For me, I feel like having a strategy in place to constantly be
filling in positive reviews. You’re always going to get negative reviews. It’s going to happen. No matter how good your product is. Honestly, if you’re product is the best of its type, you’re probably going to get the most negative reviews
because a lot of your competitors are going to be proactively trying to bring you down. So you need to have a strategy in place to constantly be bringing in positive reviews. Some of the ones that you know, we are big advocates of in Prime guidance is reaching out to feedback. So when people leave positive seller feedback, they often times will reference your product and they won’t understand that they’re leaving feedback for the seller versus the product. So having a system in place to follow up with people who have positive
feedback encourage them to leave a positive review, I found to be a very cost-effective an easy way to start getting reviews and then there are some platforms and we don’t need to go into detail on what they are, but there are some platforms that allow you to offer your product
at a promotional price and then you have the ability to interact with that person post purchase. These are platforms. Theses are not review platforms.
That is not their purpose they’re sales acceleration programs. But because you have that ability to contact the person remember they’ve already gotten their product.
They’ve already gotten the promotion, they’ve gotten the discount, in no way is it contingent on them leaving review. But just having the ability to follow up and begin a conversation with the person I’ve found to be very effective in getting reviews in that way as well. I’ll stop there.
I don’t know if Wes or Victor if you guys want to touch on some of the cool stuff we could do and Many-Chat as well to help Garner more reviews or any other ideas
you have Wes. I’ll let Victor hit Many Chat, but the one thing, the one tip that I will give that I have found to be extremely effective.
Build A Relationship
It doesn’t, at least the last time we were successful,
because as you know Amazon changes all the time.
It doesn’t change the star review. But I encourage my customers or my clients to always reach out to every
single review good bad neutral Otherwise, especially neutral and bad reviews and Sprigley you put the dollar amount on it seven hundred bucks was what one of another seller out there at the Prosper show put a value on a 5-star review and just to qualify that you guys, the person who put that
dollar value is actually $750, is a top-five seller on Amazon.
So I encourage all of my clients to do is Spend the time, reach out on those bad reviews and I don’t care what you
have to do. Get that customer, build a relationship, build up that trust, and then get that customer to alter and append their review and while the star Count may not
Change, I believe Amazon still does the update on that review and in my opinion.
Because here’s the thing how many of you guys have gone to buy something how many five-star reviews do you read verses how many one-star reviews do you read? That right there a one-star review of appended to good review is worth 10 to 25 Stars. If you can get those consistently and get a couple of those on your account, I mean you’re golden. We’ve done that on three different products and I’m telling you PPC went down sales with up by 25 30% over time. It’s and we actually started calling it out in our in our product
pages, but I’ll stop there. Victor you know– No, I want to add on to that because that is freaking genius and it’s something I’ve been doing but I’ve never actually sat around and thought about why I was doing it and the fact that people read these one star reviews I was on a call with a
client yesterday and they put it beautifully there like think about it this way if that person who leads the one-star review and it’s like a paragraph long right cause the 1 star reviews are never like 1 word, the 5 star reviews are like, “its awesome”. The 1 star reviews are like “1 star, here’s my book”. And what they were saying that really resonated with me is this, the squeaky wheel is always going to be the squeaky wheel. So if they’re that adamant about one-star review and being upset and angry, they’re most likely going to be that adamant about having the company reach out to them know making them a priority, spending time with them. It reminded me of one of the Brand’s I worked with and the gentlemen Edward, who’s one of our
Attendees who works there currently. Over the years we’ve run into some some customers in that brand who were really really aggressive and really really I don’t know just just problematic. I had other words, but about, you know ingredients or about you know– one customer when we first started selling on amazon misinterpreted the lot number for the date of expiration, and just went absolutely haywire on that topic. Some of those guys have ended up being our best brand ambassadors years later because we spent the time and energy so I think Tyler, I think that’s a really good call out for us.
