After the A9 algorithm was changed, many accounts saw a sharp drop in orders. Amazon's move clearly showed that it wanted sellers to spend more money on advertising on the site, and also wanted sellers to spend more time on off-site traffic.
In fact, in addition to advertising, we can also use the main picture to put videos and go to A+ pages to increase product conversion rates.
There are 3 parts to answering this question:
1. How to make a good video when putting it in the main picture? It can be roughly reflected as follows:
①Is there any arrangement to reflect the unpacking process? How to reflect it?
Simply unpack the package to reveal the product and the included products and accessories.
②Are the biggest highlights and features of the product displayed in the first 15 seconds of the video?
People's patience is limited, so it is important to attract the customer's attention and let the customer see what she wants.
③Appearance, are the details displayed in place?
The material and appearance of a product directly reflect its quality. If the workmanship is rough, the video will be useless.
④Are the core functions of the product fully demonstrated?
Most products are used, not collectibles, so practicality is very important. In addition to the design of the appearance, the operation of the functional features must be reflected.
⑤The language used to explain the product should be authentic, accurate, and emotional.
There are product parameter pages. When demonstrating, you should act natural and show affinity.
⑥ The video should express the product in a moderate way and not blindly boast.
No product is perfect for every customer. Be fair in your views and build trust.
⑦ The shooting picture should be: clear! Real!
Let customers clearly see the original appearance of the product and show it truly. Avoid mismatching of goods. Choose different suitable scenes according to different product choices.
⑧The edited images should be natural and smooth.
Natural and smooth images are more easily accepted by users.
⑨Do you need foreign models?
Different products and different needs do not necessarily require external models for demonstration. It is enough to fully reflect and express the product.
⑩Do you want background music?
If there is no voice explanation during the video, I personally recommend using some popular or classic accompaniment from the target country that is suitable for the product performance.
2. How to create an A+ page that is attractive?
The emergence of a good A+ page provides customers with more intuitive images and information, making them feel assured and confident about the products they purchase. Everyone is familiar with the creation and conditions of A+ pages. There are also many professionals who can produce it on your behalf, and software can be used to assist in production.
First of all, a good A+ page should first attract consumers' attention, eliminate consumers' shopping doubts, highlight the characteristics of the product, and at the same time be careful not to over-promote.
Secondly, we prioritize creating A+ pages for the following products:
① Products with promotion plans;
②High-value goods;
③Commodities with complex or innovative functions;
④ Products that need brand support;
⑤ Products with high return rates or high negative review rates due to lack of sufficient product introduction;
Again, when designing and creating, choose the template based on the template provided by Amazon. What you must focus on is how to present the product, what you want to present to the customer, and what kind of experience you want to give them. First, analyze and understand from the customer's perspective. What do customers want to know most directly about your product? What are its uses, functions, benefits... What is your purpose?
Design and layout around this purpose to show clear ideas and user experience. It is not recommended to let others design everything for you. Even if you find a professional A+ page maker, he may not understand your product as well as you do. You must explain your ideas clearly, make it and see if it satisfies the customer's perspective and what kind of experience they get, and then submit it for approval.
3. The main image is on the video or A+ page, or both:
As an operation, the question is how to improve conversion operations. I think this question can be discussed in detail or simply.
With these favorable "hardware" foundations,
First of all, the most important premise is to do a good job: diversion, so that they have better exposure!
1) Traffic sources: internal and external. Keywords, advertising.
The choice of product keywords has a great impact on product exposure and subsequent order rates. Two commonly used methods:
① Search for the latest popular keywords related to your products in the Amazon search bar or other platforms, and look for them in the titles of the platform’s best-selling products.
② You can test this keyword through paid advertising to see if the selected keyword is correct and whether it is a word that buyers often use to search.
When traffic comes in on the Amazon platform, analyze what keywords the traffic comes from. If some very broad keywords are set when attracting traffic, the store will be exposed more, but not accurately, which will lead to a low conversion rate. Therefore, it is necessary to set some precise keywords based on the characteristics of the industry.
2) How to maximize the conversion of traffic into orders?
First of all, we need to understand what the buyers will focus on when they enter the product page?
Title, product image on the left side of the page, price below the title, 5-point description next to the image, and detailed description.
① Title expression/writing that can stimulate purchasing desire
A product title is like a ticket to attract customers. A good title should be able to make buyers buy it without reading the product description. An excellent title can maximize product traffic, increase exposure and order volume.
② Product images/displays that can stimulate purchasing desire, and intuitive video presentations
For example: picture layout, picture clarity, picture diversity, etc., whether it is beautiful and in place, and whether it connects the previous and next demonstration products. Videos can fully display product features and details to buyers, and will also increase buyers' trust in the product. When sellers enter the product page through the main picture, if they see a video in the picture, they will actively click to watch it, further deepening their understanding of the product, which will ultimately increase the product's conversion rate. At the same time, after-sales problems can also be avoided. The specific details, colors, and functional usage of the product can be displayed at a glance through the video, eliminating the cumbersome description in the listing and effectively avoiding a series of returns and exchanges and bad reviews caused by product color differences and operating methods.
③Irresistible price temptation
When there is a comparison, good quality and low price are the best choices for customers.
④Clear and concise 5-point description
The selling point is more important than the description of the product below, especially the corresponding description that echoes the picture on the left. Be sure to describe the advantages and features of your product truthfully, in a clear and concise manner, and avoid exaggerating the product's functions, otherwise it will easily lead to returns and bad reviews.
⑤ Understand how to make full use of the unique advantages of A+ pages
The implementation of A+ pages can improve customer interaction with products, help customers fully understand how products will affect their lives, and provide customers with more comprehensive product descriptions, which can better avoid consumer misunderstandings and reduce the probability of returns or positive reviews. By connecting with customers and enabling them to understand the brand’s origins and story, consumer loyalty is enhanced and repeat purchases are increased.
The second thing is: optimization.
Study your competitors, find their core competitiveness (core selling points), plan effective marketing activities, and pay attention to customer feedback to seize the golden shopping cart Buy Box position. Optimize various elements of the listing according to different situations, optimize CPC advertising, etc.
With the "advantage" of having a main image with a video or A+ page, or both, if we simply say that in order to increase the conversion rate, operations can be simply summarized as doing some basic work:
①Set a competitive price based on the results of the previous market research;
②Observe the ranking. If the ranking rises, maintain the price. If the ranking drops, continue to adjust the price downward. Repeat until the ranking can rise.
③Observe the relationship between pricing and ranking every day to keep the ranking steadily rising until the target ranking is reached or exceeded;
④After reaching the target ranking, gradually adjust the price upwards, continue to observe the ranking changes, and finally determine a stable and competitive pricing;
⑤ Observe the ranking changes over a long period of time. If a strong competitor emerges and the ranking drops, the pricing strategy needs to be adjusted in a timely manner.
