I believe that many sellers cannot do without constant product selection and testing in the early stage, including most small and medium-sized sellers now still need to adjust their strategies between rapid product selection and testing products. In other words, whether the product selection is good or not needs to be quickly tested. How to use Facebook social media platform to quickly test products?
1. Before testing products
1. Product links cannot be too long
It is best to use a domain name + a simple product name. Many sellers do not pay much attention to this. The product links are all a long string of numbers and letters, which are difficult to remember and look very casual, which can easily leave an abnormal impression on users. If you use a website building platform to build a website, then the background generally has a repositioning function, and you can also optimize the product links.
2. The basic functions of the landing page/detailed page are all OK
Many sellers spend a lot of time preparing detailed pages, but it is recommended to put these details behind, because before this page, when making this page, you should test the click-through rate and the effect of adding to cart. If you do a good job in this regard, then you can work on the details.
Second, during the product testing
Since it is said that testing is to be conducted through Facebook, first of all, an advertising account must be established on Facebook (it is recommended to open a corporate advertising account in advance). A test project is usually divided into two parts.
1. Advertising side: Look at traffic and click-through rate
The factors that can affect the size of traffic and click-through rate are “advertising materials” and “advertising audience”.
There must be seller friends who download free materials directly from material websites, and many people spend a lot of money to find designers to make them separately. If the budget is sufficient, it is of course no problem to find a designer to customize it, and the main thing is to ensure the timeliness. If the budget is not sufficient, it is also OK to download appropriate materials from the material website, but the pictures must be modified and simply designed later. Do not use them directly, and free commercial ones are not OK, because such materials may have been used by other advertisers on the Facebook platform. Using them again at this time will easily lead to advertising review failures and affect the rhythm of product testing.
Some sellers, without fully understanding the product audience, will try every means to divide the audience group into multiple advertising groups, resulting in more than 10 advertising groups of one type, and each set of advertising settings can only get a small amount of advertising budget, which will directly result in a high CPA and unsatisfactory conversion effect.
2. Operation: Look at the conversion rate and average order value
What can affect conversion and average order value are the bounce rate, markup rate, checkout rate and payment rate. The corresponding optimization points are the landing page, detailed information, bill of lading page and payment page.
This is quite simple to understand. If you find that the clicks are too high and the bounce rate is also high, it means that customers are lost in this link. You can see whether there is a discrepancy between the advertising content and the corresponding landing page, or whether the price of the product is too high, which “scares” customers away.
Just like the processing rate here, after testing for a few days, it was found that this product had been restocked for two consecutive days and orders were placed, which means that this product is likely to have good “explosive product potential”, but don’t rush to push it directly, but optimize it slowly, such as starting a post interaction with a low budget, further improving this product page, such as arranging colors and dynamic pictures, and paying special attention to maintaining buyer opinions. On the contrary, if you have not added to cart or checked out after spending $10, and there are only a few clicks and views, then consider closing this ad campaign.
The product testing process is to constantly adjust according to the dynamic indicators, quickly find the advertising groups with good results, decisively close the advertising groups with poor results, stop losses in time, and ensure profitability.
Third, after testing the product (when to push it? When to abandon the product?)
Take a look at the common characteristics of “explosive products”!
High CTR (number of clicks)
Low CPC (single link click fee)
Low CPA (one-time shopping fee)
High ROI (return on investment ratio)
When does the seller determine that the product has the potential to be a hit, and when can it be decisively shut down? You can follow the above examples, but each industry and each indicator is different, which requires sellers to think and measure carefully.