Tag Archives: Amazon ads

The ‘ Clicks but No Sales ’ Scene in Amazon

As a seller on the Amazon online marketplace, you will be faced with multiple scenarios in terms of results. Sometimes, your products will be performing so well, without even having a satisfactory ranking on the search engine result pages. At other times, you will on the top of the list for almost all relevant keywords, but you will not even manage to get a few good impressions. A similar situation to the above is when a particular product is getting trafficked with numerous clicks but surprisingly; the sales numerals will be very disappointing. The fact that you are getting clicks shows that you should be doing rather well with the search engine results and ranking. It is the product page that needs attention, since it seems to be the actual ‘culprit’ in this case of lower sales. We shall discuss herewith a few changes with respect to your product or product page. Let us a take a look into how to manage a product page that has a good number of clicks but no (or less) sales.

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  1. Competitor Analysis

No business can exist without embedding this concept in its strategies. In Amazon, you might have won over the buy box, but there are many other sellers having the same product as yours and they will be implementing all possible methods also in order to take over that buy box ownership. It is necessary to review and keep an eye on the ‘other prices’ available for your product. If your stated price of product, shipment costs or shipment timings are not competitive with the others, your products will not be bought despite the click. Keep a balance between your shipment cost and the product price. Make sure your delivery timings are not crossing the boundary and broaden your acceptance of payment methods for your customers.

The above example shows that the offered product price of the perfume 225, but there are other offers of the same product available in 195. There are high chances that the product will be not purchased from this particular seller despite having a product page click.

  1. Get those good reviews

Bad reviews or lower star ratings on a product page are immediate roadways to click wastes. If your product reviews are not up to the mark, there are very low chances of the click resulting in a sale. In today’s world of hyper-networking, reviews play a vital role in driving sales. However good your product may be, if an older customer has left a bad review due to your packaging, the new customer will hesitate to purchase from you. So it is a must that your overall performance is above the average mark. It is always a good idea to get back to your previous customer base and request them for some reviews if they are happy with your product.

  1. Correct your content

Reviewing and revising your product detail page on a regular basis is very important. Firstly you should make sure that any of the metrics listed (including packaging details, shipment details and others) are not non-realistic. Keep in mind that online shopping completely takes away the physical aspect from customers and therefore your brand has to be trusted enough to ensure regular sales. For the trust, you have to be truthful. Ranging from product images, colour details, shipment details and every other minute point, you must make sure that whatever is listed is true and not mistakenly/wrongly mentioned. Making your product detail page as honest and clear as you can is the key to winning customers and getting good reviews too.

  1. Irrelevant clicks identification

There are quite sometimes when our product page is directed through irrelevant clicks which in turn arise due to wrong keywords that have been added mistakenly. A good example of this scenario is that ‘school bag’ product page is getting clicks through the keyword ‘school bottle’. We can identify the keyword pathway to our product page clicks, and if it is noticed that the clicks are arising through irrelevant keywords, you should immediately take them away. Keyword optimization is the key to reduce all irrelevant clicks on a product page.

  1. Offers and Promotions

If you have been following all the above agendas and still notice that your clicks are high with no (enough) sales, it should be a good idea to introduce an offer or promotion to your product. Offering a visible discount on your products might just trigger the buyer to pick your product. Show your customers how much they are benefitting by purchasing from you and your sales should hike. Another option is to give promotions such as ‘BUY 1, GET 1 FREE’ or ‘SHOP FOR 500 OR ABOVE AND GET FREE SHIPPING’. Such promotions on your products will also help in increasing sales.

If you are also suffering from the ‘clicks but no sales’ on Amazon, try the above techniques, you should get much better results. Selling on Amazon comes with a whole package of issues on its own. You have to keep an eye on content optimization, make sure your account health is performing well, have a good buy box ownership percentage and also keep up with your product page details. Amongst these, account health is very important as it helps from getting an account suspension on Amazon. You may contact us for any further assistance with Amazon – Sponsored Product ads, content optimization or account suspension get back.

Amazon Metrics That Affect Product Buyability – Part I

There are numerous factors that eventually end up influencing a particular product’s buyability. We shall deal these in two sections, this article covering the first section.

