For most Amazon sellers, the low traffic and low sales of old listings are often encountered problems.
Because of this situation, many sellers often face a lot of storage costs, affecting the IPI performance of the store, affecting the storage capacity, and affecting the stocking plan.
Today, Xiaojiang analyzes and finds out specific problems for sellers from all angles. At the same time, it provides sellers with ideas to activate the traffic of old listings, thereby increasing sales.
For a listing, if there is a sudden drop in traffic and sales, the seller must first make a diagnosis. The most common situations are generally the following:
1. The product receives complaints or bad reviews
If a product is complained about, Amazon will deal with your listing invisibly downgraded, which will lead to a decrease in listing traffic and a drop in order volume. Once the seller finds out about the complaint, he must immediately make amendments and appeals, and send an email to Amazon to ensure that he will not commit the same again in the future; at the same time, he will promote or reduce the price of the product, and increase the advertising budget to stabilize the product ranking.
The product has received negative reviews. There is no need to mention the impact of negative reviews on a link. When the seller finds that the decline in product sales is due to the negative reviews, it should be dealt with in a timely manner.
First of all, find out what is the reason for receiving a bad review. The real bad review can help us understand the problems and pain points of the product, as well as the defects of the product. Secondly, try to find the seller who left a bad review and provide him with a solution. There is also a certain probability that the bad review can be deleted. However, it should be noted that when communicating on the site, pay attention to the words used for communication, and sensitive words should be Be careful to use it.
If it is a malicious negative review, you can explain to Amazon that it is a malicious attack by a competitor, ask for help, and complain to Amazon. For example, a lot of advertisements are spent, many FBA goods are on the way, and the link is not easily pushed up. Links hit hard and so on. In addition, if you find that the account leaving the review is suspicious, attach a screenshot of the profile, say it is a new account, only leave your product reviews, or an account with all negative reviews, explain to Amazon that this is obviously malicious.
2. Increased return rate, low buyer satisfaction, and reduced performance appraisal scores
If your product is judged to be too high by Amazon’s background performance standards, the listing ranking will be lowered, the corresponding traffic will also be reduced, and even in severe cases, the buyer’s satisfaction is too low, and the link may be removed by Amazon . In addition, check whether the store has feedback, A-TO-Z, untimely email responses or buyer complaints.
3. The product category has been modified
Irrelevant product categories will lead to very low listing traffic, and your own products cannot be searched. If the category is tampered with, the seller should check the buried words of their own copy in time, and then remove the inaccurate words in time after the listing goes online to avoid being included and the category being edited; at the same time, pay attention to the seller's QA, feedback Words whose comment content is related to other categories but not related to the product itself shall be denied in time to avoid being included and recognized.
4. Compete with competitors
There are mainly the following situations:
Whether to add competitors
Whether competitors bargain for on-site promotions or off-site promotion deals
Are competitors increasing their advertising budgets and increasing their single bids?
Maliciously clicked ads, resulting in an increase in acos, resulting in a lower product conversion rate
Being maliciously hyped and robbed of shopping carts
The listing was maliciously modified, and sensitive words were added, causing the link to become a dog
These situations are also the reasons for the decrease in traffic and sales, so sellers need to frequently search the front desk for relevant competing products of their products.
5. The product is a seasonal product or has recently participated in a spike activity
These factors can also cause product sales to become erratic. Especially in spikes, if the trend of product sales changes too much, it is easy to be judged by the system as abnormal data of a surge in sales, so that the traffic given by Amazon will also decrease.
Therefore, sellers should pay attention to the steady state of the data before and after the spike, and do not let the data change too much. And gradually increase the proportion of natural orders, stabilize the keyword ranking, and gradually reduce the promotion assistance outside or inside the site.
In addition to these reasons, one of the main reasons why the traffic of old links is getting less and less is the less exposure of listings, and less exposure also leads to lower and lower keyword weights of old links, and lower and lower natural rankings.
Why is there such a situation?
The main reason is that when the seller promotes in the early stage, the advertising operation method is wrong, and it relies too much on the advertising order. Because of the blessing of new product traffic in the early stage, the orders brought by advertisements during promotion are considerable.
However, in the later stage, without traffic support, the proportion of orders relying on advertisements is too large, and the proportion of natural orders is too small, which will lead to problems such as the high cost of orders and the inability to increase the weight of the organic ranking of keywords. To maintain the order volume, we can only continue to increase the advertising budget and bidding, and the few remaining profits are naturally eaten up. This problem is also currently experienced by many Amazon sellers.
At this time, sellers can consider using on-site price reduction promotions and off-site promotions to increase the order volume and promote the improvement of BSR rankings, so as to promote the natural ranking of keywords and bring more natural traffic.
In addition, you can push the keyword ranking to the homepage by reducing the Acos of the product, and then slowly reduce the advertising budget and bidding of the product. As the proportion of natural orders increases, the ranking will be higher, the order will no longer depend on high advertising costs, and the ranking and sales will be more stable.
It is well known that in 2021, many sellers’ advertising CPC costs will account for more than 10%. In addition, compliance has become a general trend, and everyone dares not brush it again. In 2022, many sellers put operating costs into advertising, and CPC costs are once again. pulled up.
Therefore, if the seller relies on advertising for a long time, how much profit will there be in the end? I believe all sellers are well aware of it.
At present, the dilemma encountered by the majority of sellers is the high cost of advertising and the two major problems of relying too much on advertising.
Once the advertisement is suspended or the advertising budget is reduced, the performance of the listing will be poor, the organic ranking of the keywords will drop, and the organic orders will also decrease. The biggest problem is that the proportion of organic orders is small.
We have a "positive" balance point indicator, which means the balance point between organic orders and advertising orders, and once this balance point is reached, sellers can slowly reduce advertising budgets or even pause advertising. However, the length of time for this balance point depends on your organic keyword ranking and organic order volume growth.
And this is the logic that we advocate "let the purpose of advertising be no advertising or less advertising".
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