Businesses big and small are changing the way they market their products because of Amazon’s growing dominance in e-commerce. For businesses choosing to take advantage of being found in Amazon’s huge marketplace, optimizing search placement is an important challenge to master. Join Joseph Hansen, Co-founder of Prosper, and Ben Lack, Senior Director of Marketing and Business Development as they discuss tangible tactics businesses can implement today to increase awareness in the Amazon search experience as well as your own website shopping cart. Moderated by James Thompson, Content Coordinator and Digital Marketer for Skubana, registrants will come away from the webinar having learned:
1) Essential tips to increasing your exposure on Amazon through long tail keywords
2) Why the best listing possible converts - Amazon wants to convert customers
3) The importance of the buy box for a customer's search
4) Best practices for implementing site search into the online shopping experience
5) The impact site search can have on conversion rates, both positively and negatively
5 amazon search secrets to leverage for your own website
1. ”How
to
Optimize
Your
Amazon
Listings
to
Convert
Customers
&
Climb
the
Search
Ranks"
What
your
Amazon
business
NEEDS
to
increase
sales.
2. What
is…….
James
Thompson,
Digital
Marketing
Associate
&
Content
Coordinator
at
Skubana
Skubana is
an
all-‐in-‐one
ERP
system
designed
to
automate
&
simplify
your
e-‐
commerce
business
with
one
platform
all
on
the
cloud:
• From
Orders,
Inventory,
P.O’s,
Shipments,
Customers,
Products &
Analytics
• Fulfill
anyway
you
want
with
one-‐click
integrations:
• In-‐House,
3PL,
Dropshipping&
FBA
• Our
software
is
built
by
e-‐commerce
sellers
for
e-‐commerce
sellers
Work
Smart.
Sell
More.
3. Where
do
you
go
when
you
want
to
see
if
a
product
is
worth
buying?Optimized
Amazon
Listing
Breakdown:
• Disclaimer
on
Product
Quality
• Analyzing
Your
Product
Listing
Title
• Utilizing
Photos
to
Influence
Purchasing
Behavior
• Optimizing
Your
Bullet
Points
• Creating
Compelling
Product
Descriptions
• The
Importance
of
Positive
Product
Reviews
THREE
TIMES
as
many
customers
will
search
for
products
on
Amazon,
as
opposed
to
Google.
4. If
you
wouldn’t
buy
it,
don’t
sell
it.
It’s
that
simple.
Quality
products
&
a
good
reputation
go
a
long
way
with
winning
Amazon
over
A Quick
Disclaimer
on
Product
Quality:
• Your
products
NEED
to
be
legitimate
• Amazon
customers
want
great
product
selection
&
convenience
for
a
great
price
• Amazon’s
search
is
designed
so
that
quality
&
relevant
products
rank
higher
• If
customers
react
negatively
to
your
products
Amazon
WILL demote
you
5. How
to
Optimize
Your
Product
Title
on
Amazon:
• Your
Title
is
a
Sneak
Preview
Into
Your
Product
• Make
sure
you
put
EVERY relevant
keyword
into
your
title
• The
title
should
also
describe
the
product
by
including:
• Brand,
name,
size,
quantity,
color
&
component
materials
• 4
-‐5
targeted
keywords
is
ideal
When
customers
still
have
questions
about
your
products
you
stop
converting
them.
Let’s
take
a
look
at
an
optimized
title…..
6. Take
note
how
they
cover
all
of
the
essentials:
• Brand,
product,
popular
compatible
models,
relevant
keywords
• It’s
informative
&
focuses
on
all
the
right
content
• I
know
what
I’m
clicking
into
after
reading
this
title
Lastly,
check
out
the
reviews
935!
Anker
has
an
amazing
listing
title:
7. Note
the
difference
in
reviews between
the
Anker.
Chargehub‘s title
leaves
me
with
a
lot
of
questions
as
a
customer:
• There’s
a
huge lack
of
keywords
• And,
there’s
no
focus
on
compatible
models,
#
of
ports
etc.