If you know, if we can find some of those, you know customers who have had a less-than-ideal experience and just spend the time going out to him and massaging
Their ego, you know we oftentimes do see, you know a transition from a really “I rate 1 star” to a you know best case scenario super enthusiastic 5 star In my experience is normally ends up more it like a 3.5-4 because they’ll come back and they’ll say like “hey the product didn’t meet my expectations, but man that company was amazing, their customer service was awesome.” And that for me as a consumer gives me confidence that I’m looking at this product and I see two or three other from really large name brands that I know and should trust and pay the 30% premium because of that brand name and I see this other
guy he’s got less reviews and you know, he is a newer player.
I’m not familiar with the killer price, if you know– or even
a higher price in some cases. Absolutely, but than I see that every single time someone had a problem the company made it right. I’m going to buy that product. So I’m going to throw 2 things out there again to you is that, 1.) how many of us have cell phones and have some kind of a satellite or
cable service, huge companies that are just you know known for not really following through on customer service.
So it’s it’s a trend that larger brands are not taking care of their customers be that person that takes care of your customers and follow through and build that trust. I’m going to stop there and say go find the Amazon principles.
I don’t have the link on me go find it print it out, put it above your work desk and live by it as your as your company for services second I just want to throw out there,
there. So Apple, I worked at Apple engineering for about six years and apple had a system for their customers.
They would acknowledge the customers issue a line with that customer and then assure that customer they’re going to get that resolved. About 4 years ago, They pivoted it a little bit from that to that plus exactly what we’re talking
about take that bad situation and create a promoter because social media is key when that person writes that book as a review on Amazon and you flip that customer to a promoter of your business, they’re going to go write that same kind of stuff on Facebook. And yeah, and if you were younger like Victor, and not old like me they’ll be on Instagram and I’m kidding. I was told that Facebook’s for old people and I was like, oh okay. I’m kidding, I give him a hard time all the time for it because I think Victors like what– We’ll I think You’re making a good point there though. Every audience does have a totally different, you know, social media you know network of choice. Doug, I think you were going to say something. Oh that’s alright, But the, you know me coming in with my adjacent industry thing,
What It Looks Like
1 thing that I know gives me confidence when I’m shopping for hotels is when I see there’s bad reviews and then there’s engagement, you know, and My thought is Management’s engage they’re trying to respond to every negative review.
They’re not just ignoring or hiding the negative reviews,
and only responding to the ones that said “I had a great vacation” “oh we’ed love to have you back” and then the ones that say their negatives are like “good riddance
don’t ever come back.” No, hey man, I think I think it’s a really good point and and– None of this stuff that we’re talking about, lets be honest, none of this stuff is earth shattering, ground breaking, new, creative, original,
We’re Just taking standard best practices in the business world and saying, how do we apply them to an Amazon business?
I see a lot of people create an Amazon store and it’s just kind of set it and forget it.
They’ll build it and then they’ll launch it and then they’ll walk away
and that is a huge mistake because with that Amazon storefront, we have some incredible Insight that we don’t anywhere else.
So on that storefront we can get demographic data.
We can see who’s visiting we can see what sex they are.,
we can see what age they are,we can see a tremendous amount of demographic data that Amazon doesn’t give us anywhere else.
So for me, I’m always watching that data, I’m seeing who’s interacting with the store. I’m seeing what elements is the store are getting the most interaction. I’m using the storefront that homepage to push products that either
are launching or trying to liquidate, you know, your
feature products should never be the same it should be following the Strategic need of the moment.
When To Make Changes
I personally will review my storefront on a monthly basis.
So I’ll go in and I’ll review it once a month and I encourage our
clients to do the same and to really use it as a marketing
tool not Just a static page.
Amazon’s New Feature
New Amazon posts and how that could really be utilized as
part of their advertising strategy and the fact that it’s a no cost initiative.
I think it’s important for clients to understand
that. Would you mind giving an example of what posts look like for
those that don’t know and just kind of walking through where they
could expect to see it and some some general insights there.
Yeah, so this is like a normal product page on mobile this is on a mobile phone.
And if you scroll down to the bottom of almost any product page at
this point. At the very bottom there will be related posts, right here.
And this is where a user and this is all free.
It’s part of the beta program of Amazon. and this is all going to be at
the bottom of your competitors pages and your pages, and it’s sorted by
like related by date.
