant reduction from the previous 1000 character limit for this section.
Their new character has been the subject of discussion and speculation with the FBA community. Many sellers even claiming to be ranking for keywords exceeding this new stated limit.
That’s why we decided to introduce an exciting new feature to Splitly for backend search term split testing. Now instead of just listening to speculation, you can have confidence in your own data.
Splitly now enables you to experiment with different character lengths, keywords and fields to find out what works better over time.
Does backend keyword work exactly the same as a normal split test when using Splitly?
Yes, it functions in the same way, this is just an extra variable we’ve added. That means you could split test just this single variable, or combine it within a single variant with multiple changes.
When using Splitly, should we be testing everything at once or just a single variable?
It’s entirely up to you. Either way, you should be working towards an optimized listing.
But to get the fastest results, we recommend starting with big changes first and refining your tests as you go. Start by testing two very different versions (title, bullets, backend keywords etc), once you’ve your winner you can use it in smaller tests to narrow down.
When split testing backend search terms, can we still see all the usual metrics?
Yes. But it’s worth remembering the only metric affected by this variable will be sessions. The conversion rate will not change due to backend keywords because they can’t be seen by visitors.
How long should we usually be running split tests for?
There’s no hard and fast answer for this one, but 2 weeks is usually long enough to gather data. Depending on the amount of traffic you’re receiving, this can take a little longer.
When it comes to split testing, the more data you gather, the higher the certainty you can have in your winner. We don’t recommend split testing poorly performing products with low traffic, otherwise, it will take you forever to gather enough data for certainly.
Split testing listings that already receive a good amount of traffic will enable you to complete tests quicker and optimize your listing faster.
Also remember, the bigger difference between variants, the faster you will see be able to see the effect. This should cause a greater difference in sessions between variants and will enable you to draw statistical significance sooner.
Doesn’t Amazon sometimes lock product titles? What should we do in this case?
We’ve seen this in a small number of cases. If the listing is around for a long period of time or listed within certain categories, Amazon may restrict your ability to change the product title.
If this affects you, there’s little you can do accept split test other features that are still within your power to change. If you trying to rank for new keywords, start experimenting with backend keywords.
How can you quickly check if your product is indexed for keywords?
Manually: To check if your product is indexed, type the following formula directly into the Amazon search bar:
(ASIN) + “(keyword)”
Make sure you populate the () with the relevant ASIN and keyword you wish to check. If your product shows up, it’s indexed for that term.
Automatically: Or an easier way to keep track of keyword ranking is the Splitly’s Rank Tracker. This allows you to enter an entire set of keywords and keep track of their positioning on a daily scale.
This allows you to actually see the impact of changing keywords in the title, listing, bullets, description, and backend on your overall ranking.
From our own testing, we’ve seen Amazon responds very fast in terms of keyword ranking, unlike SEO ranking on Google. That’s great for us because then we can quickly see which set of keywords generates more sessions and traffic.
Should we be doubling up each keyword in our backend keyword section too?
There’s a lot of talk and speculation on this, so we ran tests to analyze the data ourselves. In our experience, duplicating keywords in from your product listing and backend keywords doesn’t provide any extra ranking. But it does eat into the limited characters.
Backend keywords are supposed to be search terms that are not found anywhere else in your listing. As always, we encourage you to do your own testing to know for sure and gain a better understanding of what works and what doesn’t.
My listing is already performing OK, should I be worried about messing up with split testing?
This comes back to the age-old mentality of if it ain’t broke don’t fix it. Should that really stop you from trying new things?
You shouldn’t ever be afraid to run split tests. Amazon responds quickly to changes and won’t penalize you permanently for changing something. If you take out keywords and lose ranking, you can simply put them back in again and you will regain your position.
Looking back at all the data we have available at Splitly, there was no net effect caused by people split testing. Amazon won’t penalize for changing things, but you may find that you start selling more.
Tip: Try to leave you emotional attachments behind and just let the data speak for itself.
If you want better ranking and more sales, optimizing your listing for sessions is the perfect way to spike them both.
Here at Splitly we’re downright obsessed with tweaking and split testing new things to get the edge. Our backend keyword feature is brand new and we’re excited to see how you guys get on with it. In fact, it’s likely we’ll do a follow-up!
Catch us on the next session where we’ll be looking at optimizing profit using copywriting and images.
Until then, please comment below with any questions you have, or your experiences generating more sessions for your listings!