What To Do When Your Product Is Not Selling - Fix A Failing Amazon FBA Product in 2023

Summary

In this informative video, Neve addresses common issues hindering product sales on Amazon, focusing on visibility and consumer interest. He emphasizes the importance of data-driven strategies over intuition, highlighting key metrics like sessions and unit session percentage. Neve provides actionable tips for improving conversion rates, including optimizing product images, maintaining high review ratings, and strategic pricing. He also introduces a tool for testing image effectiveness and discusses the concept of price anchoring to find a competitive edge. The video concludes with an offer for Neve's Ecom Limitless program, featuring one-on-one mentorship for scaling Amazon FBA businesses.

Takeaways

• 🔍 Two main reasons for poor product sales are either the product is not discoverable or there is no demand for it.
• 📚 The speaker offers free course-level information for those unable to invest in Amazon FBA programs or not ready for one.
• 📈 Data is preferred over intuition to diagnose issues with product listings on Amazon.
• 📊 Two crucial data points to analyze are 'sessions' (traffic to the listing) and 'unit session percentage' (conversion rate of visitors to buyers).
• 🚀 If sessions are low but conversion rate is good, the issue can be addressed by increasing traffic to the listing.
• 🛑 A low unit session percentage is a more serious issue, indicating that the product is not appealing to visitors.
• 🎯 Common causes for a low unit session percentage include poor pricing, unattractive images, or insufficient reviews.
• 📸 High-quality images that utilize the full space provided by Amazon can significantly improve product appeal.
• 👀 Use eye-tracking heat maps to understand where customers focus their attention on the product page.
• 📈 Use tools like Pikfu to conduct polls and determine which images or aspects of the listing are more appealing to potential customers.
• ⭐️ A lower star rating can drastically reduce conversion rates, emphasizing the importance of product quality and customer satisfaction.
• 💰 Pricing strategy should involve anchoring your product price between the highest and lowest available, adjusting as reviews and brand perception improve.

Q & A

What are the two main reasons a product might not be selling according to the video?

The two main reasons are that people can't find the product or they don't want the product.

What does the speaker suggest as a better approach to solving problems with a product listing compared to using intuition?

The speaker suggests using data to solve problems rather than relying on intuition or subjective assumptions.

What are the two main data points discussed in the video to determine issues with a product listing?

The two main data points are sessions, which is the amount of traffic the listing is getting, and unit session percentage, which measures how many people visiting the listing are actually buying the product.

How can one access the page that shows unit session percentage and other related data?

One can access this page by going to performance, then business reports, and selecting detail page sales and traffic by child item.

What is considered an easier problem to fix when it comes to product listings: low sessions or low unit session percentage?

Low sessions is considered an easier problem to fix because it can be addressed by paying for traffic to get more people to the listing.

What are the three most likely culprits for a low unit session percentage according to the video?

The three most likely culprits are a bad offer (wrong price), bad pictures, and low or insufficient reviews.

How can eye tracking heat maps help in understanding what elements of a product listing are most important to customers?

Eye tracking heat maps show where people are looking most on a page, indicating which elements such as the product image, price, and reviews are drawing the most attention.

What is the significance of using the full image space provided by Amazon for product photos?

Using the full image space makes the product more commanding and eye-catching, which can help it stand out from competitors and demand more attention from potential buyers.

What is the recommended approach for ensuring that your product photos are effective in converting potential buyers?

The recommended approach is to use a polling website like Pikfu to compare different photos and see which one is more preferred by potential customers.

How does the video suggest dealing with a product that has received a bad review?

The video suggests improving the product based on the feedback, providing great customer service, and ensuring the product is of good quality rather than assuming it's a competitor's sabotage.

What pricing strategy is discussed in the video to ensure a product is competitive in the market?

The pricing strategy discussed is 'anchoring,' which involves setting the price between the lowest and highest available for similar products to find a middle ground that is neither too low nor too high.