So how soon these people have posted but you can click on these and
interact with them and go to even a post feed that represent almost
like Instagram, it looks very very similar to Instagram and it’s an
all you have to do is just go to the product.
You just show product right here and you click on it and then that’s it.
Free Traffic To Product Page
And then each of these product pages will have these posts and
it’s really important that you start at least posting on these so
you can be on your competitor’s product page for free. That’s the
best part you can get thousands of Impressions and many hundreds of
Click through– a hundred clicks just for free just by posting on these
so it’s definitely worth especially if you’re already posting on
Instagram, you must post on Amazon posts like that,
if you’re already doing that, it’s basically one more step and you can
get that extra engagement that extra engagement to your page.
And so it makes sense.
Some may argue that advertising is king and that ultimately the right pay per click (PPC) strategy is the most critical aspect to a product’s success on Amazon but in truth CONVERSION is king! Without conversion, you aren’t making money. However, in reality, it’s the content that leads to conversion. Yes, you can say that without PPC advertising the consumer will never see your product. However, let’s say you have the best PPC strategy money can buy yet the consumer’s first impression of your product’s detail page is poor… will you convert?
In the early days of Amazon, it was often shoot from the hip when coming up with content. Usually, companies had fancy names for their products that often didn’t tell the consumer what the product did, nor why they should buy it. The consumer had to know exactly what they were looking for to find it, whereas in a brick and mortar store you could walk to the specific department and easily find the item. The product name wasn’t important when it comes to finding it in the store. Flash forward to the time when organic searches were (and still are) very critical… that’s when keyword stuffing began. For a battery pack you saw product titles like this:
External Battery Pack For iPhone, Samsung, Panasonic, Sony, Zenith, RCA, to Charge Grandma’s, Grandpa’s, Kids, Children’s, Aunt’s Uncle’s, Father’s Mother’s Phone, Very Small, Very Very Tiny Battery Pack
The whole idea was to try and capture every word a consumer might use to find the item but also adding somewhat irrelevant words that might bring an unsuspecting person to the page as well. Amazon soon learned that many consumers were experiencing poor search results and landing on products that had nothing to do with their search, which in turn, led to bad customer experience. When you read the first Amazon Leadership Principle – Customer Obsession, you understand that Amazon’s first loyalty is to their customer which means providing the ultimate experience on the site and delivering accurate search results. Many sellers believe that the search algorithm works best when many different words are placed in your product title, bullet points, or product description to bring consumers to your page. However, if there is no conversion, then your organic rank goes down. This, in turn, puts you further back when the next person searches for your product. They want the customer to find exactly what they are looking for, so you need to choose the words on your Detail Page carefully!
Consumers look at two things on the Detail Page:
- Bullet Points
- Product Description/Enhanced Brand Content
- Rating aka Reviews (to be discussed in a future blog post)
When it comes to images, your first spot or “Main Image” is truly just an image. At minimum should adhere to Amazon’s requirements but should be as high a resolution as possible, especially if there are fine details that you want the consumer to see. The next few images should really be called an “Infographic” and you must decide what is most important for the consumer to see and understand. Let’s use a 5-inch screw with 3-inch threads as an example. The infographic would show the screw with lines at the top and bottom of the screw indicating 5” and then a second set of lines from the bottom of the screw to the top of the threads indicating 3”.
This quickly shows the consumer everything they need to know about the dimensions of the screw and whether it will work for their intended use. It’s direct and straight to the point which is perfect for this type of item. But what if you are selling a credit card-sized external laptop battery pack that will charge the laptop at least 100 times? Wouldn’t an image with a laptop, a credit card, the battery charger, and a very large 100X have more impact than lines showing 2” x 3” lines? It gives a size perspective to the consumer, which is a very powerful statement!
Lifestyle images are great too if they are relevant first to the actual product and then secondly to the brand. Having a lifestyle image of a fishing lure with heat-seeking technology will intrigue a consumer and they will want to read more. Imagine what an image that conveys the lure tracking down a fish on its own would do for your conversion. You can even combine a lifestyle and infographic image if you don’t overload it with too much written information. It’s also important to ensure text is large enough to be easily readable on mobile phones without requiring shoppers to zoom in.
