Gather traffic, six killer skills! Amazon stores need to learn how to attract traffic in order to continue to receive orders, so what do we need to do?
1. The impact of perfect listing details page on site traffic
When we talk about Amazon operations, the first thing we emphasize is Listing optimization. As an important part of operations, Listing optimization plays a role in cultivating internal strength to a large extent. Only by optimizing Listing can we present an excellent product details page to buyers, thereby stimulating buyers' desire to buy and converting them into orders. There are many aspects of listing optimization, including pictures, titles, five-element features, product descriptions, and keywords. Among the many factors, keywords and category selection are the ones that directly help the traffic within the site.
Because most buyers, when purchasing a product, obtain search results by searching for keywords, and then select from the many search results. The behavior of buyers determines that as a seller, you must make full use of keywords to import traffic to your products.
2. Impact of variants on site traffic
In the process of releasing products, some categories cannot make variations, while some categories can be released with variations. However, regardless of whether variations can be released or not, there are always some sellers who are accustomed to creating a single SKU separately. Although creating it separately is simple and convenient, it will also miss some potential traffic to some extent.
Careful sellers will find during the search process that on the search results display page, if a product has variations, the system will automatically display a line below the title to prompt users that the listing has more options, while a single listing will not have this prompt. When a buyer searches for your listing, he may not be interested in the colors and styles you show. However, if he can see hints of more other options in the listing, the customer will be more interested in checking out other options in the hope of getting the right product. In this way, the customer's curiosity and interest can also bring us more traffic.
For variant listings, when a customer enters your product details page, he or she will be more interested in buying because he or she sees more choices, which is more conducive to converting traffic into orders. Therefore, whenever possible, it is recommended that sellers create variations of the same product or similar product to increase conversion rates.
Of course, every advantage has its disadvantage. Although variants can increase traffic and conversion, if there are too many sub-variants in the variant, users will have no choice but to vote with their feet and leave. Generally speaking, it is recommended to have three to five sub-variants.
3. The impact of in-site advertising on in-site traffic
When talking about Amazon's operations, many people think of in-site advertising first. In-site advertising is certainly part of the operation, but the role of advertising is to attract traffic. As for the conversion that everyone cares about, that is another topic.
Since advertising plays a very important role in attracting traffic, as a seller, in order to get more traffic for your listing, in-site advertising is naturally an indispensable method.
There are two types of on-site advertising: automatic advertising and manual advertising. The two types of advertising are displayed in different locations and bring different conversions. If you want to advertise a certain product of yours, you might as well place both types of advertising at the same time, refer to each other, and then perform in-depth optimization to achieve better advertising results.
Although advertising can bring traffic, not every product is worth advertising. If the unit price of your product is too low, the result of advertising will generally be a loss. If your advertising conversion rate is too low, don’t forget to optimize it, or simply stop advertising that results in a loss. After all, the essence of business is to make a profit.
4. The impact of promotions on site traffic
If advertising can help the listing to be displayed on the front page, the role of promotion is to make customers who enter the store buy more, thereby increasing the average order value. However, based on the purchasing habits of Amazon customers, the effect of Amazon's in-site promotion settings on increasing the average order value is not particularly obvious.
Although promotions do not have a significant effect on increasing average order value, from the perspective of traffic import, setting up promotions can still increase traffic to a certain extent.
5. Impact of Flash Sales on On-site Traffic
As an independent activity page on the platform, flash sales have a very large amount of traffic. Therefore, for sellers, if they have products that can participate in flash sales and are still profitable at the discount rate required by the platform, they might as well make good use of flash sales to divert traffic and increase sales.
At the beginning of creating a Listing, some big sellers are willing to report flash sales even at a loss in order to increase the traffic and ranking of the Listing. Their logic is very simple, but from the perspective of the profit level of the flash sales, it is a loss. However, due to the large sales volume in the flash sales, the Listing can instantly improve its ranking to a very high level, and even become a hot product and become a BestSeller. The profits brought in the later period should not be underestimated.
6. The impact of product reviews on site traffic
In the course of operating the Amazon platform, Amazon has always adhered to the customer-centric service principle. In order to constrain sellers to also be customer-centric, Amazon has launched two evaluation systems to constrain third-party sellers on the platform. Feedback and Review. Feedback is for the store. The quality of Feedback affects whether the store can meet the regulations of the platform. If the Feedback is too bad and the ODR exceeds the standard, the store may be directly restricted. Review is for Listing. If the Review of a Listing is too bad, the sales volume of the Listing will drop sharply until there is no sales. I believe that many sellers have experienced a situation where a bad Review caused the sales volume to be cut in half or even shrunk by one-tenth. Therefore, paying attention to product Review is also an important task in operation.
This is the end of the knowledge about Amazon site traffic diversion in this issue. If you want to get more information about site traffic diversion, please pay attention to it~
