Operating activities refers to the operation of event companies for different activities and activities of different natures, including event planning, event implementation, and grafting related industries to create an industrial chain.
An Amazon seller compiled an event schedule that includes holidays in the United States from February 10th to February 14th and customer-preferred products. If you want to become an excellent event operator in Yamaha, you need to make adequate preparations for various festivals and shopping seasons to achieve breakthroughs in performance.
There are many festivals in the United States throughout the year, and the shopping habits and celebration forms corresponding to each festival are also completely different, so when planning activities, you must be targeted.
Here we take “Cyber Monday”, one of Amazon’s largest traffic festivals, as an example to discuss how to optimize listings and increase product sales from the perspective of event operations.
Generally speaking, Amazon will provide promotional guidance to sellers for large shopping festivals such as “Cyber Monday” and “Black Friday”, including coupons, discounts, free postage, etc., and these preferential measures are based on Different sales products and categories have completely different promotion efforts, so specific issues need to be analyzed in detail. This article mainly talks about the activity operation skills involved in any category.
When encountering a large-scale online shopping holiday such as “Cyber Monday”, we must list in real time.
On-page optimization. The so-called real-time optimization means that on the day of the event, the listing page contains variant information, 5-point description price and other information that needs to be operated flexibly in real time according to the situation.
1. Variation letter.
On “Cyber Monday”, because the Amazon platform has a large amount of traffic, there is likely to be a surge in order volume. However, you must pay attention to changes in variant information in real time at this time, so you need to pay extra attention. Two points:
(1) The number of variants cannot be too many. How to judge if there are too many variants? You can compare the number of variants of your own listing with the number of hot-selling listings. For example, count the average number of variants in the top 100 listings, and refer to the average number of variants in the top 50 and top 30 to judge. Whether your listing has too many variations.
Generally speaking, too many variations will lead to the following serious problems:
The increase in the number of variations will increase the number of images that need to be loaded and increase the network load. On “Cyber Monday” “In such a high-traffic environment, the page loading speed may become very slow, and customers will choose to exit the interface due to the long loading time.
An excessive number of variants will cause a certain degree of overlap in the attributes of the products being sold, which will affect customers’ choices and judgments.
(2) If the variant inventory is too small, you may consider temporarily suppressing its display based on the overall isting situation. Because on holidays like “Cyber Monday”, if it is a non-hot-selling model and there is not much inventory, you can consider temporarily disabling the display of changes to obtain a smaller page loading load and faster page display speed, so that there is still inventory. Sales of hot-selling models increased.
2. Five-point description.
Generally speaking, there are five descriptions of listings.
On weekdays, the 5-point description mainly introduces product functions, materials, selling points, and some precautions. However, on special holidays like “Cyber Monday”, the 5-point description information on the page can be modified appropriately. For example, the product itself is specially designed for this festival, the product is only sold on online platforms, etc. It should be noted that although the Amazon platform stipulates that price discounts, promotional information, etc. cannot appear in the 5-point description, “marginal” promotional information can still be sold normally after review.
3. Optimization.
Price optimization is the simplest but also the most difficult. On “Cyber Monday”, we can’t just impact sales, but also impact profits. Because the Amazon platform values products rather than store rules, it cannot simply increase product sales like Taobao. The overall traffic of the store will change qualitatively. On the Amazon platform, even if the product sales are large, the search weight of the store will not increase much, so in price optimization On the other hand, to choose a balance between sales and profits, it is difficult to achieve the route of a boutique store like Taobao with small profits but high sales.