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At present, the use of data analysis software for collaboration in cross-border e-commerce has become the new normal for people's work. Using data analysis software can not only improve work efficiency, liberate manpower, but also reduce costs and maximize benefits. Therefore, data analysis software has also become the choice of more and more Amazon sellers.
Customer background: new ideas for cross-border e-commerce trendy product management
A Shenzhen Technology Co., Ltd. is a brand company that operates independent tide cups. Based on the perspective of culture, intelligence and trend, it is committed to the research and development of cooling cups, creative thermos cups, cool smart cups and other products, and constantly creates "drinking" for consumers. Water" new experience. The products produced by the company have a wide range of business scope, and the market is all over the country and abroad.
(Front desk of a Shenzhen Technology Co., Ltd.)
Customer Challenge: Leveraging Digital Technology to Get Out of the "Rolling King" Era
With the continuous development of cross-border e-commerce, market competition is becoming more and more fierce. Customers joked that this was the era of "roll king", and competitors fought price wars. In addition, product costs, advertising costs, and logistics costs form a "three-high" model.
Increasing orders, reducing costs, and meeting consumers' personalized needs have become the focus of all sellers, and how to reduce advertising investment, reduce costs, and increase orders is also a challenge for Amazon sellers.
Customer appeal: Digital cross-border helps Amazon sellers realize digital and intelligent operations
Tuo is always the Amazon Operations Director of a Shenzhen Technology Co., Ltd., responsible for the entire company's Amazon business. The products sold by the company are mainly high-quality products. The main problems encountered in the early operation process are the high ACOS of advertising and the poor optimization of the listing page.
Mr. Tuo said that the pain points encountered so far are: "The first is that there is no complete system for advertising, and ACOS is getting higher and higher. Generally, ACOS will show an upward trend after three days of advertising. The second The problem is that the listing optimization is not done well enough.”
Beginning in May 2021, Amazon has successively banned the top sellers and closed the store. And an announcement will be issued to deal with all kinds of shops that violate the rules of the platform, reminding sellers to operate in compliance. All of a sudden, all big, medium and small sellers began to panic. This turmoil also let sellers know that compliance operation is the long-term way.
It was during this time period that Mr. Tuo communicated and learned with the sellers on the Zhiwubuyan Forum, and was brought to the cross-border by Amway, a seller friend on the forum. Under this opportunity, data-based and refined operations are carried out through Shupai, and the reverse keyword search function is used to analyze the source of search traffic of competing products, use these traffic words to advertise, and optimize the listing page.
Solve pain points: one-stop solution, cost reduction and efficiency increase
Shupai reverse keyword search function solves the problem of not knowing which words to use to fill in more suitable for consumers when writing listing pages, as well as the blind input of words in advertising words, resulting in low advertising effect click rate and low conversion Case.
Using the function of reverse-checking related traffic, you can quickly obtain the related entrances in the inner pages of which products for an ASIN have been displayed. It can help sellers quickly understand which listings the entered ASIN is displayed on the inner pages, find more comprehensive, more accurate, high-traffic related products, so as to help sellers accurately target advertisements.
Mr. Tuo said: "In the data analysis software I have used, Shupai's reverse keyword search function is more prominent, and the home page traffic ratio function can intuitively see the traffic distribution. And the search heat function can accurately and quickly find For high-traffic words, these data are very valuable.”
Project result: the seller really entered the "refinement operation"
Now, not only are ad costs skyrocketing, but conversions are not ideal. Although advertising costs have skyrocketed, product differentiation is the key to improving conversion rates. But if everyone only focuses on the competition for one traffic position, it must be a situation where there are more monks and less flesh.
Use the anti-relevant traffic function of Shupai to analyze the product traffic entry, and find competing products that are highly relevant to my product and have relatively good traffic, and at the same time, the competition is not too intense.
Open up more traffic positions from these competing products, and place targeted advertisements in these positions. In this way, accurate traffic can be obtained, which can bring product exposure, thereby improving product conversion and increasing order volume.
Shuipai will focus on customer needs and help solve sellers' problems. Continue to improve product experience and create greater value for customers.
