Today's sharing is focused on the topic of " how to land ". To cut a long story short, straight into the subject:
I. why do you want to find a place to land, what kind of place is suitable to stay?
Why do we need to find a place to land? Why do we find ourselves with all kinds of problems when big data is very beautiful?
This year is a very prosperous year in the e-commerce industry, there are various training and a variety of sharing meetings, but we will find that when listening to the people feel ok, as if anything has been touched. And all of the training instructors have talked about the content, everyone seems to have encountered and have their own operations. But it will be found that, eventually back to their desk, back to their own computer, open the Amazon seller account will feel: oh, like heard, but unable to do the operation.
This is the problem of an implicit conversion. When we do listing, we talk about conversion, and in fact, when we recharge ourselves, we are actually a problem of conversion. We have no way to translate some of the skills we have learned and some of the skills we hear into something that is really practical.
We cross-border e-commerce practitioners in this year, because through a variety of sharing channels, the tools and data sources will appear very complex. We'll think, and finally, how should we use it, do we use this or do we use that? The complicated tools have brought us the choice. Of course, we don't have to choose obstacles, but we will find that what we need do not know where.
Today I hope that we can start with the layout, focus on the present, first to solve our pain points, to find out our needs, and our problems can be a complete solution.
The above is our first topic, the topic is much more like the chat to our industry. We may think that these are a bit of a cliche, there is no meaning, but I personally feel this part, is needed in our hot days, to give ourselves appropriate watering point, to find out a real position ourselves.
II. where do you start?
Where do you start? From now on, put all of our starting points in the present, to re-examine ourselves, to see how our skills have reached a point.
1. survey of target categories
We often say research, often in comparison, often in terms of optimization, where do we actually start to start? Which part of the world do you want to start with? What the hell is going to do? Let's comb it out first.
For example, we now select a product, so we first need to know how much it is in the platform, how much it is sold, and how often a seller will ask how to judge the market capacity of the listing? How do you know this listing is different from a good seller, a medium seller, and a pre – seller, similar to us? How do you want to grab some data?
In general, any of the listing history data can be divided into historical sales, sales time, review quantity, price, color, and so on, if the data grab is more detailed, we can even grab its replenishment cycle.
With regard to the details above, we should all need to find ways to catch up, such as the sales of listing day, historical sales, sales time, and so on, as well as the number of reviews, and determine which is real and what scalping. Then, about its price, price fluctuation curve, where is the growth point, where is the fare increase point, and when did it start a promotion? If there are technical problems in the implementation of the details of these tasks, then I would suggest that we should first point out this point, and we should focus on the following q & a links.
As for the data section, we often make some variations, such as more color, and people will worry about how to choose when they do it? How to make a priority?
Usually after the above data research, we through our collected data feedback, basically can be judged which color of the competitor do better, the price range is how. So, where is its supply chamber? Do we have a supply chain system that can beat it directly? If we can, then we can directly break the balance by using it or saying that we find it ourselves. If not, then we should adjust our promotional strategies, such as looking for a new breakthrough in its peak sales.
2. career evaluation of top top reviewer
After listing on the line, we need some very high quality professional evaluation, usually we have a lot of channels to consider. We have always been inclined to the top reviewer, although we have recently heard all kinds of rumours that the weight of the top reviewer has been dropped or some differentiation, some of its functions will cause us not to operate like this. Put aside any question, I think that the top reviewer, we must not give up, because it can do more than just give us a review.
First of all, we can judge the real situation of our product through the top reviewer. They do not give us a biased biased evaluation because of the free delivery of products or marketing channels. Again, I very much agree with the writing of the top reviewer, they have a very comprehensive understanding of listing, and some of the assessment and suggestions on our products are very useful to us.
3. PPC advertisement in the station
Many Amazon sellers, including some medium-sized sellers who have long run a shop, or even more successful sellers, have a lot of confusion about PPC ads, for example, why is my acos going up suddenly? Or, after a certain period of this year, my acos has soared to an not situation?
We are saying today that for our small and medium sellers or a seller who is in a breakthrough bottleneck, when we do PPC advertising, we first want to think about, why do we do PPC? What is the purpose of our PPC? The main focus of the PPC data we have to focus on at different stages is where we need to make a breakdown.
When we started to do PPC, we didn't get too much focus on its conversion rate, how the CTR was, and how high it was. When we started to do PPC, what kind of mentality should we be? Should be to grab our primary keyword in the amount of the amount of exposure for the purpose. After our PPC has a certain amount of exposure, then make further grab optimization, which words give us a better click? What words bring about transformation? Which words need to be cut off? Which words really pull up our acos targets?
After we finish PPC, we will have a system of keyword precipitation ( optimized accumulation ), so how to use these keywords? How do we need to continue to build it? We often put " optimization" in the mouth, and a very important core point is keyword. In the process of keyword optimization, into listing, you'll find that no matter how big a word, or a word, or a colleague, he uses the keyword how many orders he can deal with a day … but you find that it doesn't have a little good effect in your own listing.
