The Secret to Mastering the Three Core Elements of Amazon Operations and Rapidly Boosting Sales

In Amazon operations, one of the most important KPIs is to ensure that sales are achieved. However, in the face of unmet expectations or declining sales, it is especially critical to adjust your operations strategy in a timely manner in order to recover or boost sales. In order to achieve this goal, we need to have an in-depth understanding of the core elements of operations - traffic, click-through rate and conversion rate - which directly determine the sales results of a product. Understanding their composition and influencing factors is the basis for adjusting the operation strategy.

I. Traffic

Traffic is the fundamental guarantee of sales, and its main sources are divided into internal platform traffic and external traffic. Each traffic source has different characteristics and entrances.

Internal platform traffic

Free traffic: including the natural display traffic obtained through the search results page, category nodes, Amazon Post (post) and other ways. It also includes traffic attracted through promotions (e.g. social media discounts, coupons, etc.). Paid Traffic: paid traffic obtained through spike campaigns and ads (e.g. SB, SD, SP, DSP ads).

Traffic outside the platform

Off-site Deal website resources: traffic provided by external platforms such as Slick Deal. Brand community marketing platform: content marketing through social platforms such as Instagram, TikTok, Facebook, YouTube, etc. to bring in potential customers. Traffic on the advertising side: traffic is attracted through advertising platforms such as Facebook and Google.

Second, click rate

Click-through rate is a key indicator of the attractiveness of the product, and there are many influencing factors, the most important of which are relevance, evaluation, main picture, title and price.

Relevance product descriptions need to be highly compatible with the actual product, and the keywords promoted in the ads must be related to the product in order to get potential customers to click.

Evaluation Product reviews are crucial to customer decision making, especially with the Vine program, which is an effective way to get positive reviews. Sellers with a small inventory of new products should also not ignore the Vine program, as it can help accumulate reviews quickly.

Reasonable pricing can significantly boost click-through rates. Use the pricing 9 principle skillfully (e.g. 9.99, 19.99, etc.) or highlight unique features selling points through the main image and title to attract customers to click.

The structure of the title title is important, keywords should be placed in the forefront, while avoiding excessive stacking of keywords to avoid affecting the SEO effect.

Main imageThe main image is one of the key factors affecting the click rate. Ensure that the main picture can fully display the product and highlight its advantages, increasing the desire of customers to click.

Third, the conversion rate

Conversion rate is a crucial indicator in operation, directly affecting the ultimate realization of sales. Factors affecting the conversion rate are similar to the click rate, including evaluation, price, title, main picture, but also involves video, A+ page and Listing (including title, five-point description, detailed description, etc.).

All three - main image, video and A+ page - must clearly communicate customer concerns and product selling points, with impactful visuals, while the text should be concise and effective. Video can especially help customers better understand the product.

Listing (title, five-point description, detailed description) In the five-point description, prioritize the display of selling points that buyers care about and highlight product advantages. Embed keywords in the description while adding basic information about the product. Details page should be comprehensive and logical, avoiding overly complex text descriptions.

Details page advertising space defense For key products, you must ensure that you have a position in the details page advertising space, so that you can form a closed loop of traffic and effectively improve the conversion rate.

The three core elements of Amazon operation - traffic, click-through rate and conversion rate - are closely related, and only with a deep understanding of the composition of each element can we accurately adjust our strategy to improve product sales. We hope that through the analysis in this article, you can achieve better results in operation.