How to Steal Sales from Your Competitors

Chris Rawlings.m4a What's up, guys? This is the BDSS Market Masters 2. I'm Chris Rawlings, and I'm going to walk you through how to steal sales from your competitors. Now, on Amazon, as entrepreneurs, we're all about abundance mindset, right? But if I go to amazon. com and I search toothpaste, there are only so many people per month searching toothpaste. Maybe it's 150,000, maybe it's 200,000. There's a set number of searches. You adding your product to Amazon or ranking doesn't increase the number of searches. There's only so many searches and only so many impressions. And what I'm going to walk you through during this session in 10 minutes is how to take more of the traffic from these searches to your listing without paying for it with any additional PPC traffic or outside traffic or anything like that. So what this process exploits is data that Amazon didn't really realize they were selling. So what this process exploits is data that Amazon didn't really realize they were giving us through the search query performance data, which a lot of you guys are already familiar with in brand analytics. But this particular data point that I'm going to share with you how to get is a direct instructor as to how to get more traffic to your listing. And you can implement this in hours at max a day or two, and it'll result in anywhere between 10% and 100% or even more. I'm going to show you some examples of how we did this at the end here. More, more sales and more traffic to your listing. So if that sounds good and you can pay attention for the next now eight minutes, then you will get that result as long as you execute. So what you're going to do is go to Seller Central, click the hamburger menu. You're going to go down to Brands and then Brand Analytics. Once you're here, you're going to go over to Search Analytics and Search Query Performance. Here, you're going to go to ASIN view and you're going to want to select an ASIN that's really start with your highest selling ASIN. You want the ASIN that is selling the most currently. So pick an ASIN that has a lot of sales. And depending on the number of sales, you want enough data. So if you're getting lots of sales, lots of daily sales, lots of impressions, then you could just do the last full month's worth of data. If you don't have that much data, do the last full quarter's worth of data. So select that. My mouse is acting up here. Select the last most recent calendar month or the most recent quarter. And then you're going to hit apply. And this is what a lot of you guys have seen this data. This is the search query performance data. So now you can see for each search query how the sales and the impressions and the clicks ended up. So the cool thing about this is Amazon already orders it in the perfect order for you. They use something called search query score to that's a combination of traffic and relevance to your listing. So that number one is the best, number two is the second to 100. So this is already the perfect order to look in. And basically it's prioritized. You want to start at the top and go down. But the problem is Amazon doesn't actually give us the data that we need in here. What we're looking for is a calculation of this data. So what you have to do to get the instruction that I mentioned to you before, which will allow you to take sales from your competitors immediately is generate download. Hit generate download. Then you'll be taken to the downloads manager. This takes a couple of minutes. So I've already prepared this for you guys so that you could see it fast. It's going to look like this. So you're going to go into Google Sheets and click import, then import the download that you just created, the report that you just created in Seller Central, and it's going to populate like this. So it's got a lot of fields in here, but the most important ones and I cleaned up the data a little or formatted it a little bit to make it look nicer. You can see I added these headings up here. The most important Speaker 1 ones are total count of impressions for that search term. So for the first search term, I'm talking about silicone spatula set. The next one is silicone spatula. The next one is jar spatula. And these are already prioritized for me because they're based on the search query score that Amazon gives them. I know this is getting a little dry. Stick with me because I'm going to show you examples of how this works and you can literally steal traffic and steal sales all directly from your competitors, all for free. If you just follow this. So just two more minutes of numbers and I'll get into some actual examples. So what we're looking at is the total impressions from that keyword and then our impressions from that keyword. So impressions, total count impressions, brand count. Those of you guys who haven't gone through this data yet, every time everybody's first time going through this data, it's mind blowing. You're like, Whoa, I can actually see that per keyword. Yeah. Amazon gives you the data. Then you get the total amount of clicks from that search term, total across everyone. And then how many clicks, we got click-through rate for each term. So what we want to know is what was the average across the space click-through rate for each term. Then what was our click-through rate for that term. Then we want to know what was their conversion rate for that term because we also have purchases. If I go all the way over, I see purchases total, how many total purchases were there from that term and then purchases brand count. How many purchases did I get from that term? So now what we want to do is add four columns right in the beginning. One is click-through rate. The next, the next is called market click-through rate. Then you create one that's called my conversion rate. And the last one is market conversion rate. And what you're going to do is simply for my conversion rate, I'm just dividing the clicks that I got divided by impressions that I got. So clicks brand count divided by impressions brand count. For market conversion rate, I'm dividing total clicks by total impressions. So total impressions, impressions total count divided by clicks total count. And then the same for conversion rates. Purchases divided by clicks for my brand and purchases divided by clicks total. So what do I have here now? I literally have a prioritized list starting at the most important down to the least important. So I just go one by one right from the top on what search intents are not connecting as well as they should compared to the market and which ones are doing even better than the market. So now I'm just going to go through one by one and determine why that is. So for the first one, for example, silicone spatula set, you can see I'm not so far from a click-through rate perspective. My click-through rate is 1 . 