Conversion Rate (CR) on Amazon - Key Performance Indicators
The Conversion Rate (German: Konversionsrate) shows what percentage of customers order a product after clicking on it, i.e., how many visitors to the product detail page actually buy the product. Accordingly, the Conversion Rate can be calculated by dividing the number of orders by the number of clicks.
Example: 100 potential customers have clicked on your product. Of these, 5 customers actually bought it. Your Conversion Rate (5 / 100) is therefore 5%.
Improve Conversion Rate
The Conversion Rate is one of the most meaningful pieces of information about your product listing. To improve the conversion of your product, you should optimize your product detail page. High-quality product photos, a meaningful and SEO-optimized title, and information tailored to the target audience motivate the customer to find, view, and also buy your product. With Amazon Prime status, you also increase your conversion with high probability, because Prime customers typically filter their search results directly for Prime products. Fulfillment by Amazon or also Prime by Seller enables you as a seller to offer your customers fast and inexpensive delivery. Furthermore, positive customer reviews are advantageous, as they form an important decision criterion in online shopping. Observe the ratings of your products and regularly and promptly answer customer questions. All these aspects are performance factors that you should constantly observe and optimize. Additionally, placing advertisements via Amazon Advertising can lead to an increase in your Conversion Rate.
Attention: The Conversion Rate should not be considered in isolation, as it stands in relation to many other factors, such as the visibility and Click-Through-Rate of your products. Also look at the example for Cost-Per-Click for the relationships.
