The most troublesome problem in advertising is that the number of impressions is very good and the number of clicks is reasonable, but it does not bring any orders. Watching your ACOS soar to infinite heights, you are making real money. It goes out, but there is no transformation. Not only does the operation staff have a headache, but I believe the people who spend money are even more heartbroken. Therefore, this problem needs to be solved urgently.
A product is displayed and clicked, but there is no conversion. In fact, the crux is very simple, it is a problem with the listing itself. Next, analyze what exactly affects conversion.
1. Attached Pictures
Since the customer clicks in, they must have recognized your main picture. At this time, what he needs to see is more details of the product. Therefore, our attached pictures need to show the details of all aspects of the product to the customer, including the size and material of the product. Learn whether this product is what he wants. Therefore, you must not underestimate the attached picture, it is a relatively important factor in our conversion process. The task of the main image has been completed when the customer clicks in. The remaining points for the product depend on the performance of the attached image.
2. Price
The price mentioned here refers to the price that customers can actually buy. Don’t be like some sellers who use the low price of accessories to attract customers, and then mark the real product price very high, because that will not form a conversion, or the customer will feel that the price/performance ratio is not good after carefully looking at your product. High, which will lead to a very low conversion rate, resulting in wasted advertising investment.
3. Short description
We have already used the title to tell customers what our product is, but we also need to use a short description to tell customers what our product has. The specific data or functions needed by customers should be found in the short description, because the short description is the first place customers look for after entering the product details page, and should be edited carefully. First, we summarize the customer’s demand direction from the keywords searched by the customer, and then display the demand direction to the customer in detail. This is the process of using customer data to satisfy the customer. This process is also the only way for us to improve the conversion rate. .
Be careful not to blindly copy other people’s short descriptions. The behavior of “knowing what is happening but not knowing why” is unlikely to have any substantive effect.
4. Negative reviews
When customers come to our details page, what may reduce our conversion rate is the negative review rate. Customers will read the negative reviews and summarize what happened. what, and whether the facts reflected in the negative reviews affect the use of the product.
These aspects will be obstacles for our customers to place orders. Therefore, we should try our best to make the negative reviews disappear on the first page of our Reviews. We even have to find ways to make the dispensable shortcomings rank higher and the negative reviews that greatly affect the purchase to be ranked lower. In this way, we can offset the negative impact of negative reviews on us to the greatest extent.
5. Q&A
Amazon’s product page has a very excellent function – Answer Questions. This function allows customers to ask various questions about the product; , and then both the person who purchased the product and the seller may receive an email notification that someone has asked the question. At this time, both the seller and the buyer who has purchased the product can answer the question. As sellers, we can use this function flexibly.
We can go to our competitors’ products in advance to see what questions customers have asked, and then when creating the product page, find someone in advance to put some typical questions and answers on our own page. In this way, if customers have similar questions when they come to the page, they can quickly find them in our Q&A. Allowing customers to find answers quickly will naturally be of great benefit to our conversions.
6. Long description
Although many customers will not look at the long description carefully, it is also an important conversion factor. Because we usually fill in various product parameters in long descriptions, these specific product parameters are often very useful to some customers.
7. Size
If your product involves size issues, please be sure to upload your own size chart and do not choose Amazon’s default size chart. Having your own dedicated size chart will play a big role in improving your conversion rate.