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Liran is with us talking through the Vine program, damage of 1 Star reviews at launch and strategies to recover from a bad launch.
- Had a product launched and got a 1 star review straight out the gate
- About a $10k investment into sourcing this product
- PPC would not convert, ranking can’t be maintained
- Lowering of price to recover
- it’s a conversion killer
- Lucky as Liran was in an FBA Vine programme
- Vine customers are more critical
- Kept going and got more reviews – thankfully they were 4Star and 5Star and product is selling really well
- What if Amazon waited until your 5 reviews before publishing them
Launch
- A decent launch is $15-20k
- You launch it and you do giveaways or PPC
- You have to be super-relevant and give giveaways to get the relevance to get the keyword to show to get the sale
- People will buy with no reviews for the right price with a coupon code – more difficult but does happen
- You might convert every 6-8 clicks
- But as soon as you get these 1 Star reviews – that’s all over
- Buyers see the Star rating and switch off – they don’t even click through
- As a Seller there’s no easy way out of this
- People don’t read reviews – that’s why people move vacuum cleaners to make up brush listings but sell like crazy as people only see hte 4Star not read the reviews
Stage your Stock into Amazon
- People only send some of their stock in to avoid the risk of getting 1 Star reviews and having to re-call all their stock from the warehouse with the 0.60 per unit removal fee
- They can just put a small inventory in and if it tanks they can start afresh with a new ASIN and send in more stock
- Got to sell 100 units to get a review
Assume you Keep the Listing and not a new ASIN
- Give a deep discount 90% giveaway
- Use a managebystats or Bridge by SixLeaf to pull the audience
- Send to Facebook and ask them for feedback on the product they’d just bought
- Try to get unverified reviews
- This would be in terms of service we’d say
- Probably cleaner than taking an Amazon data and appending data to it
How to Recover
- If it’s an unfair review…
- Getting a 1 Star review can take 9 good ones to get back in the game\Review conversion rate has dropped from 2-4% down to 1%
- That’s 1,000 units and you’re only marketing with PPC and paying over the odds as no-one wants to buy with a 1Star review
- Least risky is to kill the ASIN and do another one to make it clean but it’s not ToS – not recommending this
- Outside of ToS would be to asking unconnected friends to give reviews
- Sellers sometimes need to think creatively on what to do to get by
- Especially if that 1Star was from a competitor – very difficult
How Amazon could Resolve it
- Liran recovered well because he was in the Reviews programme and knew they were coming
- If Amazon opened up the review programme – we pay Amazon to buy reviews, but buying reviews is against Amazon’s ToS!
- Pay £1,000 and get 30 reviews – Dan would pay that all day long
- Make it easier for Buyers to leave reviews – look at the Uber pop-up to rate your driver 5Stars
- Make Sellers choose to use Vine and get reviews that way
- Weighted in the customers advantage which is fine
- But the hours Sellers put in to get a product out there and the risk of a 1Star ruining your listing is not recognised
Liran went to Canton
- Canton Fair – went to Global Sources shows
- Found new potential product opportunities
- New ways to bundle things – it’s not as saturated as some Sellers are saying
- A good opportunity to get out to China and make contact – if your budget can manage it
- Be sure to follow up afterwards
- Focus on the niches and go under that radar with Amazon
