Hello, guys In this article, I will guide you increase amazon sales rank. Actually I will guide you 10 Essential Points to Increase Amazon Sales Rank and Cdiscount part 1.
Many SMEs have launched on Marketplaces, but they are often disappointed with the result, because:
- Selling on Amazon and Cdiscount is not done in one click. It is a profession in its own right and even several professions (SEO specialist, SEA, ADV ..). SMEs do not always understand this difficulty and do not give themselves sufficient means to succeed.
- The cost of sale goes beyond the commission and it is essential for an SME to integrate it into a global omnichannel and multi-marketplace e-commerce strategy to find the right ROI.
We invite you to share with you in two parts, 10 tips from our 10 years of supporting SMEs on Marketplaces. Starting with the 6 almost common points then 4 more specific points specific to Amazon and Cdiscount.
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Part one: the almost common points
TIP # 1: Make a common database beforehand
Too often, e-merchants create their files directly on the back offices of marketplaces or via the planned Excel import formats . This is a mistake because marketplaces are a one-way street: it is easy to import data there but much more difficult to export it.
The risk of working directly on your marketplace is simple. When your business takes off and you want to expand into other marketplaces, you will have to start from scratch. A gigantic waste of energy and time in anticipation.
So first create an e-commerce database using your own office tools or specialized software. In the absence of dedicated PIM-type software, good old Excel will do just fine.
Once the work is finalized, it will be necessary to make some adjustments to generate files in the format specific to each Marketplace and adapt to take advantage of the specificities of each search algorithm. But that will remain adjustment.
Note that specialized tools can retrieve your Excel and "map" it to create the files in the format of each marketplace.
TIPS N ° 2: Take care of your visuals
Here are 3 reasons why visuals are so important for selling in Marketplace:
1. A matter of the brain:
According to numerous statistics, the human brain analyzes and processes an image 60,000 times faster than text. This is one of the reasons why the visual has such an impact on the act of purchase.
This principle applies particularly in the Marketplace, where the buyer switches from one product to another in just a few seconds. Where the titles look more and more similar with increasing competition, these are specific visuals that will hold the consumer's attention and push them to take a detailed interest in your product page.
In addition to being decoded more quickly and easily by the brain, visual information is kept in memory at 80%, against only 20% for a read text.
2. A question of meaning:
Unable to touch, smell or try the product, the visual represents the major element in the decision to buy online.
3. A question of use:
48% of online purchases are made on smartphones (according to the OpinionWay study for Proximis, 02/21). On the smartphone interfaces of Marketplaces, the first elements that jump in the eyes of consumers when they scroll between each product sheet are the visuals, before any textual description.
All of these 3 factors show the need to have worked and optimized visuals to “sell well” in the Marketplace.
Visuals are therefore essential, but what are the best practices to optimize them?
First, you should know that each Marketplace has its own photo policy. Despite differences in the maximum number of photos and prohibited items, there are similarities between Marketplaces:
1. The 1st visual must be a photo of the product on a white background
Indeed, many Marketplaces require sellers to have a first visual of the product in the form of a cropped image on a white background. The objective is to homogenize the first visible photo in the search lists, in order to offer a more aesthetic experience to the buyer.
On this 1st image, the product must therefore be framed in the middle of the image and occupy 80% of the total space. Fully visible and well-lit, the product presented must not be blurry or pixelated in the image. The visual must obviously represent in a realistic way the product sold as much by its colors, its materials and its dimensions.
2. The other visuals
For the other visuals, it is therefore necessary to stand out while following different codes. These codes vary according to the type of product sold and the possibilities offered by each Marketplace. There are 2 types of visuals, those which serve to highlight the product and those which serve as reassurance on the quality of the manufacturer. For this 2nd type, it is necessary to highlight through visuals the advantages of the brand, the quality versus your competitors, the made in France, the patents, certifications and labels, the awards ...
Our advice is therefore:
- In general, a single visual is not enough for the buyer to make the purchase. From 3 images, the sales multiplier is almost equal to 2! As you can see, a visual set made up of 3 or 4 images is ideal for selling almost twice as much.
- Have photos in HD to the standards of each Marketplace for the Zoom function to apply.
- Study the few specificities of each Marketplace in order to optimize its visuals and the messages that can be conveyed according to the policy specific to each Marketplace.
Optimizing its visuals, for Amazon and Cdiscount, is not done in one click with a smartphone. Ensuring that your consumers can project themselves or / and feel emotion through your visuals is essential to “sell well”, and it is a profession in its own right (photographer, graphic designer, model maker, etc.).
TIP 3: Use the right keywords
The first visibility lever is natural referencing or SEO (for Search Engine Optimization) which is based on keywords.
There is a double difficulty in the use of keywords:
- The first being to know where to position your keywords in the product sheet and therefore to know where the engine will take them into account, this being specific to each platform and different at Amazon and Cdiscount.