Outlines

00:00

🔍 Diagnosing Product Sales Issues on Amazon

The speaker, Neve, introduces the video by addressing two main reasons why a product might not be selling: lack of visibility or unattractiveness to customers. Neve offers free course-level information for those unable to invest in Amazon FBA programs. The video is part of a mini-course playlist on YouTube, which is linked in the description. Neve emphasizes the importance of using data, specifically 'sessions' and 'unit session percentage', to identify and solve listing problems rather than relying on intuition. The unit session percentage is particularly crucial, as it indicates how many visitors are purchasing the product. Neve suggests that a low unit session percentage is a more serious issue than low sessions, as it implies the product is not appealing despite being visible. Common causes for this issue include poor pricing, unappealing images, or insufficient reviews.

05:00

📸 The Impact of Images on Product Listings

Neve delves into the importance of high-quality images in product listings, using the smartwatch market as an example. Amazon provides a standard image size, and Neve stresses the need to utilize this space effectively to stand out. Good images can differentiate a product even in a crowded market. Neve contrasts examples of effective and ineffective use of image space, pointing out the importance of commanding attention and eliminating unnecessary white space. The quality of images, including lighting and angles, is also discussed, with the suggestion to use tools like Pikfu for polling potential customers on image preferences. The goal is to improve unit session percentage by making listings more visually appealing and thus increasing the likelihood of a sale.

10:02

⭐ The Role of Reviews and Star Ratings

Neve explains how star ratings significantly affect a product's unit session percentage, with lower ratings leading to decreased conversions. For each half-star decrease, there can be a loss of 5-10% in conversions. Neve advises against selling low-quality products and emphasizes the importance of good customer service and product improvement in response to negative reviews. The video also touches on the common misconception that initial bad reviews are from competitors, suggesting that most of the time, they are genuine customer feedback that should be taken into account for product enhancement.

15:03

💰 Pricing Strategies for Amazon Success

The final paragraph discusses the concept of 'anchoring' in pricing, where one should find a middle ground between the lowest and highest prices for similar products. Neve warns against setting prices too high without sufficient reviews to justify the perceived value. As reviews and perceived quality increase, so can the price. The video concludes with a call to action for viewers interested in taking their Amazon business to the next level, inviting them to check out Neve's Ecom Limitless program, which offers one-on-one mentorship. Neve expresses eagerness to work with viewers and help them grow their e-commerce ventures.

Keywords

💡Amazon FBA

Amazon FBA, which stands for 'Fulfillment by Amazon,' is a service provided by Amazon that allows sellers to store their products in Amazon's warehouses and have the company handle storage, packing, shipping, and customer service. In the video, the speaker discusses providing free course-level information for those who cannot afford or are not ready to invest in the Amazon FBA program, indicating the video's focus on supporting individuals looking to sell on Amazon.

💡Product Listing

A product listing on Amazon refers to the page dedicated to a specific product, where all relevant information, images, and customer reviews are displayed. The video emphasizes the importance of optimizing product listings to improve visibility and sales, suggesting that issues with a listing can be due to either low traffic (people can't find it) or low conversion rates (people aren't buying it).

💡Conversion Rate

Conversion rate in the context of e-commerce is the percentage of visitors to a website who make a purchase. The script discusses the importance of a high conversion rate, indicated by the unit session percentage, as a measure of how many visitors to a product listing actually buy the product. Improving this metric is central to the video's theme of boosting sales.

💡Unit Session Percentage

Unit session percentage is a metric that represents the number of units sold per session (visit to a product listing). The video uses this metric to diagnose issues with a product's listing, such as why a product might not be selling well despite having good traffic.

💡Data-Driven Approach

A data-driven approach involves making decisions based on data and analysis rather than relying on intuition or subjective opinions. The speaker advocates for this method to identify and solve problems with product listings, as opposed to making assumptions about what might be wrong.

💡Eye Tracking Heat Map

An eye tracking heat map is a visual representation of where users look when viewing a webpage or image. The video uses this concept to illustrate that potential customers pay significant attention to product images and reviews, which are crucial for a high unit session percentage.

💡Product Images

Product images are the photographs or visuals used to represent a product on a listing. The script discusses the importance of high-quality, compelling images that utilize the full space provided by Amazon to attract attention and increase the likelihood of a sale.