Fulfillment

Although a seller has a total control over parameters such as efficiency of his services, fulfilment is one factor that highly impacts the buy box share. Sellers have two options for fulfilment:

  1. FBM – fulfilling all products by themselves
  2. FBA – Fulfilment by Amazon, whereby the whole product catalogue is dealt by Amazon

Usually, sellers end up with a mix of these two methods as it provides real strategic management. Fulfilment by Amazon significantly affects your buy box ownership and for those sellers who do not yet have their products in the buy box, it helps them to have a speedy acquisition. But, it is important to identify products that actually show a good improvement in buy box ownership through FBA (some products may perform well through FBM itself).

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Fulfilment latency is also an important factor that impacts the product buy box. Latency is basically the shipping time – time taken for the seller to ship out the product after receiving an order. Sellers are required to enter their estimated shipping time in the product specific feed entry. Remember NOT to leave it blank as Amazon picks up a default value of 1-2 days which might not be realistic for you. If your shipping time does not match with the one entered, it will negatively affect your seller rating. For obvious reasons, lower latency times hike up the chances of buy box ownership.

 Landed Price

Landed price is the total cost that needs to be paid by the customer; the product price and shipping cost added together. Fulfilment and landed price happen to be the most prominent factors for the buy box ownership.

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The lower the landed price, the higher chances of winning the buy box. Amazon strategies highly depend on pricing, so sellers have to be ready for certain amounts of sacrifices or use innovative price listing ideas. Repricing solutions are also available for sellers for a closer monitoring. For example, considering the same product above, other sellers have the following criteria:

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There are two sellers that have a free delivery option but the landed price is high and that is why Amazon gives the buy box to the seller above, who has a lower landed price than others.

There are many Amazon metrics for the buy box that are dependent on the customer but landed price is one factor that is complete control of the seller. One point that may be utilised by sellers is to embed the shipping costs into the product price. Free shipping tends to attract more customers. At the same time, you have to make sure that your landed price is not rising up; it’s a game of optimising for the best solution.

Seller rating

Seller rating is an Amazon automated overall assessment given to sellers based on their performance on the marketplace and it reflects how well you are handling your inventory management, order management, fulfilment and customer service. Here is how the account health looks like in a nutshell:

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This criterion is judged by a number of metrics. We shall look into each one in detail.

  1. Oder defect rate

ODR is the percentage of orders that have been reported with any type of issue divided by the total number of orders for a particular product.

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Amazon recommendation for the above metric is less than 1%. There are three components that constitute the overall ODR:

             i.       Negative Feedback

Negative feedback rate is the number of negative feedbacks that you receive from all the orders you fulfil.

        ii.          A-to-Z claims

This is claim from a customer to receive back funds in case of repeated order defects or likes

       iii.          Service chargebacks

This is similar to A-to-Z claims but in perspective of card payments and bank issues.

  1. Recent Customer Metrics Data

This metric compiles your performance with respect to the customers on Amazon. It is also governed by three components.

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i. Late shipment rate

Failure to send a shipment confirmation through Amazon within 3 days of your expected shipment timeframe adds on a late shipment.

ii. Pre-fulfilment cancel rate

This is the rate at which a cancellation of an order occurs from the seller, before shipment confirmation through Amazon. This usually occurs due to stock issues.

iii. Refund rate

A refunded order is one that you refund for the customer post a shipping confirmation. This does not always end up negative.

  1. On-time delivery score

On-time delivery is a direct and close measure of how well you manage your inventory and efficiency in fulfilment areas. Amazon recommendations for this metric are on the higher side and this is comprises of 2 components.

i. On-time delivery rate

This is the percentage of the orders you have shipped that have been received on or before time.

ii. Tracked delivery rate

This is the percentage of your orders that have the facility of order tracking.

  1. Buyer-seller contact response time

This is one of the metrics that related to customer service quality. A late response is considered as a reply sent to buyer post 24 hours of customer message or inquiry. Amazon research proves that orders that have efficient communication receive 50% less negative feedback. Once a communication has been completed, a seller can mark it as ‘no response needed’ so that he is not penalized for a ‘no response’.

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Seller feedback

Although this metric does not match in weight when it comes to buy box share influence, it is directly related to it. Amazon works on a customer oriented process and therefore sellers with a high positive feedback are likely to win the buy box share.

