Amazon Conversion Rates: Voice Search vs. Mobile vs. Desktop
Hey Alexa, can you find premium leather men’s wallets?
Or maybe some extra thick winter socks?
While you’re at it, Alexa, can you please show me pink handbags for women?
The answer is – of course, she can! Amazon has engineered Alexa keywords to be so responsive and accurate that the world of online shopping has become even easier. No more typing search terms into Amazon’s search bar. Simply press the speaker button on the top of your right screen and simply verbalize what it is you are looking for. In seconds, your Amazon browser will display a wide selection of possible products that meet your demand
Of course, this is a seamless, no-hassle way for Amazon mobile customers to shop. But what about Amazon Sellers? How do variables like mobile and voice-activated shopping affect keywords, indexing, and ranking?
It’s a convoluted question with not-so-easy answers, but it wouldn’t be Amazon if there wasn’t just a bit of mystery.
HOW DOES ALEXA AND VOICE SEARCH INFLUENCE AMAZON SALES?
Well, in many ways it helps convert impressions which is the obvious, end-goal. So, it potentially can have a positive and lucrative influence on Amazon businesses. However, it isn’t without its obstacles.
For starters, when a person uses their mobile devices or tablets to pull up products on Amazon, Alexa only offers the top 20-grossing products within that search phrase. From the research we at Liazon have gathered, these 20, first page results are based almost entirely on sales. So, if you happen to be one of the twenty, top-selling beer coolers on Amazon – you’re in luck!
The major downfall is that Alexa doesn’t include Sponsored Ads within her search when she is “on command.” So, those twenty beer coolers that she recommended have nothing to do with Pay-Per-Click or bought advertisement. The only time Amazon sponsored ads show up is at the bottom of the page where it offers more search results.
SEMrush recently put out a blog, predicting consumer trends in 2019 and voice-activated purchases was certainly a hot topic. While the software program specializes in SEM/SEO funnels and marketing (although not Amazon-specific), their research concluded some trends that should not be ignored with regards to Amazon listings, optimization, and sales.
Of the data collected by SEMrush, the most important takeaways were as follows:
✓ There are reported to be 118 million smart speakers now operating in US homes.
✓ It is believed that today, two in five adults now use voice search at least once per day, and by 2020 it is estimated by many experts that half of all searches will have shifted from the keyboard to the microphone.
✓ Google revealed that 20% of searches through the Android Google App are now voice searches, and with the company recently announcing that its new version of Google Assistant (due to be released later in the year) it will be 10 times faster than its current version. That combined with the fact that voice search recognition is now at a point of 95% accuracy, it only makes sense that as consumers, we are moving towards the technology more and more.
VOICE SEARCH VS. MOBILE VS. DESKTOP
If you are a seller on Amazon, it’s crucial that you understand that WHAT CUSTOMERS USE TO SEARCH FOR PRODUCTS can completely change the landscape and opportunity for which your product can be found. For example, if a potential buyers search for “cat scratching post” on desktop, what results is 64 products on the first page in the ALL category.
Were that same customer to type that same keyword into the Amazon App on their phone, the listings will continue to load more listing as the person scrolls down. This negates any value behind being on Page 1 or Page 2 or Page 3, etc. On mobile, you just want your product to be as close to the top as possible because the first page will just continue loading listings.
When possible, always consider the SOURCE and the VARIABLE when trying to discern what keywords are or aren’t actually working for your listing. Just like any other search engine, social media platform, or marketplace – search terms are only part of the equation when factoring what the potential buyer sees.
Some helpful hints in tracking your keywords, ranking, and conversions:
✓ Clear your cache and use Chrome Incognito when checking your listing on Amazon. That way, your search results aren’t based on your buying history, search history, and other factors that determine what products auto-populate.
✓ Always check your position on desktop, mobile, and Alexa. You might be surprised how different the results are.
✓ Make sure you are in the right category. On mobile, sharing links automatically puts you into a department (unlike desktop in which you can remain in the ALL category). This could potentially influence if and how you are found for your keyword/s.
✓ If you are one of those people that incessantly checks their Amazon listing, do it through your Seller Central account. That way, it won’t show up as an “impression” on Amazon and you won’t be penalized for having high impression rates for low conversions.