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How to obtain the Small Business label? How to obtain this mark? Randomness
How should Amazon’s new products improve conversion rates?
Amazon's survival model is nothing more than three points: traffic! Traffic! ! ! and traffic! ! ! Traffic is the most important indicator to measure the comprehensive ability of a website, and traffic conversion rate is the core indicator to measure the maturity of a website . Traffic conversion rate is defined as the ratio of web page clicks to purchasing power or profit. Only with ranking can we maintain high exposure, and only with exposure can we have traffic, and only with traffic can we form conversions. After doing a good job of attracting traffic, let's take a look at how to improve Amazon's traffic conversion rate?
Traffic conversion rate is the probability that our product will be clicked by consumers after being seen by them.
The order conversion rate is the conversion rate when consumers choose to purchase our products after viewing our product listing. Amazon conversion rate formula: Conversion rate = (total number of orders) / (total visits to the product listing) Sellers can see page views, number of visits by buyers, and order conversion rate. Page views refer to how many times a page has been viewed; number of visits by buyers refers to how many buyers have viewed your page; order conversion rate refers to the ratio of order volume to number of visits by buyers, which is used to measure whether a product is popular with buyers. How sellers can use this receipt- Compare the industry average conversion rate to understand the level of the product
- Use conversion rate to determine whether the listing needs to be modified
- Judging whether traffic is sufficient by conversion rate
- Determine the quality of internal and external traffic by comparing the conversion rates before and after
How to increase conversion rate of new products on Amazon When Amazon sells products, it must clearly define the target audience of the products. For the Amazon platform, the product positioning varies among audiences of different ages, genders, and hobbies. Only by clarifying the target audience of the product can it ensure that it can attract the corresponding group of people to buy the product and promote product transactions and conversions. By using the audience to accurately label the product, the Amazon platform can also provide accurate traffic. For functional or difficult-to-use products, Amazon merchants need to consider what kind of guidance should be provided from the perspective of consumers, such as providing guidance through pictures so that consumers can learn how to use them, and developing relevant product guidance when necessary to help consumers understand how to use the products. Optimization Guide: Advertising word classification standards: with conversion/no conversion, core traffic words/precise long-tail words, precise words/irrelevant words.
- ASIN classification standards: with conversion/no conversion, similar products/unrelated products.
- The data we need: core traffic words/precise long-tail words (regardless of whether there is conversion or not), similar products with conversion. The data we eliminate: irrelevant words (regardless of whether there is conversion or not, even if there is conversion, it is likely to be accidental), similar products without conversion, irrelevant reviews with/without conversion.
How to deal with it: Run low-bid ads for core traffic words, manually and accurately, this step is to cultivate words (regardless of the current conversion rate, do not lose the core traffic of the product, which is a bit like laying the foundation), run high-bid ads for accurate long-tail words, manually test extensively, and gradually test the words with the highest conversion using the funnel method. Run a group of ads for the selected ASINs, and determine the bid based on the CPC of the conversion. Budget: Control it yourself, and don't turn off automatic advertising. Negate the words that have been advertised and the words that need to be eliminated, and free up the budget to run more data. Without reviews, it is only recommended to use product advertising. If the main picture and video are well done, you can also do video advertising. This type of advertising currently has less competition. There are many advertising groups here, so pay attention to the reasonable allocation of advertising budget. Is there an advantage in pricing (excluding new products, not making the same products as the front desk, and opening private models by yourself) Among the new products launched in the same period, does your price have a certain advantage? It doesn’t have to be too much, because buyers will assume that your product quality is relatively poor. For a $50 product, a price advantage of $5-10 is quite considerable. Offer discounts When shoppers know they are getting a better price on a product, they are more likely to buy it. But don't think about offering discounts all the time. Setting a small threshold is easier to capture the hearts of consumers. It can help you stay competitive and well-known. Optimize the description of your listing: A common reason for a drop in conversion rate is that your product listing is old and outdated or the pictures are blurry. Maybe your main picture is a bit blurry, or your image angle only has one or two product pictures, which makes it difficult for consumers to intuitively understand your product. It may also be that your title is unclear or not specific enough, or the product description does not provide enough information. Consumers don’t know what convenience or help your product can bring to them after purchasing it. On the other hand, maybe your product description doesn’t flow well. If the description is not easy to understand or detailed enough, it will not win consumers’ trust in the product, and they may not read the product information and thus not make a purchase. Does the entire listing capture the buyer’s pain points and then reflect them? (QA/pictures/bullet points are the main ways to reflect) How can we arouse customers’ desire to buy new products without any reviews in the early stage? We need to grasp the customers’ multiple pain points and describe them well in the details page. This requires in-depth research on the evaluation of the top sellers in the entire product market and QA, so as to capture as many points that buyers are concerned about as possible, which can be reflected in the product pictures/five points/A+/QA/main picture video. Have we done this well? Main image video: Video can dynamically display products and give customers a more realistic visual experience. Adding video will result in higher conversion rates than new links without video. The blessing of reviews: The more reviews/better star ratings, the better the conversion rate. When the details page has an absolute advantage, do your best to attract traffic within the site. Increase the types of advertisements: SP+SD+brand advertising+SBV are started simultaneously. It is recommended not to use so many types of advertisements during the new product period. Therefore, it is best to start multi-directional traffic diversion after receiving good reviews and ensuring that the product link has an absolute advantage. Grasp Amazon's multiple traffic entrances: In addition to in-site advertising, there are many free entrances: bundles, posts, A+ page links (old customers bring in new customers), QA brand words on competitor pages, etc., which can stimulate sales and drive review growth in the short term. Means of sacrificing profits: off-site celebrities (if you don’t want to do it, you don’t have to do it), high discounts, low prices, buy one get one free, and invite reviews in time after the completion. Be careful not to add discounts! This is purely to stimulate reviews to sacrifice profits. It is not recommended to do this measure as soon as a new product is launched, so I put it last in the order, because a product can continue to be successful for a long time, and ultimately it depends on the traffic on the site, so you should first do a good job of attracting traffic on the site. Reasons for low conversion rate- Is the entry point for product selection clear? If it is the same product as a competitor, does the price have an advantage without any weight in the early stage?
- Is the keyword embedding in the listing accurate? This is directly related to whether Amazon can accurately crawl your products, thereby giving your listing a certain weight, and is directly related to the performance of your automatic advertising. If the data is very messy, then there is a problem with the keyword embedding in the listing, which can be judged by combining the data report of the automatic advertising.
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