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 There are 2 factors that are included in this metric:

i. Seller feedback score

The total of your 1 to 5 star rating are translated to calculate the total positive ratings using the following rules:

  • 1 – 2 stars: negative
  • 3 stars: neutral
  • 4 – 5 stars: positive

These details are not displayed on the product page, you need to scroll through all offeres to view this score for the sellers.

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ii. Seller feedback volume

This refers to your total customer feedback received in the past 12 months. The final score is calculated as the total number of positive feedbacks divided by the total number of feedbacks. Having large volumes of feedback increases customer confident in buying from you and thus accelerates the purchase decision. The general score in this category is 7 – 9 %, and not usually less than this.

Product discoverability and buyability are the key concepts of increasing sales on the Amazon marketplace. Some of the factors that are related to these concepts have been described above herewith. There are other factors also that affect the buyability which will be discussed in part II of this topic. For further information, you may log on to www.bmconsulting.co.

An Overview of improving sales probability on Amazon

Selling, maintaining and advertising on the Amazon platform demands a distinctive approach to success. Ranging from the application of varied resources to sophisticated strategies; it necessitates a holistic approach towards upholding a prosperous position on this marketplace. Adding on to the stress and strain, the marketplace is absolutely competitive, resulting in the optimization to be a complete challenge. Central concepts of contesting these challenges happen to be Product dicoverability and Product Buyability.

Let’s start off by defining these concepts:

Discoverability – A product’s discoverability is its ability to be found on the Amazon platform from the consumer’s point of view. It is important to remember that Amazon SERPs are product oriented and sellers have limited entitlement of increasing product sessions. Therefore, overall it is the product which needs to be focussed on. Increasing the discoverability can be related to driving traffic in terms of traditional marketing.

The following is an example of an Amazon SERP for the keywords ‘chandeliers for living room’:Untitled

As seen from the results, the product ‘Prop It Up Antique Design Brass Chandelier – 5 Lamps’ is listed among the best sellers and is also the first product on the result page. Amazon shows the product price range and the number of other offers (other sellers) on the SERP itself, which further promotes the purchase decision in any consumer. In a product like chandeliers, the product design plays an extremely vital role and probably that is the reason why the display of the SERP is in the tiled format clearly showing all designs. Motivating discoverability is dependent on many factors that are portrayed on the SERP including:

  • Image quality
  • Discount rates and offers
  • Reviews rating
  • Any tags that have been achieved (e.g. best seller)
  • Payment information

All these factors together can be well dealt with in the optimization process and as we will see later on, all marketing activities eventually form a cycle whereby each process is inter-dependent and linked with the others.

Buyability – Product buyability is based on two metrics:

  1. A seller’s percentage of total buy box ownership
  2. Traffic conversion on a product page

To better understand this, let’s take an example of a corner table. Suppose this corner table received a total of 100 orders in a month. The first metric of buyability focusses on having the highest share of the total 100 orders. The second metric of buyability is highly driven by discoverability and and overall optimization practices.

Taking a closer look at the SERP for chandeliers:

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The SERP itself shows options for other sellers as well, but at this point, the buy box is with Prop it up. Looking from the perspective of this seller, buyability will be to continue having the buy box.

Discoverability is directly related to Amazon SERPs and buyability is most relevant on the product detail pages. Both these concepts are inter-related and form a cycle – sustaining a high position of sales for a particular product.

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The major goal of all marketing optimizations on the Amazon platform is to increase the conversions from all the sessions on a product i.e. receiving a higher conversion fraction from total number of sessions. Two prime ways to do so are based on the metrics of product buyability.

  1. Buy box ownership: Getting a higher number of orders is directly related to your buy box share. The higher your buy box ownership percentage, the more orders you get and as a result more revenue is generated.
  2. Product Page Optimization: Conversion rate optimization (CRO) needs to be brushed up with minute practices and best strategies such that once a customer has landed on the product page, nothing convinces him/her to leave without ordering. Robust tactics should be implemented in describing the product page content – title, description, image quality and placement, etc. Take a look at the product page of the best seller for the chandeliers:

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 Each aspect of the product detail page has been well explained on this product. Images have been provided in good resolution from various angles. The title of the page is complete including the brand name, product name, product type and product size. Good number of reviews and ratings are highlighted. The price and delivery details are also appropriately listed. Bullet points have been all utilised giving all the information that would answer the questions arising in any consumer’s mind regarding purchase. Detailed information on designing a product page can be found here.

