So how to combine the idea of “funnel model” to optimize traffic?
Traffic = exposure x exposure click rate, so if there is no problem with exposure, the operator needs to focus on the exposure click rate.
The exposure page of a product listing contains the following elements.
1Exposure picture, i.e. main picture.
2Listing title.
3Review score and number of reviews.
4Price.
5″prime” sign, i.e. whether there is FBA inventory.
Then the operator can optimize according to these five elements in turn to improve the exposure click rate and thus increase traffic.
For the optimization of exposure picture, i.e. main picture, please refer to the relevant content.
For the optimization of listing title.
For the optimization of review score and number of reviews, please refer to the relevant content of “Review Data Analysis” in this book.
Regarding the optimization of prices and the optimization of the “prime” logo, i.e., FBA, on the Amazon platform, only when a product has FBA inventory for sale will the product link have the “prime” logo, because products with the “prime” logo mean that they can support FBA delivery, which can greatly reduce logistics time, so products with this logo will have a higher exposure conversion rate.
When a product is just launched, the operator may not have real goods to send to FBA, but it is still possible to make the product link carry the “prime” logo through operational operations. The operator must first insert a variant in the background, and then set the image of the variant to the image of the product that currently has FBA inventory (you can find some inventory products related to or similar to the original product), and then send 1~2 items over, so that the newly launched products can be marked with the “prime” logo under specific keyword search results, improve exposure conversion rate and traffic, and thus facilitate order transactions.