Chargehub’sTitle
Leaves
Us
Guessing
8. Validate
your
titles
effectiveness:
Keyword
Planner
w/
Google
Adwords,
lets
you
see
what
the
most
searched
keywords
on
Google
are
and
related
keywords
A
little
bit
of
research
goes
a
long
way
in
optimizing
your
titles
&
listings
on
Amazon
9. Validate
your
titles
effectiveness
w/
Amazon:
One
of
your
best
friends
when
it
comes
to
relevant
keywords
is
Amazon’s
search
bar:
• Utilize
this
as
much
as
possible
to
further
build
your
keywords
list
10. Photos
Influence
Purchasing
Behavior:
You
only
get
one
chance
to
make
a
good
first
impression
and
win
the
conversion:
• High
quality,
high
resolution
and
relevant
images
go
a
long
way
in
your
Amazon
product
listing.
• The
primary
Amazon
image
should
be
at
least
1000
x
1000
for
customers
to
fully
utilize
the
zoom-‐in
feature
and
see
granular
details
of
the
product.
• Be
sure
to
utilize
all
6
secondary
images
to
showcase
variety
and
usage
of
your
product
Always
keep
in
mind
Amazon’s
Image
Guidelines
11. Bullet
Points
are
the
Silver
Bullet:
Bullet
points
make
it
easier
for
your
customers
to
read
your
listing
Utilize
five
keyword-‐rich
bullet
points
that
clearly
outline
your
products
features:
• Include
what
the
item
comes
with,
safety
information,
tech
specs,
etc.
• Take
note
of
the
highlighted
sections:
• Let
your
customers
FULLY understand
your
product
12. Create
Compelling
Product
Descriptions:
• Tell
the
story
of
how
your
product
will
fit
into
the
lives
of
the
customer
• Your
listing
should
entice
the
customer
to
make
a
purchase
and
answer
the
question
of
why
they’re
purchasing
from
you
• This
is
the
final opportunity
to
make
the
conversion
13. Positive
Reviews
Leave
a
Positive
Impression:
• Think
of
the
last
thing
you
purchased
online
• How
did
you
hear
about
it?
Would
you
have
purchased
it
if
you
heard
negative
things
about
it?
• Amazon’s
algorithm
filters
out
products
with
negative
reviews
• Don’t
get
discouraged
– ask
friends/family
to
purchase
&
test
your
products
• Offer
free
trials
or
samples
in
exchange
for
customers
posting
legitimate
reviews
• Address
negative
reviews
RIGHT
AWAY!
• Encourage
customers
to
contact
you
with
a
‘100%
customer
satisfaction
guarantee’
• They’ll
more
likely
contact
you
rather
than
post
a
negative
review
14. Thanks
for
listening
&
be
sure
to
contact
us
with
any
and
all
optimization
questions!
www.Skubana.com
Info@Skubana.com
Make
smarter
choices
for
your
Amazon
business
16. EXAMPLE:
§ A
customer
searches
for
“lego
treehouse”
§ They
click
through
to
this
Product
Detail
Page
§ Amazon
chooses
one
seller
§ That
seller’s
details
go
in
the
Buy
Box
WHAT
DOES
THIS
MEAN?
WHAT
IS
THE
BUY
BOX?
17. BUY
BOX
WINNER:
§ This
seller’s
info
appears
in
“sold
by”
§ If
the
customer
clicks
“add
to
cart,
this
seller
is
awarded
the
sale
§ This
seller
is
called
the
“winner”
of
the
Buy
Box
WHAT
DOES
THIS
MEAN?
§ This
seller
will
make
far
more
sales
than
any
other
seller
for
that
product
(>90%)
WHAT
IS
THE
BUY
BOX?
18. HOW
DO
WE
GET
TO
THE
PDP?
§ Most
people
type
into
the
search
toolbar
§ Some
estimates
place
greater
than
70%
of
all
Amazon
sales
through
the
search
toolbar
§ Amazon
beats
Google
4:1
in
product
related
searches
WHAT
DOES
THIS
MEAN?
§ Your
products
need
to
show
up
in
the
search
results
if
you
want
to
get
sales
WE
SKIPPED
A
STEP…
19. HOW
DOES
AMAZON
RANK
PRODUCTS
ON
THE
RESULTS
PAGE?
§ A9
Search
Algorithm
§ www.a9.com
HOW
DOES
IT
WORK?