4%. The markets is 1 . 6, but I am below. So maybe something about set isn't connecting. If they're looking for a set and they want everything related to the spatula to use, and mine does have all that, but it's not being communicated either in the title or in the primary image, I can come up with a hypothesis for how to fix that, then get that number up. Boom, I just got more. Free traffic to my listing. And I know exactly what to change now that I have the data. So let's go to a better example here. Jar spatula, for example. I can see I'm crushing it with this from a click-through rate perspective. 3. 8% click-through rate, whereas the market is 1. 8%. So we're literally double the market on our click-through rate. That's awesome. We're attracting all the clicks, but now let's look at the conversion rate. My conversion rate is 9%. The market's 11. And by the way, this product that we're looking at the data for, it's meant for jars. It's a spatula literally meant for jars. Something about the thumbnail is attracting people, but then on the listing, it's not being made clear enough that it can be used on jars or used on all different size of jars, or there's just not enough images of it being used in a jar. So something is wrong with the listing. So now I can look at this data one by one and see exactly what the problem is. Is the problem for this buyer intent the thumbnail, or is the problem for this buyer intent the listing? And what can I do to fix it? Come up with a list of around five hypotheses. I'll go over one more example, and then I'll show you guys real versions of what we did for this. So here's one that is spatula silicone heat resistant. My click through rate is 0 . 9. The markets is 1 . 5. That's 50% more clicks that other people are getting compared to mine, even though mine is heat resistant. So what's the issue there? Well, I'll come up with some ideas. Obviously my primary image is not showing that it's heat resistant in a visual instant way. Maybe I need like heat lines, coming off of it, like red lines or showing it next to a hot oven or whatever. I'll come up with a few hypotheses, run Amazon experiments, and then boom, I fixed the issue, get more traffic for free from the existing impressions, existing search volume to my listing away from competitors' listings. Now let's walk through some examples and then we'll wrap this up. So here is an example of when we did this with a brand in the kids category. It's not necessarily a toy, but it's a bookshelf for kids. For kids books. So, looking at the data, we went from this image to this image by testing some of these hypotheses, looking through the data, constantly running experiments. And here was the result in the increase in the number of clicks we got. So we went from a click-through rate of 1. 2% to 3. 8%. That equates to changing the traffic to your listing from around 200 visits to your listing per day to 600 plus visits to your listing per day. So if you were to pay for that additional traffic, it would cost you thousands in ad spend weekly, but we did it for free just by looking at the data and making changes that the data recommended, essentially. Now let's look at another example. So I'm going to read these numbers to you because they might be a little small, but here's the before image. Here's the after image. You can see the data showed that some of the gifting related keywords and some of the self-care related keywords were not connecting. So we made the candle open and lit. We added flowers around it. We opened up the box and we showed the products in a more elegant way and made it clear that it could be a gift. This increased the click through rate from 1. 5 to 2. 5, which is a 66% increase in listing traffic. Again, if you had to pay for that with PPC, you'd be paying through the nose. You'd be paying hundreds of dollars per day for that increasing traffic. And we got it free, permanent every day from this day forward. That's how powerful this stuff is. Now, I think I'm close to my time. Okay. So I'm going to go through a rapid fire in the next two minutes, ideas of what you can do once you get this data to actually act on it. So adding the customer avatar into the image, you saw an example of this in the first bookshelf, adding the primary use case to the primary image, adding a visual representation of the ingredients, especially for consumables and supplements, showing the product alongside the packaging, adding a metric, adding color circles variations, adding more angles or showing the product in action. And let's go rapid fire through what this looks like. So here's the label strategy. Instead of showing the product, show the product with a label around it. And literally, you know, this can be Photoshopped. That's the amazing thing about a label is you can show the primary keywords on the label. Here's another example of this. This is the before primary image. This is a product in our portfolio. This is the after product image. We're able to put specs based on what the customers were searching as text on the packaging of the image. So it's like a hack to get the text for the primary search terms that you're weak in up by just putting them on the packaging or the listing. Here's using a model instead of showing the product by itself. That can be huge. Using a rendering instead of an actual photo. Sometimes the rendering actually looks better and more realistic, which is weird and counterintuitive, but it's true. Having some kind of visual representation of the action. If I didn't have these like Photoshopped like purple lines, I wouldn't know that this is UV light because all I would see these three little squares, it wouldn't be clear that those are actually LEDs. But adding these Photoshop lines makes it very clear that this is a UV light product and it makes it visually instantly clear. Adding multiple angles can be really powerful. This one is actually my favorite. So, this is one of our brands that sells just a little holder and bag for carrying pies. So at the pies. Don't get messed up. All we did was change the pie literally went from a white pie to a red pie. Honestly, personally, I like key lime pie, so I prefer this one. But this red one actually captures the attention and draws the eye more because it's a bright, powerful color. Showing the packaging with the primary word on the packaging. This one also includes the hand and an action shot with somebody pulling it out, showing everything involved in the kit. If it is a kit, it's very key to show everything that's included. So I don't have the before and after on that. But these are some examples. Hope you guys actually act on this. It's probably going to be only about 20% of you. So be the 20% that actually acts. Steal that traffic from your competitors and good luck.