CRO works by improving the experience of the user, primarily by making it easier for them to get what they want. What they want will vary depending on where they are in the buying process: top-of-funnel users will primarily be looking for the information they need to make a smart decision, while bottom-of-funnel users will often just be looking for the “add to cart” button. By offering the user what they’re looking for in a buying experience, you can encourage them to make the purchase they’ve been contemplating.
The key here is knowing how to optimize. For instance, Amazon recommends adding images to listings. But what kinds of images are most effective at driving sales? With sufficient expertise, you can use imagery and infographics to proactively answer questions about your product and emphasize the parts of your product that customers are already raving about in positive reviews. Without it, though, it’s all fumbling in the dark, hoping to find something that works.
If you’re starting from scratch, a single listing with photos, infographics, listing copy, and A+ content will range from $1000–$2000. Broken down, optimization costs per listing look like this:
Listing Copy: ~$300
A+ Content: ~$600
About three weeks, from start to finish.
It’s worth taking another look at least once a year, but if a listing’s performance dips, optimization should be an immediate priority.
Customers on Amazon are often brand agnostic, and your brand is competing against thousands of products (and hundreds of brands) on the platform. Customers are looking for the best value for their purchase, and they’re relying on you to tell them why they should purchase your product instead of one of the countless lookalikes in the marketplace.
99% of brands are leaking money on Amazon.