1. How to get traffic from Amazon?
Let’s take a look at the current survival model of the entire Amazon. There are three main factors that determine survival: the first is traffic, the second is conversion rate, and the third is ranking. Ranking is related to traffic, so it’s a cycle. When you are doing business on Amazon, you need to consider whether you are creating a vicious cycle or a virtuous cycle. If everyone can achieve a virtuous cycle, then your ranking will rise quickly, and after the ranking goes up, your traffic will naturally increase.
Let's look at the traffic. This is divided into two types: the first is external traffic, and the second is internal traffic. The most commonly used method at present may be internal traffic, which mainly involves two aspects. The first is "keywords" and the other is "paid advertising". When choosing keywords, people will use some keywords built by Amazon. In addition, there is actually another way to help you test whether the keyword you chose is correct, which is to test the keyword through paid advertising to see if it is the word that everyone wants.
The first way to attract traffic from outside is through social media, such as Facebook and Pinterest, and ask them to write some soft articles to promote our brand. This is a means of external drainage.
2. How to improve the conversion rate of traffic?
On the Amazon platform, traffic comes in. For example, you may use some very general keywords, and your exposure will increase because the keywords you involve are very general, but your conversion rate is not high, which results in your ranking not being very high; also, your transaction volume will not be very large. So I suggest you use some precise keywords.
When it comes to picture optimization, don’t underestimate pictures. You may think that just taking a few photos will be enough to meet Amazon’s requirements. But if you actually do it, the clarity of the picture can help you increase your sales by about 15% to 20%, so the picture cannot be ignored.
Selling points. All buyers will only see three places when they enter your website: the first is the picture on the left side of the page, the second is the title, and the third is the selling point. If our selling points cannot effectively highlight the advantages of the product, then buyers may not buy from you. The selling point will be more important than the product description below, so when you are making a product, you must consider clearly what the biggest advantage of your product is in the market and what is the difference between you and other products? This point must be made clear.
3. What effect will improving ranking have on orders?
Competitive price. On the Amazon platform, it doesn’t mean that I can win by selling at a low price, and it doesn’t mean that your sales volume will definitely be high if the price is low. Because there are too many examples above, their products are sold at high prices, but the quality is very good, and they can definitely place a lot of orders every day. Therefore, competitive pricing does not mean engaging in price wars and pushing prices down continuously. This is not a long-term way to survive.
Everyone may pay attention to every ranking. When your ranking can rise from hundreds of thousands to tens of thousands, from tens of thousands to thousands, and from thousands further forward, you can see that your daily order volume has a leap-forward growth. So, what determines our rankings? There are three main areas: product reviews, product ratings, and high conversion rates. These three points determine where the ranking will be. We can understand it this way: the higher the ranking, the more traffic and business it can bring to you.
4. How to use the system to manage multiple accounts
Let’s take a look at how we navigate Amazon alone. I mainly rely on a system, and all operations in our company are operated by this system. One of the biggest benefits of system management is that it can improve your work efficiency. For example, you have four or five accounts. If you upload products to these accounts separately, and it takes 5 minutes to upload one product, then it takes 25 minutes for all five accounts. But if you use the system to do it, you only need to do it once and then upload it to each account. This is a question of efficiency.
The system can also operate multiple accounts, help us manage products and inventory, manage orders, and automatically adjust prices and manage logistics. For example, when people enter the cross-border e-commerce market, they don’t just focus on one platform. They may all focus on AliExpress, eBay and other platforms. If you don’t have a system that supports so many platforms, you will spend a lot of time. Either you spend a lot of time or you hire a lot of people. I rely on the system and don't hire many people.
Automatic price adjustment. If you are mainly engaged in “follow-selling”, automatic price adjustment will be of great help to you, because it can check every ten minutes. Regarding logistics management, is there anyone here who is doing 100% FBA? 30%. If everyone ships directly from China, then you may have greater demands on the logistics system, because you need to export orders from the background every day, and then import the orders into the logistics system, and then upload the orders to the account through the logistics system. What takes here is a very long time. But after using the system, this system is connected with our logistics. The order enters the system, and then my order processing is completed, and then the order is uploaded again, intelligent operation is realized.
The last one is the drop ship function, which is one of the distribution functions that can be done.
5. Defense and after-sales service of Amazon platform
At present, the most important thing for everyone doing business on Amazon is to be defensive. Before you do any promotion, you should first build up your own defense line. The most important point of so-called "defense" is brand protection. We need to register a trademark and file it with Amazon. This is self-protection for the listing. These two parts must be checked every day to see if customers have any problems with the product quality or if there are any areas that they are dissatisfied with.
After-sales service, the so-called after-sales service here actually requires a crm system and an edm system. EDM system, I don’t know if you have saved the customer’s information. There are a lot of orders coming in every day. After they come in, do you save the customer's email address? And then push our new products later, get our customer's email address through the CRM system and make an EDM for him. The edm system mainly helps us to send mass messages and push new products.
6. Let the factory do the shipping and packaging as much as possible
Discount codes can be generated on the Amazon backend.
Regarding the issue of resources, my own philosophy is to invest less and produce more. The first is that we can use FBA to ship as much as possible, so that there is not much to do later. The second point is that the goods can be shipped directly from the factory, so there is no need to transport them from the factory to your own warehouse for packaging. I calculated that no matter how many packaging workers there are, they are not as many as the workers in the factory, and their packaging skills are not as good as those of the factory workers. So I just released it later and had the factory ship it directly for me. Of course, if your factory is one that has independent R&D and production capabilities, then you can ask the factory to help you design some products, and you can give them some suggestions on what kind of products you need and how to control the quality.
Another point is that you can consider outsourcing the product photography part. The level of my own photography is far from that of outdoor photography. Of course, there are some factories that can help you take pictures, develop products, and directly produce the products for you, do FBA, and send them to warehouses abroad. This is the easiest way to play.
Customer service outsourcing. Currently, the level of domestic employees is getting higher and higher, but in some places abroad, such as India, the wages are still very low. They also speak English, and their English level may be better than that of college students here. Another point is that in countries with small languages, it is more necessary to find local foreigners to help you deal with customer service issues, because their customer service capabilities and the tone of their speech are more localized. I have been in France for 7 years and asked a French high school student to review the copy I wrote. The French high school student told me directly that what I wrote was complete nonsense. They actually said they couldn't understand what I wrote during the seven years I spent in France. What does this indicate? I am a foreigner learning the local language, but no matter how well I learn, I am not as good as a local high school student. So, that's why I'd like to ask local customer service to do this.
Product research and development and quality must be the core of Amazon's survival. You can see the cycle of traffic, conversion, and ranking above. When a new product is just launched, there is a large amount of traffic. When the traffic comes in, you can quickly get orders. After getting the orders, customers will make a series of evaluations of your products after receiving the goods. At this time, if the quality of your product is not up to standard, what you may get in return is a relatively poor evaluation, with a score of three points or even one point. In this case, your pattern is a vicious cycle. At the beginning, you have a lot of traffic and a high conversion rate, but the problem is that your product is not up to standard, which will result in your ranking not being able to go up. If you can’t rank high, it’s impossible for you to get more traffic. So on this platform, the product is a core. If you have some great sales skills but your products suck, you won’t have much room to survive on Amazon.
