Introduction
In the world of global e-commerce, Amazon is undoubtedly one of the Kings. Whether it is a new small merchant or an established brand, mastering the various sources of traffic on the Amazon platform is the key to success, and we POD clothing sellers are no exception. This article will give you an in-depth look at the main traffic portals on the Amazon platform, including natural search, linked recommendations, and more, and explore how to maximize these channels for sales growth.
Traffic Password: Explore the secrets behind Amazon
The reason why Amazon can become one of the world's largest e-commerce platforms is inseparable from its complex traffic system. Understanding and using different types of traffic sources can not only help sellers improve product exposure, but also effectively increase conversion rates. Next, we will detail several important traffic types and their characteristics.
Amazon Platform traffic source details
1. Keyword natural search traffic
- Definition and characteristics: The number of visits generated when a user searches for an item through a search engine or enters specific keywords directly on Amazon's website.
- Maximize drainage method: Optimize product title, description and back-end keywords; Update content regularly to accommodate the latest search trends.
- Cost considerations: Basically no direct expenses, but need to invest time and resources for SEO optimization work.
- Precautions: Avoid excessive stacking of keywords that will lead to a decline in user experience.
- Conversion effect: usually has a high correlation, so the conversion rate is relatively good.
2. Associated Recommended traffic
- Definition and characteristics: Traffic generated by the system automatically pushing related product links based on user browsing history, purchase behavior and other factors.
- Maximize drainage methods: Maintain good inventory management; Actively participate in the Amazon referral program.
- Cost considerations: At no additional cost, but to maintain a healthy business operation.
- Note: Ensure that the product information is accurate so that it can be correctly recommended to potential customers.
- Conversion effect: Because the user's interests and preferences have been taken into account, such traffic conversion rates are often good.
3. Category node traffic
- Definition and characteristics: Buyers browse product categories step by step, and finally find the traffic brought by the product.
- Maximum drainage method: Place the product correctly under the relevant categories, optimize the product title, price, pictures, etc., and improve the exposure rate of the category nodes.
- Cost considerations: Basically no direct expenses, but need to invest time and resources for SEO optimization work.
- Precautions: Ensure that the product category information is accurate, so as to be correctly recommended to potential customers, some third-party tools can be used to query the correct subcategories, but also to avoid keyword stacking, and actively do sales and positive feedback evaluation.
- Conversion effect: category navigation is one of the important paths for buyers to shop, but the product needs to have advantages, so that the class is currently listed, such as the small class is currently 50, the effect will be quite good.
4. Activity promotional traffic
- Definition and characteristics: Traffic generated by participation in Amazon's promotional activities (such as instant kills, coupons, promotional areas, etc.).
- Maximize drainage method: promotion activities can rapidly increase product exposure, promote sales growth in the short term, especially in the new product, the second kill promotion activities, will have excellent results.
- Cost considerations: Most of the promotional activities are required to charge fees, such as second kill activities, generally 150 US dollars/time, and may even increase to 300 US dollars/time during the promotion period, of course, there are also some do not need to charge, such as. Deal of the Day But the number of places is limited and the competition will be fierce.
- Note: Ensure the activity price of goods, understand the corresponding activity rules, in order to avoid unable to activity prices are too low, resulting in serious losses, at the same time, but also actively maintain the rating of the store, the overall evaluation of at least 3.5 stars or more, it is possible to obtain the qualification of activity promotion, and product score at least 3 stars, The price must be 15% or less off the lowest transaction price in the last 30 days.
- Conversion effect: The traffic of activities is large, and because the price is the minimum of 30 days and the price is reduced by at least 15%, the product is very cost-effective, and the conversion rate is usually very good.
In addition to the above four traffic sources, Amazon platform also has paid advertising traffic and ranking traffic. However, the former needs to continuously optimize advertising and Listing to achieve the best drainage effect, while the latter, like the category node traffic, belongs to the traffic that can only be obtained by high-quality goods, so it is unnecessary to go into details here. When paying attention to the traffic in the station, do not ignore the traffic outside the station.
