Q&A stands for Customer Questions & Answers, which is an important section in the Amazon product detail page. The main purpose of this section is to provide users with an area for sellers and buyers, and buyers and buyers to communicate about product features, functions, quality and other issues, mainly in the form of questions and answers.
In Q&A, a question can have many answers, and sellers can answer it, and buyers can also answer it. Whether it is a computer or a mobile terminal, Q&A occupies a very important position in the Amazon detail page. It is also a section that buyers will not ignore, and it has a great impact on the product conversion rate. Generally speaking, if a product has more than 3 Q&A, it will be automatically placed under the title of the product page by Amazon. If the number is less than 3, it will not be displayed. Moreover, the Q&A section is the same as the Review section. Sellers can control the rise and fall of all Q&A rankings by voting (Vote), that is, clicking Yes (in favor) or No (against). The more “Yes” votes are obtained, the more the corresponding Q&A ranking will rise, and vice versa, the more the ranking will fall.
As for the Q&A section, whether it is asking questions, answering questions, or voting for other people’s answers, the buyer’s account must have spent at least $50 on credit card purchases in the past 12 months (excluding discounts and membership fees). In addition, even if the buyer meets the conditions and can ask questions or answer, they need to pay special attention to the following points.
First, if your Q&A involves the following content, Amazon has the right to remove it.
①Topics of shipping and delivery.
②Product supply level.
③Specific information of the order.
④Customer service topics.
⑤Topics that do not comply with Amazon’s “Customer Discussion” rules.
⑥Questions or answers contain any non-Amazon external links.
Second, there are two ways to answer questions: The first is that when a buyer asks a question, the seller of the product and the buyer who has bought the product may receive an email invitation. In other words, Amazon will selectively send answer invitation emails to the seller of the product and the buyer who has bought the product in the past.
Some people would say that Amazon selectively sends invitation emails to answer questions. What if you are not invited but want to answer questions? There is a second way to answer questions. We can find the Q&A section on the product details page, and then search for the corresponding keywords in the search box, then all questions containing this keyword will appear, you can choose the questions you want to answer and answer them directly.
As sellers, how should we maximize the use of the Q&A section? Maybe many sellers did not pay much attention to this section before, that is, they let Q&A develop freely, and they would reply to questions when they received them in the mailbox, and they would not spend too much energy, which wasted great resources. Below I briefly list a few ways to optimize the O&A section.
1. Increase the number of Q&A, improve the activity of the section, and promote conversion
For new products, it is important to increase the number of reviews and Q&A. The more Q&A there are and the higher the activity, the more beneficial it is to the conversion of the product page. Moreover, compared with Review, Amazon is relatively relaxed in the Q&A part, so it will be easier for us to implement.
Note: When the product is in the new product period, we only need to prepare 48 Q&A, don’t just ask for more.
2. Find buyers to ask questions and answer
Try to find some familiar buyers who have had evaluation cooperation to ask questions or answer. Compared with the buyer’s answer, the seller’s own answer will lack persuasiveness and the effect is not as good as the buyer’s answer.
3. Ask and answer by yourself
Sellers can also try to register a buyer account by themselves. Usually, if the credit card spends more than 50 US dollars, the account will have the authority to ask questions, answer, like and leave comments. Seeing this, it is estimated that some sellers may ask how to operate it specifically? Next, I will talk to readers about the specific operation methods from three dimensions: payment, network environment and FBA delivery address.
Payment issues: Use domestic dual-currency credit cards. Domestic consumers who shop overseas also place orders through dual-currency credit cards. If conditions permit, you can also use a virtual credit card from a foreign bank. One credit card can generate unlimited virtual credit cards.
Network environment: Here I recommend a commonly used account anti-association tool, the Purple Bird Super Browser, which can simulate the environment of multiple real physical machines on one computer.
FBA delivery address: The addresses of many overseas warehouses, welfare institutions, and some transit warehouses can be used directly as delivery addresses.
4. Make sure that both questions and answers contain the main keywords of the product
In addition to the content in the product title, five-point description, product description, and background keywords that will be captured and included by Amazon, the keywords in the questions and answers in the Q&A will also be automatically captured and included by Amazon. Therefore, the Q&A section is also a place to “bury words”. We can find a way to cleverly “bury” the core keywords and long-tail words of the product into some questions and answers about the product, and then use the self-questioning and self-answering mode to post these questions and answers to the Q&A section. This not only improves the conversion rate, but also improves the search weight of related keywords.
5. Pin posts to increase popularity
We can select one or two important Q&A posts that may increase conversion rates from the Q&A section, and then pin them to the top through voting so that consumers can see them at a glance, thereby increasing the popularity of the posts and improving the conversion rate of the page.