It is often a paradox of whether the chick or egg comes first. Your search term ranking will hit the first page on Amazon when you accumulate a decent amount of sales, but you will only have sales when you are on the first page of search results. It seems that only a few sellers who pioneered in the product niche can get the first-page privilege, while other latecomers will be doomed to struggle at the bottom of the fierce competition. Depressed as it may seem, there are methods that latecomers can use to get around with this paradox, in compliance with Amazon regulations. (Some sellers use black hat method to trick Amazon Algorithm and resulted in being banned, so remember don’t try black hat to rank!). Following we will show you how to rank your product legally on Amazon, which have been practiced by us for our clients with tremendous success.
The paradox I mentioned above actually has an answer, and the answer is the sales come first before ranks. When you start making numbers of sales for the same keyword over and over again, Amazon will perceive that your product has high relevancy to the converting keyword, and Amazon will boost your keyword ranking; with higher keyword ranking, you will have even more sales due to the higher visibility of the product, and the cycle goes on and on. Therefore to successfully ranks your product, you have to first drive sales to keywords that are of high search volume and relevancy.
The diagram below shows the traffic funnel of how to drive sales traffic to the keywords. The idea is that we create Facebook offer of the product with discounts, and to attract people into buying the product using the targeting keywords. It may seem a bit overwhelming at first because we use softwares that you might not have heard of, therefore let’s break down the steps to basics starting from the fundamental step, unique link for purchase.
The goal of this step is to mimic customers’ actual purchases. By reverse engineering the Amazon product page’s link, we have come up with a formula to create unique links. These links have the same effect as when customer get to your product page by searching your targeted keywords on Amazon. When customers purchase your product using the link, it tells Amazon that customers are using your targeting keyword to purchase, which will increase the ranking of the keyword. Below is the screen capture of a link spreadsheet we use. You will need your seller ID, affiliate link (optional) and the price of the product in order to create the link. You can see the formula at the screen capture below. For confidential reason some information are covered.
The “rotator link name” column is for documenting the link and we will explain what rotator link is later on. You may see the $low and $high column having the same price, and you can follow that when creating your links. Upon creating the links, you can test to see if that works, if not then probably your product listing does not have the targeted keywords included.
After creating the unique links, the next step is to create rotator links using Click Meter. Click Meter is a software that allows you to create rotation links that include more than one link. It is especially useful when you want to rank for more than one keywords for your product on Amazon.
At the Click Meter link creation page, select the weighted rotation mode, and paste the links you have created on excel to the boxes. You can set the traffic percentages of each link next to the boxes, which indicates the percentage of times that the link will be directed to when clicked. In this example, one link is set with 30% and the other is set as 70%. It is recommended to set higher percentages to keywords that have higher search volume, because these keywords are harder to rank which need more sales conversation boost. After inputting all the information and click submit, a click meter link that include multiple unique links is generated, and we can now proceed to the next stage of creating a landing page.
For creating landing page, we usually use a software called Zon Pages. Zon Pages has seamless and beautiful templates for you to create the perfect landing page. The purpose of using Zon Pages is mainly to collect customer emails which upon customer’s approval, can be used for future email marketing campaigns. You can add your product photos, description and the Click Meter link to the landing page. You can also import the discount codes into the Zon Pages’ backend. When people on the landing page clicked on the redeem button, they will have to leave their email address so that a unique code will be sent to them via email. The Zon Page system will then collect the email information and export them to your registered email service such as Mailchimp. Aside the benefit of collecting emails, the Zon Page creates a sense of urgency because you can add a countdown clock for redemption at the landing page, which will increase the conversion rate.
The final step of the whole funnel journey will be creating a Facebook Offer. Before creating a Facebook offer, you should first create a Facebook page for your brand and try to create content to increase its legitimacy. Creating a Facebook Offer is quite straight forward so we will not go through it in details in this blog post. But one thing to note is that when you set your additional interest, be reminded not be too greedy and not to add lots of interests into it, because the ad will lose its focus to your targeting audience. Adding one to two interests in the section will already be enough.
To conclude, the traffic funnel we mentioned include four parts, which are Facebook Offer, Zon Pages, Click Meter, and unique Amazon links. However, we recommend you to skip the Zon Pages steps when you first start your Facebook Offer. The reason is that when you first start the offer, Facebook needs time to collect data and fine tune its targeting audience, and hence the targeting audience may not be very well defined by Facebook in the beginning. And if you add extra layers in the funnel, such as Zon Pages landing page, the not-so-defined audience on Facebook will be impatient and turn away. Thus you should first keep your funnel as direct as you can, and when your ad is running well after some time, you can add the landing page back to the funnel. Moreover, to further optimize your Facebook Offer at the later stage, you can conduct A/B test on various variables such as the discount rate, picture, and the audience interest etc. Without doubt, it takes time and patience to fully optimize your traffic funnel. Another tip to keep track of your keyword ranking is to use a software called Cashcowpro, which have a function to overview all your keyword rankings on a single dashboard, so that you can monitor your keyword performance with ease.
Congratulations! You have now learnt the secret sauce of Amazon’s ranking success. Many other sellers out there are still using the super URL method with hopes to increase their ranking, which has proven ineffective because of Amazon’s recent update on its Algorithm. In contrary, with our method you can rank your product systematically and effectively. This method is formulated by us and proven with successful cases, therefore as you have finished this blog post, you are now ahead of the Amazon game and is ready to outwin other competitors! We are an Amazon E-commerce Agency based in Hong Kong and all our team members have years of experience in the E-commerce industry. We still have a lot of insights to share with you which cannot be contained in just one blog post. If you are interested to learn more about the Amazon tricks, or are interested in collaborating with us, feel free to schedule a phone call with us . Also remember to stay tune for our next blog post! Happy Amazon Selling!