Read time 5 min

Amazon Unwrapped featuring Daniela from Mindful Goods

The Three-Step Amazon Conversion Funnel

Step 1: Getting Found
"Is the brand being found through their SEO? That means when you type into the search bar on Amazon, does your brand even come up on the first page? And how do we get it there? Have we used all those keywords to make sure it has the best chance of getting there in multiple search results?"

Step 2: Generating Clicks
"How are we getting sessions? How are we getting people to click into the listing? We need to make sure that when shoppers are seeing you versus 20 other results on that page, your main image is the one they click on."

Step 3: Converting Visitors
"Once they come into your listing, how do we answer all the questions that the shopper has in that checkbox scenario in their head to get them to make the decision, check out and buy this product? You have to have high-level creative that is data-driven and really speaks to the things they need to know."

Optimizing Your Main Image

What Can You Actually Control?
"Price matters. It's going to drive velocity. But maybe you don't have enough inventory yet or you're not buying enough units to be able to drive the cost down. So the things you do have a lever for are your title and your main image. The title is actually the lowest lift in terms of anything you can change on your listing and generates a very good return."

Test Before You Test
"When you're testing off of Amazon, you're trying to get as much data in your design process as possible so that you're making data-driven decisions as you're designing. You're not just designing something and saying, 'Oh yeah, that looks good.' You're asking an audience of prime shoppers which images they like best and why."

Success Rate of Off-Amazon Testing
"We polled 50 of our positive PickFu main image test results and looked at the Amazon results to see how many translated to a lift in sales. 75% of them did. So 75% of the time, if PickFu says this is going to be a winning image on Amazon, then it more than likely will be."

Mobile Optimization Tips

Make It Obvious at a Glance
"If I'm searching for a vegan snack bar, I absolutely do not want a non-vegan snack bar. If I have to spend too much brain power understanding at a glance whether this is vegan or not, I'm gone. It needs to be so easy for my eye to see: that one's vegan, price is good, flavor looks right—click, in my cart, check out. That's how quick it has to be."

Maximize Your Image Size
"One of the most simple things I've noticed with main images is people leave a lot of white space around their product. Do I want my product to look small, or do I want it to be right there, taking up as much of the screen as possible? I want it to be literally as big as possible, zero white space, either on the top or bottom or on the left or right."

The Future with AI

Scaling Content Creation
"With AI, we are able to basically train the AI off of templates and models that we created for brands and scale that content for them so much easier across thousands of products in a very short amount of time. That is possible now and it wasn't possible before a year ago."

Rufus and Personalized Shopping
"Rufus is fundamentally going to change the way that we shop on Amazon. I think it's going to start to understand that I don't like to see 50 of the same product. I like to see unique types of products. It's helping to curate what we see based on our personal preferences."

Already Optimized? Don't Worry About Rufus
"If you've already optimized your listings really well, none of the Rufus data is going to be that surprising to you. It's going to be like, 'I might've missed one point. Let's make sure we add that in.'"

Wrapping It Up - What's One Question We Should've Asked You?

Is a $300 mini audit worth it?

"If you're interested in us taking a look at your listing, you can click to get our mini audit at the bottom of mindfulgoods.co. It's $300 and myself or one of our creative directors will record a 20-minute Loom video going through your listing, letting you know all the itemized things that we think you should focus on, first, second and third."

Help us get to know each other