In the process of product listing operation, operators also need to understand what is the exposure traffic conversion model, that is, the funnel model of product listing, just like dealing with advertising problems.
The biggest difference between the product listing funnel model and the advertising funnel model is the uncertainty of the data. For example, for advertising, its exposure can be downloaded directly from the advertising report; for product listings, the exposure of its listings in one day is unknown, but the analysis system and logic of the funnel model are still fully applicable when optimizing listings.
When the exposure is insufficient, you can consider optimizing keywords and titles;
When the click volume is insufficient, you can consider changing the main image of the listing or lowering the price of the product, so that the exposed listing is more attractive (main image or price), thereby increasing the click-through rate and obtaining more clicks;
When the order volume is insufficient, you can consider optimizing the conversion rate, such as A+ advertising, video listing, optimizing review ratings, optimizing the Q&A section, sending FBA, etc.
In fact, for operators with a certain amount of working time, optimizing click-through rate and conversion rate is a basic operation, because experienced operators can select suitable keywords and titles when listing. At the same time, they will quickly send FBA after the product is listed, and complete a series of conversion rate optimization work such as evaluation, A+ advertising, and video. In this case, if the product has not generated orders or even sales, it may be a problem with product selection, or it may be a mismatch of keywords/titles. The former is naturally easy to understand, and the latter is because skilled operators are already very confident in click optimization and conversion optimization, because after the click-through rate optimization is completed, as long as “effective” exposure is generated, there is a high probability of generating traffic. If there is no traffic, then there must be no “effective” exposure. The word “effective” here means exposure to “suitable” people, and the basis for exposure is the keywords and titles of the product listing. So, if your product still has no traffic even after being optimized to the extreme, then there is a high probability that there is a problem with your product selection or keywords/titles. This is the way to think about problems from the perspective of “listing exposure traffic conversion model” or “listing funnel model”.