If you shop on Amazon, you’ve likely noticed a wide variety of things can appear on the search engine results page. Organic search results are standard, but in addition to these, other things can appear, including sponsored listings and ads. Among all of these, you can even find articles called Editorial Recommendations. These are a part of the Amazon Onsite Associates Program, an extension of the Amazon Affiliate Program. With this program, publishers recommend a variety of products related to the user’s search.
Users can read about those products, and if they end up clicking on and purchasing the product, the publisher receives some of the revenue for the purchase. It’s a great deal for everyone involved, but leads to a big question – how many people actually end up clicking through to read full articles when they appear in these search listings? After all, when people go shopping, they aren’t typically looking to do a little bit of light reading.
Click Through Rates for Editorial Recommendations
Initially, the rates when it comes to Editorial Recommendations may seem a little discouraging. Approximately 10 percent of all those who interact with these articles will actually click through to read them – what appears to be quite a small number. On top of all this, a click through to read one of these articles is still not representative of an actual conversion. Only a small percentage of those who read an Editorial Recommendation will actually purchase a product. This makes it incredibly important for all those writing Editorial Recommendations to make it into the top three mentions, as the rest will rarely if ever, be seen by any users.
Interaction is Small But Meaningful
As noted, it’s easy to be discouraged by the small number of individuals who actually click through to read Editorial Recommendations and, likewise, by the small number of conversions to actual sales. However, while the amount of interaction may be small, it is incredibly meaningful. It is vital to note that those customers who click through to read Editorial Recommendations are highly engaged compared to other individuals. These are individuals who are highly interested in learning more about the products you are writing about and likely have a much greater interest in making a purchase right away. This is compared to individuals who may only be casually browsing on the site and will not invest the time in learning about a product.
Another difference in those individuals who click on Editorial Recommendations is they are more likely to respect a publisher’s authority. They value the publisher’s point of view when it comes to speaking about the product as they are coming to them to learn about the product. Because of this, they are more likely to trust what they have to say, are more likely to value their opinion, and are more likely to make a purchase.
However, there is something any publisher working on Editorial Recommendations must bear in mind. Because the people who come to them do value their opinion, they must be certain they are not presenting incomplete work. This means all publishers should be careful with the information they present and provide well-written Editorial Recommendations. It is also important to keep Editorial Recommendations updated. When products go out of stock, people can no longer purchase these items and may resort to purchasing alternative versions of the items, such as a different color.
While in some cases, an Editorial Recommendation may be able to keep going for a little while, the link should be updated as soon as possible. It is vital for a publisher to keep track of all their articles from the beginning, so they are always putting their best face forward and never showing incomplete information to readers. This is especially vital because when you consider the small click through rates of Editorial Recommendations, you want to be certain links are available and products are ready for people to purchase every time an individual does click on a link.
So long as you are keeping everything updated and presenting yourself as an authority, you can have great success in the Amazon Onsite Editorial Program even though the click through rate is on the small side. While click through rates are small and the number of people who make purchases from click throughs is even smaller, the vast number of people who shop on Amazon regularly can help you get a good amount of revenue from Editorial Recommendations.