For over a decade now, Amazon has dominated the eCommerce industry worldwide. In 2021 alone, this online shopping giant generated around $82 billion in sales. And this is coming from third-party sellers alone. (Source: Statista)
Without a doubt, AMZN is a competitive marketplace filled with sellers who all want to succeed. And as an online entrepreneur, it is perfectly normal to want to stay competitive in order to keep your business afloat. You should always find ways to keep your business relevant, even in the midst of the recent pandemic.
With this amount of competition, it is imperative that you stay on top of your game at all times. And understanding how to drive traffic to your Amazon store is one of the most important things you’ve got to learn. More traffic means more customers get to view your product listings. This means more chances to turn visitors into buyers and make sales.
In this article, we’ll talk about how to drive traffic to your Amazon store. We’ll discuss why it is important to drive external traffic and what are the ways to achieve this feat. Finally, we will also share 3 proven tips on how to drive traffic to your Amazon store.
Ready to start learning? Let’s jump right in!
What is Website Traffic?
Before we explore how to drive traffic to your Amazon store, why don’t we first define what “website traffic” is? Website traffic is simply the number of users, also known as “visitors”, who frequent a website. Traffic is measured using the term “visits” or “sessions”.
In today’s marketing world, traffic is a common way to measure a website’s popularity or ability to attract an audience. The more traffic your website generates, the more visitors you are able to attract to your platform. It also means more chances for you to convert these visitors into paying customers.
For example, if you are a news website, more traffic means more people will be able to read your content. This also means advertisers will be willing to pay more for ad placements within your website. As an e-commerce website, Amazon has one of the largest traffic in the world.
According to the first quarter data of AMZN, the website boasted traffic of almost 2.5 billion sessions a month during the first 3 months of 2021 (Source: Similar Web). This makes AMZN one of the highest traffic websites in the world. And because people visit AMZN not only to view information but ultimately to make a purchase, this makes AMZN traffic very valuable.
As a seller, getting a fraction of this traffic directed to your own stores is essential to the survival of your business. Learning how to increase traffic to Amazon listings and how to drive traffic to your Amazon store are key ingredients to your success. More traffic can increase your profits and improve your revenue.
Related: Ultimate Guide To Selling on AMZN
What are some indicators of good quality traffic?
It is not enough to know how to drive traffic to your Amazon store. And that’s because getting traffic does not automatically mean that your website is doing well. You also have to consider the quality of your web traffic and where it is coming from.
Below are some indicators of good quality traffic. These metrics can help you make data-driven decisions when it comes to your traffic generation strategies.
Number of Total Visits vs Unique Visits
The number of total visits compared to the number of unique visits is the first indicator of good quality traffic. You want as many new visitors as possible because it will allow you to attract more customers.
While having a steady number of loyal returning customers isn’t bad, there is only so much that you can milk out of one customer. Thus, in order to keep your business sustainable, you want as many new unique visits as possible.
If you have a high rate of unique visits to your AMZN store, it means that you are attracting potential new customers (that can possibly turn into loyal patrons in the future)
Average Duration of Visit
Aside from the total number of unique visits, the amount of time spent on your store is another important metric to look out for. People who tend to stay longer on a website have a much higher conversion rate compared to those who spend less time.
Just think about it. How long do you stay on AMZN if you are looking for something to buy? You’d spend a minimum of 5 minutes to check an item out, right? You’d likely spend some time reading about the features of a product. You might even take the time to compare different products to see which one is the best suited for your needs.
People who are serious about making a purchase will take their time to read and research the product they are interested in. The longer the average duration of a visit, the more likely the customer is going to convert.
Simply put, bounce rate is the percentage of people who leave your website after landing on the entry page. This means that the customer never visited another page on the website other than the initial landing page.
Having a high bounce rate isn’t good because it means that customers are quickly leaving your website. Either your store doesn’t provide what they need or you lack the information that they are looking for to make a purchase.
One way to lower the bounce rate is to invite the customer to visit more pages. This can be done by creating a comparison chart containing one or more of your products. By doing this, you are inviting the customer to click the other products you are offering to see which one is best suited for their needs.
Number of Pages Visited
The total number of pages visited by a customer per session is a great indicator of interest and engagement. This means that the customer is interested to learn more about the product. They want to do further research by visiting other pages.
A high number of pages visited on your store means that the customer is actively engaging and browsing your offerings. It isn’t unusual for someone to do deeper research on a product that they are interested in.
This interest can be directly associated with the number of pages visited on your AMZN store. Having a high number of pages means that people are reading more about your products. This means that their engagement and interest are already high.
