90872_ASMX-M07-L09_6de5afb7.pdf

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www.getwsodo.com

ASM Module 7: Understanding

Traffic and Conversions

This Lesson Covers:

1. The Two Main Reasons Sales Go Up and Down

2. How to Find and Analyze Your Data

3. What Is Considered a “Good” Conversion Rate

4. Optimization Tips

1. The Two Main Reasons Sales Go Up and Down

These are the two main reasons that you are either not making enough sales,

or your sales have suddenly dropped:

Almost

every

online business spends a great deal of time and money

analyzing and improving these two factors.

Traffic

and

conversions

are are also key factors in growing your sales.

Consider this scenario:

You are not getting enough traffic (visitors to your product page)

2. You are not converting enough traffic into sales

●

You’re making

5 sales per day

on average.

●

You want more traffic to ramp up your sales, so you increase your

spending on Amazon sponsored ads, start running AMS ads, and start

running some Google and Facebook ads.

●

After a few weeks and $500 in ad spend, you are now making

7 sales per

day

www.getwsodo.com

While that is a 40% increase in sales, the extra money spent on ads does not

make up for the extra sales.

●

You then turn your advertising back down, and you’re back to

5 sales

Not necessarily.

Incremental traffic, at some point, no longer provides enough value.

However,

you have probably done the right thing (getting more traffic) at the wrong

time (before your page is optimized).

per day

Is this a hopeless scenario? Is your product a dud?

2. Finding and Analyzing Your Data

Too many sellers think that their biggest problem is

traffic

Focus instead on understanding and analyzing how well you are converting,

before

you focus on traffic.

Please read the following definitions before you take action, to familiarize

yourself with the content:

●

Traffic = “Sessions”

—These are the number of people who have visited

your page over that time period.

●

Conversions = “Units Ordered”

—These are your sales. Some people look

at “Total Order Items” instead, you will focus on conversions.

●

Conversion Rate = “Unit Sessions Percentage.”

Take the following steps to start analyzing your conversion rates:

and select “Business Reports” from the drop-down menu.

2. Click “Detail Page Sales and Traffic” under “By ASIN” in the left side bar, to

bring up the information you need to see.

Click “Columns” on the right side of the page to add or delete columns

from your list. For now, uncheck the box next to every column

except

for

“Sessions,” “Units Ordered,” and “Unit Session Percentage.” Your page will

now look similar to this:

www.getwsodo.com

www.getwsodo.com

Take a look at your “Unit Sessions Percentage”—since this is your first

visit, you want to get an idea of how your product is performing

right

the future.

You must have some traffic in order to analyze your data—hopefully, you are

getting 30 or more sessions per day from existing traffic (organic search and

Amazon Sponsored Ads).

Increase your Amazon Sponsored Ads traffic

, if you

are not to that point.

Try to exclude traffic and sales for days that you are running deeply

discounted promotions, when you start analyzing your data. These

promotions can skew your data, and give you an unrealistic view of your true

conversion rate.

now

, so that you will know when it changes (for better or for worse) in

3. What Is a Good Conversion Rate?

What exactly is a good conversion rate?

A lot depends on your product and its price:

●

The more expensive the product, the lower the conversion rate.

●

For example, a $50 product may have a 5% conversion rate, whereas a

$10–$15 product may have a 30% conversion rate.

What rate should you shoot for?

We recommend aiming for a

10% conversion rate

at a minimum. Also, keep in

mind that 20%–30% conversion rates are not uncommon for highly optimized

listings.

What if you already have a good conversion rate?

Then you need more traffic!

www.getwsodo.com

4. Optimization Tips

Make sure that you take these

main

factors into account as your optimize

your listing:

●

Product Images: Make them high-quality, and as good if not better than

your competition.

●

Title: Keep it keyword-optimized in a

natural

way—if it looks “spammy,”

potential customers will be turned off.

●

Bullet Points: Make sure they really sell your product and its benefits.

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