Before investing ample time and resources on product page design and optimisation, it makes absolute sense to first grab a good share of the buy box ownership. Otherwise all these efforts will be directed towards a competitor’s offer. The question is when to start strategizing buyability according to metric 2 – conversion rate optimisation?

To start off the process, you must first dig into your sales performance reports and pick up your top performing products based on the following criteria:

  • Number of orders: Identify the products that have got the highest number of orders and then analyse on the reasons – which may include high number of sessions/page views or a higher buy box share.
  • Sessions: Look at the ASINs that have been receiving the highest number of sessions and analyse the buy box share for them. Marginal changes in the buy box share for ASINs with high sessions can result in a good number of orders.
  • Revenue: Again, working on minute changes for the buy box with products generating revenue in the higher range make pay off with significant results.

On performing this analysis, you might find quite a number of your products overlapping in all the above categories. These are the products that you should focus on performing the maximum CRO techniques, followed by the products falling individually on the top of each category. Select these products for optimisation processes.

The overall process can be summarised as a two stage process:

  1. Win the buy box
  2. Improve conversion rate

Elaborated work on these two basics are sure to drive your sales at good speeds and heights!

Designing A Product Page That Will Enhance Sales on an Online Marketplace

Design is not only about graphics, colours and visuals. Content can also be designed, fabricated and created in ways that appeal to the reader. Online marketplaces are very much dependent on content. The absence of physical presence and feel of the product make it necessary to have correct content – placed and created appropriately.

Considering the Amazon platform, the following example shows the different sections of a product page.

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  1. Title – The title is not only the first thing that the buyer sees but also acts a great deal in generating traffic. It is essential to make sure that the title is filled with all the major keywords related to the product. The following components should be present in the title description of your product:
    • Brand name – The brand name should be either the first or second word in the title. A significant fraction of customers buy using the brand name. This also helps in creating awareness for your brand. The above example starts the description with the brand name ‘IIK Collection”.
    • Category – Inserting the category in the title helps in targeting the correct audience by getting rid of unwanted traffic. In the above example the word ‘Men’s watch’ automatically narrows down the searches to only males. In case of clothing and accessories, the gender/age suffices, for furniture one may add the area e.g. kitchen, bedroom etc and for gardening one can add terms such as indoor/outdoor. Thus, depending on the product, a specific category helps in narrowing the traffic to the most relevant ones.
    • Product name – Don’t forget this one! Otherwise you will be lost in the marketplace and probably invisible to all buyers.
    • Product description – A short description (one to two words) of the product helps in generating results from a search term. In the above example, the word analogue has been aptly used together with the colour of the product.  For clothing, you may add the type of print/colour/size, for furniture the colour and size should be added and similar processes should be applied to various groups of products.
  2. Price details – Adding the price details immediately after the title further induces a purchasing aspiration in the buyer. One should add all the discounts and offers that are ongoing in the product, clearly showing the difference in the prices. Customers are trend to be aligned with discounts more than any other factor.
  3. Delivery and payment details – Mentioning the types of payments accepted gives a wider chance of purchase for any product. Prima facie, anyone would also like to know the estimated time that will be taken for the delivery. Opposed to physical buying processes, the buyer does not get an immediate access to his/her purchased item, and therefore assuring him/her about a quick delivery will increase likelihoods of buying.
  4. Bullet Points – These are quick and complete description points of the product. Every seller should make efficient use of the maximum number of bullet points available on every product page. Bullet points are used to highlight the product details in combination with its utility. In these points as well keywords should be included in good numbers so that search of the product is much easier.

The above guidelines to the product page make a product more vulnerable to search terms and automate the purchase need in the buyer’s thought process. There are many other factors such as number of clicks, ad eligibility, customer satisfaction and account suspension that significantly affect your presence on an online marketplace. You may visit our website www.bmconsulting.co or contact us on info@bmconsulting.in for further insights from experts.

