How to Increase Amazon Mobile Conversion Rates?

1. 61% of those 5 trillion website views took place on mobile devices.

2. 36% of those 5 trillion website views took place on desktop computers.

Five trillion. These same patterns held for the 31 trillion website visits, which Perficient measured worldwide, as well.

After all, most Amazon sales come from mobile visits, so this is a reasonable assumption. Amazon wants to provide you what you’re searching for with as little effort as possible so you can make the purchase you’re looking to make. Too much information would slow down or confuse that process.

Because fewer people visit Amazon from a desktop than via a mobile device, it’s assumed you’re browsing, and not yet ready to make an impulse purchase.

When you visit via desktop, you’re in “research mode,” Therefore, the experience is tailored very differently. It’s much easier to do a precise search using search filters on a desktop. These filters are buried – intentionally – on the mobile version of Amazon. They aren’t on the desktop version because Amazon wants to make sure customers can find all the information they need since they are at the top of the marketing funnel.

Because Amazon assumes you’re starting to do research, ads stand out more visibly on desktop than on mobile, where they tie into search results. Product detail listings are also much more detailed above the fold than on mobile so that information is right at your fingertips as soon as you land on a product page.

The bullet points which outline the most important features of a product are a major difference here. They’re just below the product title and let customers know right upfront about the unique features and why they should buy it.

Enough about the desktop experience. This article is about improving your mobile conversion rates on Amazon, so let’s look at how to optimize your mobile experience to drive as many sales as possible.

So the facts are clear: As an Amazon store owner, you’re missing out on a tremendous amount of business if you don’t take the time to optimize your product listings for mobile users.

Now, optimizing for mobile doesn’t mean that every little bit of your listings must be perfect. Instead, you need to focus on a few elements that are the most impactful first and build out from there to optimize the experience fully.

What matters most is that your listings are persuasive and evoke a desire to buy out potential customers checking out your listings. There are several ways to do this within the four most important elements of your product listings.

There are four elements you must focus on:

1. Product Title

2. Product Description

3. Three Bullet Points

4. Product Images

• Product Title

Your product title is the very first thing a potential buyer sees on your listing. Therefore, there’s nothing more important. It has to be crystal clear and leave no room for interpretation. Otherwise, that potential buyer will keep on moving because you haven’t done your job to make them pause.

On mobile devices, your product title can only be 18 characters long. So anything beyond 18 characters will be cut off on the mobile view and not obvious to your visitors. I know; 18 characters sound pretty restrictive. And let’s be honest, it is. But that’s what you get.

Because of this restriction, you have to get straight to the point. Within the 18 characters, you need to include the product keyword that’s most important to your product. At the same time, you can’t sacrifice readability to force this keyword into the title. With some practice, you’ll become more natural at adding these in descriptions. And, for some descriptions, it’s much more straightforward than for others.

• Product Description

The product description on mobile Amazon listings caps out at 201 characters. In writing terms, this is about the length of a fully descriptive, well-structured paragraph.

To make your product descriptions “pop,” it’s important to use a few formatting tricks.

Bold the key descriptive elements of your product to stand out from the rest of the description. These could be elements that describe size, color, weight, shape, durability, washability, or other factors which will play a huge part in the potential buyer’s purchase decision.

Since your mobile buyers have already done some basic research on your product and how it compares to the competition, it’s a powerful practice to weave some storytelling into your description. Humans inherently love a story, so take the opportunity to tell one about your product. For example, what is the primary pain point your buyer has that your product solves? Then, tell a short story in the description about how this happens for people that buy your product. These stories are a powerful tool to activate interest and do wonders for your conversion versus dry descriptions that are easy to skip over.

• The First Three Bullet Points

Whereas on Amazon desktop, you can list out as many bullet points as you’d like within your description, you’re limited to using three bullet points on the mobile experience. Therefore it’s essential to highlight the most important features of your product in these bullet points, or better yet, use some other devices to convince your visitor that it’s time to buy.

Some ideas include:

* Talking about the features you consistently see mentioned in your positive reviews and those of your competitors

* Directly addressing the common pain points you know your buyers are experiencing that your problem solves

* Outlining a few typical use cases for your product

* Write the first word of your first bullet point in CAPITAL LETTERS (a little psychological trick that grabs attention)

These formatting tricks make your description an activator of your potential buyer’s interest, not just another section that doesn’t help encourage action. Think about the bullet points like a marketer would think about them, not as an Amazon store owner would think about them. When you can adopt that mindset and tweak it a little over time, you’ll easily find a format that works for you consistently.

• Product Image

We all hate a pixelated picture, right? Of course, we do. So do people visiting your product pages. Above all else, make sure that your images are crystal clear and give a nice picture of what your product is all about. If you’re considering a couple of different images for your product, keep in mind that longer images tend to stay clearer on mobile listings than wider images—default to using the wider image if you need to make a choice.

There are important things to consider as you focus on Amazon SEO optimization:

1. Writing style
2. A+ Content
3. Using video shorts

• Writing Style

It may seem like common sense, but your writing style can make a huge difference in whether or not your product listings convert on mobile.

People want easy-to-read paragraphs that aren’t overly technical or bogged down with jargon. They want to hear your unique voice in the content they consume. Don’t be too stuffy, but also don’t be too casual. When you write in a way that tells a story and features your potential buyers as the focus, the conversion will improve. It will take some trial and error to find this sweet spot in the voice of your writing, but you’ll know when you’ve found it.

• A+ Content

Amazon’s A+ Content feature allows sellers to change the product descriptions of their branded ASINs actively. Accessing and utilizing A+ Content allows you the opportunity to truly control the narrative behind your brand and tell a story around your products. Neither of which was particularly easy before.

Here, you will be able to:

1. Create custom headers and image layouts
2. Build image and text layouts that are unique to your brand
3. Line up products side-by-side for easy comparisons
4. Make your product’s features easy to understand through bulleted lists (as we described above)
5. Educate your customers not only on what your brand offers now but also share additional history and context

Through branded content, you’ll be able to take things to the next level through full-screen product carousels on both desktop and mobile, image and text cards, and links to other products in your store.

If you have a large and diverse product catalog, taking full advantage of A+ Content is a great strategy. It will help your products stand out from the pack by building a unique story and narrative that’s true to your brand.

• Use Video Shorts

Amazon allows you to use short videos, called Video Shorts, to add a fresh visual aspect to your product pages on mobile. Make sure to take advantage of these, because not many people do!

Video Shorts can be found under the Related Video Shorts area of a listing. Some of the best brands on Amazon use these shorts to show off a demonstration of a product. They also share video testimonials from their best customers, the occasional unboxing of a hot new product in their line, or a how-to that shows people how to use a product.

Experiment with a few different types of videos to find your wheelhouse, see what your mobile visitors respond to, and most importantly, the videos that lead directly to conversion or move more people into your marketing funnel.