💡Lifestyle Images

Lifestyle images are photographs that depict products in real-life scenarios or settings, as opposed to plain white backgrounds. The video suggests that including lifestyle images is essential for a product listing, as they can help improve the unit session percentage by making the product more relatable and appealing to potential buyers.

💡Pikfu

Pikfu, mentioned in the script, is a tool that allows users to create polls comparing two images or designs. It is suggested as a method for sellers to determine which product images may convert better, by gauging customer preferences through polling.

💡Star Rating

The star rating system is a common method for customers to express their satisfaction with a product on a scale, typically from one to five stars. The video explains that a lower star rating can significantly impact conversion rates, with each half-star reduction potentially leading to a loss of 5-10% in conversions.

💡Anchoring

Anchoring, in the context of pricing strategy, refers to setting a price relative to the lowest and highest prices in the market, positioning one's product in the middle. The video uses the concept of anchoring to explain how to price a product competitively when starting out, to avoid being too high or too low compared to competitors.

Highlights

There are only two real reasons why your product isn't selling: either people can't find your product, or they don't want it.

The speaker provides free course-level information on Amazon FBA for those who can't invest in paid programs.

Focus on data-driven decisions to improve product listings, rather than relying on intuition or subjective opinions.

Two main data points to consider are 'sessions' (traffic to the listing) and 'unit session percentage' (conversion rate).

Low sessions with a good conversion rate indicate the need for more traffic, which can be addressed with paid ads.

A low unit session percentage suggests issues with the offer, images, or reviews, leading to lower conversions.

The importance of using high-quality images that utilize all available space to capture customer attention.

Examples of good and bad image usage, highlighting the impact of image quality on perceived value.

The use of PickFu for polling to determine the most effective product images for listings.

The speaker offers one-on-one mentorship through the Ecom Limitless Program to help improve listings and business strategies.

The impact of star ratings on conversion rates, with a significant drop in conversions for every half-star decrease.

The concept of price anchoring: setting prices between the cheapest and most expensive competitors.

Advice on not selling low-quality products, as bad reviews can significantly harm conversion rates.

Emphasis on listening to customer feedback and improving products based on reviews.

Encouragement to check out the Ecom Limitless Program for further guidance and mentorship.

