The three core pillars of the A9 algorithm:
1. 9 Factors That Affect Conversion Rates
Amazon found factors that affect conversion rates, including reviews, image quality, and price.For sellers, keep prices competitive
It is crucial to maintain good conversion rates.
Price will always be the nuke of the platform.We sell goods on the platform, then users will definitely shop around, and the price must affect them
One of the main factors, however, is not the only one.
1.1 Product Rank
1.1.1 BSR: BSR is only related to sales.It’s not an absolute value. Sometimes the rankings go up and the sales decrease, because you are in the ranking.
The previous sales have fallen or the traffic of the entire category has decreased.
BSR ranking is also one of the most important ranking factors. Higher ranking = more traffic allocated by the system = more sales.
This is also the reason why Dashang likes to be off-site from time to time. Off-site does not improve the core keywords so much.
In order to maintain the BSR ranking of the listing.
1.1.2 New Release:
About 10% of users in the United States go to the new product list to buy new products, and the new product list has traffic weighting for new products.
1.1.3 Add to Cart / Most Wished For / Gift Idea, increase ECR (expected conversion rate)
The number of product reviews and the quality of those reviews are important ranking factors, as well as the frequency of back reviews.
The quality of the reviews is important, not just the quantity.
Under the premise that the previous comments are not enough, we can achieve high conversions if we can achieve 10 or even 6 high-quality comments.
1.2.1 Comment content: The content of the home page must be refined and high-quality.
1.2.2 Re-evaluation rate: The frequency of sellers’ re-evaluation will also affect the reviews.
1.3 Question & Answer:
The part that is seriously neglected by the seller, the position of QA is in front of the review. According to Amazon’s logic, the platform hopes that customers will first
Look at the comments after seeing QA, sometimes QA is more important than comments.
The QA section is listed at the top of the product page and plays an important role in conversions. Proper layout can greatly improve conversion rates.
And the new ECR indicator.
1.4 Image Size and Quality:
Pictures that do not conform to the rules will not be displayed. Only the pixels of no less than 1000 can have the magnifying glass function.
Zhang pictures affect the conversion rate the most.The main picture attracts points to come in, then look at the second and third pictures, if not OK, basically jump
The main image of ANKER is 500×500 pixels, and the browsing speed is faster, and the other images are 2300×1500 pixels for the PC side
As one of the most important “buy box” factors, product price can also greatly affect conversion rates and sales.
1.6 Parent-child Products
The Amazon system has many variants, providing more choices, in line with Amazon’s “customer first” tenet. At the same time, you can also accumulate comments.
Increase the review base.
1.7 Page stay and bounce rate
Amazon thinks the time customers spend on your listing will show how interested Amazon is in your product.
1.8 Listing integrity
According to BTG and style guide, try to perfect every information that needs to be filled in the background as much as possible.
The parameters must be filled in completely. If the parameter is not filled in, it is —. If the parameter is filled in incorrectly, the consumer will be persuaded to quit.
Typesetting is also skillful, and the typesetting should be clear and clear. (The third one is the best typesetting) sold by store name: it is our display name and also has skills, you can consider brand + category or brand + market,
It will be more professional.
(Image source: Screenshot of Amazon front desk)
1.9 Listing packaging integrity
Picture, 5-point description, long description, how to design A+
Whether the writing method conforms to the local language logic co-writing skills and familiarity with the product, the style and design of the “bright spot” (symbol
A grammatical and logical ordering is preferred by the system).
The price is the last adjustment. If our listing conversion rate is not good, we must first think and check the other 8 points except the price.
And optimize, if it is indeed a price problem, then adjust the price.
2. 7 Factors Affecting Correlation
Tell A9 to also factor in the use of your product pages for search results. To rank higher, a product must be relevant.
2.1 Title: basically can account for 50%.
Indexing has the highest weight: it must satisfy both searchable and readable, not just filling keywords.propose
The uniqueness of the core selling point can greatly increase the click-through rate and conversion rate. (Don’t try to cheat the system, you will be punished secretly)
2.2 /Bullet Points
Bury keywords, do not deliberately repeat keywords. (affecting consumer experience)
Different categories have different writing styles, you can refer to the style guide for writing suggestions.
If you have written your email address and contact information, you should always check whether the front desk is still displayed normally.Amazon will secretly delete it for you, ex
The stage is not displayed, but there is no reminder in the background.
Strategy: Research + Imitation + Beyond
2.3 Product Description
Supplement the selling point description and also include keywords.
Don’t leave it out or “write it casually” because a great product description will increase your customer engagement and conversion rates.
Do I need to fill in the product description if I have A+?
The front desk is displayed at the same time, whether there is an A+ or not, the product description needs to be written.Gradually the categories will be released
Weight, A+ and description will be displayed.
2.4 Brand and Manufacturer Part Number If it is a brand seller, the title must contain the brand.This helps buyers search for your product by brand name, accessories
The product must be added with the matching model.
In the “Specifications” section, you need to list the product’s technical and appearance parameters details, including size, shipping weight, color, etc.,
It mainly shows the professionalism of the listing and the “authenticity” of the brand.
2.6 Category and Sub-category
When setting up your product list, choose the category that is most relevant to your product.
2.7 Search Terms
Search term optimization tips:
Stay within length limits. Contains synonyms. Spelling variations are included, but misspellings are not required. Contains abbreviations and aliases. All lowercase can be used. No need to use punctuation such as “;”, “:”, “-“. Separate each word with a space. Do not provide duplicate words in the Search Terms field. No need for various stop words such as “a”, “an”, “and”, “by”, “for”, “of”, “the”, “with” and so on. Use singular or plural; both singular and plural are not required. Do not include your brand or other brand names in search terms. Do not include ASINs in search terms. Do not include profanity and do not use temporary statements such as “new” or “promotion”. Do not use subjective expressions such as “best”, “lowest price”, “incredible”, etc. Do not use insulting or offensive words. The most changed in recent years is ST, the previous weight is title>5 points>long description>ST
Now the weight of ST is gradually enlarged, and the weight is increased, which is similar to the weight of the title.
3. 5 Factors of Customer Satisfaction and Retention
Factors that help retain customers, including Amazon seller feedback and order defect rate (ODR).Keep customers happy and they will
Keep coming back (repurchasing).The more positive the feedback from buyers, the better the reviews, and the higher the contribution to Amazon. Relatively
The listing weight is relatively large.
3.1 Store Feedback
Seller feedback affects the overall store traffic and the weight of the account.
Influence large discount sites
3.2 Order delivery speed
FBM sellers want to ship quickly and accurately. Get higher rankings with efficient order processing. On the side, the listing weight of FBA will be higher than that of FBM.
Reverse thinking: In most categories, FBM sellers do not have as high a weight as FBA sellers.
3.3 In Stock Rate, Inventory Management IPI
Poor inventory management can leave popular products out of stock.Amazon likes sellers to maintain high inventory rates to minimize returns
order and cancel before shipping.
Frequent out-of-stocks have a great impact on the listing weight.
3.3 Perfect Order Percentage (POP)
Sellers who achieve a perfect order percentage will rank higher than sellers who experience problems with their orders.
voice of customer – buyer experience
The founder of anker goes to the voice of customer buyer experience every day to see how to improve the product.
3.4 Order Defect Rate (ODR)
For FBM sellers
Official Note: If the customer makes a claim against the order, it is considered a defect of the order. Defects include negative buyer feedback, feedback on A TO
Z’s warranty claims, shipping issues and refunds.Note: If the buyer later deletes the feedback, this will not count towards your
ODR. Therefore, it is worth trying to address all possible problems.