New idea! Converting off-site traffic will steadily increase your sales ranking.

New idea! Converting off-site traffic will steadily increase your sales ranking.

Image source: 123rf.com.cn

Quickly promote the 38th article outside the site

I don’t know if you have had this feeling. After working on the off-site, I found that the conversion rate was even lower, and I found that KEEPA’s ranking curve had plummeted.

What is going on?

First, let’s review the conversion rate issue.
 
The following picture is the most important picture in the entire Amazon



BSR ranking
Ad ranking
Organic ranking
These three rankings influence each other.

Generally, you can control the number of orders outside the site, thereby driving a steady increase in BSR rankings. The steady increase in BSR rankings can drive the improvement of advertising rankings and natural rankings. (As shown in the figure above)

Many of you may not know that it refers to the BSR ranking, which is the category ranking.

However, in order to maintain continuous ranking growth, the CR conversion rate must continue to rise.

From the beginning of a new product, the conversion rate of 5% has been gradually increased to 20%. Remember to keep the increase steady and not fluctuate too much all of a sudden, otherwise it will affect the ranking.
 
For example, if you do off-site sales today and receive dozens or hundreds of orders (usually around 10 orders), your BSR ranking will be greatly improved, but you will not be able to maintain it and it will drop again the next day.

There is another very important indicator
Today, the CR conversion rate outside the station will be lower than usual.
 
So today's off-site effects, to be honest, will affect the ranking in the future
 
Yesterday’s total conversion rate outside the site: 15%
Today’s total conversion rate outside the site: 10%
(You can see the data in the background, usually you can see the data of the day before yesterday every other day)
 
This means that the conversion rate after the off-site is lower than the day before. This traffic is not friendly to the listing, and your keyword ranking will drop.
 
Here comes the point:
So what should we do?

1. Adjust the discount appropriately
2. Find the traffic of the group more accurately
 
Now that we have talked about conversion rate, let’s get back to the topic.

Conversion rate can keep your off-site results good. But after completing off-site, how can you keep your ranking and order volume stable?

Let's take a look at a screenshot first. Let's see if you understand it first. We will analyze it bit by bit later.

Phase 1:
Suppose we have a product that has passed its new product period and has been on the shelf for 6 months.
The average number of orders per day is 20
Advertising orders are 10, organic orders are 10, and the advertising budget is $30

At this time, you want to continue to increase the number of orders, so that after a period of time (for example, 15 days), the product can reach 30 orders per day.

The three most common ways we can do this
1. Fake orders
2. Advertising
3. Off-site
 
Analyze the above three methods:
1. Fake orders
It is easiest to control the CR conversion rate. People who have brushed orders should understand this very well, but the cost of brushing orders is high.

2. Advertising
Increasing the advertising budget and bidding can also increase the number of orders, but the cost of advertising alone is highly uncertain and requires time for testing.
 
3. Off-site
If you do it separately outside the site, you will find that after you finish it, the order volume will return to the previous position

so
Use advertising + off-site, use off-site to stabilize the number of orders, and also increase the advertising budget


This is the best way to increase and stabilize the order volume
 (Please remember that off-site promotion is only an auxiliary process for product promotion, and what is really important is advertising)

The logic here is this:
Off-site orders-----BSR ranking improvement-----promote advertising ranking improvement and organic ranking improvement----thereby improving advertising and organic rankings ---increase advertising orders and organic orders  

Phase 2:


At this time, the total number of orders should reach more than 40, with 10-15 natural orders and 10-15 advertising orders.


To convert 20 orders into 30 orders, you should remember to increase the off-site orders in the middle of the off-site process . At this time, the off-site orders should be at least 10.


Please remember that in this process, I only adjusted the budget for advertising. Don’t change anything else. When you see that the overall performance is getting better, increase the budget by a few dollars a day, from $30 to $50.


Because, in a field, if there are multiple factors that affect the results, to test the effect of a certain result, then other conditions remain unchanged and only one factor is changed, then the impact of this factor can be seen.  

In the first two days of off-site advertising, do not adjust the advertising budget. First look at the overall conversion rate and order volume, and then adjust
 
After you have completed the first two or three days of testing, you need to control the number of orders outside the site. For example, the number of orders outside the site needs to be between 10 and 15 orders per day (depending on your target order volume)

So how do we control this order quantity?

If you want to run a FB discount group yourself, you can try running one or two groups in the evening in China time. When running a discount group, you can also share the popularity of the same type of products, how many orders will be placed, and how much discount will be needed. If you find that the number of orders is not enough when you come the next morning, you can immediately contact the group owner to post a message.
 
Because our morning corresponds to the evening in the United States, our 9 am corresponds to around 6 pm in the United States, so you still have 6 hours in the day to place orders.

Whether you are working with an off-site intermediary or contacting the FB group owner yourself:

There are two points to note during this process:
1. The total conversion rate during the off-site process must be greater than the previous conversion rate, even if the discount is larger and the loss is more money, it must be done.
2. Make up for the daily orders so that the BSR ranking can be stabilized

After doing it for a while, you feel that you have achieved your goal by doing it outside the site (the number of organic orders and advertising orders is stable at more than 30 orders per day)
 
Phase 3:
At this time, more than 15 orders can be placed.
The advertising leaflet can produce more than 15 orders.
The goal has been reached.
Then you can end the off-site.
 
This is a method of using advertising + off-site to increase the number of orders, which can ensure that after completing the off-site work, the ranking and order volume will not fluctuate greatly.
 
This strategy is just to provide a way of thinking. When the sales volume reaches the number of orders you want, you can use this method to continue to climb up, provided that your off-site resources and funds are sufficient.
 
The products I have personally managed have entered the top 50 in the auto parts category using this method. The above are all real practical experiences. I believe in its effectiveness and feasibility, otherwise I would not recommend it to you casually. It all depends on whether you can understand it.
 
Today we are talking about a method of using off-site methods to promote old products. The next article will talk about how to promote new products through off-site methods. Please stay tuned.


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