E-commerce sellers who have been doing business for many years will find that even if you spend money to advertise on Amazon, the traffic and conversion rates of many product pages are still sluggish. If your products also encounter such poor necks, then you may need to do off-site drainage . What is Amazon's off-site drainage? Is it really that important?
1. What is off-site drainage
The off-site drainage can be understood as, in order to promote the sales of the store, Amazon sellers use the resources they can use to attract potential customers to directly visit their stores on the platform. At present, the so-called off-site drainage usually refers to using Facebook, Twitter, Youtube, Pinterest, Slideshare and other SNS platforms to display products, tell stories, etc. to attract users' attention, and then divert the attention to the platform store. .
2. Why do off-site drainage
Amazon site traffic is mainly composed of several parts: keyword search, category search, promotions, PPC clicks and site advertising. Simply put, there are two factors that affect the traffic on the site: ranking and advertising.
For the on-site traffic obtained by ranking, when your Listing occupies the best seller position, the traffic reaches the maximum; for on-site advertising, under the premise of ensuring the delivery efficiency, of course, the more advertising costs are invested, the greater the traffic obtained. , but everyone knows that advertising investment cannot be unlimited .
In addition, when the traffic on the site reaches a bottleneck, everyone naturally wants to go outside the site for promotion and drainage, that is, to advertise their products outside of Amazon. After all, the traffic of a platform is limited, and the traffic that your store can obtain on Amazon is also limited, not to mention that if you are not a big seller, you will get even less traffic.
3. How to do off-site
1) Video sharing platform
There are short videos on Douyin and various long videos in China. The major short video platforms are at the peak of traffic, and the number of short video monthly active users is larger. Using short video platforms to drain traffic is undoubtedly the best choice . Common video platforms include Youtube, Twitter, Facebook, Instagram and Tik tok. Sharing the details, usage, advantages and disadvantages of products on short video platforms can get a lot of views.
2) Photo sharing platform
Famous foreign photo sharing platforms can also conduct some off-site drainage. The more famous ones are Instagram, Pinterest, etc., and items can be shared on these platforms. Sellers use this method to attract traffic to their own stores.
3) Various social groups
Like the domestic WeChat group and QQ group, there are also many groups abroad, such as: Telegram group, Discord group, Fackbook group, etc. Sellers can join high-quality groups through soft articles and soft broadcasts, which is a relatively high-quality drainage channel for sellers. Among them, FB group is a way that all major service providers are promoting, but if you randomly find FB group to promote your products, it is difficult to place orders if the audience is not accurate.
From the overall trend, the traffic on Amazon has doubled several times in recent years, resulting in a decline in the overall gross profit margin of products and a decline in advertising ROI. Therefore, more and more Amazon sellers will seek external Traffic, not just buying traffic from within. The above is all the content shared by Huaju Tongchuang, I hope it will be helpful to all Amazon sellers.