The product has entered a stable period, but the order has not met expectations. How should we improve it?
As for how to bring about a breakthrough in sales after the product has entered a stable period, in fact, the main thing is to analyze the underlying logic of Amazon itself recommending listing.
Even if it is the same product, there may be different performances on two different links, so there is no action that can be done directly for a link, and sales can be improved by leaps and bounds.
The main thing is to make a listing diagnosis, that is, to analyze the basic data of your own links, and then you can prescribe the right medicine.
The analysis direction is mainly based on the two data around the listing itself, the traffic and the conversion rate. The principle is that the traffic is not enough to find the traffic, and the conversion is not enough to find the conversion. But what can we do when the specific traffic is not enough?
① Do everything possible to occupy all the traffic entrances on the site, and increase the budget and bidding of the original advertising activities that performed better;
② Make a fixed investment for some products with better traffic in the station, and use the data to filter out the good performance;
③All new listings of the same category in the fixed investment station;
④Use SB/SD advertisements, video advertisements, etc. to occupy all positions as much as possible. The remarketing function of SD advertisements is also a good tool, and the production ratio is quite high;
⑤At the same time, use off-site red people to help promote (currently, the test youtube red people is relatively high in production);
⑥ Strengthen the frequency of burying big words in the original copy, and advance the position of burying big words in advance, etc., and strengthen listing inclusion;
When expanding traffic, there must be a certain budget expenditure. It depends on how much traffic your listing can accept. After some traffic that cannot be received is slowly filtered out, you can find a way to digest these new incoming traffic.
What can be done when the conversion is not enough? This is a lot more. First of all, we must think about the most essential difference between ourselves and competing products, rather than blindly lowering prices, or that if the conversion is not enough, the evaluation is not enough. This is all wrong.
Here are a few dimensions that can be optimized:
① In terms of picture quality, whether the selling point is in place, details and functions, and whether the comparison pictures are in place;
②In terms of price, it should actually be said to be value. Cooperate with the copywriting to make buyers feel that buying your things is worth the money (sometimes using large coupons, associated promotions, etc. is better than direct price reduction);
③Whether the description of the product in terms of copywriting and pictures is in place;
④Whether there has been a negative review on the homepage recently, arrange to go to the negative review and no negative review on the homepage;
⑤Strengthen promotion with conspicuous promotional information (picture + copy);
⑥Strengthen urging reviews, find ways to improve star reviews, etc.;
Because this place doesn't know much about your link star rating, new time, etc., so I can only give general directions and suggestions for measures. If there is some data attached when asking questions, for example: advertisements About the order conversion rate, the sales volume, and the star rating, you can make a more detailed judgment.
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