Why is your off-site promotion ineffective and not generating any sales?

Have you encountered the problem of poor off-site promotion results, unstable orders, or even no orders? If so, it is recommended that you read the following content carefully to find out the reasons why off-site promotion does not produce orders.

First of all, let us clarify why we should conduct off-site promotion?

Determine whether your product promotion purpose is for new product promotion, ranking improvement or inventory clearance.

New product promotion stage

If your new product has no or few reviews, the purpose of off-site promotion is to increase the activity of the new product and moderately improve the natural ranking. At this stage, no matter what the conversion rate of on-site or off-site orders is, Amazon will think that your product is not attractive enough. If you miss the new product period, it will take a lot of energy and money to improve the conversion rate. When promoting in the new product stage, whether it is setting up coupons on the site or off-site promotions, the discount should be large, because the primary goal is to stabilize and continue orders, and the initial e-commerce operation may need to be prepared for losses.

Steady ranking improvement stage

If you can't improve your product ranking with on-site promotion, your ranking has been declining, and you want to improve your ranking with off-site traffic, then the promotion discount should be as large as possible. Some people may say that you can get a lot of orders by using low-price and large discounts and increasing advertising on the site, so why give the funds to off-site promotion service providers, which will not be as effective as on-site? If the on-site promotion is effective, then off-site promotion is indeed not needed, but if the site has tried everything and still cannot improve, then off-site traffic may be an option. In this case, it is better to offer a bigger discount and lose some money than to lose off-site traffic.

Inventory clearance phase

At this stage, your discounts and prices should find a balance between overseas inventory clearance service providers and directly discarding the products. If you want to reduce losses, the product rating cannot be too low. Before the 4.0 rating, do more off-site promotions to ensure that the product sells.

The reasons that affect the failure of off-site promotion orders include: the discounted price of the product, the discount strength, the listing score, the market size of the product audience and the off-site distribution channels.

Discounted price of the product

For products with low average order value, such as products with a discounted price of less than $9.99, buyers usually do not spend a long time browsing, but buy quickly. In contrast, for products priced above $20, buyers may compare. For products priced above $50, buyers are usually more cautious and will consider the brand influence, review ratings, and review content of the product. Buyers who purchase off-site are often those who seek greater discounts. Therefore, for products priced below $9.99, off-site promotions may be more likely to obtain orders, while for products priced above $20, ensure that the discount is large enough, otherwise buyers may choose competing products on the site.

Discount

A $50 kitchen product that has never been raised in price and is priced similarly to competing products, if it is promoted off-site at a 70% discount, generally speaking, if the review ratings are normal, the off-site promotion effect of the product should be good.

Listing Rating

Listing ratings include review ratings, image quality, 5-point descriptions, A+ pages, buyer shows, and celebrity videos. Review ratings are one of the important factors affecting off-site orders. If the rating is lower than 3.5, the effectiveness of off-site promotions may be affected. Even if the off-site promotion discount is large, if there are several negative reviews on the homepage, buyers may consider buying other products.

Product audience market size

The size of the product audience market is one of the most important factors affecting the effectiveness of off-site promotions. Off-site promotions may be less effective for niche products, seasonal gifts, accessory products, niche categories, and products with less content on Amazon. How to determine the size of the audience market? You can check the daily sales of the top 10 best-selling products. If their sales do not exceed 500 units, they are niche products. In this case, even if the discount is as high as 80%, it may be difficult to bring in orders. For such products, it is recommended to find influencers with high verticality and precise audience matching to post.

Off-site distribution channels

Some sellers have reported that the effect of the same product promotion by the same off-site promotion service provider varies from time to time. The reasons may be:

• The product was last delivered not too long ago to the same group or the same fan base.

• Failed to select the right celebrity with the right fans to post to.

• The channel traffic delivered is not accurate enough.
  
  

There are many off-site promotion service providers, and the results are unstable, making it difficult to retain long-term customers. Many sellers will continue to test different off-site channels. Whether it is on-site or off-site promotion, improving ratings, making more celebrity videos to increase conversion rates, optimizing product selection and refined operations are all basic internal skills to increase orders.