As the new year begins, it is time for strategic layout and operational planning! How to be one step ahead to achieve a breakthrough in performance? How do old sellers make steady progress, and how do new sellers quickly enter the business? Amazon's global store opening will help you solve it in one step!
The data insight "Advisor" brand analysis (ABA) that big sellers love to use is here !
good news! All data reports in ABA are now available for download ! You can not only check the data on the data board, but also download all the data that needs to be analyzed locally for in-depth analysis and comparison , which is efficient and convenient!
What is ABA?
Amazon Brand Analytics ( ABA) is a data analysis tool available to brand sellers who have completed Brand Registry.
After completing brand registration, brand sellers can enter "Brand Analysis" to obtain a complete set of insight tools to extract valuable data, including keyword search reports, search term performance reports, product search performance reports, demographic data reports, repeat Purchase behavior report, shopping basket analysis report 6 big data dashboards and reports.
At the end of the year and the beginning of the year, Amazon has summarized a must-read "Amazon Brand Analysis Practical Manual ABA Playbook" as a New Year gift for everyone!
1) Brand analysis of all ABA functions and introduction of new functions
2) Practical cases of 6 common scenarios that novices Xiaobai can understand
Amazon’s global store opening: Today, through interviews with mature sellers with rich experience in ABA and emerging sellers with rapid growth , we summarize the four ABA data analysis ideas that you may use , and describe how to use data insights to achieve Seize market share, optimize product operations, improve advertising efficiency, optimize pricing strategies, develop sales channels , and help brand sellers start a new year with big sales!
First of all, let's take a look at how Anker Innovations, a mature and experienced big seller in the field of cross-border e-commerce, uses ABA. We interviewed the eufy brand under Anker Innovations to share two usage scenarios and cases.
In the fiercely competitive Red Sea market, it is a common strategy to find competitors that can break through and seize their market share.
Through the "search word performance report" , eufy identified the main target to grab market share from many preset competitors – brand A, and successfully increased the market share by increasing the advertising of the brand's keywords.
Step 1 Lock down the main competitive brands in the buyer's search terms
The brand view of the search term performance report can display 1,000 buyer search terms that are most relevant to the seller's brand. Buyers search for these terms to find products that meet their needs. These terms include the brand names of other brands.
Therefore, sellers can use the search query scores of these keywords to select competing brand terms from the top 1,000 search terms, such as four brands A, B, C, and D.
Step 2 Screen out the brand words of competing products that compete with your own brand
Based on the total number of brand or ASIN-related search terms in the search term performance report in the four links of display, click, additional purchase, and purchase , as well as conversion rate and share data, build your own "dashboard", which is the following chart, to measure Possibility to seize the opponent's market share. *The data below are simulated data.
First look at the data performance of users who came to the eufy store by searching for the four competing brand words A, B, C, and D in the four links of display, click, additional purchase, and purchase.
Interpretation: From the chart above, it can be seen that the proportion of brand A in the four links of the sales funnel is much higher than that of other brands, while the proportions of brands B and C are very low, indicating that the conversion efficiency of eufy for brands B and C is not high. High, while brand D has high clicks but low additional purchases and purchases, indicating that eufy's products are not attractive enough to customers who originally planned to buy D products. Although D's potential customers have viewed eufy's products, they are more inclined to buy the original search brand in the end The product. Therefore, the original markets of brands B, C, and D are relatively stable. If eufy wants to seize the market share of other competing brands, it has a relatively better chance to start with brand A.
For further verification, we compared the conversion data of the search terms of the four brands ABCD in all stores on the site with the conversion data of the search terms of these four brands in eufy stores.
Interpretation: Through the comparison of the data in the above chart, it is found that the conversion rate of eufy for brand A is higher than the average level of the whole site , while the conversion ability for brands B and C is far lower than the average level of the whole site, and the conversion rate for brand D is almost the same as the average level . That is to say, when a user searches for "Brand A" and browses all the search results, the probability of finally buying eufy is very high, and may even be higher than the proportion of the final purchase of Brand A.
Through the above analysis, eufy has decided to take brand A as its main target to seize more market share !
Step 3Optimize the delivery strategy to seize the traffic and share of the target brand
eufy entered the main competing ASINs into ABA’s “Keyword Search Report” to find its main keywords , and increased the placement of these keywords to seize market share. At the same time, through the placement of product advertisements , users can see the products of this brand when they browse the product details pages of competing products, and intercept them, so as to finally increase sales.
To optimize listing and delivery methods, refer to cases 3 and 4 of "ABA Playbook"
Launching new products and creating explosive products is another effective way to achieve performance growth and break through the market.
However, the poor sales performance after the launch of the new product is a big problem for almost all sellers, and the big sale is no exception -eufy launched a new product last spring, but the performance has not met expectations, so they searched through the "full series of products" "Performance report" to analyze how buyers interact with branded products during the search and purchase journey, and use search participation indicators such as search impressions, clicks, additional purchases, and purchases to find links with room for optimization, diagnose and locate problems, Thereby improving the conversion efficiency of new products .