Importance of off-site promotion strategy
In addition to the internal traffic sources mentioned above, actively expanding external channels is also one of the effective means to increase the exposure of Amazon stores. For example, engaging content on social media platforms and participating in industry forum discussions can bring new groups of visitors to your store.
1. Redskins marketing traffic
- Definition and characteristics: is mainly the traffic brought by the promotion of the product through the influencer on social media.
- Maximum drainage method: Contact the red people who are consistent with their own products for marketing, and do a good job in content creation, so that their products are attractive enough, while solving the pain points of the target group, and meet the needs, in addition, we must actively interact with the Red people's fans, mobilize their enthusiasm, and improve the transformation effect.
- Cost considerations: The fees charged by different Redskins cooperation are not the same, it is recommended that at the beginning, choose the waist and tail of the Redskins cooperation, which can reduce costs and accumulate experience in cooperation with the Redskins.
- Precautions: coincides with the target group, and the influential red people in these groups cooperate, do not blindly look for the head red, at the same time, but also actively do the guidance of the content page to avoid the occurrence of large traffic, high correlation, but still a very low conversion rate.
- Conversion effect: Redskins marketing can use the influence of Redskins and fan base to rapidly expand product visibility, if selected to the precise target group, the conversion rate will be high, conversely, the conversion rate will be very low.
2. Deal promotional website traffic
- Definition and characteristics: Traffic to product pages imported through external Deal promotion sites (e.g. Groupon).
- Maximum drainage method: Understand the platform traffic of different Deal promotion websites and the level of the target group gathered, choose the Deal promotion platform that fits with your own, in order to achieve accurate traffic import, at the same time, the appropriate design of the product discount, while ensuring profits, but also have enough attraction.
- Cost considerations: Like Red marketing, Deal promotion website also needs fees to publish promotional information, these fees are usually fixed, but each Deal promotion website may be different, it is recommended that small partners understand clearly.
- Precautions: The main points of attention are the cost accounting, the cost of publishing information, plus the loss of discounts, when the target sales volume is reached, how much loss or cost expenditure may be caused? Can I take it back later? These are things that need to be considered.
- Conversion effect: Actively participating in the promotion activities of external Deal promotion websites can effectively improve product exposure and conversion rate, but pay attention to the choice of Deal promotion websites.
In addition to the above two sources of traffic outside the station, on social media, to the official number or personal number to release discount promotional information, can also bring a certain amount of traffic, but this is similar to the nature of red marketing, the difference is that you do not need to pay for cooperation, but correspondingly, because the number of fans is small, or the fan purchase rate has been saturated. The conversion rate of releasing discount promotion information may not be large, not as good as the red cooperation model with a large number of new customers, more inclined to a maintenance between old customers and further development of potential customers, and similarly, there are email marketing, to purchase, register, buy your goods old customers or potential customers, release emails to recommend new products, or coupons. Providing exclusive discounts for each other will also bring a certain amount of traffic, but like releasing discount promotion information on social media, it may be attractive enough, or the effect is not good, here will not be repeated.
Conclusion
To sum up, standing out in the highly competitive Amazon marketplace requires a comprehensive understanding and flexible use of various traffic acquisition methods. Although each approach has its own unique advantages and challenges, we POD clothing sellers can improve the overall performance of the store to some extent as long as we develop a reasonable strategy according to our own circumstances.
FAQ
1.Q: How can I quickly improve my product's ranking on Amazon?
A: Focus on continuously improving the quality of listing (titles, images, etc.) and actively collecting positive reviews.
2.Q: Is advertising necessary for small sellers?
A: depends on the situation, but it is a very useful tool for new products that want to expand their visibility quickly.
3.Q: What are the advantages of social discount promotions compared to other forms?
A: It can reach the target audience more directly and it can help build brand loyalty.
4.Q: What should I pay attention to when using email marketing?
A: Compliance with anti-spam regulations is a top priority, along with the quality and personalization of email content.
5.Q: Can the off-site Deal promotion website really bring significant traffic?
A: It is indeed possible to attract a large number of customers if you choose the right site and offer attractive enough price concessions.
