Search (exposure) — click (view details) — add to shopping cart (intention screening) — payment (deal), so when the seller do alot on attracting customers, if they do not pay attention to the conversion rate, it will lead to a waste of traffic.
Input and output are not equal, and this is reflected in the CPC more directly. The user' click run out hundreds of dollars advertising costs but only a few dozen dollars sale. It is pitty, but it does not matter, today sellerspirit will come to the question of conversion rate details, and the following also applies to the contents of CPC advertising optimization.
Strictly speaking, the result of the product selection is equivalent to select a certain user group and a certain degree of competition. If the seller sell iphone X tempered film, then your target customer group is the people who already have iphone X or ready to buy iphone X users, but not all iphone mobile phone users, and your competitor is the same seller who sells iphone X tempered film. If you sell children's toys, then your target customer group is huge, almost all people who need to buy gift for children are your target user groups, after all, a wide range of different types of toys, a lot of options.
Your competitor is all the children's toys listings, and the most direct competitors is the most similar product. Other types of children's toys are indirect competitors. Why do we say this? Having a clear idea of the target user group and the degree of competition will provide the most direct research direction for the follow-up work. The user groups' preferences, behavior habits, consumption level and so on will have a positive impact on copywriting, picture, word selection, price, promotion activity and promotion operation strategy.
The following take the one of the Anker charging bank products – ASIN = B0194WDVHI as an example:
When users need to buy charging bank, most of the direct behavior is to go to the Amazon home and search keyword to find the product, search the keyword "Power bank", its results are as follows:
The first is the two advertising spaces, followed by the results of the natural ranking listings, the search keyword is different, the rank result is different, the result is the keyword ranking feedback.
When a keyword is ranked well, the greater the chance that the user who searches for the word will see your product, the greater the search rank for that keyword (core). If the rank of your word is very high, the more times your product is exposed.
Search (exposure) section:
What information does PC users see? Mainly include: main map (abbreviated version) + title + brand + price + Review number and star + FBA aging + whether Prime + a small amount of BP content + other small map of variants + whether there is a BSR, And amazon choice label and so on.
So how does this information affect the customer's next move (click)?
Main map: The basic style of the product display
Title: Brand (Anker), battery capacity (10000), the advantages of highlight (Smallest, Lightest, External, Ultra, High-speed) ,the mainstream fit models.
Price: $ 25.99
Label: Best seller / Amazon choice
Shipping: FBA, 4-5 days, Free Shipping, Prime
Review, 4.5 Stars + ( The actual 4.7 points)
The above content is worth thinking, the impact of the picture visual, does title make sense? does the title shows the advantages of the product features and key performance parameters? The delivery time and short shipping costs, the visual impact of labels (label is Identity symbol), the number of reviews and scores and more.
Sellers should now think about it: Why did new product hasn't reviews,is this CPC's poor results? Why BSR labels have a positive effect on the conversion of CPC? Why do so many people want to be the Best Seller of small node, New Release, Amazon Choice? Why the title should be readable? Why keywords piling lead to a particularly long title but the effect is not good? Why the product's picture quality, background white ground, or even shooting angle will affect the conversion? Why does FBA has some advantages over FBM? Why does the price is 25.99 instead of 26 dollars?
How much information can be seen when a user clicked into the details page?
The product details section is a page that directly affects whether the user purchases product or not. This part of the content is very informative, so the user entering the detail page represents that the user has a certain interest in the product. He hopes to obtain more and more effective information on the product details page Information, if the information is still attractive to him, then he will be more likely to make purchase decision.
Content is too much, a simple analysis:
1. the main map: pixel, pure white background, zoom function, shooting angle, whether it display products completely.
2. Vice map: Features, highlights, performance, product used in certain scene and the content you want to express.
3. full title: Brand (Anker), battery capacity (10000), the advantages of highlights (Smallest, Lightest, External, Ultra, High-speed), the mainstream fit models.
4, Best Seller: Node BSR, Review number and Rating, QA quantity, product price
5. Promotion: ongoing promotions
6. inventory and distribution information: In Stock, shopping cart