PLAN
BUILD
LAUNCH
SCALE
EXIT

According to a close friend of mine who turns over about $5 Million a month on Amazon.com ALONE, she says “It’s All About Conversions!” Our sole focus is about increasing customers to search with your main keyword, find your listing and buy it. Not much else matters!

In Phase one, we laid the foundations ready for us to drive traffic to our products and start to test how they convert into sales. If you have done your pre-launch and market research correctly this shouldn’t be too difficult and the chance of success should be as good as 80%+. We really have done our best to remove the chance of listing a dud that barely sells one unit a week or month!! It can happen to the best of us.

There are NEVER any guarantees but if we have done our job properly we should be in great shape to sell a minimum 5-10 a day every time we launch. If you can perfect that process then you can easily determine how long it should take you to reach your financial goals to sell the business. This isn’t including how well you are doing on your ecommerce site either so if you have perfected your product testing system you should be WELL ahead of the game by the time you actually list your products on Amazon’s platforms around the world.

So product launching can and should be terrific fun and once you have your systems in place it should be very predictable in a good way rather than a bad way

If you can master these basic steps first you can then graduate to a more robust 30 day promotion plan that works like a well drilled orchestra. You know exactly what you are doing every single day and test and measure as you go, continually refining your promotions and optimizing your results. It’s one of my favourite sections to focus on. Great fun indeed!!

There a 7 major steps. They are certainly not set in concrete but should provide you with some kind of idea.

1. Follow Up emails -Auto-responder or feedback service?

Don’t get too caught up with this. It won’t be the thing that makes or breaks you but certainly worth adding to the armoury. Like everything it depends on your category and avatar.
They are all very different it seems so you need to test with and without etc and see what happens. I have had some products perform better with no follow up emails. I discovered this by mistake as I simply forgot to set them up. As soon as I did the reviews dried up. I deleted the emails and the reviews started again. Go figure!!
If you are stuck on what to write you can get email templates from our website in the resources section. I highly recommend you use your own words and either integrate your own Autoresponder or CRM or use a service like Salesbacker and Feedback Genius. You can learn more about these services here in our resources section

2. Amazon VINE and Top Reviewers

We need to get reviews first to increase our credibility. This will help conversions and will be an ongoing process, especially in more competitive markets. I like to get about 15-25 asap and go from there. It always depends on the category and your competition. More reviews doesn’t always mean more sales either so keep an eye on this as you go. Once again I will tell you that if you are building real business you won’t have a complete reliance on Amazon sales because you will be driving traffic to your ecomm site and building your community as a priority.

3. Auto and Manual Amazon PPC Set Up Process

This very simple. Auto ads you turn on as soon as you have a review and leave on fro 3-4 weeks with an affordable budget. Once you have that running for about a week I will check the results to see if there are any new keywords that have popped up that are not in my list. You take the top 20 -100 keywords from your initial keyword research and add any new words you have found from the auto campaign. You place them into your manual .

4. Optimize Keywords in PPC Campaigns

I test for 3-4 weeks and use it more to confirm the best keywords to use in my listing. Like everything you just have to keep testing as Amazon moves the goal posts all the time. Not because they want to be difficult but they are always testing too so it can get very frustrating to say the least. See what works for you. Remember your product category may behave differently so as always, test. Test and test again. Turn off words that have no impressions.

I test for 3-4 weeks and use it more to confirm the best keywords to use in my listing. Like everything you just have to keep testing as Amazon moves the goal posts all the time. Not because they want to be difficult but they are always testing too so it can get very frustrating to say the least. See what works for you. Remember your product category may behave differently so as always, test. Test and test again. Turn off words that have no impressions.

Knowing your avatar well really helps when optimizing keywords because you have a much better idea of how they think and what they are looking for. It helps you communicate too when writing your emails and other marketing copy too.

5. Optimize Your Listing With The Best Converting Keywords

Optimizing your listing is very important. I still do most of my keyword analysis manually and tools called like Freshkey and Merchant Words. I always check google trends to see if there is any seasonality. Don’t launch at the start of the downturn!

Check this before you buy your inventory and plan accordingly.

After about a month or two you can see the data in your campaigns. You may know more about your avatar and how they think so you should be able to freshen up your listing with better performing keywords you have now identified and remove the keywords that you can’t improve the conversions with. They will drag your % down and you need to eliminate the bad performers. Just doing that will potentially increase your conversions and help you to get better PPC traffic and organic too.

6. Test Listing Elements and Check Conversions

I have touched on tweaking the title and bullets before in previous steps. You are testing for conversion increases and decreases. I start with the images and have 2 or 3 different image stacks created that have a different kind of angle to them to see what resonates. I want to test my new listings in new categories for about 2-3 months and each element for about 14-16 days so I can get enough data to see any changes. I usually end up reducing it to 2-3 weeks once I have been in a category for a while.

Only change one element at a time.

Once the best images are set I test the title and make sure you have 3 -5 different titles written up when you start and plan when you will make the changes and put that in your diary. You should be making changes twice a month and recording the results.

I just screen shot and compare them every 2 weeks or so. 4 weeks is better but it just takes too long. As I am doing this I am gradually building my traffic to the listings with my promotion plan that we will talk about in the next step.

So if you test 2-3 Images tacks and the title, bullets and product description you can be at the 3 month mark before you really have a good understanding of your listing. I like to promote usually after the first 2-3 weeks once the product has “settled in” and I am confident that the listing is converting profitably. Once you have been selling in a category for a while you tend to get a feel for it. This is where experience certainly starts to pay so don’t be in a hurry. Be methodical. Learn the skills you need first like you would if you were studying at University.

* NB: amazon is always changing their algorithm. No-one outside of Amazon knows what is going on 100%. We can only take an educated guess from testing. Better than nothing but not ideal. This is another reason why building a business OFF Amazon is so, SO important.
7. Devise Your 30 Day Product Promotion Plan

Based on Competition Analysis conducted in Phase 1 we have a pretty good idea what it will take to get noticed on Amazon. Our promotion plan will be designed around what our research is telling us about our avatars and what daily order transaction target we may need to compete with the existing listings.

Based on Competition Analysis conducted in Phase 1 we have a pretty good idea what it will take to get noticed on Amazon. Our promotion plan will be designed around what our research is telling us about our avatars and what daily order transaction target we may need to compete with the existing listings.

This really depends on how competitive the product category is and how the listing responds. It also depends on other factors like seasonality of the product and what is happening on Amazon at the time.

This really depends on how competitive the product category is and how the listing responds. It also depends on other factors like seasonality of the product and what is happening on Amazon at the time.