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At the end of February 2023, because a factory in Ruian, Wenzhou, ordered more than 2,000 sets of sponge racks, I went to inspect the goods and unexpectedly saw a product with very small packaging in the factory - a door hook. After a brief understanding, I took a sample back to Nanjing.
Because at that time, I was studying a set of ideas for testing products + secondary promotion, so it was best to use products with market capacity and low prices for testing. Because even if there is a loss, generally speaking the total loss amount will not exceed 50,000 yuan. It is more cost-effective to use 50,000 yuan to explore a feasible idea and plan.
On March 3, 2023, I ordered 90 pieces of spot air shipment to the United States based on the actual number of packings.
The product will be available for promotion from March 26, 2023 and sold out on April 10, 2023
On April 6, 2023, a one-star direct review suddenly came in. Considering that the sponge racks we made before did not use VINE to test product quality, which led to serious negative reviews later, and the sudden one-star direct review would reduce the effectiveness of advertising, we directly shut down the advertising and reported the remaining 20 or so pieces of inventory to VINE. Then it was a long wait for VINE to reply to the review.
In May 2023, VINE's star rating was 3.9 points. The main negative review was that the product was too small and the actual product did not match the picture. Just at this time, I followed up with after-sales emails and slowly raised the sponge rack's star rating from 3.7 points to 4.3 points. So I immediately judged that this negative review was very subjective. As long as I optimized the product's pictures and copywriting, and combined with after-sales email follow-up, I could maintain the product's star rating above 4.3 points. After making such a judgment, I first re-created the link, then took 900 spot goods and airfreighted them, and placed an order for 1,800 at the same time. The delivery was shipped by sea two weeks later.
On June 1, 2023, I will re-enter the market and start promoting the product.
After testing the product in the early stage and using tools to determine the keyword structure of similar products in the market, we can be said to have a clear idea of how to promote this link. During the promotion process, there are only two points to focus on for this product: the growth of daily order volume and the natural ranking of core keywords.
The order target set at that time was 100 orders/day, and the target for the first stage was 50 orders/day. Moreover, I was very clear about the promotion of low-unit-order products: after the orders for the products entered a stable period, the advertisements had to be withdrawn, otherwise it would be really difficult to make a profit.
There were actually only two major obstacles that this link encountered in the early stages. The first was the arrival of the one-star rating on June 15, which made it impossible for the link with a total star rating of 2 to use marketing methods such as coupons. The second was that the change in the star rating caused confusion in the advertising structure during the actual operation process due to confusion in purpose.
From the chart, we can see that after June 15, the proportion of advertising orders suddenly increased. The fluctuation of the total number of orders does not seem to be very obvious from the data. In fact, the natural ranking of core words has begun to change greatly. The following figure is a screenshot of the tool, which is a relatively intuitive reflection of the chaotic scene at that time.
Why does this result occur?
The answer is, because of the deterioration of star rating, when the actual operation saw that the conversion rate of core words dropped, and the ACOS of automatic advertising looked good, he began to transfer the budget of core words to automatic advertising. Then we saw that the total number of orders did not fluctuate much, but the proportion of advertising orders began to increase, and the core keywords fell to the third page.
When I discovered this problem, 8 days had actually passed. Because I saw that there seemed to be no major changes in the orders, I assumed that all operations were normal. However, when I saw the keyword curve of the tool, I was dumbfounded. I immediately found the operation to confirm the problem and develop a solution. The entire solution was as follows:
First, the budget for automatic advertising cannot be changed, because this can ensure that the link can at least have stable orders. Secondly, the budget for core words is increased at all costs, and BID+ is added to the TOS position to stabilize the natural ranking of core words by concentrating a large number of orders. In fact, this keyword was not stabilized in the top ten of the homepage until around July 23.
By the end of August, the link had been on the shelves for three months. I found that I could not reach the sales volume of 100 orders all of a sudden, so I decided to start reducing the advertising budget, make profits first, and then consider increasing the number of orders later.
Until the peak season, this link could barely get 100 orders, but the proportion of advertising expenses at this time was already very low. But because I started to like counting at that time, after repeatedly calculating the production of this product, I felt that this product was actually not a very qualified product. In particular, there were two things that worried me at the time that could not be resolved. One was that the highest score was 4.1 points, and the other was that the return rate had been around 12% for a long time. Therefore, I did not arrange to replenish this product after entering November. As luck would have it, on December 10, this product was removed from the shelves due to the high return rate. At that time, there were only more than 200 pieces left in stock, and we were about to part ways with our partners. All the accounts I had were assigned to other operations, and I was too lazy to continue to appeal this matter.
