Before the flash sale, all the preparations have been completed. In fact, the listing plays a key role in the performance after the flash sale. Simply put, in the three stages before, after and after the flash sale, we use business promotion behaviors to increase the click-through rate and sales of products, create a good listing data performance trend, and establish a good listing data performance trend, thereby increasing the keyword traffic of products.
The following is a brief introduction of which operational promotion behaviors can improve data performance.
1. Three days before the flash sale.
You can divert traffic in advance, improve exposure ranking, and make the display position on the day of the flash sale more ideal.
①Station promotion + advertising.
Set up coupons (Coupon), the discount is equivalent to the flash sale.
Coordinate with advertising, increase advertising budget and bid, and increase exposure and conversion opportunities.
②Off-site promotion.
In social media discount promotion codes, establish a more favorable discount through external discounts such as Facebook, off-site advertising, QQ groups, Tiktok, off-site Deal, Deal, Internet celebrities, blog forums, website webmasters, and third-party promotion platforms.
When conducting off-site promotions, pay attention to combining the Amazon traffic insight function (AmazonAttribution), which can track the traffic we introduce to Amazon from outside the site.
Second, the progress of the flash sale.
The progress bar of the flash sale is the most noteworthy part of the flash sale process. The progress bar of the flash sale is not only a feature of the sales speed of our products during the flash sale activities, but also the most important factor in the ranking order displayed on the Deals page. Therefore, this is the core of our control of the flash sale ranking and the improvement of the flash sale effect.
There are two common control methods:
① Increase in purchases.
During the flash sale, use a large number of buyer accounts to add shopping carts without placing orders to keep the progress bar of the flash sale in a relatively full state at all times.
It is worth mentioning that after adding to the shopping cart, the items participating in the flash sale will only be kept in the shopping cart for 15 minutes, and need to be added again after 15 minutes. Due to system reasons, currently an account can only add one item to the shopping cart, and it will be affected by the login environment, resulting in an account can only add a shopping cart once. This method is not stable enough and requires high account resources.
② Control off-site promotional activities.
Close the coupon one hour before the flash sale starts to ensure that after the flash sale starts, the total discount of the off-site promotion is the social media promotion discount + the flash sale discount, which will not affect the original coupon flash sale discount.
During the flash sale, you can choose some control channels for targeted delivery, or directly reply to the FB promotion group to the already sunk promotion post to make it float up. Use appropriate off-site traffic as the base of the flash sale progress bar so that the flash sale progress bar will not be at a low level.
③ Increase advertising investment.
During the flash sale period, increase advertising investment, create advertising activities suitable for flash sale, and seize major high-quality advertising positions. We have a limited-time flash sale today, everyone hurry up and buy! At this time, some friends will ask, is the flash sale progress bar really so important? Why do you do this?
When shopping on the domestic e-commerce platform Double 11 Shopping Festival, enter the flash sale area and see a product that is not needed temporarily, but suddenly he looks at the progress bar and says “There are only a few seconds left before the flash sale ends, the remaining few pieces will be sold out, and the price will return to the original price.” At this time, you will find that it is a product that is not needed temporarily, but suddenly he looks at the progress bar and says “There are only a few seconds left before the price will return to the original price.” Afraid that it will be too late to buy it, it will be a loss! Related studies show that in this case, only 20% of consumers can think rationally.
In other words, the sense of urgency brought to consumers during consumption can indeed increase transactions!
Three, after the flash sale.
Generally speaking, if the flash sale is effective, there will be a certain increase in natural traffic and natural orders after the flash sale ends, but don’t think that your product has started to rise. After the flash sale, what we have to do is far from over. Suppose our product sales trend is like riding a roller coaster, reaching the highest point and then vertically dropping to the lowest point. The system will think that this is abnormal data, and the subsequent traffic will slowly decrease.
In practice, we must seize the huge traffic brought by the flash sale, maintain the strength of off-site promotions, try to keep the data before and after the flash sale relatively stable, and don’t let the product’s data fall too badly. After a period of time (minimum 7 days), when the ratio of natural traffic and orders increases to a certain ratio and stabilizes, we can cancel the off-site traffic assistance.