Here, it is suggested that you can give weight to it. For the promotion of weight, we have a lot of tools can be used, there are a lot of manipulation. For example, we can put it in our super and push it directly with this key word.
4. add in the listing of non – purchasing review
There is an increase in the listing of non – purchasing reviews. This part, why do we do this? Why should we increase the non – purchasing review after the actual purchase review? Because according to Amazon's rules: as long as you have a purchase account on the platform, you can go to an evaluation of a listing, purely for product evaluation. This actually gives us a richer review system of listing, and can also make yourself a real buyer, write all the pain points through the non – purchase review, and let the buyer find the purchase as much as possible, and also make it complete the purchase action.
5. promotion outside the station
The extension of the station is a very big topic. When we feel that there is no breakthrough in the station, I personally feel that we can only do two things outside the station: one is to put our super out; Second, in our SNS circles to own brand and products, to create a consumption circle, without too much investment into a variety of promotion and resource introduction, in fact, will bring us confusion. Because the introduction of each data will occupy our huge analysis time.
The e-commerce industry itself is just a flow and transformation of the game. We just need to get a ok flow, get a ok conversion rate, from the two benchmarks to break through. In the outside part, we just grasp the purpose: give me a very accurate, very large flow in, ok! Is it possible to achieve the effect of conversion and conversion? This is actually decided by the station.
6. the listing page adds questions & answers
We did not realize the significance of this part and how to use it for a long time before. Now you can tell you exactly that the Amazon platform will refer to the q & a of listing when pushing listing and judging the weight of this listing.
So, how do you use it? We can't just do this simply for our own listing to add a weight, a better system score, but rather a better product of the pain of the product, and a less – looking place, how to use a more acceptable way to make a second pitch. For example, a lot of friends have done domestic platform promotion, very likely will use Baidu or other search engine to ask themselves self – answer. In fact, this is also a self – listing of our own listing, which can be done in our own listing to complete such a step.
7. add the add to wish list number and the 5 star thumbs up
Amazon platform is two very important factors to increase the weight of listing after adjusting the listing rules. We can add the add to wish list number for the better products, and give it a " thumbs up" for a good five-star rating, let the praise more show in the first place, which is also an effective way to add the listing.
Since you can increase your critical weight by " likes ", you can also use this approach to remove some of the negative aspects of listing, including the review, and let the platform mask it. The method is similar, you can organize some resources, for the review that you want to delete, you can point it no.
However, the premise of this operation is that we do improve the problem of being rated low and low, such as the systematic improvement of the negative feedback caused by product quality and customer demand. Otherwise, the higher the weight of your listing, the greater the sales, the worse the listing is. Specifically, part 9 below is required.
8. customer review and feedback follow – up
After finishing the above work, it is natural to enter the plan step 8. Any review and feedback from our real customer can not leave out the real review opportunity for any of our customers, nor can we miss any opportunity to win feedback. Can be contacted through the secondary marketing of some mail.
In this process, to be based on a neutral attitude, let the customer leave review or suggest improvements to the product, and can give us feedback, whether it is a good or perhaps a bad feedback. We ourselves need to improve the quality and service of our products and enhance our own crisis response capabilities according to our customers' comments.
The above work needs to be noted, it is recommended that each customer and reminder 1 – 2 emails, not too much, if too much, one is the platform will find, the second is that the customer will feel harassed.
9. seckilling activity in Amazon station
If the product does not have big problems, you can consider letting your own listing show a big breakthrough. The best way to break through is the seckilling activity in Amazon's station.
Seckilling activity has many kinds, the participation way aspect, everybody is also the eight immortals crossing the sea each remarkable magical power. Specifically how to participate in how to do, basically Amazon is invited to the main system; On the other hand, if your own shop does not have Amazon investment manager, don't worry too much, can also try to open case to apply, but whether to apply for success, no one can say 100 % ok, but at least it can increase their participation in a seckilling opportunity.
Seckilling can bring huge traffic in the short run, can also bring huge sales, but some problems can not be avoided. Some friends found that after the inventory of the seckilling, in a short period of rapid sales will lead to the listing of listing fast, traffic growth is very fast. But in the end, you will find that due to shortage of stock and suddenly out of stock in spike activity, all of the hard work just because of the lack of success, and even if the work is wasted, or even the need to repeat the above again, this is a very labor-intensive phenomenon of a human and material resources.
10. promotion of external promotion websites
After all the above steps, start this step again, start the site promotion website promotion.
This part can be as the first customer accumulation of the brand, do not put too much effort on the promotion site, put the product in, to the best possible maintenance, establish a positive image, there is a certain growth opportunities. However, there is no need to do what to do on the promotional site, because that would be likely to take up the time spent in the station.
