When it comes to traffic, there is nothing more than internal and external, that is, traffic on the site and traffic off the site! What are the ideas for Amazon's new product off-site gameplay? Darkness is coming to share with you a new product off-site gameplay, hurry up and save it! 1. Off-site strategy ideas When launching new products outside the site, you must ensure that the inventory of new products is sufficient. If the inventory is insufficient, it is not recommended to launch new products outside the site, unless you are using the site to test the products. Play method 1: high price + flexible adjustment of discount strength + increase conversion rate In this case, the following adjustments must be made in advance: First, price: before the sale, you have to do a good job of price positioning. For example, if you want to use a high price approach, and your competitors on the site are 18.99 US dollars, then the high price can be positioned at 20.99 to 23.99 US dollars. It cannot be set too high. Second, regarding advertising: On the first day of sale of a new product, you must not run advertising. The off-site traffic is too extensive. If you run advertising off-site at the same time as launching the new product, it is easy to kill the link. Advertising needs to be started in a relatively stable state. Either directly promote the new product with advertising, or run advertising after getting a certain ranking. High-price strategy: If the competitor is selling for $18.99, I will directly sell for $20.99. Since I want to promote new products outside the site, I am willing to lose some money outside the site. If the price of new products is too high, if there is a natural order, it will be easier to get bad reviews, so I will not set a big price difference with competitors. If you think you will lose too much money outside the site, then the highest price is recommended to be within $23.99. Phase 1: No ads, pure CODE mode outside the site When a new product is just launched and there is no advertising, there will be basically no natural traffic for the new product. This is basic common sense. At this stage, the new product does not need natural traffic or natural orders. It only needs one most important indicator, which is to increase the conversion rate of the new product and continuously improve its BSR ranking. In this process, intermittent flow or wave flow is used to deliver off-site content. In the Amazon backend [Data Report] to [Business Report], you can see the daily visits and conversion rate of the link. You can see the data of the previous day one day later. Make an order data record table, and you can see the new product's visits, conversion rate, natural orders, off-site orders and other data. PS: It is best to make a table to record the data. Never judge by your naked eyes. The real link data will allow you to judge how the new product promotion should be adjusted, and each important adjustment must be recorded in the table for easy review. Increase discounts through daily orders and conversion rates, and use social media discounts directly to launch off-site. Social media discounts can increase discounts to 80%. New products are initially launched at a price of $20.99. It is recommended that you directly use 60% code when placing the off-site product for the first time on the first day. If the off-site orders do not work on the first day, adjust the discount to 65% code on the same day. On the second day, the off-site promotion was launched again. If the off-site order effect was still not good on the second day, the discount was adjusted to 70% code on the second night until orders could be placed at this discount, and try to ensure that the link conversion rate is not less than 10% every day. Phase 2: No advertising, off-site CODE+COUPON mode Phase 1: After a week or two of launch, you need to do a very important action, which is to use the sif tool to check the natural keyword ranking of the link. When you find that more than 90% of the key rankings of the link have risen to the top 3 pages, take immediate action and use the code+coupon mode. When most of the keywords come to the first 3 pages, it means the natural traffic of new products. Then directly opening the coupon is more likely to increase the natural orders. Therefore, the code+coupon model must be adopted, with coupons accounting for 20% and codes accounting for about 40%. How long does it take for a new product to be released for its natural ranking to improve? To improve the natural ranking, two points need to be met. The comprehensive conversion rate of new products continues to increase, and new products can control the category ranking in a relatively stable range. Only by ensuring these two points can the natural ranking of new products be improved. In the first two weeks after the new product is put on the shelves, it should be released off-site about 3 times a week for about 2 to 3 weeks. If the above two points are guaranteed, the natural ranking of most keywords will most likely be improved to the first 3 pages. The second stage: Continue to combine off-site delivery and adopt the code+coupon model for delivery. The purpose of off-site delivery at this stage is to stabilize the ranking of small categories through off-site orders, thereby stabilizing the natural ranking. When the sellers on the site click on the coupons and place more orders, the natural ranking will be further stabilized. PS: The purpose of this stage remains the same, which is to ensure that the overall conversion rate continues to improve. Phase 3: Start advertising on the site and stop advertising outside the site The standard action for stopping the off-site delivery is that the new product has at least 10 reviews and the star rating is maintained at 4.3 points or more. The degree of competition in different categories is different. For example, for the tempered glass category, I will stop the off-site delivery after the link reaches 100 reviews. For the recorder category, the off-site delivery can be stopped after about 30 reviews. Different categories have different requirements for new product reviews. Stop off-site delivery and do the following immediately- New product price reduction, from US$20.99 to US$16.99
- Coupon strength increased from 20% to 30%
- Launch in-site advertising the next day
When a new product is reduced in price, a red label of 30-day price reduction will appear directly, which will greatly increase the exposure, click-through rate and conversion rate. In the two stages of off-site delivery, most of the natural keyword rankings have reached the top 3 pages. Reducing prices and increasing coupons will further improve the natural ranking and obtain more natural orders. If you start advertising again on the second day, the orders for the new product advertising will be beyond your expectations. Method 2: Lower price + flexible adjustment of discount + improved conversion rate Competitive products are priced at $19.99, and new products can be launched at $17.99 for off-site placement. Following all the procedures, this price is easy to get orders, the conversion rate will be very high, the link ranking will increase faster, and the on-site advertising can be started quickly. The disadvantage is that there will be a lot of off-site orders, the off-site losses will also be relatively high, the category ranking will be more aggressive, and the new product ranking may be spoofed by competitors if it rushes too fast. Gameplay 3: Double off-site gameplay In actual practice, you will find that when we set prices too high, it will lead to very low conversion rates within the site and insufficient competition; when we set prices too low, we will lose too much money when we adopt more than 50% social promotion outside the site.
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