When the link gradually enters the growth stage from the introduction stage, the traffic and sales will fluctuate and increase, and the number of competing products will gradually increase. At this time, the primary goal is to stabilize the link keyword ranking, quickly solve the product hidden dangers, and avoid the link encountering bottlenecks. At this stage, operators must pay attention to the changes in traffic and conversion rate at the same time. In terms of traffic, it is necessary to analyze the growth of link traffic and find out the precise source of traffic; in terms of conversion rate, it is necessary to focus on the refund rate, FBA inventory and review content to avoid the link from breaking during the growth stage.
When tracking traffic, operators need to give priority to the keyword ranking of the product. Generally speaking, more than 65% of the traffic comes from front-end search (including advertising promotion and natural search), and ranking traffic and off-site traffic account for about 20%. Therefore, the focus of competition between links in the end falls on keyword ranking. Operators need to register the keywords collected in the early stage in the table, and discover more buyer search terms through automatic advertising. By counting the ranking of products on the keyword search page every week, you can grasp the main keyword traffic source of the product.
At the same time, by observing the ranking of their own products and competing products under keyword search results, you can also operate in a targeted manner.
Except for keyword 4, competitors occupy a better position under other keywords. If you want to surpass competitors, you need to increase exposure and sales under keywords 1 and 2, and add keyword 3 in the link. At the same time, keep the price/score relatively consistent with the competitor. Through promotion, advertising and other means, you can maintain high traffic and high conversion under keywords 1, 2, and 3 for a period of time, and you may gradually surpass competitors. Similarly, when it is found that competitors are using similar behaviors to place keywords, operators can avoid being surpassed by competitor links by blocking positions and other methods. In addition, for important competitors, it is necessary to observe the changes in their titles, pictures, A+ pages, reviews, etc. from time to time.
For links in the growth stage, operators need to focus on the natural traffic of their listings. In the data report-business report in the store background, operators only need to set the corresponding date range to view the corresponding traffic report. At this time, you need to use the VLOOKUP function to download the daily traffic data and unify it into the same table, so that you can see the daily traffic conversion at a glance. The VLOOKUP function is also called a vertical search function. It searches by column and finally returns the value corresponding to the column sequence required for the query.
Select the sales and visit reports on the parent product details page, and download the daily traffic from the link respectively. You can see the daily traffic of all products in the store.