III. drainage in the station
1. how do you use the good listing to create new listing?
With the above water – like or systematic plan, we should start to return to the station.
When doing listing in the station, it is also necessary to drain. For example, some of the listing does better, so how do you use the good listing to create new listing?
It usually appears in the form of a variations. Here are two parts: one is hot product drainage, and the other is high evaluation drainage.
( 1 ) hot – selling product drainage. What kind of concept is it like to drain hot money? For example, there is a product a, it does very good, it has a very high flow, very high sales, so if you want to launch a related products of listing, you can consider adding new products to this hot sale of the listing, for a variety of combinations. You can also use its traffic to carry on a flow accumulation in the early period, so that new listing has a better exposure.
( 2 ). high evaluation of drainage. We will meet some of the listing scores high, the rate of return is high, but there is no good sales, this need to ponder.
When you meet this kind of listing. Can be considered: ( 1 ). is the market capacity of this product is not very large? ( 2 ) will the audience of this product be narrow?
When there is this listing, it can be directly in a new product, preferably with a better relevance product, introduced to this listing, let this highly evaluation of listing produce a very effective role.
2. specific operational requirements of variation
Then, the next question relates to the question of the operation of the preceding method:
( 1 ) when should the listing be combined to make a variation, and when should it be separated?
This is divided into the system initiative and our initiative. The so-called system initiative, the system will be within a certain time of the listing of listing details page, it will think it is the same product or similar products of some listing and together. This is Amazon's initiative, and we have no way to intervene. Of course, if you think this is not what you want, you can also manually separate it.
When do you need to take the initiative to make a variation? The front said that when pushing new products, you can put it together. Next is to want to have some negative evaluation of the listing, hope its evaluation score better, the negative evaluation more of the listing, and a better, and a certain review of the basis of the listing, so that can balance the dynamic score of two listing, so that will be more ok.
When should it be split? In this case, just as you have just said, if you find that a variation attribute causes the listing to damage or cause a negative impact, you need to split it up at this time. On the other hand, when products are found to be better at independence, they can also be disassembled, because some of the products are not suitable for making variants, and too many variants can lead to a decline in the listing expertise.
( 2 ). how many SKUs should be considered appropriate when making a variation?
How should the SKUs be controlled when a variation is made? It is not recommended that you go to a variation under a mass SKU, unless it is a functional product of the mobile phone holster or tool class. Similar to tools like functional products, they have functional resources matching needs, can do a lot. If it is other products or high-value products, it is recommended to minimize the number of SKU to control the variation.
( 3 ). according to what situation to determine whether it is suitable for a variation, in addition to color, size, and what other conditions can put different listing together to make a variation?
What principles do you need to make a variation? In addition to the color, size, or the product mix can be relatively high, or some of the preheating of listing, or some feel together will have more high-quality sales mix, can be put together.
Before the first half of 2015, the top reviewer was active in the field of vision, and when any listing appeared, the first thought was to use them for promotion. But because some of the current rules adjust to find that the top reviewer will bring greater confusion, or have abandoned them?
However, we must certainly not give up these top reviewer, not to give up some of the top top reviewer.
We can also cultivate some of the to for long-term cooperation. For example, by means of communication under some lines, let them write some Copywriting for new listing, and also ask them to do some videos, or ask them to help us do some offline social promotion … these are all they can do.
Listing can also be tested through the top reviewer, a simple evaluation, of course, after a certain emotional basis. Often, some friends say they want to go to foreign students, to find part-time local native speakers to do such things, in fact, top reviewer can not lose a better choice.
V first to expose or to be ranked first? How to quantify?
First to expose or to be ranked first? These two parts can be artificially intervened, but how to quantify? This will directly extend the following issues:
1. why scalping, how much is a cut-off point?
The following scalping refer to operations with real purchases.
Since the second half of this year, many sellers of friends have frequent contact with scalping, or even a day of scalping, because of the influx of resources. See other people in the brush, we are also in the brush, have thought why to scalping? Will there be sales after the brush is finished?
Pre – scalping, more just based on the promotion of rankings. If there is no effective adjustment to other parts of listing at the time of the jump, it may not be a good thing for listing, and it may be a huge injury. For scalping and optimization, we should judge that the brush is a blood transfusion to listing, initially just hoping it has a good ranking for better exposure. But optimization is Hematopoietic, and we need to allow it to have a regenerative function to produce natural orders.
So what do we want to scalping? The number of scalping is not that we all pat the forehead is how much the feel brush is, this is to combine with our second point from where to start here. We need to first find our own goal listing and a target ranking option to operate.
2. why is it better to rank, and to be in a better position?
There is a reference to history, the time of sale, the number of review, and the replenishment cycle, and so on, when you have such data, you can use this as a basis to judge, for example, what you want to achieve, this is a very important key point, not a roaming brush or a brush, or it will be cost damage.
