New Ranking Data for Giveaways & Review Block Checker (URL)

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Anthony Lee opens his kimono

• Amazon is constantly evolving
• Somethings don’t change quickly, other things can change quickly
• Had lots of ranking data showing promotions still work
• You can still make it to page 1
• Average position move is in the ranking data
• Others were highlighting that these result are not ‘sticking’ – what’s the truth?
• Anthony setup a number of different tests
• And has lots of ranking data to search through

Odd Behaviour

• Analysed 8-10 days post promotion to see what was happening
• Went in thinking I won’t see much difference from 6 months ago….but
• Looked like things were odd and different behaviour
• A lot of people were not sticking the landing at the 8-9 days mark – should be 2-3 weeks and stay there after blasting
• Kept finding this happening more often that expected in the ranking data
• Looked at listings, sales history and blast history to connect the dots

Landings not Sticking

• It was staring us right in the face
• It was unfortunately people running promotions that were not sticking the landing
• They were taking advice that because velocity is king they should focus efforts in a single day to get sales all at once
• Two months ago that WAS working brilliantly

80% Drop after 8-10 days post blast

• URLs used were heat seeker promos
• Sidewinder URL up until 3 weeks ago was the Storefront URL
• As it wasn’t performing that well we changed the sidewinder
• So three types of URL types and didn’t appear to have any impact on this
• Just as many heatseekers and sidewinder URLs
• URL type was not the common factor – both fell

Other Reasons for not sticking

• Product wasn’t any good
• Not good sales
• Was boosted into it’s position and not enough factors to keep it there

Keys to Promotion

• Optimisation is key
• First review and the stars given
• Plus the pricing
• Still uncommon for promotion to lose rank that quickly
• People who saw tremendous drop were the ones that were un-optimised

What is working?

• Consistency in listings that were gaining or not losing traction
• They were hitting promo after promo after promo
• From bigger sellers with a lot more inventory
• Also saw surprisingly quite a few Helium 10 Sales X-ray graphs – 7 day average
• When both the lines are closer together rank consistently grows
• Because people getting consistently incremental growth in sales were the ones that didn’t lose rank at all – but it was slower
• They made it to page 1 and stuck there according to ranking data
• The waves were out-performing the solo promotions

Variable Code differentiation

• We have a feature that enables Variable code differentiation where you could use different codes coming out
• Those using this capability found much greater success in their promotions than anyone else doing promotions right now

Suggestions for Launch success

• You don’t have to use a launch agency
• If you had buckets of money then…
• Go and try to buy 50 full price sales a day for 10-20 days
• Nothing is going to happen as a purchase is a purchase
• As a search – find – buy sales
• This is expensive and hard to do

Smaller Promotion discounts

• Do it with Facebook Ads and try to test your audience to get your percentage discount as low as possible
• The smaller the promotion the less likely the velocity will trigger Amazon changing your rank

Giveaways

• Vary the amount and a progressive amount
• Instead of 20/day for 7 days
• Start at 5 then 10 to mix up the promotion to give away the same amount

URL solution

• Use SixLeaf Heatseeker for launch service
• Get them to search for it and buy
• Create a long-tail with that short tail in it – instead of ‘garlic press’ put in ‘red steel garlic press’ – something that makes the list shorter and so much easier to find
• And then tell them in the promotion to type the long-tail and find you on page 2 for the promo
• A hidden keywords one with ASIN on the end – take a search URL and add &hidden-keywords=[your ASIN] – this has worked quite a bit

Stepped Promos and Full Price sales

• While running promotions you want to pepper some full price sales in there
• Spread this out over time rather than all at once
• A trigger to Amazon is the ratio of promo sales over normal velocity – so keep it close to normal
• Suddenly getting 200 sales in one day for a product that does 5-10 / day
• Step your promos up and include some full price sales too
• It will take a little bit longer but when you get ranked it should stick

Reviews

• Anthony does 65% promos all the time but varies the number of coupons each day
• Warnings of suspicious activity on this listing and can’t leave a review
• Some deep discount promotions have triggered a review block previously
• Anthony has run a lot of promotions at 50% off – no big velocity but had some unverified reviews that stuck
• Done 95% off and Amazon blocked a customer from leaving a review for this listing
• Anthony did a URL to ‘check’ if his ASIN was review blocked or not (see shownotes)
• Any deep discounts (more than 60%) don’t follow up with them for a review request because Amazon gets triggered and can get review blocked for upto 2 weeks

Contact

• Facebook – Unofficial Anthony Lee
• anthony@sixleaf.com
• www.sixleaf.com