Transcripts

so there are only two real reasons why

your product isn't selling one

because people can't find your product

or two because people don't want

your product so what can you do to fix

it hey what's going on guys neve here

and welcome back to the channel if you

guys are new here and you don't know

myself or what we do here

basically what i do is i put out course

level information for absolutely free

for those of you who don't have enough

money to invest in amazon fba program or

are just not ready for one

right now and this video is part of my

amazon fba mini

course playlist here on youtube i'll

leave the whole playlist down below so

you can check it out if you want to

watch

the rest of them trust me it's probably

worth your time but to do that

i put a lot of time and effort into

those so after this video is done go

ahead and check it out in the link in

the description now back to the video

right if you have some problems with

your listing if it's not selling or

performing like you wanted it to

i believe in using data to solve

problems rather than what most people do

which is using their kind of intuition

or subjective things uh you know looking

at your listing and just

kind of assuming what you think you

should change i think that's the wrong

way to go about it

so there are actually two main things

two main data points that we're going to

use in this video

to try to figure out what's wrong with

your listing and then i'll show you

exactly how to fix it so what we're

going to use is some data from this

video

it's another video i made on this

similar topic for this one we're

actually focusing on if people can't

find your product on today's video we're

going to talk about

if people aren't buying your product so

you'll make more sense as you watch

through this video but i'll leave this

one

down in the description because it's a

really great watch to watch after this

one

so make sure to do that but stick around

right now because what we're going to do

is i'm going to explain the two data

points

that are very very important so one is

the sessions

which just means the amount of traffic

your listing is getting

the amount of people who are clicking on

your listing and then the second

you know very important uh metric is

actually unit session percentage

which just means how many people of

those who are visiting your listing

are actually buying your product so in

this case it's like 16

out of 4 500 are actually buying this

product now if you're wondering how to

get to this page just go to you know

click on performance

business reports and then to detail page

sales and traffic by

child item and you'll get to here so in

this video right here we're going to

talk more about the unit session

percentage

which is this number right here it

doesn't want to make the error for me

um whereas in the other video link in

description we talk about the sessions

more now if you're having low sessions

and a lot of people aren't coming to

your listing in general but you have a

good conversion rate good unit session

percentage

that's actually the easier problem to

fix so that's not a huge issue you can

always pay for traffic

and get people to your listing and then

make more sales and that's really what

we focus on with that other video

with this video though we're gonna focus

on uh what i would

consider is the much bigger issue which

is a low

unit session percentage where people are

coming to your listing but your product

is for some reason

objectively worse or perceived as

objectively worse

than any other you know product in the

market so if you do have a low unit

session percentage

how do you actually fix that to make

more sales if you get this number from

16 to let's say 30 you can make

double the sales without really adding

any more traffic to your listing

if you have a low unit session

percentage most likely it's one of these

three things

you have a bad offer which means your

price is wrong

you have bad pictures which means people

do not like your listing for one reason

other that

they think your product is bad based on

your pictures or you have

low or not enough reviews those are the

most likely culprits for a low unit

session percentage so to basically prove

that it's one of those three things you

can see here we have a

eye tracking heat map and obviously this

is a book so it's a little bit different

than having like an actual product on

amazon

but as you can see where people are

looking at the most is the red parts and

you can see they're looking at

the book and you know the picture and

they're looking at the reviews

uh in this case you know they're not

looking at the price so much because

it's free i guess this is like a kindle

unlimited thing

but i have another picture here that you

can tell they look at you know the

product and they look at

the um you know price as well obviously

people care a lot about the price if you

scroll down on the same thing

you can see how much people care about

reviews you can see that here

you know they're reading reviews people

look at the reviews and they even look

at you know kind of other products here

as well

so it's very very important that you

have a good offer because

if you don't have a good offer people

actually do look at other

you know customers also bought and

sponsored related items as well

to see if it's worth buying your product

or not so it's very very important that

you

increase your unit session percentage so

you have less people

leaving your your you know product and

going to buy competitors or just not

shopping at all

let's talk about number one probably the

biggest reason why your product isn't

making sales

is because of your images and your

photos and pictures

because truthfully even if you have

super super nice pictures

that doesn't mean those pictures are

going to convert or sell

very well there's a lot of factors to

consider and i'm going to show you guys

just a few of the biggest tips

that i can in this space and until this

point i really haven't shared many of

these online with you guys i've only

kept them to people in my ecom limitless

program

but obviously i do want to share as much

as i can with you

to help you you know throughout this

whole process especially if your product

isn't selling well and you're having

some issues with your listing

so let's dive into this market which is

the smartwatch market because it's going

to allow me to

kind of explain my point the best

basically amazon gives

everyone the same rules for images you

have the same real estate to play with

but what really matters is how you're

