Low Conversion Rate On Musical Instruments?

[JasonParker]

Normally I'd post something like this in the copywriting forum, but I really need to reach the kind of people in this forum who have Amazon sites and do SEO.

I'm getting around 1% conversion on musical instruments.

I keep hearing people say they get 8% conversion on Amazon.

I guess my question is... Wtf? :P

[Amitywill]

Hmm, maybe it's because most people like to try out an instrument
before they buy.

When I bought a guitar I didn't buy online because I wanted
to actually hold a few and give them a go before I bought.

Or maybe there's something more to it. You could try changing
the layout of your site, headlines and copy etc.

Try some split testing. Or you could put a survey on your
site and ask your visitors if they would buy an instrument
over the net and what they're looking for in the instrument.

Will

[JasonParker]

Originally Posted by Amitywill

Hmm, maybe it's because most people like to try out an instrument
before they buy.

When I bought a guitar I didn't buy online because I wanted
to actually hold a few and give them a go before I bought.

Will

I was thinking the same thing, but don't know if that's the case.

[cooler1]

What's the price range of these instruments? Higher ticket items are usually harder to convert even if the traffic is targetted.

[dp40oz]

Musical instruments, pro audio gear ect... Has horrible conversion rates. I have a site in recording and music, it gets about 600 uniques a day and makes about $1.50 a day on average only through adsense. I have Amazon links to every piece of gear or instrument on the page and I think ive sold 2 in a year. I would kill for 1%.

[JasonParker]

Originally Posted by cooler1

What's the price range of these instruments? Higher ticket items are usually harder to convert even if the traffic is targetted.

Mostly above $200. The ones that have converted so far are below $100.

[JasonParker]

Hmmm I was actually thinking that it's not the best demographic. Not like golf or something...

[UMS]

I have an Amazon guitar shop (ranges from low ticket items such as guitar picks up to guitars in the $500-$600 range).

My Amazon conversion rate is around 30%-40%.

[outwest]

Originally Posted by UMS

I have an Amazon guitar shop (ranges from low ticket items such as guitar picks up to guitars in the $500-$600 range).

My Amazon conversion rate is around 30%-40%.

Did your rankings get hit much? just curious since people say product sites got hit a lot

[UMS]

Originally Posted by outwest

Did your rankings get hit much? just curious since people say product sites got hit a lot

My WP sites jumped around a bit, but my Amazon stores (I use software called Fresh Store Builder) had no big changes in rankings.

[outwest]

wouldnt Amazon stores get easily outranked by Amazon on specific items?

When you say 30 -40 percent thats confusing to me , I get it mixed up with adsense CTR

so if you get 1000 visitors to your site, they visit the store directly? so when you say 30-40 percent , how does that translate out from the original 1000 visitors, and what percent do you make on a sale

[JasonParker]

Originally Posted by UMS

I have an Amazon guitar shop (ranges from low ticket items such as guitar picks up to guitars in the $500-$600 range).

My Amazon conversion rate is around 30%-40%.

That's amazing. I'm not saying I don't believe you, but do you have a screen shot you can upload? It would give me a little more encouragement with the niche lol...

[UMS]

Originally Posted by outwest

wouldnt Amazon stores get easily outranked by Amazon on specific items?

When you say 30 -40 percent thats confusing to me , I get it mixed up with adsense CTR

so if you get 1000 visitors to your site, they visit the store directly? so when you say 30-40 percent , how does that translate out from the original 1000 visitors, and what percent do you make on a sale

Sorry if my figures were confusing. When I said "Amazon Conversion rate" I am referring to the conversion rate once the user is on Amazon.

Typically my CTR is around 5%-10%.

So using the number of 1000 visitors, 50-100 of those will checkout on Amazon and of those 50-100 users, around 30%-40% (sometimes up to 50%) will complete the transaction.

Hopefully that makes it clearer.

[outwest]

Hi Thanks yes that clears it up a bit
so if you sell a 400 dollar guitar u get like 20 bucks? or less?

[UMS]

Originally Posted by outwest

Hi Thanks yes that clears it up a bit
so if you sell a 400 dollar guitar u get like 20 bucks? or less?

Amazon commissions vary depending on the product and how many items you sell.

Currently get 6% commission, so on a $400 guitar, my commission would be $24.

[JRCarson]

UMS would obviously know better, I'm not in this niche.

BUT, I do play guitar, and I'd never buy a guitar online either. I WOULD buy a tuner, a guitar strap, a foot pedal that I knew I could get cheaper on Amazon after testing it at Guitar Center, etc...

But a guitar? What if it sounds like crap? The neck is too big or small for my liking? The action is way off and needs to be adjusted before I give someone good money for it, etc.

[outwest]

Ya I play guitar and heck if I am in the store, I have to pick up the guitar and play it
every guitar even by the same manufacturer has a unique sound................so people buying them online amazes me, maybe for their kids I guess

[JasonParker]

Originally Posted by outwest

Ya I play guitar and heck if I am in the store, I have to pick up the guitar and play it
every guitar even by the same manufacturer has a unique sound................so people buying them online amazes me, maybe for their kids I guess

I know guys... That's why I feel like an idiot... because I'm a guitarist and I'm the same way...

[UMS]

Originally Posted by JRCarson

UMS would obviously know better, I'm not in this niche.

BUT, I do play guitar, and I'd never buy a guitar online either. I WOULD buy a tuner, a guitar strap, a foot pedal that I knew I could get cheaper on Amazon after testing it at Guitar Center, etc...

But a guitar? What if it sounds like crap? The neck is too big or small for my liking? The action is way off and needs to be adjusted before I give someone good money for it, etc.

The majority of my sales are for items like straps, picks, tuners etc, but you do get a few people searching for a specific guitar model. I'm guessing they've already tried out the guitar in person and are wanting to purchase one for a good price.

The other category of buyer tends to be the beginners that aren't really sure what guitar to buy, so they rely on reviews and/or price to make their decision.

[yukon]

Originally Posted by UMS

The majority of my sales are for items like straps, picks, tuners etc, but you do get a few people searching for a specific guitar model. I'm guessing they've already tried out the guitar in person and are wanting to purchase one for a good price.

The other category of buyer tends to be the beginners that aren't really sure what guitar to buy, so they rely on reviews and/or price to make their decision.

I would also target beginners, since they don't know what type of guitar they want yet. You have to buy the first guitar to be able to make your own decisions of what makes a good guitar in your own opinion.

I bet Christmas is the busiest time of the year for guitar sales, parents buying kids their first guitar.

I would target beginner starter packs (guitar, amp, accessories), like the "Starcaster by Fender Strat Electric Guitar Starter Pack, Black" on Amazon.