In any e-commerce business, the most basic is the link conversion rate. If you want to be a good Amazon, the conversion rate is a very important indicator. The level of the conversion rate affects the weight of the listing to a certain extent.
What is the Amazon Conversion Rate?
There is no fixed standard for this. The conversion rates of different categories are different, and the conversion rates of different customer unit prices are also different. Standard products, non-standard products and semi-standard products have different conversion rates.
You can look at your keywords, and you can see the conversion rate of a certain keyword of your product in the business opportunity detector or in the brand analysis module.
If there is a standard product, the conversion rate is 10%, is it bad?
In this case, it depends on the unit price. If the product is more than 100 dollars, 10% conversion is very good; but if it is about ten dollars, the conversion may be relatively poor. No matter what stage the conversion rate is currently in, whether it is higher than average conversion or lower than average conversion in the same category, as an operation, we must aim to improve the conversion rate of links.
The specific dimensions can start from two directions.
01
From the perspective of listing optimization
(1) Main image & video
Make sure that the main picture and the secondary picture highlight the advantages and selling points of the product, so that customers can clearly know what your product looks like, what its functions are, how to use it, and what the applicable scenarios are.
To improve the picture quality, it is recommended to use pictures made by professional photography artists. If conditions permit, you can use the effect of modeling and rendering. At the same time, it is recommended to add product demonstration videos, including product function structure introduction, usage methods, usage scenarios, product unpacking and installation videos. The second is related videos. The videos should be good enough, especially the videos of some foreigners appearing on the camera.
(2) Five-point description
It can bury the words not reflected in the title into the five-point description, avoid keyword stuffing, and pay attention to the readability of the copy. The five-point description should introduce the product highlights, materials, functional structure, usage methods, usage scenarios, and after-sales services in detail.
(3) Details page
If it is a brand, it is recommended to add a brand story module to promote the company's brand and attract traffic to the company's other products. The A+ page, with detailed descriptions of pictures and texts, displays product highlights in the form of pictures and texts, which is beautiful and elegant, giving customers a sense of scene substitution.
(4) QA
There must be at least 5 QAs in this part, and the Q&A should be as long as possible. It is best to upload a QA video so that customers can feel the answer to the question more intuitively.
(5) Comments
The star rating and number of reviews make a big difference.
On the one hand, we must pay attention to the accumulation of the number of comments, and on the other hand, we must also pay attention to the evaluation of customers, and try to reply to the commenter. You can try to contact the negative customer in the background-brand-buyer comments to respond and make up for it. Product quality problems, we must communicate with the factory in time for improvement.
This suggestion should be taken into consideration before it is put on the shelves, look at the comprehensive scores on the product market, try to avoid categories and products with a high rate of negative reviews, and choose suppliers with reliable quality when selecting products. Comment, then no matter how good the operation strategy is, there is no way to improve the conversion rate.
(6) Price
Price is an important factor in determining conversion. We must not only ensure that our prices are competitive, but also pay attention to our natural position, the situation of competing products around the advertising space, and the competitive links on our details page, and analyze their pricing. , discount strength and listing quality.
(7) Identification
Prime logo, the conversion rate of FBA is much higher than that of FBM; Promotional logo: Products with price reduction red labels, spike logos, and coupons convert better than products without these promotional logos, and those with promotional logos also have exclusive traffic portals.
It is emphasized here that at the listing level, we must learn to analyze the situation of excellent competing products, analyze their listings, analyze their brands, analyze their products and evaluations, analyze advertising words, etc., and know ourselves and our enemies. Only then can we explore our competitive advantages. Highlight and amplify our strengths.
02
Advertising level
(1) Ensure the accuracy of the keywords placed
In the choice of advertising words, you must choose words with strong relevance. Whether it is ad clicks or organic visitors, they are an important source of traffic for Amazon. This requires us to ensure that our paid traffic and natural traffic are accurate enough, and the traffic is accurate, which means that our core traffic words must be highly relevant. The weaker the correlation, the lower the corresponding conversion.
(2) Improve the comprehensive conversion rate of advertising
After many friends find the big word of the product, they will try their best to vote for the big word, or only the accuracy of the big word. Here we have to understand that big words are very important, but in general, the conversion rate of big words is difficult to exceed 20%. Therefore, we need more long-tail words to place orders. Some long-tail words may click 1-2 words to place orders, and the conversion may even reach more than 50%, so that our comprehensive conversion rate will increase.
Amazon's judgment and inclusion of a product requires more latitude judgment. Only 1-2 words are far from enough, especially in the new product period. In order for Amazon to quickly recognize our listing, we need to expand the word more and discover high-converting words to increase the weight of the ad group.
Sometimes we have to learn to choose. If the budget for a certain core big word is full, the effect is still not good. At this time, we must learn to choose. This trade-off is not for you to turn off the vote directly, but in the case of poor performance of big words, we can reduce the budget and bidding of big words, allocate more budget to other long-tail words, and automatically run out of them. of high-converting words above.
Of course, we can also use long-tail keywords of big words in a broad and precise way. These also help the ranking of big words. We must learn to discard a certain word to improve the comprehensive conversion rate.
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