§ “Relevance
is
in
the
eye
of
the
consumer”
§ “Combine
multiple
relevance
features”
§ “Continuous
Improvements”
THE
A9 SEARCH
ALGORITHM
20. KNOWN
A-‐9
ALGORITHM
VARIABLES
*We ”know” certain
parts
of
the algo,
but
don't
know
their
exact
weight:
q Whether
all
the
aforementioned
fields
have
content
q Sponsored
Ads
Clickthrough
q Sponsored
Ads
Conversion
Rate
q Sponsored
Ads
Sales
q Tied
to
parent/child
variation
listing
q At
least
1000
historical
glance
views
-‐ to
get
a
product
initially
ranked
q At
least
5
purchases
-‐ to
get
a
product
initially
ranked
q Total
Conversion
Rate
q Conversion
Rate
when
using
a
particular
keyword
in
the
Amazon
search
toolbar
q Clickthrough rate
q Total
Sessions
q Total
Sales
(hourly,
30-‐day
&
some
historical
measure)
q Refund
Rate
q Keyword
placement
in
Title,
Bullet
Points,
first
250
Characters
of
Description,
and
Search
Terms
21. KNOWN
A-‐9
ALGORITHM
VARIABLES
These
areas
wade
into
more
speculation:
q Reviews
-‐ total,
recency,
star
rating
q Answered
Customer
Questions*
q Inventory
Levels*
q Whether
or
not
there
is
an
FBA
offer
on
the
listing*
q Number
of
offers
against
the
listing
q Product
Listing
Age
q Product
Videos
-‐ Vendor
only*
q A+
Detail
Content
-‐Vendor
only
q Customer
images
&
Videos*
q Keywords
in
Customer
Reviews
q Content
Recency
q Bounce
Rate
q Add
to
Carts*
q Hi
Res
Product
Images
q Keyword
placement
in
more
than
one
area
(title
&
bullet
points)*
q Keyword
density
q Order
of
keywords
in
Title,
bullet
points,
description
q Backlinks
to
the
PDP
q Verified
Purchase
Reviews
-‐ total
&
recency*
22. PRIORITIZE
TO
GET
THE
BEST
RESULTS
1. Provide
High
Quality
images,
titles,
bullet
points,
etc.
(aim
for
great
conversion)
2. Include
optimal
keywords
in
your
product
title,
bullet
points,
description,
search
terms
and
ads
3. Utilize
Sponsored
Ads
(for
keyword
research
and
for
organic
benefits)
28. Improving search and
search rankings on your
own website
BEN LACK
SENIOR DIRECTOR
MARKETING AND BUSINESS DEVELOPMENT
BLACK@SWIFTYPE.COM
29. ABOUT SWIFTYPE
Founded January 2013
$23M in venture funding by NEA & Y
Combinator
30+ Employees, HQ in San Francisco
Largest independent search provider
on the Internet
31. OPTIMIZING SITE SEARCH
Optimizing your product rankings on Amazon and
organic search is challenging enough - but this
should not be the case for your own search.
How can you ensure search on your own site
is optimized to drive sales?
32. AGENDA
Tips to optimize site search
1. Create a rich search index
2. Location,location,location
3. Don’t overlook analytics
4. Customize search results and relevance
algorithm
5. Capitalize on organic search traffic
43. LOCATION
Location, location, location
A large search box placed prominently in the center
of the page can cause up to 40% of users to search,
and users who search convert at a 50% higher rate.
44. LOCATION
Don’t overlook analytics
• Look at top searches on site to see most popular products
and use this to configure homepage and promotions
• Also look at top searcheswith no results to identify
products you should stock
TOP SEARCHES & TOP SEARCHES WITH NO RESULTS
45. RANKING
• Drag and drop to
rearrange search
results based on
clickthrough behavior
• Add in results that
don’t appear by default
• promote high margin
products
• feature unsold
inventory at top of
results
Customize results and relevance
46. WEIGHTS
• Tune your entire
algorithm
• Based on Swiftype meta
data that you add to your
account
Customize results and relevance
47. SEO
Capitalize on organic traffic
Customer spotlight: UPS Battery Center
• Orders increased by 140%
• Revenue increased by 125%
• Conversion rates improved by 116%
• 10x decrease in inbound phone calls
• Sales reps able to find products more easily
48. SEO
Capitalize on organic traffic
• Created landing pages for products not in stock
• Captured organic traffic on these pages
• placed search prominently on these pages to drive them to
other products
• Searches on site also generated actionable analytics about
what products customers wanted
LANDING
PAGES
NAVIGATION
SITE SEARCH
SEARCH
ANALYTICS