In the olden days, bullet points were typically simple feature benefit statements. However, consumers demand more and we have very limited space to give them what they want. We as merchants don’t need to tell them that their life will be easier with this widget or they will look like a million bucks wearing that thing-a-ma-jig. The key is knowing what is important for each product’s consumer and speaking to them.
- 21 GIGAWATT DIGITAL VACUUM MOTOR: The super-strong motor sucks up every spec of dust and every bowling ball from you living room floor, giving you the confidence of a perfectly clean carpet.
- HEAT SEAKING SENSORS: Embedded sensors and a micro-motor guide the fishing lure right to the fish, guaranteeing a catch on every cast.
These bullet points give the feature and then explains how the feature provides the benefit.
The buyer of a high-end laptop computer probably doesn’t need to know the benefit of a 42-terabyte hard-drive or having 256-gigabytes of RAM. In an example like this, the bullet points should contain a lot more of the features and less on the benefits. Many times a consumer buying an item like this is using the features in the search which means the bullet points and even the title (discussed below) should lean more towards the features.
Other products may require more of a focus on the benefits, with less of an emphasis on the features. Again, it depends on what is important for your customer’s purchasing decision.
Although Amazon doesn’t tell us how their organic search algorithm works, the currently accepted hierarchy is that it begins with the Product Title and then moves to the bullet points. Product titles have character limitations that are different by category and it is still important to only use relevant words that are not repetitive and will eventually index making it easier for customers to find. Using the word, “Children in Children’s Sock” is important, but don’t use “Children’s Kids Socks”. The phrase “Kid’s Socks” can go into a bullet point where it will look more natural than “Children’s Kids Sock”. Giving key features in as very few words as possible is perfect and here is a good example.
BRAND NAME 26800 Portable Charger, 26800mAh External Battery with Dual Input Port and Double-Speed Recharging, 3 USB Ports for iPhone, iPad, Samsung Galaxy, Android and Other Smart Devices
The last thing to remember is that you can only make a first impression one time and bad grammar due to keyword stuffing is a bad first impression. I have very high standards when shopping online and assume that if the grammar is bad on the detail page then the product or product instructions must be equally as poor. Most of the time I am abandoning that page… How many others are doing the same?
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Author | Robert Baron, Senior Consultant
On Google, organic search rankings are based on content, user engagement, inbound linking, technical SEO, etc., not paid search. On Amazon and other marketplaces there is a direct correlation between paid search advertising and organic search results—known as the Flywheel Effect.
How Important Are Marketplaces?
- Marketplaces continue to increase share of U.S. sales at double-digit rates, and are where most consumers start their product research
- Though Amazon owns 50% of U.S. e-Commerce sales, Walmart.com sales are growing more rapidly than Amazon’s, and reaches 100 million consumers
The first mistake brands often make is not conducting financial planning before launching on a marketplace. You need to determine a realistic annual sales budget, need financial planning to make sure you can be profitable, and don’t need to be selling on a marketplace to do financial planning.
Marketplace Launches and the Flywheel Effect
Due to the importance of the Flywheel Effect, it’s often best to start with one marketplace and get optimized. Another school of thought is to use a feed provider, test marketplaces at the same time, identify the opportunities and then prioritize. For example, Wal-Mart is large, growing faster than Amazon in many categories, and is less competitive.
A “Catch 22,” to get good organic rank on Amazon you need to have sales, however, to have sales you need good organic rank. Enter the Flywheel Effect. You need to budget enough money to generate almost all of your sales with paid advertising for the first few months.
Multi-channel Marketplace Sales
There are similarities across marketplaces. There are also differences. Following are only a few examples. Working with a feed provider can make it more efficient to manage.
- On eBay, sellers have been able to take advantage of cost per sale advertising, where the seller doesn’t pay unless a sale is made
- Walmart.com has had more limited CPC advertising targeting and bidding but is rapidly evolving their platform
- Amazon’s FBA fulfillment is unique, though both Amazon and Walmart.com have expedited shipping options, which influence organic rank and sales conversion
We hope you’re better informed about the marketplace Flywheel Effect, and what it could mean to your brand.
Contact Prime Guidance for a free analysis of your business and learn how we can help!