taking advantage of that real estate to

stand out from the crowd

because truthfully if you have the right

pictures and know exactly what to do

with your angles

you can actually just from your pictures

uh you know sort of quote-unquote

differentiate yourself

from the rest of the market so let's

talk about this market here because i

really love what they do here

and you know the pictures in this market

are really really great

even though we're looking at kind of

small products here if you look and you

click on any one of them

you see how much real estate they

actually use of what amazon gives them

so amazon gives you a 1 000 by 1 000 box

or more to use if you aren't using

every single inch of that box or every

single inch of the white space within

that box

you're missing out so if you look at

this one right here look at this product

it's so commanding that you can't not

look at it like

it's kind of just in your face there's

very little white space right of course

there's going to be some

just because the product is in a square

so there's going to be some

but as you can see they've actually

angled the product a little bit

because you know they've given you they

show you kind of the back they're

showing you the front

and they're taking up as much space as

possible now what this does is on the

detail pages

when you go and search anything up it

looks huge here as well

so if you compare this one or even this

one to let's say this one

you know your eyes drawn much more to

this one because it just takes

up so much more real estate in your face

now this market has great pictures so

most people in the space have amazing

pictures and have

really utilized the space very well so

it's kind of hard to differentiate just

with pictures in this market

but let me show you a market where you

know you still have some room for

improvement

and where somebody in the space is

actually making a few mistakes so as you

can see here we're in the cbd dog treat

space

and one thing to consider here is just

how

well some of the competitors are using

up their picture space

and how poorly others are so for example

here you can see we have a huge

you know picture here we have another

huge picture third huge picture

but then if you scroll down just a

little bit you start to see some of the

other competitors like this guy for

example who's making huge mistakes

with his listing here's one huge picture

you know

very eye-catching i'm looking exactly at

that image

when i look over at this one you can see

there's a ton of white space around it

and it just looks small

it doesn't look as demanding it doesn't

you know demand

your attention the same way as let's say

this one does

so if i click on this you can see that

there's a ton of white space used around

it

and also you know it just the pictures

you know isn't that great you can see

the shadowing and the shading is poor

there

so you really want to make sure that

you're angling your product any way

necessary to make it as big as possible

and just to

demand attention because the smaller

your picture is

the less people are going to care about

it unless people are going to stop to

look at it that right there is really

going to affect your unit sessions and

then on in turn obviously your unit

session percentage

if you apply those same things to the

rest of your you know products as well

so

in this case you can see if we click on

one of these right the rest of them

are also following those same principles

of using as much white space as possible

and then you know they obviously have

some lifestyle images you definitely

want to have lifestyle images

it's kind of a must if you do not if you

just have a bunch of white images

you're really also hurting your unit

session percentage

now me just telling you go out and get

good pictures is pretty easy to say

but obviously you know in your shoes

you're probably like okay but how do i

know my pictures are good or which

picture is better than another uh and

you know you don't want to just keep

testing things wasting time wasting

money on ppc

so there's a really easy and cool way to

actually make sure that the picture

you're using

is probably the more converting you know

the better converting pictures

and i would recommend you do this for

you know probably every single picture

on your listing

just to make sure you're using the right

pictures uh that convert the best

so right here we have pikfu and what

this is is basically a polling website

where you can pull

one thing versus another and what you're

probably you know

starting to understand now is that we

can compare and start a poll for

one picture you know picture a versus

picture b and have people

you know poll it to see which one they

like more so just go ahead type in

pickfood.com

you know pickfu.com uh and then you know

if you scroll down for example we have

example

you know examples here for uh ecommerce

sellers right they have

picture one versus picture two picture

one versus picture two and you can

identify them as designs and understand

exactly

uh which products and pictures you

should put up so i'll leave a link down

below

you know i'm not affiliated with them in

any way but i think they're a really

cool tool especially

if you're not sure how to craft your

listing and on top of that i actually

had a recent call

a live call with some of my students in

the e-commerce program and we talked

about

we literally went through good listing

examples and bad listing examples

someone had a question so we

we literally you know kind of uh

analyzed and diagnosed a bunch of

different listings

and it was a really good time and i

think a lot of people learned a lot so

if you guys want to see me do the same

thing maybe on video

and explain some good versus bad

listings leave a comment down below let

me know

um and then also leave a like let's get

to 75

likes uh in 24 hours on this video it

will really show me

um one that you guys really want to see

that video and i'll go ahead and put

that out there

and also we'll help the algorithm to

promote this video to help more people

out

and to you know grow our community sorry

i had to stop recording there there was

some dogs barking i just

moved into a new place here in

scottsdale and there's a lot of dogs

by the way if there's anybody who's

watching this video got this far

um and is from you know arizona you know

phoenix scottsdale area

let me know down below maybe if there's

enough of you guys will do like some

sort of meetup or something like that

it'd be cool

to meet some of you guys um you know

