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Do you have products that don’t sell well on Amazon? Let Willy explain why this happens and how you can turn the situation around in this episode!

In this episode, Willy is going to cover:

  • Why your products are not selling well;

  • What metrics to track in your Amazon Seller Central;

  • How to optimize the Amazon listing’s features to make your products sell.

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TRANSCRIPTION

So today we're going to talk about the number one reason why your product's not selling well on Amazon, and how do you fix this problem?

All right, so the first thing to do is actually see if your product is not selling well and you are stuck selling the product is to check whether is there any traffic to your listing. Is there any sessions to your listing as per reflected in your business report? So when you click on ‘Report’, ‘Business Report’, you can toggle the deep range and you can see that ‘hey, for the last one month what is the number of traffic do I have’? So traffic, that means how many people actually go to your Amazon listing and take a look at your listing itself, so we are not talking about sales first.

So in the first place, in order to have sales you must have people coming into your store, people coming into your listing itself, on Amazon itself. So you've got to check whether is there a very sizeable amount of traffic coming into a listing. So imagine every day if you have only one or two eyeballs, one or two person actually coming to your listing itself, that is not going to generate a lot of sales for you. So, first thing first, you must understand how many people come to your listing every day, to take a look at your listing. Is it one, is it zero? Zero, then you will not have any sales, of course. So if you have one, two, the best is minimum like 10, 20 interested potential customers going into a listing, that's the best, right? So you must have a consistent session, consistent traffic to your listing, then you have sales.

So what if in the case of if you have a consistent flow of traffic to our listing but nobody buy anything or you have a very low conversion rate? So how do you see conversions? Under ‘Reports’, ‘Business Reports’ there's one column that says ‘Unit Session Percentage’. ‘Unit Session Percentage’, that's the conversion. Conversion means out of a hundred people that actually go to your Amazon listing itself, how many people buy? So normally, for new products with no reviews and all that, normally the conversion will be about 5-8%. For products that are selling pretty okayish on Amazon it would be like 10%, 10-12%. Great products that are selling well would be 16-20%, plus-minus. But the thing is that if you use influencer marketing right, so when you actually put your product in front of interested customers, interested potential customers, your conversion can go up to 50%, 60% depending on your marketing angles, depending on the type of influencers that you're using.

So how do we actually solve this? First thing first, you got to understand your sessions. If there are (good) sessions (already) then you've got to actually increase your conversion. So if your conversion is a hundred people, only five people buy, that means it's 5% conversion, then you got to look at your pictures. First thing first, is the pictures itself. It's never the price. Because in my program, our students have sell products that are (priced) higher, that are more expensive than other people's product itself, and they have low reviews. But the thing is that they are able to convert better than other people, even though the price is much higher.

So, the thing is that over here you've got to look at your picture(s). Are the picture(s) professional enough? And does the picture tells a story? Because your picture on Amazon itself, the product picture, there's about nine – you can upload nine images to your Amazon listing. But the thing is that if you only upload two or three images it's not going to help you a lot. So on the Amazon listing itself, I'm not talking about ‘Product Description’, so you may say that ‘hey, there's ‘Brand content’, there's A+ Content’, whatsoever, but the most important thing that pops straight in your customer's face is the nine images. So the nine images must be leading, so that means the first image must lead to the second image, the third image, and so on and so forth. But of course, the first image must be clear with a white background. Then the second image can tell the story of why your product is actually much better than other people. Then the third image, the fourth image, and so on and so forth.

So, if you got your image right, then (you have to check) your title itself, then after that will be your bullet points. But the thing is that the bullet points will weigh way more than the title. So I've seen, even for myself, we have some these listings that have very short titles, but the thing is that the bullet points go straight to the point then the conversion, straightaway, will increase from there. So a lot of people will actually prefer to have very long bullet points - all the features, you want to actually spam a lot of features or rather you want to have as many keywords as possible. Yeah, you can actually do the keywords thing, but try to actually go straight to the point with your bullet points.

So for the editing of the bullet points itself we actually use this app called Hemingway App. Hemingway App will tell you if that certain sentence is too difficult to read. So you can actually Google that, Hemingway App, and you just plug in your bullet points and see whether are they difficult to read. Because if it's difficult to read, then your conversion will be difficult. Simple as that. Okay. So how do you solve that? Just like I mentioned already, plug in the bullet points into the Hemingway App and that will actually help you with the conversion. And the other thing will be images itself. It's always never about the price, unless you're pricing five times or 10 times the other people, otherwise it's okay.

That will be the ‘Unit Session Percentage’ problem, the conversion problem, but how about the traffic? So most of the time for new sellers the problem is getting a sizeable traffic, getting your products known to the world. So a lot of Amazon sellers, their problem is sharing with people that their product is great. They want to actually tell their potential customers, or anybody that's interested in your product, ‘my product is good’. So what you can do is if you have 500, 1000 units, you can actually send a few samples, maybe one or two samples to your influencers on YouTube, TikTok. TikTok works the best right now. Send them one or two samples and ask them for their advice. And the thing is that just tell them that ‘hey, if you like my product can you help me share it with the world by posting on your social media?’ So most of the time they will do that for you for free. They will post your product. They will actually show how to actually use your product. And normally, they will show together - they'll show your product along with the content itself.

So, you can actually do that, send one or two samples to them. Don't need to send too many, maybe one will do. And they'll post on their socials, and after that, their followers, if they are interested, they will go to (your) Amazon listing itself, and yeah, they'll buy. And you do not need a lot of people going into your Amazon listing if you're going for influencer marketing, because these people are highly targeted people. And when the influencer actually show something, and if the followers are interested, they'll go to your listing and they'll just buy. So that's why the conversion will actually shoot up to maybe 50-60%. So all in all, you must show your product to as many people as possible.

All right. How you do that is to go to influencers, content creators, blogs, reporters, magazine editors and tell them that ‘hey, you have this fantastic product that's great for gift guide, that's great for Thanksgiving, that's great for Christmas, that's great for XXX event’ or whatsoever, and they will feature your product for free. If you found those people who want some money from you, you can always skip them. Look for the other (influencers).

All right, so I hope today's podcast will be very beneficial for you, and I'll see you in the next one.

Need Help? Book Your FREE
Strategy Session With Our Office Today!

We'll discuss to see if we are a good fit to work together to help you start or scale your ecommerce business.

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