[Practical Application] How to use these 7 types of traffic to create a hit product?

What is a hot product? What are the factors that contribute to the success of a product? An industry insider drafted a test question called "Hot-selling Flywheel", which has four options: one is the product's discoverability, two is sales, three is the increase in sales weight, and four is the increase in the overall weight of the link.

The test results found that many people think sales volume is the first factor. They believe that the realization of all value must come from increased sales and profits, but before there are sales, where do the sales come from? Traffic?

1. Analysis of three types of hot products

Amazon is a platform that is oriented towards hot-selling products. Assuming a seller has more than 50 SKUs, he will find that first, he does not have enough money, second, he does not have enough people, and third, he does not have enough brains. Why? Unable to distribute goods. Sellers will find that they simply cannot pay attention to the development of every product. What actually is a hit product? Some sellers think that they can get hundreds of orders a day, while some sellers can make tens of thousands of dollars a day. However, in fact, there are strict distinctions between hot-selling products, such as the following three types:

1. Hot-selling items. Starting from the third day after the single product link was launched, hundreds of orders began to appear, and then there was an explosive growth. Although the unit price would not be very high, the overall data would be very "beautiful". Such products are defined as hot-selling products. Its characteristic is that it comes quickly and goes quickly. Of course, for some products, if the sellers grasp the previous sales expectations, they can make enough money for a year or even two years, such as accessories for Nintendo Switch.

2. Stable hot-selling products. Stable hot-selling products may be the ones that consume the most energy of sellers. For example, in a complete 30-day creation cycle, the seller has to spend 60 days to maintain it and 90 days to let it land steadily. What kind of sales trend will it show? In the first month, sellers can achieve 1,000 orders per month, in the second month they can achieve 3,500 orders per month, and in the third month they can achieve nearly 5,000 orders per month. Such a product is called a balanced product.

3. Brutal hit. What are the characteristics of a rough-and-tough hit? First of all, its single product can contribute more than 500,000 US dollars to sellers in a month. When the sales volume is good on a day, it can reach more than 1,600 orders. Its peak is first in the Home category, with about 3,000 orders.

Most of these products will appear in November and December, such as Alisa’s ecological peripheral product – the smart plug. When is the best time for sellers to do it? We start researching in the early part of the year, for example, at the end of the first quarter. In the second quarter, we confirm that there are really no problems and start placing orders with the factory for sea shipment. However, sellers need to be reminded that this type of product is "gambling" and the risk is proportional.

If sellers are still struggling with how to choose products on Amazon, it is recommended that sellers search which hardware companies Amazon has acquired in the past two years and then sell the products that Amazon has acquired. For example, Amazon acquired some door lock companies, and its entire ecosystem basically developed along these products, and sellers can also choose products in this direction.

2. Product Traffic Analysis

After choosing the product, what should the seller do?

1. Confirm the keyword position. As we all know, the traffic and sales conversion of the homepage can reach 70%, and the remaining 30% of sales conversion will be unevenly distributed from the second page to countless pages. In addition, sellers can pay attention to the secondary calculation of the platform. When you enter a keyword, assuming that the data presented on the first page is 10,000, the data will be magnified by the sixth or seventh page. So which page is better to put the keywords? There is no unified standard answer, but it must be the previous page before the data is magnified.

Amazon's association logic is that when it finds that its users have not found the products they want on the first five or seven pages, it will push related products and put all other products in. For example, if a customer is looking for a mobile phone case but has not made a purchase after flipping through many pages, related products such as tempered glass films, headphone data cables, and power banks will appear in Amazon's search results.

2. Amazon’s vertical traffic. Category traffic is the traffic that many sellers will come into contact with but will not pay too much attention to, because sellers usually think that it can be successfully displayed no matter which category it is placed in. But in fact, the traffic displayed by category only accounts for about 30% of the traffic on the site. Sellers can also make good use of the remaining traffic such as labels, FBT, etc.

