I am not talking about launching with getting a massive giveaway launch which Amazon have so happily (And rightfully) clamped down on.
For those who are unaware of the “Giveaway Method”. This method focuses on massive discounted giveaways and asking for reviews from those buyers. Do not use this method unless you want a suspension notice coming your way.
Today, we’ll focus on how to execute a successful and profitable product launch and rank without any reviews in 2021.
Before we jump into this, you need to understand the 5 top factors that drives buying decision for Amazon Customers.
Table of Contents
Top 5 Buying Decisions on Amazon
From the study done by Semrush for their dutch blog, they placed 2,000 US buyers on Amazon with the eye-tracking software and plotted this heat map on where the buyers are actually looking on the page.
As you can tell by the heat map, here’s a few things you can note in terms of importance.
Ranking number 1, main image and price. That’s really all you need get a customer to click on your listing and thereby sell more.
I have also placed the scale of importance some other factors that drives buying behaviors which sellers like you and me need to MASTER!
But since we have the challenge of having no reviews, that factor is not in our favor. But fret not, we can still utilize the 4 other factors to get our listing convert!
Product Uniqueness / Differentiation
I am not going to be beating the dead horse here as I am certain everyone knows the importance of having this unique differentiation from your competitors.
Selling a “me too” product is a death sentence to success on Amazon. (That’s how people lose money and probably rage about Amazon FBA) But I am sure you are smarter than that!
So this should have been taken care of in the product research stage and I will assume that you have a well differentiated product moving forward.
Offered Price – How Expensive is the Product?
So I just need to be selling the lowest to get the sales right?
NO!
People are weird and if the price seems too low for that product type, they will probably think it’s a cheap product.
What you need to focus on is the Breakthrough Price of your best competitor.
Breakthrough price is the price at which your competitor’s seller rank drops drastically and where the product gains momentum in the market
Back to my reusable cups example. For this, you will need the free Helium 10 Chrome extension to show you your best competitor’s price history compared with its BSR.
What this means is that when this competitor lowered their prices to these, there are spikes in sales. Now if your product category is similar, shouldn’t you be using those prices to get your sales spike as well?
This is a very good and free method to find out the Goldilocks price zone for which to launch your product. Your customers have already voted in the past and know the price they will be willing to buy your that reusable cup!
Images – Mainly 1st Image
If your top competitor’s main image is this, then just MIMIC it exactly. Do not try to reinvent the wheel and waste tons of money in the process.
Also consider hiring 3D rendering artist to make your product just stand out a lot better. (The main image above is definitely a 3D rendering)
Listing Copy – Bullet Points and Product Description
Gah! You hate writing these sales copies and you’d rather hire some Fiverr “Expert” to write one for you.
Don’t waste hundreds of dollars on that! Writing the bullet points and product description is easy. Just follow this tip.
Presenting the FREE Hemingway Editor! Use this to write out your product descrciption until you got no red or yellow highlights left. You will want to reach as low a grade level as possible so more people can understand you.
This is why Trump can resonate well with so many Americans. He uses grade 4 to 5 (Primary school level) English to gain his following. (Which also explains why they are more emotional) Shouldn’t you do the same too?
A grade 6 is good enough for your copy on Amazon.
PPC Launch
Now, remember the heat map? You still need to get to page 1 for people to buy. What better way to get that page 1 spot other than through PPC!
Once you have fully done your 4 key factors minus the reviews, get your PPC campaign rolling to get your listing in front of thousands of eyeballs.
Heat map shows 1st page, so bid until you appear at the front page for your top 2 main keyword.
Also remember to bid for your listing to show up within competitor’s product page. They eye a lot of eye balls as well.
Now, I am simplifying PPC a lot in this article as I felt PPC launch should have a whole article about it due to its depth and complexity.
Once your daily sales outrank your top competitor, your organic rank will stick on that highly converted page 1. You will probably gain some reviews along the way, which helps you tremendously to get that page 1 ranking too!
I also recommend hiring an expert to deal with PPC as it is highly complex. They can manage your campaign while showing you the ropes if you are new.
The folks over at Pageoneify employs this exact PPC launch strategy which I strongly suggest you check them out if it’s your first time!
This also works best with the tips to get reviews discussed here. Make sure you implement them as well to get reviews in the process!
Note: It is always far better to get sales with reviews on your listing already. This method is for you to consider when just starting out before your first review is in.
Conclusion
I launched my product in this way and my sales are constantly coming in daily. This very knowledge will separate the boys (or girls) from the men (or women) in this Amazon game.
I hope you have found this useful and I have a parting wisdom for you.
Do you not know that in a race all the runners run, but only one gets the prize? Run in such a way as to get the prize. – 1 Corinthians 9:24
To your huge success!