- The second is to define these keywords knowing that for a new entrant, the generic keywords are inaccessible until the algorithm becomes "acquainted" with the product sheet. It is illusory to think of classifying its product sheet in the 20% of popular requests for generic keywords from the first 3 months… you must therefore first work on the long tail in order to tame the search engine.
Our advice is already to get out of Google codes, where the vast majority of consumers go to a broad search for information, either directly, in order to find a page, a product or a site already known, searches on Marketplaces go 99% be a research with a clearly defined intention to purchase.
To put it simply on Google, your SEO must be able to target a search of the type: "buy better wine" while on a Marketplace, the search will be: "red wine bordeaux".
A good way to find the right keywords is to look at what your direct competitors are doing, test these keywords using the search engine of each Marketplace to take two things into account:
- The number of results the engine gives, the greater it is, the more you have a so-called "generic" keyword and will have difficulty positioning yourself well, especially as a new entrant.
- The autocompletion offered by each engine
Another solution is to go through free specialized tools, but limited or paid and there you have to make sure you have sufficient use to find an ROI and know how to use them, because you will not include 2,000 keywords. in your file ...
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TIP 4: Create emotion and reassurance
A text cannot be just a stack of keywords. We are not Robots. The art of copywriting will consist of including the relevant keywords in a text that appeals to the emotions of the potential client and creates reassurance.
In these two Marketplaces, even if the figures are not official, you have between 25% and 40% of Chinese sellers in 2020, so it is essential to reassure the buyer about the quality and safety of the product. This is obviously even more true in the food industry, cosmetics, health in the broad sense ...
In addition, the made in France and eco-responsible approach has become a major sales lever in this period, it is enough to be sure to see how the big brands for 6 months have all been insisting heavily on the subject with each TV commercial ...
Our advice is to develop your arguments according to the possibilities of your brand and the particularities of your activity on the following points:
- The manufacturing quality,
- The organic or natural side,
- The eco-responsible approach,
- Ease of use or maintenance,
- After-sales service,
These arguments should ideally be based on standards known to the general public, or applications recognized by the general public (such as Yuka for food and cosmetic products) or by a profession of faith supported by demonstrable arguments.
You have to appeal to the emotions of your target consumer, put yourself in their shoes, find the levers that will transform curiosity into purchase.
These arguments will be used both in your texts and in your visuals for all platforms with some differences related to their policy and the possibilities of their back-offices. Then will be used to enrich the "marketing tools" specific to each of the Marketplaces.
TIP 5: Generate customer reviews
Marketplaces put user experience at the heart of their priorities and reviews have a very important place in their algorithms. Except that having positive reviews, without falling into the trap of agencies offering false reviews campaigns (immediate and final account closure in case of suspicion on the part of Marketplaces), is not easy and requires a long work. breath.
The first tip is to have an organization capable of responding to customer questions within 24 hours, as those who ask questions are often those who:
- Want to buy, but we have doubts,
- Most easily post their opinions (positive or negative).
So they need to be looked after particularly well.
The second is to systematize, according to the possibilities of each platform or with external tools, the systematic and ideally personalized follow-up on each sale.
On Amazon only (no equivalent on Cdiscount), it is possible to use the “Vine” program which will automatically generate reviews in 22 days on average. This can be very useful for speeding up visibility, especially when launching a new product.
Once that said, the most difficult opinions to deal with are the negative ones ... and there is no miracle recipe especially as platforms are increasingly waging war on companies seeking to exert pressure or gifts against the removal of negative opinion.
The only advice we can give you are:
- To define a policy for handling cases by type of problem (logistics, product quality, etc.) and to contact the customer as quickly as possible, ideally by providing him with a solution that satisfies him. In 80% of cases, he will delete the opinion himself or add an additional comment on your quality of responses and reaction to his problem which is even better.
- Regularly re-read negative reviews below 4 to see how to resolve customer dissatisfaction upstream.
After that, the objective is to always be above 4 otherwise the first effect will be the automatic downgrading of your file in the algorithm, whatever the platform, not to mention the effects on the conversion rate ...
The real difficulty for an SME is to have the skills
To conclude, Amazon and Cdiscount have a lot in common on these subjects even if there are some differences nonetheless. The real difficulty for an SME is to have the internal skills on all of these subjects and especially a permanent watch to monitor the regular evolution of these algorithms at the rate of the change in the purchasing behavior of the users.
By applying these few tips from our experience, you should succeed in being consistently in the first two pages of results, like our SME clients.
However, knowing that if you start optimization today, it will take 3 to 4 months before you are at the top of your visibility. So don't delay if you want to maximize your turnover over the year-end period.
Next month, we will tackle the “special points” part with the subject: logistics, promotional campaigns, marketing tools and sales rotation.
We are at your disposal if you wish to deepen the subject with us to better understand in a personalized way how to optimize your sales on Amazon and Cdiscount.
I hope you understand increase amazon sales rank.
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