that now that i'm down here

i think there's more people in the u.s

than there was in canada from from where

i you know usually was so

uh maybe we can set something up let me

know down below and then we'll

see if we can make something happen so

now back to the video number two

something that really affects your

products unit session percentage which

is

like i mentioned your conversion rate is

actually your star rating

so if you have a five star rating that's

awesome if you have anything below a

five star rating

i noticed that for every half star that

you lose you lose around

five to ten percent in conversions so if

you go from five to four and a half

you might lose five percent conversions

if you go from four and a half to a four

you might lose you know seven percent

and if you go from a four to three and a

half you might lose like you know

another ten percent of conversions

and sometimes when you're three and a

half percent you might only have like a

seven percent conversion rate

instead of maybe if you had a high

rating you would be like a 30

so that's another reason why you should

not sell crappy products on amazon and

you know look for kind of a

get-rich-quick scheme instead you should

look to sell actually good products or

products that you can improve on

yourself

because especially if you're launching

bad products in the beginning if you

have a three and a half star rating

it's gonna be nearly impossible or even

a four-star rating it's gonna be nearly

impossible to rank

against the bigger competitors in the

space especially if they have

more reviews and a better quality of

reviews than your product

it's basically a write-off and you might

as well just throw the product away and

a side note on that same thing

i always hear so many people complaining

when they first get their first bad

review

that it's you know a competitor you know

left a bad review for me or you know

someone's trying to sabotage my product

or they're out to get me or whatever

you know it is possible it's true that

it does happen

but for the most part you know your

first bad review is exactly that

most of the time it's just your first

bad review and

there's really nothing you can do about

that except for trying to improve your

product

you know doing great customer service

and you know selling good quality

products

there's always going to be competitors

who are going to leave bad reviews but

most of the time

you know they're probably not

competitors and you should actually

listen to what the reviewer is telling

you

and try to improve the product going

into the future and lastly let's talk

about pricing in your offer

one of the biggest key things in pricing

is a concept i like to call anchoring

and basically what anchoring means is to

find the lowest

someone is selling your product for the

highest someone selling

your product for and finding yourself in

the middle you set an anchor point

in the middle somewhere where you're not

too low and you're not too high

especially when you're first starting

off because if you come into the market

you have seven reviews and you're

selling for ten dollars more than anyone

else and your value is somewhat the same

yeah some people will buy your product

because they think that your product is

just better quality the perceived

value is more because of your higher

price but you will never

break through with a price point like

that when you're starting off especially

on amazon

and you don't have the reviews to prove

that your product is so much better you

need to anchor yourself between the

cheapest

and the most expensive and then if you

do truly have a higher premium quality

product

you will get the better reviews and as

your reviews go up

your opportunity to increase your price

will go up as well because now your

perceived value is higher due to all

those reviews that you've now

accumulated

you can then increase your price to a

premium level

but you always if you want to make the

most money you always want to look at

that anchoring point

like look at many car manufacturers and

stuff like that it's like

if you look at you know volkswagen for

example volkswagen the car

owns a whole bunch of other you know car

companies and manufacturers

you know they own lamborghini which is

you know a lot more expensive and they

own you know some other smaller brands

but volkswagen is a very affordable you

know

you know car that almost anyone can buy

and you know they center themselves

right in the median price level they're

not too low they're not too cheap like

many other car manufacturers

and not too high like you know bmw

mercedes stuff like that

and for that reason they're one of the

most successful you know companies in

the world

so use those same price anchoring

techniques in your business and i'm sure

you're going to see a lot of success

so if you got to this part of the video

then you're obviously very serious about

getting started

on amazon and hopefully this video did

help you out in some way to teach you

some stuff

about how to get your product to sell

more and to fix your listings but

if you're still having issues or you

want to just take your business that

next level you want to basically fast

track this process

with a mentor you know someone who's you

know continuously working that space

and who knows what they're doing then i

really encourage you to check out the

first link in description which is the

ecom limitless program

it's my program and you know right now

it comes with my one-on-one mentorship

so be able to work together to

you know fix your product if it's not

working you know i'll be able to dive in

and analyze it

you know come up with a game plan for us

to really grow your you know your one

business your one product and also skill

into a real brand

and a real company you know fast so make

sure to check that link in the

description if you do want to take your

business to that next level

um like i said does come with my

one-on-one mentorship right now i don't

know how long that will last

it really just depends on how many

people i'm working with at the time

and uh you know when it comes to the

point where you know listen i don't have

enough time to work with everyone

that's when i do keep pulling the

mentorship uh you know away from that as

a bonus

right now we do have that included so

make sure to check that out firstly in

the description

i look forward to working with you and

hopefully you know meet you soon in the

e-commerce program

if not i look forward to seeing you on

my next video

see you guys in the next one