Why is traffic and exposure the most important in the initial stage of launch, without specifically considering conversion rate? There are two main reasons:
First, the conversion rate of each product is at a certain level. Within the fluctuation range, conversion rates may be as low as 5% or even 2%, and for some categories with high conversion rates, they may be as high as 50%. But whether it is 2% or 50%, if you give it 100 traffic, you can form an order, and the order is a success for new products. Orders mean traffic and ranking increases, and ranking is the key to the success of new products.
Second, for an excellent operator, the optimization of conversion rate should already have a standardized process, such as A+ graphics, videos, direct reviews, price gradient, price discrimination, prime optimization, Q& ;A optimization, etc., these methods should be normal operations. During the actual operation, operators with certain experience will ensure that the conversion rate of their new product listings is optimized to the extreme, so at this time, the conversion rate is no longer a difficulty for new products.
Why is there so much emphasis on traffic and exposure? Because this is the only criterion for testing the quality of listings. Due to the scientific nature of the Amazon A9 algorithm, it will ensure that each new product has a certain exposure, but whether these exposures can be converted into traffic depends on the quality of the keyword/title settings on the one hand, and the main image on the other hand. s Choice. (Of course, price is also one of the influencing factors, but it is not as influential as the first two. If the keyword is set correctly, the product will be pushed to the users who should be pushed. At this time, if the main image is set correctly, it will have a certain degree of attraction. If the product is strong, the new product will generate traffic and even orders. This is the main means for the initial growth of a new product.
From the perspective of the Amazon platform, traffic and exposure also deserve to be repeatedly emphasized. Because of the scientific nature of Amazon’s A9 algorithm, it will ensure that each new product has a certain exposure, but not all new products can convert exposure into traffic. There are two key factors here:
On the one hand, the quality of the keyword/title settings is good or bad. If the keywords/titles are set correctly, the product will be pushed to the corresponding users. If the customer uses the corresponding keywords to search, it means that he has specific shopping needs. If the keywords/titles are not set correctly, no matter how good the product is, it will be difficult to generate traffic, let alone orders;
On the other hand, it also depends on the choice of the main image. The online nature of e-commerce means that customers can only make shopping decisions after seeing the image. If the main image is set correctly and has a certain degree of appeal, then customers with shopping needs will be willing to click, and new products will generate traffic and even orders.
Of course, price is also one of the influencing factors, but its impact is more on the conversion rate rather than the traffic, and in many cases it is difficult to modify the price due to cost factors, so the main means of new product growth is limited at the beginning. On traffic and exposure.
Of course, in addition to natural traffic growth, you can also directly expose new products through advertising to obtain greater traffic. But even at the beginning of advertising, it depends on the accuracy of the keyword/title settings. Even if a wrong, imprecise keyword or title is exposed multiple times a day through high-priced ads, it will be difficult to form an order to improve the ranking. On the contrary, because An excessively high ACoS will lead to wasted advertising costs, and links will be exposed by Amazon due to a low click conversion rate. Therefore, it is no exaggeration to say that a good launch will greatly promote the early operation progress of the product, and traffic is also the only criterion for testing the quality of the launch.