Amazon offers several tools and features to help sellers increase conversion. Amazon makes money when you do, so it’s in their best interest to help you make sales. For that reason, Amazon is in the process of launching a new tool to help sellers gather insights into why customers buy products, why they don’t, how they use them, and what their concerns are.
For now, the "Insights" tool is only available via a secret link (as of the time of this post), which you can access when signed into your seller account.
[bctt tweet="Get access to verified Amazon shopper insights to optimize your #ecommerce strategy!" username="skubana_erp"]
Once signed in, you can access the new feature by filling out a questionnaire of targeting information, questions you would like to ask, answers, and personal information.
You can target your questions directly to customers who have purchased specific products, or to people who are looking at categories. This can help you to follow the purchase decision process for new and existing customers, depending on your goal for the information.
Insights allows you to ask verified shoppers multiple questions. You can use existing questions or add your own to learn more about purchase decisions, marketing, new features, product use, or whatever else you want. Amazon displays these questions in multiple choice format so you need to fill in 2-5 answers for shoppers to choose from.
You only pay for the responses you get, and you can set a target number of answers per question.
Amazon Insights is a new tool offering a valuable service that Amazon already capitalizes on. By asking questions and getting feedback from customers, especially verified purchasers, you can better understand the purchase process and use A/B testing to improve your conversion based on their feedback.
Customer questionnaires are a tool that you can use to:
This can, in turn, help you to optimize your offerings, your product pages, and even your images.
Here are a few sample questions to consider asking. Remember to modify them to your industry standards and to meet your niche needs.
You can easily tailor any of these questions towards your niche and industry, and to your specific products. For example, in a store selling Kirby vacuum bags, some of these might look like this:
Getting answers from this question would tell you what to add or include in your product description, product video, or image. For example, if customers tell you that fit is consistently a concern, this seller could highlight the compatible vacuums on the product photos to boost sales.
If the seller receives 500 results saying customers want to buy replacement filters with their bags, it would be very easy and profitable for them to put together a kit including both products.
Similarly, this seller could ask a specific question to find out what the product was used for.
If the seller were to find that most of their customers were buying for one specific vacuum, they could tailor their advertising, highlight that vacuum in the images or title, and add it to advertising to attempt to boost sales. They could also check to ensure that they were advertising enough for other compatible models to see if they could boost sales for other models.
Finally, you can tailor these kinds of questions to review customer service and specific issues inside of your company.
This kind of feedback can allow you to update your business processes to provide better service, so that future customers are happier with their order.
Getting feedback from customers can be extremely valuable, especially for e-commerce retailers who are traditionally disassociated with their customers. Amazon cuts out much of the work of crafting, targeting, and delivering questions, simply because they target customers based on their data. Shoppers are verified as meeting your target requirements, so all you need to do is decide what to ask and pay for the service.
Once you have answers and feedback, apply it to improving your processes, A/B testing product pages and images, and even making changes to how you sell your products. This can provide a great deal of value by improving conversion rates (on Amazon, conversion rates are even more important than ranking), tackling pain points, or adding more relevant information to product descriptions. You can boost customer satisfaction by improving areas customers were not happy in, and the insights resource can provide clear data to drive your marketing efforts.