Last time, we shared with you the principle of Amazon's new product data bonus period. Amazon mainly allocates traffic based on the conversion rate of listings. This principle is implemented in all stages of our product promotion, including strategies before out of stock.
Before the listing is out of stock, if you want to stabilize the entry of each keyword as much as possible under the premise of insufficient inventory, the best way should be to keep the conversion rate of your listing at a high level.
We all know that the keywords of Amazon listing are basically easy to come back within 3 days of being out of stock, so we will not talk about this situation here. Here we are talking about the situation where the stable link is out of stock for more than 2-3 weeks.
Here is a brief introduction to a few actions that must be done before the stock is out of stock:
1. Calculate the inventory:
Let the existing inventory be sold as long as possible, and the time period of out-of-stocks is shorter. If it is unavoidable that some sales sprints are appropriately carried out in the week before the out-of-stocks, the keyword rankings can be stabilized;
2. Formulate the next sales strategy according to the inventory;
After determining the expected number of days and the average daily sales volume that the existing inventory will allow you to sell, if the daily sales volume does not meet your expectations, you can use discounts or advertisements to stabilize it. ;
When the inventory can no longer last for a week, the last 3 days sell out the sales for a week, improve the conversion rate and keyword ranking of the listing, and lay a slightly stable foundation for the ranking and sales after receiving the goods;
3. Control the advertising budget according to the inventory;
Before running out of stock, you can try to turn off some advertising campaigns that test traffic, or advertising campaigns that originally performed poorly, improve the conversion rate of some listings by reducing traffic, and stabilize link keyword rankings;
So, what should we do to maintain good reviews when links are out of stock?
√ Send emails to greet customers to avoid bad reviews;
The content of the email can be based on the properties of the product, and the possible problems of the product can be explained to the customer in advance as much as possible, and friendly after-sales reminders, but the email must pay attention to sensitive words, and some sellers who need to send 2-3 after-sales emails It is necessary to pay attention to the time interval between two emails, so as not to be considered intrusive by customers.
√ As far as possible, the products with better quality should be reviewed;
If the quality of the product itself is good, you can directly participate in the vine program in the background when it goes on sale. During the out-of-stock period, you need to try your best to send a reminder letter or use the official reminder button in the background, so that customers can better Urge review.
√ Stop selling products to avoid garbage traffic;
This also depends on the product. If it is a seasonal product, you can try to use the co-selling method. After all, the timeliness of seasonal products is relatively strong, but for most regular products, you can directly take it after the link is out of stock. Stop selling to avoid the entry of junk traffic and lower the listing conversion rate.
√ Improve the original quality problems of products;
According to the problems reported by customers, further communicate with the factory procurement, etc., and feedback the real problems of "buyer's voice" and customer feedback in the review to the factory for further product improvement during the out-of-stock period.
After a long period of out-of-stock, the links are no different from the new products. Most of the keyword weights are basically gone, and there is still a period of historical sales data that is worse than the new products. It is not possible to see results in a short period of time. So make a relatively long-term layout.
However, directly using links to directly increase coupons and other methods can only bring short-term stimulation, and the stimulation effect will only be worse every time, so what should be the correct promotion methods and steps after the stock is out of stock?
Here are 5 steps to briefly talk about how to quickly restore sales after out of stock:
√ Optimize listing page keywords:
This is a very important factor that many sellers will ignore, because the listing keywords before the stock is out of stock and the hot-selling keywords after the link arrives are likely to have become different, so the keywords that have been converted before the stock is out of stock. It is not necessarily applicable to the current listing, and needs to be re-investigated and optimized;
√ Optimize listing page images:
According to the product pain points reported by customers before, optimize the listing page, add some pain points to the main image, A+, and five-point descriptions to avoid bad reviews, and observe whether the new competitor pages are better during the out-of-stock period. Optimize points, refer to and optimize, etc.;
√ Make good use of QA, related videos and other sections for active listing:
After a listing is out of stock for a long time, it will be judged as an inactive link by Amazon. At this time, it must be stimulated in all aspects. The QA section is a high-quality section that strengthens the collection mechanism of new keywords. To activate the listing, you can also express some product pain points again;
√ Advertising after out of stock:
Ads are placed according to the reviews of the listings. Links with relatively more advantageous reviews in terms of quantity and quality can be used to quickly restore their rankings by using the top position at the top of the search page, and then slowly optimize according to various data such as the conversion rate of the listing’s advertising orders. A good campaign slowly increases the budget;
Links that are relatively less advantageous in terms of review quantity and quality can use the staggered method, stagger the big words and top positions, try to run medium traffic words and medium positions, occupy more medium positions and then slowly rise, focusing on Improve listing conversion rate to increase page search traffic;
√ Cooperate with on-site seckills and off-site promotions:
The best way to restore sales after out of stock is to allow yourself to have a steady increase in sales for a period of time. Therefore, after out of stock, you must cooperate with LD and 7DD in the station, and interact with various deals websites outside the station to stimulate sales, so as to stimulate sales. reach within a short time
√ Cooperate with each post traffic entry in the station:
In fact, the post entry pays great attention to the product category. The post traffic performance of some product categories will be relatively good, similar to some products with social attributes or a sense of atmosphere, while the traffic of some just-needed products is relatively low, but free There is no need to use the traffic entrance of the website for nothing. If you post a few more posts, maybe there will always be a post that will explode.
But some sellers will say, I also know how to use these methods, and I also use these methods, but why is it still not helpful to my listing sales after using them?
There are many main reasons for this, the main ones are the following:
1. The out-of-stock time is too long and the data volume is too large to be reversed;
2. The products are out of season seasonal products;
3. There are too many negative reviews on the product page during the out-of-stock period;
4. The product itself has major disadvantages and is not recognized by the market;
5. The product promotion time is relatively short;
6. The product category is too red ocean, and the monopoly is strong;
If you encounter the above situations, you can probably consider abandoning the link or re-promoting the listing, so as not to spend a lot of time and energy and still cannot get the corresponding return.
However, in general, the differential performance of each link is very large. The work you do now will definitely show or explode at a certain moment in the future, but the promotion rhythm of different links cannot be generalized. The details of each person's operation There are also certain differences. Even if others have done something successful, they may have different performances on different links.
Therefore, for the promotion of out-of-stock links, you still need to test more, maintain a mentality, and insist on doing the right thing. One day it will be successful. Today's sharing will be here first, and we will meet again at a later date.
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