1. How to find the key points among many factors? Pay attention to FBA
In the process of optimizing the conversion rate of product listings, the first thing to pay attention to is whether there is FBA inventory for sale. On the Amazon platform, the commodity logistics model is divided into FBA (Fulfillment by Amazon) and FBM (Fulfillment by Merchant). The former belongs to Amazon delivery and the latter belongs to self-delivery. If the listing has FBA inventory, then the “prime order” service can be provided to users. As long as the store health is normal and the listing weight is higher than the average, then the listing can have a “golden shopping cart”.
Listings with golden shopping carts allow customers to put products directly into the shopping cart, while listings without golden shopping carts require users to check the seller information first, and then operate the purchase option, which is more cumbersome. On the Amazon platform, for products without shopping carts, if users want to buy, they need to click more than 3 times, which seriously affects the conversion rate. Therefore, if you want to quickly increase the conversion rate of new products, shipping to Amazon’s overseas warehouses so that the products have FBA delivery services is the best choice.
2. Inventory settings – low inventory purchase reminder
On the product listing page and in the column where the product micro-image is displayed, if the self-delivery inventory/FBA inventory of the product is less than a certain amount, Amazon will have a prompt “Only XX left in stock – order soon”.
So when the product is in the rising period and the page optimization has been completed, you can go to the backend every once in a while to adjust the available inventory to 5 pieces or less, so that you can ensure that the low inventory purchase prompt appears on the product page every time, and you can also facilitate transactions to a certain extent.
It should be noted that FBA needs to control delivery to have low inventory display, so the operation is more difficult, and although the self-delivery inventory can be adjusted in real time, once you forget to adjust the inventory, it will cause order losses. Therefore, when adjusting low inventory for certain listings, record the ASIN or SKU to avoid omissions.
3. Price positioning: price gradient
The price of this product is S9.48~S21.09, but when customers click on a specific size, it is difficult to find the product corresponding to S9.48. This operation technique is called price gradient. The operation method is to set the price of the least popular sub-product to a super low price, or to prohibit the display of super low-priced sub-products to achieve the effect of “seeing but not buying”. Of course, operators can also directly choose to set different prices for each variant to increase conversion rate. The specific decision needs to be judged in combination with user portraits. Please refer to the relevant content of “User Portrait” in this book.
4. Q&A section optimization
In the listing page, there is a section called “Customer questions & answers”, that is, the Q&A section. Because this part is directly related to the customer’s purchasing experience, the probability of customers browsing it will also be very high. For newly listed products, operators can extract relevant content from similar products that already have a large number of Q&A questions and update them on their own listing product pages, solving customer doubts while facilitating order completion.
5. Image list optimization
In the image list, in addition to selecting high-definition and suitable white-background images as the main image, a simple and easy-to-understand product information table is also required. More than 80% of people’s information comes from vision, and people tend to look at pictures rather than text or tables, so a beautiful product information table will greatly increase the customer’s stay time on the page and even increase the conversion rate. Taking the clothing size chart as an example, the operator can design a brand size chart.