When thinking about how to increase Amazon CTR, you want to consider each of the elements considered to be an Amazon click-through rate motivator.

Organic SEO Amazon Click-Through Rate Motivators:

• Price
• Reviews
• Title
• Hero Image
• Proximal Products

PPC Amazon Click-Through Rate Motivators:

• Sponsored Products Ads:
  
  • Price
  • Reviews
  • Title
  • Hero Image
  • Proximal Products
• Sponsored Brands Ads:
  • Headline
  • Creative (Image/Video)
  • Price
  • Reviews
  • Title
  • Hero Image
  • Proximal Products

With that established, let’s dive deeper into the best practices of each Amazon click-through rate motivator so you can increase Amazon CTR for your brands’ products.

Price

• Use .99 pricing, aka “the less than 1” rule
  • EXAMPLE:  $29.99  instead of $30.00
• Price competitively for your market
• Price for your buyer persona and avatars
  • EXAMPLE:  If you’re targeting an affluent customer with high expectations, a price that’s too low will harm your perceived value.

Reviews

• The more reviews you have, the higher the Amazon CTR you will have
• The better the reviews you have, the higher the Amazon click-through rate you will have
• Abide by the 4.3 stars or higher rule
  • EXAMPLE:  You will notice a significant decrease in Amazon CTR when you slip below 4.3 stars.  If you fall below this, get more Amazon reviews fast.

Title

• Keep your titles short
• Don’t use all of the 200 characters allotted, stick to 150 or less
• Shorter titles are more aesthetically pleasing
• Place the most important details and keywords at the beginning of the title
• Your product title gets an ellipses(…) at 67 characters on mobile
  • DESKTOP EXAMPLE: BIOWAVEGO Medical Grade TENS Unit Upgrade to TENS Machines for Pain Relief Clinically Proven ESTIM for Chronic Pain & Recovery HSA FSA Eligible
  • MOBILE EXAMPLE: BIOWAVEGO Medical Grade TENS Unit Upgrade to TENS Machines for Pain…
• Keep everything important before 67 characters

Hero Image

• Your goal is to interrupt the pattern of your customers’ scrolling
• Avoid looking like competitor products at all costs, resist the urge, and don’t copy big brands
• Don’t use real product photography, use renderings to achieve greater control over colors, saturation, contrast, etc.
• Expose as many angles as possible of your product to increase perceived value
• Also increase perceived value by splaying out the many items that come with your product in a symmetrical fashion
• Add props associated with the outcome of your product
• Enhance your product so all of the bells and whistles (features) are obvious and apparent when presented in a still image
  • EXAMPLE:  Make sure it’s lit up, screens are on, etc.
• Use a rendering of the product packaging and modify it to contain:
  • The keyword your customer is searching for
  • Primary benefits or features
  • Badges that your customer would be skimming for
• Take up over 90% of the canvas
• Make your product appear as large as possible to evoke the neuro-aesthetic law of proportionality

Proximal Products

• Avoid looking inferior to the products around you in search results by controlling where and when you show up through your ad targeting and listing optimization
• Do not increase bids to show up at the top of the search results if you do not have a significant amount of reviews or have poor review quality compared to the other products at the top of search results, you will harm your Amazon CTR as customers will choose the products with favorable reviews
• Do not target keywords that will place your product amongst products that have significantly lower prices as customers will not compare you favorably to them and you will harm your Amazon click-through rate

Headline

• Use power and sensory words in your headlines
• Leverage cognitive congruence
  • The customer is more likely to click your headline if it contains the exact keyword they searched
  • EXAMPLE:  To achieve this, break your lists of keywords into smaller themes and write headlines for each theme.
• Use statistics, facts, and figures
• Highlight trust and authority
• Showcase proof of efficacy
• Remove limitations and overcome objections
• Feature exclusivity and freshness
• Speak to the avatar directly

Creative (Image/Video)

• Interrupt the pattern of the Amazon shopper
• Leverage color psychology
• Clearly communicate how you:
  • Solve the shoppers’ problem
  • Alleviate the shoppers’ pain
  • Fulfill the shoppers’ desire
• Showcase the shopper achieving their dream outcome by using the product
• Highlight the customer’s idealistic or aspirational self in the asset
• Take advantage of human faces emoting