During the entire cycle, this product sold more than 10,000 units, with a net profit of more than 13,000 yuan. However, because the original intention of doing this project was to verify a set of ideas for testing and promoting, so overall, it is considered a relatively good result.
"Wonderful Reply" Anonymous user Agree from: ccdzd1, Rabbit makes small money, lpgliqinger This is a really good post! But I have a question: "Secondly, we should increase the budget for core words regardless of the cost, add BID+ in the TOS position, and stabilize the natural ranking of core words by concentrating a large number of orders."
When there is a 1-star rating, and the total star rating is a 2-star link, why is it "increasing the budget regardless of the cost, adding BID+ in the TOS position"? How to ensure that when the product rating is relatively poor, increasing the budget and the ad space bidding will place an order for this word and stabilize the ad ranking? ? ?
To put it bluntly, what gives this link confidence that "increasing the budget at all costs and adding BID+ in the TOS position" can generate orders and stabilize the ranking when the star rating is relatively poor? Alex • Nanjing • 2 days ago The difference in star rating is just a decrease in conversion rate, not a lack of conversion rate. Another mistake is that the link of the original test item was merged, and the star rating became 3.8
Anonymous User • Guangzhou • 2 days ago @alexya : I'm a hen. I just follow the general logic. I see a 2-star link, which doesn't seem to be competitive. I just feel that not many people will place an order. Oh, I saw that the budget was increased regardless of the cost after the link became 3.9 stars.
Low-key small e-commerce - for communication and practical information, please follow Paozhuanji Agree with: gambitious Brother A, please advise:
1. If there was no Vine plan in the early stage, did you directly use fake orders to increase the ratings?
2. When doing market research, similar products of this product should also have this problem. Can the defects and quality issues of this product be optimized through the supply chain to produce a better product?
3. Is the quantity of 2,700 pieces during the second entry a bit too much? ale xya • Nanjing • 13 hours ago There was no fake order, and the ending was also mentioned. The final rating was 4.1. This link has never been to 4.3;
I didn’t do any market research. I got the samples on February 28 and placed an order for 90 pieces to be air-shipped on March 3. I just wanted to verify an idea.
Not much, because the goal is to have 50 orders as a minimum and 100 orders per day. From the test data, we can know that as long as we pay the advertising fee, we can get orders. The problem is how to collect the budget.
Mid-lane King of Magic -Amazon Angela I want to ask, do products with this kind of average order value spend about $100 on advertising in the early stage? I also have a product with this kind of average order value, and I feel so painful when I see this advertising fee. Is the initial advertising fee so high just to hit the core keywords and then rush to rank? This opens up a new idea, as if you can't catch the wolf without sacrificing the lamb. ale xya • Nanjing • 13 hours ago This is a problem faced by most people. For example, you may have spent 200,000 yuan on education from primary school to college graduation, but your parents probably don’t care too much about this expense. They think more about your future. This is also a way of understanding investment. If you don’t understand, you can’t spend money like this.
Brahma Great practical post~ Much more interesting than those chat and make friends posts~ Come on Alex. The overall idea is fine. Generally, if the first ten reviews of a new product are bad, I will delete the listing and re-promote it. Saving an old product is much more difficult than promoting a new one. The advertising part is very exciting. Regarding re-promoting, I think the fish fan on the forum also wrote a good post. Come on~
Ming Dynasty Cavalry -Mediterranean Warrior Finally, in the peak season, how can you get orders with such little advertising cost? You spend 3-40 dollars a day on advertising, but it’s not enough to get a few clicks. How do you keep your position stable? Do you participate in other activities at the same time? al exya • Nanjing • 13 hours ago Because my core words are ranked very high naturally, I don't need advertising. Advertising is just for paying protection fees and for dealing with emergencies. With the weight of advertising, adding budget will quickly stabilize the orders for the words.
goodseller It is well written, with practical data to verify the idea and method of re-launch. I feel that if the quality and user experience of this product are improved, it can have better profits. However, it is also an old product that is re-launched, so this result is not bad. al exya • Nanjing • 13 hours ago This product can be made, but I have no interest in making it. The direction of adjustment is not to deliberately make it low-priced. You can try to make it foldable and 90 cm long when unfolded.
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