Super detailed analysis of Amazon traffic and conversion

Super detailed analysis of Amazon traffic and conversion

Regarding the conversion rate, if you don't know your conversion rate, you need to define it through products. Do other colleagues have similar products? If so, calculate their conversion rates.

The point to note is that the conversion rate of browsing products is usually over 10%, while the conversion rate of functional products can reach over 40%.

Don’t define the conversion rate of a product based on your own feelings (these are just inertial thinking). Look for similar products. Once you know the conversion rate of a product, you will know how much room for improvement you have.

If conversion is not working, first optimize the conversion rate, look at other people’s descriptions, pictures, videos, reviews, and QA points that consumers care about. This is the first step.

flow

I have definitely tried increasing the budget and bidding for advertising keywords, but the effect is not good, the conversion cannot keep up, and the ACOS is high.
Let's analyze the logic first. The effect of increasing the budget is more visits. Assuming the click-through rate and bid remain unchanged, do you think the conversion rate will increase or decrease? Usually it will decrease. If it is an increasing link, there is no big problem and you can continue to promote it.
Amazon will help you spend your budget as much as possible every day. You will often find that the budget that normally takes one day to spend may be spent the next morning after you increase the budget (or you may not be able to spend the budget at all, which is a bigger problem. Go to CTR first). This is machine learning that it does to maximize its own interests. The result is an increase in traffic, a decrease in conversions, and a decrease in LIsting weight.
So we increased the budget and also raised the bid, thinking that an increase in ranking would bring more precise targeting, less traffic would bring in more orders, and the conversion rate would increase.
On the contrary, we checked the keyword position and found that it had indeed risen. The budget was also spent the next morning, but there were still fewer orders, the ACOS was still high, and the conversion rate was lower.

The reason is that the traffic of the previous page is much greater than that of the next page. The more traffic you have, the better the conversion you need. Especially in the search mechanism that ranks by weight, the traffic brought by increasing the bid does not convert at all, and the budget is not enough, so the weight of LIsting drops more sharply (this is a bit difficult to understand. For example, if you bid 0.6 at the beginning and are on the second page, there are 100 people every day and 10 orders are completed, and if you increase the bid by 1, there are 100 people every day (budget limit), 10 orders, and the conversion rate is the same, which one is more beneficial to the link? The former, the latter competitor in the same position may have converted 15 orders, and you will have to bid higher next time to reach this position).

 *How to increase the traffic and conversion rate of core words, and how to increase the number of orders?
Orders are concentrated on ASIN, the average order value is not high, and the conversion rate is around 10%. It can be basically determined that these are products that are mainly viewed.
ASINs for browsing products are a good choice. If you simply want to increase orders, you can increase your advertising investment in ASINs. The impact is that the budget will increase, the traffic will increase, the click-through rate will be higher than the average, and the conversion rate will increase. Remember to choose the right ASIN and screen it regularly.
If you don't have a large budget (it depends on whether your budget has been almost used up by these ads), you can use ASIN as the main method. The advantages are low bidding and easy control of ACOs. The disadvantages are unstable orders, so naturally there will be fewer orders.
However, after using this as the main method, you need to find ways to increase the order volume. At this time, your natural position is supported by the order volume. In addition to advertising, in-site discounts, member discounts, and coupons are also used. This is a practice for browsing products. This is a practice for situations with a small budget (do not try it for functional products).
ASIN advertising has three types: automatic, manual, brand, and display. It is best to turn on all of them and control the traffic and conversion mentioned above (not the more traffic the better).
Make this your main method

 Main approach : sufficient budget, long-term commitment, manual keywords with ASIN and other categories as auxiliary
The purpose of advertising: to make the natural position of our keywords move forward further and further, and through the placement of orders for advertising keywords, to increase our weight on this keyword, and ultimately achieve a state where natural orders far exceed advertising orders.
 
 How to find words?
Automatic advertising can’t run the word, or the words that run can’t stand up to ACOS. In the final analysis, it depends on the nature of the product and the keywords. For example, for a decoration product, Home decor is the best to place an order, but if you type this word, you won’t know how to kill it, because it is determined by the product attributes.
Of course, it doesn’t mean that you can’t use keywords for browsing products. Therefore, it is very important to accurately find the search results for a certain keyword and only or most of them are the words of these products. The key is to use these words (use multiple software to reverse search competitors’ keywords, and look for more search results. If the advertisement cannot find the words), start with the mid- and long-tail ones with a certain search volume.

 How to increase traffic and conversion
Natural + advertising, first improve the conversion rate, and after it stabilizes, find words and determine a suitable position. Simply put, don’t compete with others who have products that get 10 or so orders a day by comparing them with products that get 100 orders a day.
Choose a similar product position, then pay attention to the increase in traffic, and keep the trend upward. At this stage, you need to grasp the click-through rate. If the product position is similar, but the click-through rate is wrong for more than 3 days and is much lower than that of your peers, then your product is not suitable to compete with your perceived opponent.
Optimize the main picture, or add coupons, improve the ratings. There is not one competitor, but multiple ones. For example, in these two columns, the number of orders and REviews of each person are not much different.
Don't use too many words, maintain more than 10 clicks a day, adjust the number of words according to your budget. It is recommended to have a wide range of browsing nature in the early stage, especially if you don't have a sufficient budget. Don't use big words at the beginning, and don't think about the first or second place at the beginning, especially when others have advertising space. The rest will be left to the products you choose.
 
Make the incoming traffic achieve conversion as much as possible (try to be natural, the trend is normal, and occasionally you can make up for the abnormal situation)
 
It is not about the more traffic the better, or the higher the position the better. It is about whether the current position is reasonable, whether the conversion rate is normal, whether the order growth is reasonable, and whether the entire listing has a healthy development trend.

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