What To Do When Your Product Is Not Selling - Fix A Failing Amazon FBA Product in 2023
Summary
TLDRIn 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
🔍 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.
📸 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.
⭐ 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.
💰 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.
Mindmap
Keywords
💡Amazon FBA
💡Product Listing
💡Conversion Rate
💡Unit Session Percentage
💡Data-Driven Approach
💡Eye Tracking Heat Map
💡Product Images
💡Lifestyle Images
💡Pikfu
💡Star Rating
💡Anchoring
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
Посмотреть больше похожих видео
How to Rank #1 On Amazon: Explode Sales with Organic Rank & PPC Secrets (2024 Guide)
The ULTIMATE Amazon KDP $0 to $100k Guide (Might Delete)
How I Registered My Brand in Amazon’s Brand Registry
Airbnb Algorithm | What you NEED to know to get more bookings
Amazon FBA For Beginners (Step by Step Tutorial)
How I Create Viral Tiktok Product Videos Automatically with AI
5.0 / 5 (0 votes)