Scalping will always serve a single service. We first want to determine the direction of listing for ourselves. For example, when we don't have a ranking when we publish a new listing, we first rank first, and then we have an established goal: if the category is not very large, we can start with our target selection from the top 100 in the category. In addition to 100, you can first find a hundred last, with its data as a reference point. If you want to exceed it, first on the hardware, such as the sales order is greater than it, the number of review to exceed it; The price fluctuation is also better than its fluctuation. Then, when it's out of stock, you can move into more action … of course, all of this is based on accurate data judgment. When all data is greater than the target data, listing quickly enters the set target position, which is one of the fundamental purposes of scalping.
When the question of the ranking is resolved, what is the best place to go? In principle, the best ranking must be the first. But not because of trying to get the first one to get into the first option, this is extremely easy because of some of the limitations of listing itself, which led to excessive not.
The location of listing must be based on our ability to support a natural order based on the optimization of listing, scalping is only human intervention, but the natural listing of listing is the cornerstone of building stable listing. The cornerstone is how thick it is to be able to fight for a better position, easy to climb up, but it will be easier to fall.
3. how to get the exposure rate, and the optimization of listing for the benefit of exposure?
When it comes to exposure, people are likely to think of going outside. There are a variety of resources, a variety of advantages, the advantages of the introduction of resources, can be a very good exposure. But for the station, is there a lot of things have been ignored or seen but not used? How to take advantage of these exposures in the station? And what are the benefits of these exposures for pre – and mid – term sales?
( 1 ). the first exposure point must be a picture.
Amazon has a variety of photo shooting ways, how to make the picture more attractive? How to make a picture bring a bigger click? Referring to the listing of some very good sellers, you will find that they are now more than just showing a picture of a product, but more of a product story, allowing the product to continue to have a depth, to give vitality, to a more sense of the story.
( 2 ). the second exposure point is the price.
When listing in listing, you usually do a virtual discounting operation, that is, standard and sale price. It is very likely that we feel this is not difficult, do a price range we feel the line is ok, and then we can not use it. However, to think about why standard price is so set and why sale should be in such a range.
How do standard price and sale price choose?
Suggestion: standard price should be based on the industry level, first of all, you should find out the price of the best product you can find, the price difference between the advantage price that corresponds to our own product, the price difference, and in the current market, the product itself is a kind of price distribution.
Standard price and sale price are determined based on the price of the best listing in the line and category, the expected profit, and a certain competitive advantage. Instead of making the forehead feel ok, there is no actual investigation and assessment of the way to set these prices. If it is not the price set on this basis, it is likely to give the potential customer the feeling of a huge discount, but in reality these potential customers may feel it is just a feel for the temptation to.
( 3 ) the third exposure point is to strive for the perfect presentation of listing.
When you search for listing, you'll find the details page in the search, sometimes showing the product description, and sometimes a little bit of product features. This description, in short, is the summary selection of the description, and the product feature is more of a bullet point extraction. Of course, if you are concerned, you can think about why some listing will show this, but some do not?
The Amazon platform confirms to us that: first, the account must be in excellent performance; Second, listing must be in excellent condition; Third, the return rate of this listing is not so high, there will be no more disputes, and the basic elements of listing are ok. On this basis, the Amazon platform will automatically grab some point information, and will perform a better presentation.
( 4 ). the fourth exposure point is variation.
There are more applications for variation, and this is mentioned before, and it is skipped here.
( 5 ). the fifth exposure point is product information.
Most sellers ignore product information. This part, more existing in the latter part of our table, is usually almost not seen. In Amazon background, it exists in more details. It is very likely that some of the parameters of the product can be used without writing, but in fact, these elements are very important to the presentation of our listing itself.
First, it can add more Amazon's judgment to the shopping cart; Second, Amazon is currently doing the mobile side, and when Amazon mobile is doing listing push, many cases are based on the details of product information, many product information, directly based on the information we fill in to crawl. Because many customers are selected for classification, if not filled, the platform will not be captured, which means there is no exposure and order opportunities.
( 6 ) the sixth exposure point is fbt ( frequently bought together ).
There are many sellers and friends will ask how to achieve? How do we interfere with it?
The Amazon platform's reply will certainly say it's only automatic, so how do we go to human intervention? We can push the two products under a promotion set, or push the two products together at the same time with the promotion code. Or in the operation of scalping ( real buying ), consciously doing so, buying the purchase of that again, which is also an opportunity to increase the probability of judgment. You think this way is necessary, you can try to do this to make your two better products more than one chance to tie.
Related to this is the customers who viewed this item also viewed, that is, our associated products, the associated products through the fbt operation will appear in this place at the same time, it is actually giving our products a third exposure, is a relatively effective way.