How to grasp the optimization and adjust the rhythm of listing?
In Amazon operations, the optimization of listing is a consistent job, although throughout, it does not mean to be optimized every day. Because the optimization itself is to adjust, based on the current understanding of the product, the analysis of the platform and competitors, and the original vision and the anti – mining, awareness to do not work well, not to be comprehensive, so, on the new cognitive basis, make some new adjustments in listing, of course, the purpose of the adjustment is to make the listing better, so, we call this adjustment is called optimization.
But this kind of behavior that we call " optimization" is actually wishful thinking, because every adjustment you make means that there are two kinds of results, that listing has better display and transformation, or that listing gets worse.
The mood is good, but the results can be worse. In order to avoid a bad situation, we must grasp the rhythm in the optimization of listing. Every time I hear the seller say one of the things in my daily job is to optimize listing, I feel the head is big.
The display effect of a listing has a little objective existence, because facing different consumers, the aesthetic has a bias, so you can never achieve the perfect listing in everyone's mind, at the same time, because of the limitation of the platform rules, also means that in some circumstances adjustment, listing has been close to yudingfeng, think, when a listing has done better, how to " optimize" said?
Standing on the top of the hill, any step of the way is going downhill.
So for the optimization of listing, I've always suggested that it be as good as possible, but there's no need to be perfect, but in operations, we don't have a standard answer to measure what is good or what is perfect, and all the decisions depend heavily on the feedback we get from sales data.
When a listing keeps sales growth and steady growth, it basically means that the trend is good, at this point, it is not recommended to adjust the listing, because the adjustment at this time, more likely to let growth stall, let sales decline.
The so-called optimization is the adjustment that comes only when sales are stagnant and there is a downward trend. When sales decline and the industry trend does not change radically, it means that your listing is poor, at this point, adjustment becomes a necessary tool.
But the optimization is not blind adjustment, the optimization needs to be based on a large amount of data, the competitor's listing is your reference object, the sales of the same products on the platform is your reference coordinates, you have a deeper understanding of the product is better grasp the optimization, otherwise, the outside world knows nothing of itself, not adjust it.
In the adjustment and optimization of listing, we also need to know that every adjustment means a new algorithm based on the new page information, simple understanding is that if you adjust to the platform algorithm, listing ascension, if the adjustment is inconsistent with the platform algorithm, you can only enter the reorder status, the ranking will decline. In short, we can understand that every adjustment means a queue of people, and if you know the rules of the queue and make specific adjustments, you are in front of them, such as the queue in order to dress neatly, and if you don't know the rules, the queue takes neatness in order that you make sure you take the food in front, then every pocket is filled with steamed bun, cleanliness is broken, and it can only be left behind.
At the same time, every time ordering adjustment of the platform has a certain time interval and time lag, so the adjustment of listing must also grasp the rhythm, do not too frequent, if some sellers say, " every day is doing optimization ", I am afraid that only means that every day is busy queuing.
With regard to the frequency of adjustment, according to experience, my suggestion is to set aside a week for each adjustment, to set aside a week or so, to observe the changes in the sales and ranking of listing, and then decide whether to make the next adjustment.