Novice sellers often encounter these problems: Although the listing has been optimized , the conversion rate has not improved ? How to invest in advertising to avoid burning money without effect ?

Amazon Global Store: Today, let's take a look at how the gold lecturers in the official lecture hall answer questions.

Listing is the "big problem", how can we create a popular listing?

Seller Xiao Wang recently put a new pair of sweatpants on the shelves. He is ready to optimize the listing and make it a hit.

Xiao Wang : I heard that the word "casual" is popular, so I made up a lot of words like "casual pants", "casual sweatpants", and "casual women's pants" and buried them in the title, five points, description, and hidden keywords. Among them, especially the high-weight titles and five points, I have repeatedly written keywords many times, but the results are not satisfactory. Why is this?

Official Lecture Gold Lecturer :

Write the most important words that can truly reflect the selling point of the product into the title, so that consumers are likely to click after seeing it on the search results page. However, Xiao Wang’s misunderstanding here is that there is no concept of weight among the title, five points, description, and hidden keywords . Repeatedly writing individual keywords will not bring higher display opportunities.

The first principle of word formation is that the logic is clear and smooth , so that consumers can read and understand, so as to guide the purchase. For the so-called "weight", a large number of repeated keywords make the Listing difficult to understand, but it will reduce the conversion probability. In addition, the space in each location of the details page is limited. Xiao Wang must make full use of the limited space to write more different keywords in order to bring more traffic.

Xiao Wang : So it is. But if I modify the listing now, will it cause the ranking that is not high to continue to decline?

Official Lecture Gold Lecturer :

Ranking is mainly affected by recent sales , conversion rate , consumer evaluation , etc. The action of optimizing the details page will not affect the ranking. Of course, if the change is wrong or not good, the ranking may drop. If Xiao Wang changes well, traffic conversions are improved, and rankings may rise.

Optimizing the detail page can not only rely on feeling and understanding of the product, Xiao Wang can analyze what consumers pay attention to from the perspective of the search word report, and which words are more likely to bring traffic and conversions. After each optimization of the details page, it also takes a period of time to observe the results, determine whether the optimization direction is correct, and then decide the next action. If the conversion rate is stable, it is not recommended to modify the detail page frequently.

Xiao Wang : I'm relieved to say that, and act immediately. In order to save time and effort, I plan to optimize my own according to the listing of the first-ranked competing products , so that I can never go wrong.

Official Lecture Gold Lecturer :

To refer to competing products, you must first ensure the relevance . You can find similar competing products from the Best Sellers Rank of the category , or directly search for high-quality competing products with higher rankings for reference. You can try to find as many competing products as possible to avoid sample bias.

The titles, five points, prices, pictures, etc. of competing products have reference significance, such as the average price, which can guide the price adjustment. For the text part, in order to reduce the workload, you can only refer to the title that describes the summary of the product to find out the core keywords. If you want to do in-depth analysis, you can also refer to the five points that detail the specific selling points of the product; the title and five points are best analyzed separately . Xiao Wang should pay attention, the key information mentioned here is not to copy the listing of competing products , otherwise there will be a risk of violation .

The advertising water is too deep, how to put advertising in order to get twice the result with half the effort?

The brand seller Xiaozhou specializes in shoes and boots, and is hesitating whether to advertise to drive a wave of traffic to the waterproof sneakers in the store.

Xiaozhou : I am very optimistic about the potential of this shoe, but the new product has just been launched, and advertising without Rating is not very useful?

Official Lecture Gold Lecturer :

Conversion expectations do tend to be relatively low when there are few reviews, especially zero or low reviews. Since Xiao Zhou is a brand seller, you can use Amazon Vine to invite the most trusted reviewers on Amazon's website to express their opinions on new products and quickly accumulate reviews. In the early stage of the new product launch, it is more likely to receive evaluations when it is sold through a multi-pronged approach with tools such as advertisements and coupons .

Xiaozhou : According to your suggestion, I advertised for the new product, but many keywords only have one click, I feel that the money is too unfair.

Official Lecture Gold Lecturer :

The difficulty faced by Xiao Zhou is that the expenditure on each keyword is not high, but the total cost of advertising is not small. When a new product is just launched, a large number of fast tests can be used to discover applicable keywords as soon as possible, so that the conversion effect of the new product can be put on the right track as soon as possible. Here I also introduce a little trick. The feature word analysis tool produced by our official lecture hall can summarize and analyze the same words in a large number of search words, so as to make more accurate judgments at an early stage.

Xiao Zhou : Got it, I learned another good way to save money. In addition, I found the keyword "Waterproof Shoes" to be good. Is it okay to just use exact match for advertising? No need to spend money on broad match, right?

Official Lecture Gold Lecturer :

The purpose of setting exact matching is to obtain more traffic through a certain word , which usually means that the word has already brought a lot of traffic or has better conversions; in terms of settings, higher bids and budgets are generally used to ensure traffic acquisition. If Xiao Zhou has determined that "Waterproof Shoes" can bring better conversions, he can consider setting higher bids for precise delivery.

When you are not sure whether other words, such as "High Ankle Waterproof Shoes", "Lightweight Waterproof Shoes" can also bring traffic and conversions, you can consider setting broad match to expand related keywords and get traffic.

The conclusion is that Xiaozhou can set up broad matching to expand keywords in the early stage of product launch ; in the mature stage, he can set precise matching for the high-quality keywords found . For some big words with high possibility of expansion, it is still recommended that Xiaozhou set up broad matching to obtain more effective keywords, and then you can set a relatively low bid.

Amazon's Global Store: Has the above-mentioned golden lecturer's analysis of dry goods also solved similar questions for you? Want to discuss more targeted questions with a gold medal lecturer? Amazon's official lecture to find out!

Amazon's official lectures have tailored a three-stage ladder-line online course for sellers at different stages, helping every seller to gain a lot and to sell well! New sellers can also choose offline boutique small classes , led by gold-medal lecturers.