When we do things outside the site, what do we do?

Many people think that on-site traffic is expensive and want to look for traffic outside the site, but they don’t know that as long as it is traffic, it actually costs money. An off-site flash sale may cost around $50. To increase traffic in a group, you also need to find an intermediary to pay.

The traffic within the site is also purchased by Amazon from outside the site, and then sold to Amazon sellers after being packaged, so the advertising within the site is more expensive.

Compared with on-site traffic, off-site traffic is first-hand traffic and is relatively cheap. The accuracy of the traffic is difficult to control. If inaccurate traffic is introduced, the conversion rate on the Amazon site will be reduced, thereby reducing the ranking, which will have a great impact on the weight of the listing.

1. First of all, you need to understand the purpose of doing off-site:

1. Increase volume

The so-called increasing sales volume means posting some discount codes in FB groups or deal websites, which can greatly increase sales.

Why the large volume?

a. Clear inventory

b. New product period dilutes the review retention rate

c. Grab the new release

d. Sprint ranking

2. Brand promotion : mainly through cooperation with Internet celebrities to increase brand exposure

Second, the way to do it outside the station:

1. Large volume: FB groups, deal websites, etc.

2. Brand promotion: FB, INS, YOUTUBE, etc.

For specific methods, please refer to previous articles:

How to cooperate with YouTube celebrities?

3. When is the right time to do off-site work?

If a product has few reviews and sales in the early stages, it is a waste of effort to do off-site marketing.

How many reviews, sales, and rankings does a product need to accumulate before it is suitable for off-site promotion without wasting money?

1. Test new products first, and post direct reviews before the reviews are posted.

2. The conversion rate of product listing is higher than that of major competitors;

3. The ACOS level of hot words with PPC exceeding 80% of the products remains high;

4. The overall rating of the product remains good, with basically no after-sales quality issues.

5. Try to use various feasible display methods on the site, especially those for competing products.

If you start doing off-site work, you must pay attention to conversion rate, conversion rate, conversion rate! Say it three times!

4. Reasons for low conversion rate of off-site traffic:

Traffic comes in, but there is no good conversion rate - lower than the normal level of industry category conversion rate, or lower than the reasonable target line you set. The reasons are as follows:

1. Inaccurate flow

2. The product is relatively weak among competing products in the same category

For example:

More products of the same category and different brands are displayed under the product listing, and the herd effect of brand recommendation affects buyers' purchasing awareness;

The images and text of competing products are better;

Competing products have more and better reviews;

The price or logistics of competing products are more advantageous.

5. How can we improve the conversion rate of traffic?

Find the right FB groups and deal sites.

How to choose the right FB group and deal website?

1. Choose the audience of off-site channels according to the product

The deal website can be analyzed through similarweb, website: https://www.similarweb.com/

2. FB group analysis elements:

a. Number of fans: determines your flash sale effect

b. Products and discounts: Determine the main audience of this group. The discount is generally higher than 40% OFF, which will have a better effect.

c. Has anyone placed an order for your product recently? If there has been an order in the past month or week, then send it to a different group, otherwise the effect will be poor.