When you’re thinking about how to increase unit session percentage, while it goes beyond Amazon Listing Optimization, in my experience, you can still keep it simple.

What aspects of your ON and OFF Amazon presence can you improve so that more customers buy when visiting your product detail pages?

In other words, focus on improving what influences people to buy.

How to Increase Unit Session Percentage:

OFF Amazon:

• Brand Awareness:  Build brand awareness so people recognize and choose your brand in search results.
• External Traffic:  Drive external Amazon traffic that already wants to buy to your Amazon Listings with Amazon Influencers.
  • When someone enters from outside Amazon, directly to your product detail page and buys, not only will it increase your unit session percentage, but also your Amazon SEO.
• Email & Facebook Group:  Send customers ready to buy to your Amazon product detail pages from your email list and Facebook group.
• External Promotions:  Run promotions off of Amazon, such as promo codes that drive customers to your product detail pages to buy.

ON Amazon:

• Copywriting:  Improve the copywriting in your Amazon Bullet Points.
  • Focus on your unique value proposition, communicating who the product is for, benefits, and features, mitigating customer risk, and aligning with your customer’s values.
• Imagery:  Improve your imagery in your Amazon Product Images and Amazon A+ Content.
  • Focus on color psychology and neuroaesthetics while building trust and proving efficacy visually by communicating your primary messaging in your bullet points along with answering your customers’ most common questions.
• Reviews:  Increase the quantity and quality of your Amazon reviews.
  • Follow the best practices in this guide:  How To Get Amazon Reviews.
• Free Shipping:  Use Amazon FBA or offer free shipping if you’re using Amazon FBM.
  • Free shipping is a major contributing factor to influencing a customer’s purchasing decision on Amazon.
• Pricing:  Price your product competitively.
  • Many sellers choose to drop their prices briefly throughout the year for the short-term boost it gives to their unit session percentages resulting in long-term gains.
• Buyer Intent Keywords:  Focus your Amazon Advertising Strategy and Amazon SEO efforts around buyer intent keywords instead of general, brand awareness keywords.
  • Think about your product detail page as if it had a wall with a gate around it.  The only people you want to let through the gate are the people ready to buy, which will skyrocket your unit session percentage. People searching with buyer intent keywords already know exactly what they want, thus you have a higher chance of converting them.
    • BUYER INTENT EXAMPLE:  Recyclable Organic Colombian Roast Low Acid Fair Trade K Cups
    • RESEARCH INTENT EXAMPLE:  Colombian K Cups