On how to maintain product sales, there are already many operating blogs and articles explaining their ideas, so many contents will not be repeated (such as brushing direct reviews, brushing orders, brushing reviews, FBA stocking, red marketing, etc.). This article discusses it from the perspective of maintaining review scores.
In terms of review maintenance, products can be divided into three categories.
1. The product itself is of good quality and has a high review score.
The focus of maintenance of such products needs to be placed offline, from controlling the product, packaging, FBA, etc. Because such products are generally hot-selling or potential models in stores, it is easy for competitors to appear. At this time, you only need to adopt normal operating ideas for such products, such as proactively contacting customers when there are negative reviews, writing direct reviews for free reviews, etc. We focus on the second and third categories of maintenance techniques.
2. The quality of the product itself is generally moderate, with mixed reviews and mixed reviews.
For this type of product, we must first admit that when the product quality is average, negative reviews are inevitable, and the review score will eventually form a stable value due to the accumulation of a large number of reviews, such as 3.6 stars or 3.3 stars. Magnitude. Therefore, for this type of product, the strategy we adopt is to keep good reviews on the homepage occupying the review page, and the total review score is the “rounded” optimal value.
Let’s look at the following case.
This is a typical product with average product quality. It has mixed positive and negative reviews. There are 104 in total, and 48% of them have medium and negative reviews. If we do not perform any operational operations, about half of the negative reviews will appear on the homepage review, which will seriously affect the customer conversion rate.
In Amazon’s review system, there is a choice similar to “agree”, and the review with the most “agree” will be pushed to the front end (of course, the latest review will be in the list regardless of whether it has approval or not) The home page is displayed for a period of time) so our first step is to select good reviews among all reviews and get 15 to 30 likes each.
After the first step is completed, start the second step: make the review evaluation belong to the optimal value of the “rounded” evaluation.
This product currently only has 8 reviews, but due to the existence of negative reviews, the total review score is only 3. 2 direct reviews or reviews can save the total review score. Note that this is an operation taken on the premise that you still have confidence in the product quality. If the product quality is poor, please take the operation operations for the third category of products below.
3. The product itself is of poor quality, with low review scores and basically only negative reviews.
For this type of product, the action we take is neither to brush reviews nor to brush likes, but to delete negative reviews by deleting sub-SKUs (note that we are removing sub-variant SKUs, not product SKUs) . The method is very simple. You can go to the backend and directly remove the SKU with bad reviews, and then upload the sub-product of another SKU that looks fake to the page. The listing option in Figure 6-30 is caused by the seller deleting the sub-SKU.
The original sub-product was 6.5 B(M)US~105 B(M)US, and then the gray sub-product 8.5 B(M)US10.5 B(M)US generated negative reviews. The seller After deleting the sub-SKU, because you cannot add another sub-SKU with the same name, you changed 8.5 B(M) US to 8.5B(M) US, and 10.5 B(M)US to 10.5B(M) US. The only difference is that there is one less space between the numbers and letters.
It should be noted that deleting negative reviews by deleting sub-SKUs will reduce the product ranking to a certain extent, so this operation should not be used frequently unless it is absolutely necessary.
If the product quality is poor, even if you want to delete negative reviews, you cannot delete multiple sub-SKUs at once, but delete one every once in a while, otherwise the product ranking will drop very quickly.