What is the impact of a bad review on the sales of listing?
Question: ask you a question. I have a listing, has been stable sales, I want to rush into a single volume, so do advertising, and also reduce the price, the exposure is very high, the click rate is very low, the overall rankings are also high, SLR, not before advertising, how to solve? I also made optimization before advertising, and the quality of listing was much higher than before. But in the second day of advertising, a bad review, is this a fatal factor?
There is a seller that reflects the above problem. I believe many vendors have experienced similar situations in their operations.
On the basis of feedback from the seller, I would like to make a few comments on its issues:
1. the effect of listing optimization on the weight of listing;
2. the effect of review on the weight of listing;
3. the effect of low price on listing.
The effect of listing on the weight of listing
Many of us habitually think that the adjustment of listing is equal to the optimization of listing, which is a mistake. Of course, the purpose of our adjustment is to optimize, but the reality is not necessarily. As I mentioned in my previous article, don't optimize the adjustment, listing to the good adjustment is optimization, but not the adjustment is only adjustment, just like to get to the top of the mountain, which direction is going downhill, and the adjustment of listing is the same.
Of course, the seller said, " the quality of listing is much higher than before ", but even so, after listing the seller's overall performance, listing will go into a reorder point of assignment. in general, after every listing, the weight tends to decline, just because there are other factors, such as the increase in the conversion rate, listing the weight of listing quickly, or even more than the weight before optimization, at this point, we see
However, if the conversion rate is not changed or even the conversion rate drops after listing adjustment, the overall performance of listing may decline, and the situation is opposite to the expected.
On the other hand, every adjustment of listing means that the weight of listing is reordered at different levels. therefore, the optimization frequency of listing should not be too high, after each adjustment, leave observation period, generally take 7 days as a cycle.
The effect of review on the weight of listing
Negative feedback on the weight of the impact of the most influential factors, many sellers have appeared because a bad review led to a significant decline in sales, even when the negative feedback, the keywords ranking did not change significantly, sales volume dropped significantly. Therefore, the seller must pay attention to the negative feedback on the impact of the listing.
Generally speaking, the seller's first time to find a way to contact customer service change bad review, and the seller to find a vulnerability in the bad review, if there is, can be feedback to Amazon customer service, and the application to remove the bad review, at the same time, the seller also to the fastest speed, in a safe way brush several evaluation, in three ways to reduce the bad feedback to the weight of the damage.
The bad comments had great influence on the listing. For the seller, the review of a listing is less than 100, is very fragile, any bad review may be to a large extent to destroy a listing, so the seller must focus on his review of the listing to focus on protection, and as soon as possible to advance the growth of review.
The effect of low price on listing.
Price is the most sensitive element that affects the entire listing. The sellers of the previous questions have realized this, but I do not know the price of the price of the seller, if in order to promote a listing of the sales of a listing, the stability of a listing up a step, the low price is very necessary, of course, when the negative feedback, the seller must also use the price of the sharp tool, using consumer sensitivity to the price, to promote the promotion of sales, so as to restore the listing of the weight and stability of the purpose.
But the unprofitable business is a hooligan, the price will eventually return to the expected level. When a listing is stable, the seller can raise the price appropriately, and after each price promotion, observe the sales situation, stably or basically without influence, then continue to raise the price, when the sales growth is weak, the seller should timely reduce the price, repeated several times, and continue to the price adjustment to himself.
With regard to the price hike after the price reduction, my suggestion is " jogging in small steps ".