Step 1 Capture core data and set up benchmarks for comparison
Export the total display volume, total click volume, number of additional purchases, and extraction of purchase times for popular product A and new product B, and set up a data comparison table.
Case illustration, non-real operating data
*Calculation formula: click-through rate = total clicks/total impressions conversion rate = number of purchases/total impressions
Step 2 Dig deep into the reasons for the gap, work with multiple teams, and break through one by one
Comparing the data in the table, it is found that all data links of new product B have room for improvement, but its total display volume and click-through rate performance are the most prominent shortcomings. Comprehensive analysis shows that: the reason for the difference in total display volume is that A has long occupied the front page of the search results page for major words in the category, while new product B is located at the back, and cannot even reach the home page; the reason for the difference in click-through rate is that new product B’s The evaluation star is lower than A, and the price is higher than product A. It is comprehensively explained that the product is not attractive in terms of listing or price . It is necessary to research and improve the keywords, graphic descriptions, etc. of the listing to attract more users who see the display and click to enter the product details page .
At the same time, the operation team determined a competitive and reasonable price for new product B through multiple rounds of price adjustment tests .
In addition, eufy carefully reviewed all buyers' comments, and through VOC (Voice of Customer, buyer's voice), tapped user needs and insights , further promoted product optimization and updates , and optimized promotional materials to directly address user pain points and meet market demand.
In order to get more high-quality praise and help improve the conversion rate, eufy is considering adding the new product B to the Vine plan to help quickly get word-of-mouth recommendations and open up the market .
Finally, in order to increase the amount of display, eufy also actively uses promotion methods such as Deal , and continuously optimizes the drainage efficiency by analyzing the performance data of advertising .
After several months of hard work, the click-through rate of product B increased by 30%, the conversion rate increased by 214% , and the BSR ranking of the product sub-category rose from 100 to top5 !
In addition to mature sellers who use ABA as an operational strategy advisor, emerging sellers are also actively researching the use of ABA to help operational decision-making and improve operational efficiency. The next two cases are from new Amazon sellers in the past few years. Let us see how these emerging sellers use ABA’s data analysis to improve their daily operating results.
SCENDOR is a horticultural brand that will be launched on Amazon at the end of 2021. Although it has not been online for a long time, by making full use of various brand tools , SCENDOR has come from behind and its performance has soared. Through the ABA "Search Term Performance Report" , we can increase the advertising of high-conversion words and reduce the low-efficiency expenditure of keywords with high impressions and low clicks.
At the beginning of its launch, SCENDOR set up a total of 1000+ keywords for advertising. Through the observation of data performance, they further subdivided more than 10 groups into more than 30 according to the dimensions of keyword categories, traffic entrances, clicks, conversions, and brand share. Set budgets for each group, and according to the weekly segmentation data, it was found that 600+ keywords had no conversion or low conversion and high cost, so 60% of the invalid keywords in the original delivery plan were reduced .
After a review, SCENDOR summed up the optimization ideas suitable for itself, and successfully achieved a significant decrease in the proportion of advertising expenses and a steady increase in sales profits. In just 3 months, its proportion of advertising expenses dropped from 84% to 24%. Sales profit increased from 17% to 34% !
Using the most suitable products and pricing, developing new users in new business channels, and continuously increasing the repurchase of old customers are also important ways to increase performance.
When Labor Supplies Company A went online on Amazon, it opened Amazon Business, an exclusive platform channel for B-end enterprise purchasing users, and To C + To B are two-pronged to carry out business .
After operating for a period of time, the brand reviewed ABA's "Repeat Purchase Behavior Report" to analyze buyer retention and repeat purchases by brand and ASIN. The report shows indicators such as the overall number of orders, sales of repeat purchases, number of repeat purchases and buyers, and the proportion of repeat buyers.
Through data analysis, the brand selected 1-3 products with the highest repurchase rate of B-end customers from the transaction data of Amazon Business , and set a gradient quotation that is more favorable than competing products for testing Customer price sensitivity. After testing, the seller changed the price discount of the most popular ASIN from the original 2% to 5% in order to obtain the maximum sales and the best profit opportunities.
After optimizing the ASIN and optimizing the quotation, in just one month, the B-side sales of this ASIN increased by 170% month-on-month, and the overall performance of the brand on Amazon Business also doubled !
Open Amazon Enterprise Purchase, and select the products with the highest repurchase by B-end customers through the "Repeated Purchase Behavior Report".
Based on market conditions, set more attractive offers.
Continuously analyze the sales situation, price-volume relationship and profit income, optimize the pricing strategy, and obtain more corporate purchase orders.
After thoroughly understanding the reports of these four actual combat cases, I believe that everyone has a certain understanding of ( ABA ) . Through ABA data analysis, methods to reduce required costs and increase market share, sales performance and profits. Have you learned it?