Conversion Rates and Click Rates
The end goal of any e-commerce business is to make sales. This is why click rates and conversion rates are also great indicators of good quality traffic.
If more customers are clicking on your links and purchasing your products, it means that all you have to do to increase your profits is scale up your traffic generation. Having an effective CTA (call to action) can help when it comes to increasing these numbers.
3 Proven Strategies On How To Drive Traffic To Your Amazon Store
Driving traffic to your AMZN store is the bloodline of your business. More traffic means more chances to convert visitors into customers. And a higher conversion rate means more income generated for your store.
So, do you want to know how to drive traffic to your Amazon store and increase your sales? Here are 3 proven strategies that you can use to increase the amount of high-quality traffic to your AMZN stores:
1. Improve your organic ranking through proper keyword research
According to data shared by the website Retail Drive, AMZN has already dominated Google when it comes to product searches. Over 54% of consumers who are looking to buy a product start their search directly on AMZN and not on Google.
So what does this mean? For AMZN sellers, it only means one thing. You need to rank high on AMZN’s organic search results for your products to get discovered. The first page of AMZN is where you want your products to be seen. Customers rarely visit the 2nd and 3rd pages of the AMZN search results.
One of the best ways to improve your organic ranking is through proper keyword research and targeting. You don’t want to target high-competition keywords that will be difficult to rank for. The work involved in trying to rank for these high-competition keywords is usually not worth it.
What you want to go for are the low-hanging keywords with good traffic and low competition. Ranking for a bunch of these keywords will improve your visibility across multiple organic results. This is a great strategy for how to drive traffic to your Amazon store.
If you are looking for a keyword research tool that can help you discover these high-value but low competition keywords, Zonbase is a software suite that you might want to take a look at. With its array of keyword research and optimization tools, building a high-value yet low-competition keyword database is so much easier with Zonbase.
2. Optimize Your Product Listings
Your AMZN organic keyword rankings are determined by a myriad of different factors. The number of products sold, sales velocity, seller feedback, and positive reviews all contribute to your organic rankings.
One of the factors that heavily affect your rankings is your product listing optimization. This means that you have to optimize your product listings in such a way that it increases your visibility on search results.
This can be done through the following ways:
- Adding your primary keywords to your titles
- Using your brand name in your titles
- Sprinkling your primary keywords within your content
- Using bullet points to make your content easier to digest
- Including important keywords in your product description
- Adding high-quality and informational images to your listings
- Categorizing your products properly
- Adding proper variations such as colors, sizes, etc instead of creating separate product listings
Engaging in the creation of optimized product listings is a must for all AMZN sellers. An optimized product listing doesn’t rank only within AMZN’s search results. If you optimize your listings properly, you can also rank high on search engines such as Google. Combined with your organic AMZN rankings, this is how to drive traffic to your Amazon store effectively.
3. Run Effective PPC Campaigns
Sometimes, organic traffic isn’t enough to generate enough sales for your store. When you are just starting out, you won’t be able to rank high right off the bat. It takes time to build up your rank organically.
This is where running a PPC (pay-per-click) campaign comes in. By bidding on keywords, you can show your products to customers. Whenever customers search for specific keyword terms or phrases, your ad is triggered and your products are shown to customers. However, your keyword bid for the specific keyword term or phrase should be competitive enough.
By running effective PPC campaigns, you can get as much traffic as you want. You can increase traffic to Amazon listings, even on new product launches that haven’t ranked organically yet. The only thing you have to worry about is your advertising costs. Choosing the right keywords with low competition but decent traffic is important in order to avoid bidding too much.
Traffic is the bloodline of any successful e-commerce store. And AMZN has lots of it. With over 2 billion visitors flocking to AMZN every month, you will never run out of potential customers to sell to.
However, the dilemma for third-party sellers is learning how to direct the massive traffic of AMZN towards their stores. It doesn’t matter if AMZN has billions of visitors every month if your product listings are nowhere to be seen. Thus, finding a way to direct the traffic to your store is something that you must learn as an AMZN seller.
Through proper keyword research, optimizing listings, and running PPC campaigns, you can direct the massive traffic of AMZN towards your stores. By following these 3 strategies, you can target individuals who are ready and willing to make a purchase.
Zonbase is a powerful software suite that can help you with keyword research, listing optimization, and PPC automation. With 13+ tools and services targeting important AMZN tasks, sellers can use Zonbase to automate essential business processes. With the help of Zonbase, you’ll learn how to drive traffic to your Amazon store effectively.
Want to learn more about Zonbase first-hand? Sign up for a free trial of Zonbase today and see the power of this tool for yourself!