Important Factors to Increase Clicks on Your Products

When it comes to business you have to impress the customer to sell your goods or service. If you fail to attract the customer then selling commodity to customer is quite arduous.       We are all aware of “First Impression is Last Impression”. This phenomenon holds a wide ground when it comes to the online market. Many sellers on E-commerce website like Amazon think that product page is only useful to give product information. This thought process may not be totally wrong, but if we perceive the things on the larger perspective, the product page is the one which shows the caliber of the product. It also gives the glimpse of the quality of service and the reputation of the seller. All these aspects play an indispensable role to close the deal. It is mandatory to check your weapons before going to war. So if you are doing business on the E-commerce website, the product page is a key factor, it is directly responsible to the number of clicks you get.

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One should work on the following attributes to increase the clicks on product:

I.             Good quality and alignment product image

II.             Product review & rating

III.             Product title tag

IV.             Cost price/sales & discount

V.             Payment options

VI.            Quick Delivery

Lets discuss each one of them briefly.

         I.              Good quality and alignment product image:-

Images of the product are the most important factor in product description. Visuals always play the crucial role to convince the customer. You must capture the neat and clean images, with proper resolution, showing different sides and views of the product. A minimum of three images are necessary.

      II.            Product review & rating:-

Product review and rating is the attribute which builds faith in the customer for the seller and product to be sold. Previous satisfied customers share their experience and insights regarding the product so it is seller’s responsibility to maintain the good feedback stream through the service he/she offers. New buyers’ decisions are highly influenced by the reviews and ratings already present for a particular product.

    III.              Product title tag :-

Product title tag is the first point of contact on the e-commerce website like amazon. Therefore it must be well specified. Some guidelines to follow while specifying the title as follows:

  • Keep it under 200 characters, but make sure to include critical information
  • Capitalize the first letter of each word.
  • Use numerals (2 instead of two).
  • Do not include information about yourself or your company.
  • If you own the brand, put your brand information in the brand field.
  • Do not include price and quantity.

   IV.            Cost price/sales & discount :-

Customer’s decision almost totally depends on the price of the product and the discount offered. Predominantly in India, customers check discount ahead of price. Price of the product must be competitive to the competitors. The mark up price and selling price both should be displayed on the product page. Also do not forget to mention the discount offered and amount saved by the customer.

      V.            Payment options:-

Nowadays impact of this attribute on the decision of the customer is increasing. Seller should have all the payment options to the product. As we all are aware, demonetization in India adversely affects the Cash On Delivery category sale. So to avoid such kind of incidence customer should have all the options like online payment through mobile wallets, net banking etc.

    VI.            Quick Delivery:-

The time taken to deliver product to the seller should be minimum as possible because other competitors also compete on this ground. Suppose if price of the product is same for two sellers, then delivery time becomes the deciding factor. On the other hand if the customer want product as early as possible irrespective of price then delivery time plays vital role.

These are the means to increase the clicks on your products. You may visit http://www.bmconsulting.co  for further insights by the expertise.

(Compiled by Nikhil Patil)

Your Ad Is Not Eligible For Impressions : Amazon Sponsored ads

    The reasons behind the ineligibility of the ads

When it comes to business, no one will invest money in the dissolving industry. Whenever we bet on the race course, we must make sure that our horse is not limping. An equivalent algorithm is applied in amazon sponsored product ad campaigns. Advertising may be as simple as allocating budget to advertise the product, but what if your listed ads are ineligible to initiate any impression? It will be bizarre for the seller.

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The reasons behind the ineligibility of the ads are elaborated as follows:-

  1. Product is listed in buy box: The buy box for the product has been disabled recently or product is not in the buy box from the beginning.
  1. The product is out of stock- The product listed in the inventory is out of stock therefore the ads cannot display. While adding product to the campaigns make sure that the products are in stock.
  1. Ad information missing: The image of the product to be displayed is not present. Some product information required for the ad is missing. There is no inventory information for the product.
  1. Not allowed in sponsored product:-  The category of the product listed is not eligible for the sponsored product ad service.

We have herewith explained to you the reasons behind the ineligibility of the ads for impressions. You may visit http://www.bmconsulting.co for further insights on how to get rid of it.

(Compiled by Nikhil Patil)