Now that we have decided to optimize, we must set a final goal, is it 10% or 20%? We can set the following values as optimization goals:
(1) The traffic in existing stores has been stable Among the rising styles, select the maximum conversion rate as a reference target.
(2) Take the average conversion rate after optimization as 10% with a fluctuation of 2% as the reference target.
(3) Take the average conversion rate increase of more than 30% after optimization as the reference goal.
The conversion rate of each category has excellent industry standards. Taking the clothing category as an example, any conversion rate less than 10% cannot be called an excellent conversion rate, and any conversion rate less than 5% is an unqualified conversion rate.
In the process of optimizing the conversion rate of product listings, the first thing to pay attention to is whether there is FBA inventory for sales. The commodity logistics model on the Amazon platform is divided into PBA (Fulfillment by Amazon) and FBMF Fulfillment by Merchant). The former belongs to Amazon delivery, and the latter belongs to self-delivery. The impact of FBA on traffic we mentioned in Chapter 5 only illustrates the positive impact of the “prime” logo on user click-through rates, that is, traffic. This section focuses on the impact of FBA on conversion rates.
For new sellers, it often takes 1-3 months from listing the first product to obtaining shopping cart qualifications. . If you can send FBA at the beginning, the link can directly obtain the golden shopping cart.
A listing with a golden shopping cart allows customers to directly put products into the shopping cart, while a listing without a golden shopping cart requires users to first check the seller’s information and then operate the purchase options, which is more cumbersome. On the Amazon platform, for products without a shopping cart, if users want to purchase, they need to click more than three times, which seriously affects the conversion rate. Therefore, if you want to quickly increase the conversion rate of new products, shipping to Amazon’s overseas warehouses so that the products have FBA delivery services is the best choice.