Some sellers have expressed their confusion in operation: there are 10 products in the store, and each product is sold by other sellers. The sellers optimize the products every day and have turned on advertising, but each product has only sporadic orders and the advertising costs are high. The sellers’ question is, why are there no orders after optimizing the products? Why is the advertising effect so poor?
According to the sellers’ feedback, the sales volume is very small and the advertising costs are very high, so there must be a problem with the operation, but where is the problem? There are several aspects that need attention.
(1) Overestimating the importance of product optimization and ignoring the grasp of the rhythm and frequency of product optimization.
Is product optimization important in Amazon store operations? Of course, product optimization is the foundation of operation. Even so, product optimization has a “ceiling”. Can a product be presented perfectly? Faced with the vastly different aesthetic biases of consumers, I am afraid that no seller can present a product perfectly. As a seller, as long as you can fully display all the elements of the product, the overall performance of the product is excellent. For example, the product picture should not only look satisfactory to you, but also not appear to be different in the horizontal comparison with competitors: the product title should contain core keywords, and reflect the uniqueness, selling points and differentiated highlights of the product. At the same time, add some modifiers appropriately to make the whole sentence read smoothly. The keywords that are not used in the title should be filled in the Search Term keywords; the five elements characteristics and product descriptions should be vivid in content and neat and atmospheric in presentation. If you can do this, the overall performance of the product will not be too bad.
In the process of writing and optimizing products, pay attention to comparing with excellent competing products and learn the advantages of competing products in operation. Competitors are the best teachers, and this must be remembered in the process of optimizing products.
Once the product is released and put on the shelves, it is generally not necessary to adjust it frequently. Some sellers “optimize the product every day” which can easily destroy the weight of the product in the system. Generally speaking, after each product adjustment, it is recommended to observe for 3 to 7 days and then evaluate whether further adjustments are needed based on changes in sales and rankings. For details and rhythm of product optimization, please refer to the content of the product optimization chapter of this book.
(2) Ignoring the strategy and method of advertising.
Although the seller’s products have been advertised, the advertising budget is small and evenly distributed among the products. In addition, the frequent adjustment of products leads to low quality scores of advertising keywords, which can easily lead to advertising waste.
The accurate traffic of on-site advertising can help operations if used properly, but it does not mean that all products should be advertised. Advertising should be concentrated on key products, and priority should be given to products that are being focused on at the current stage.
Advertising can bring exposure and clicks, but sellers should pay more attention to conversion rate. The higher the conversion rate, the higher the weight of the advertising keyword, and the higher the quality score of the advertising keyword. If the keyword quality score is high, the advertising cost will be reduced to a certain extent.
In addition, the advertising budget should not be too small. Some sellers only set a daily budget of US$1, US$5 or US$10 when advertising their products. If the budget is too small, the advertising effect is generally not good.
(3) The creation of a product requires a combination of low price, advertising and increased reviews. The interaction of the three aspects can promote the rise of BSR ranking.
Many sellers want to maintain the expected profit when they first create a product. This wish is easily frustrated. There are so many products that were launched earlier than yours, have accumulated more reviews than you, and have more competitive prices than you. Why would consumers choose you?!
The creation process of a product is like dividing a cake. The size of the cake is fixed. If you grab more, others will get less, and you will have a chance to win.
So, how can you grab market share? In the early stage of creation, low price is a favorable way. Price is the most sensitive to consumers. Only by giving benefits to consumers will they “vote” for you with actions. In addition, product reviews are word of mouth. More and better reviews can improve conversion rate. Therefore, in operation, you should increase reviews for the product. It is naturally better to receive real good reviews, but if there are no buyers leaving reviews, you should find ways to actively increase reviews. In the process of creation, in-site advertising can play a good role in attracting traffic. Only by combining low prices, advertising and increased reviews can a product become a hit.
As sales grow, the BSR ranking rises, and naturally the traffic increases. If you can successfully “stand firm” in the top BSR ranking, orders will be stable, and a hit product will be formed.