3. Off-site traffic. Whether it is SlickDeals, teachbargains, Facebook or Twitter, they are all major sources of off-site traffic. But many times, the sellers’ traffic is wasted. For example, everyone is using Facebook and Google ads and will find that ads have an absolute ROI. If sellers can achieve 3:1, it is already very good, but many sellers spend a thousand dollars on click-through advertising but fail to get the corresponding results.

3. How to play with the seven major traffic

1. Search traffic . Many sellers will ask how to get keywords on the homepage? First, order weight is important. Here is a formula for sellers: (the minimum sales volume on the target keyword results page plus 3 to 5) × 7. For example, if the seller's keywords are ABC, enter ABC into the search box, go to the home page results page, and then find the minimum sales volume link. Assuming the minimum sales volume per day is five, the seller can set the order operation quantity to 8 to 10, and then multiply it by 7 days, and operate for 7 consecutive days. By corresponding clicks with high density of keywords, and then highly matching the links and keywords, we can induce the platform's hot spot push and push it to the homepage.

Secondly, the matching degree of keywords. Sellers should pay attention to not using overly relevant words. Why? Because when a core keyword becomes a product word for an industry and a hot traffic word, the seller’s daily budget will be completely covered by such words.

Furthermore, the growth trend per unit time. When calculating the link growth weight of the seller, the platform will calculate the non-interrupted heat of the link per unit time. If there is an interruption in the middle, the platform will determine whether this is an occasional hot spot and is not enough to form new quality.

Finally, link quality is a common problem, including the seller’s five elements, whether the overall copy is well laid out, whether there are pictures or videos, whether the A+ page is made, etc.

2. Label traffic. Each tag traffic has its own weight. Among them, Best Seller has the greatest impact on sales weight, and Amazon's Choice has the greatest traffic weight. It may also be the tag with the highest weight on the Amazon platform in the future. Many sellers mistakenly believe that Best Seller will increase the weight of the link, but in fact it will only increase the conversion rate of the link.

Why is it said that Amazon's Choice will become the best link label and traffic label for the platform in the future? When Amazon completes its artificial intelligence deployment and the order ratio reaches 60% or mobile payment reaches 70%, Amazon's Choice will become the main order entry point.

3. Category traffic. It is recommended that sellers do not place their products in the most precise sub-category, but must place them in relevant major categories. In addition, what should the seller do if he wants to obtain a non-related child node? For example, if you want to put a water cup in sports and health, but can't put it in, the seller can put the keywords you want to add to the subcategory in the title, and then open a case, the success rate will be much higher. However, sellers should remember that after entering, they must delete the keywords of Category A, otherwise it will lead to errors in subsequent purchases or conversions.

4. Advertising traffic. Many sellers will find that the keyword position is moving very fast, but the ad ranking is very slow. What should they do? Assuming the operation involves 100 orders, the seller can directly ask the service provider to search by keywords, and then place an order through the advertising space to increase the advertising weight. At the same time, if the seller finds that the Acos control is a bit out of control and wants to slow it down or reduce it a bit, he can ask the service provider to help make subsidiary orders under the advertising order to improve the advertising conversion rate. When Acos decreases, the seller's entire purchase price also decreases. In addition, sellers can also use PD ads flexibly to seize traffic opportunities.

5. FBT traffic. Sellers can grab the traffic of hot products to gain exposure, and then use second-hand follow-up sales for related matching. Pay attention to strengthening the correlation density when leaving comments on orders, and be sure to choose matching products for the operation.

6. Kill traffic instantly. In fact, a very critical aspect of flash sales is the order rate. There are no other factors and no other ways to intervene, it’s just the order rate. Sellers can agree on a time with off-site channels. For example, if they want to participate in a flash sale at 1 p.m., they can ask the other party to help arrange the seller's off-site flash sale 6 hours in advance. Then, before the on-site activity places an order, the popularity of the link will be relatively high, and new high-frequency orders will appear.

7. Off-site traffic. Choose the right time for traffic to enter, and then you can arrange FBA goods 1 to 2 weeks in advance through flash sales or some on-site promotions. What needs to be paid attention to is the reasonable control of costs.

Source: Hugo.com