How do you rank for the most important keywords during your product launch? Read this article to find out, we will be covering the best strategies to help you grow in eCommerce.
Today I am going to show you how to get the most conversions from your advertising during your product launch. All month long, we’ve been covering our winning formula for product launches, including our three phases of launch to set your product up for maximum success when it comes to sales and conversions.
If you missed any of our previous articles, they’re available here on our blog and our YouTube channel.
So, now that you know what the three phases of launch are, and which one to follow first. However, if you need a reminder, it’s
- Phase 1: Page visits and reviews
- Phase 2: Traffic and conversions
- Phase 3: Ongoing sales and profitability
Therefore, you just have to get paid visits and reviews.
Let’s cover phase two of launch, which is traffic and conversions. Stick around for my phase two completion checklist, which is going to tell you when you’re done with phase two, and you can move on to phase three, which is my favorite phase profit test.
Let’s get into it. During phase two of your product launch, this is where you’re going to drive the most traffic to your listing, get the most data and aim for the most possible conversions you can get in order to match your closest competitor. You’re going to start phase two When you’ve completed the phase one checklist we covered in the last video.
Alright, now that we’re here in phase two, these are the goals that you want to accomplish. First, you want to get lots of diverse traffic to your listing. Next, you want to have page one or page two ranking for one medium to longtail keyword. Next, you want to have daily conversions that match your closest competitor.
And last, you want to have more reviews, you want to start getting some reviews during this period. And I mean up to approximately 10 reviews, you want them to come in naturally. But you want to start gaining some more reviews during this time as well. So let’s just cover a little bit about each of these four goals during phase two.
First of all, lots of diverse traffic. So in order for your listing to really rank for lots of keywords, you want to send lots of diverse traffic to your listing. So that is on Amazon PPC that might be Google ads. That might be Facebook ads, that might be organic social media posts, you might be working with an influencer, you might put your products in the media, you might do a press release, you might do rebates, or put your launch promotion on a deal site. There are so many options for traffic, but I want you to send lots of diverse traffic to your listing.
Second, I want to achieve page one or page two ranking for one medium longtail keyword. So what do I mean by that, if I’m selling a blue water bottle with a straw, I want to make sure that I’m on page one or page two, right? Either my ads or my organic listing for blue water bottle with straw. Like that’s a longtail keyword, there’s no reason I shouldn’t be able to achieve that.
Next, I want to make sure that my daily conversions match my closest competitor on that page of one. So a lot of times people say okay, I want to take the number one competitor who’s selling 40,000 in revenue every single month, you know, and here we are, we just started. And you know, we’re on page 10. And we don’t have any off of Amazon traffic setup yet. So you want to match your closest competitor, maybe somebody who launched recent leads and newer listing, but they’re selling pretty well. And they’re showing up on the page, you want to match them you want you don’t want to take the number one competitor in the category in the overall category who’s ranking on page one for a short tail keyword, I go, I’m gonna beat that guy.
That’s probably not gonna happen. So you know, it’s important to pick somebody who is a close competitor to you, who is selling pretty decently sets her sights on getting at least that many sales. And that’s when you know that you’re doing really well and you’re telling the algorithm Hey, we’re up and coming, you know, keep us up here on page one.
And then finally, more reviews. You want to make sure that you know you’re getting regular reviews. The best way to get reviews. This can be a whole topic all on its own, but the best way to get reviews is to make sure that you are having an incredible unboxing experience, and that you’re encouraging the customer to connect with you, on your website, on your social media, those kinds of things, not selling to them on those platforms, right, because that’s where you run into Terms of Service issues. But make sure you’re connecting with them, ask them for their honest feedback.
If there’s nothing wrong with asking for a review, it’s when you ask for a positive review or a negative review that we had problems with. And remember, during phase one, we already checked our quality control. And we know that there’s no reason that a customer’s not going to leave us a five-star review. So we can ask for reviews with confidence in our product inserts in our packaging. And we can encourage customers to engage with us to connect with us on social media. So that’s really it, you want to grow that connection with the customer. And make sure that you’re providing a quality product, and the reviews will come.
Alright, so how do you know when phase two of the launch is over? How are you? How do you know it’s checklist time, I’m so excited. You guys, I love checklists. Anybody who’s in my mastermind group, knows I give so many worksheets, so many checklists because I’m a very visual person. So I want to give you guys a checklist. So you know, when you’re done with phase two of launch, When you’ve completed all of these things when you’ve checked them off your list, you know that phase two launch is complete, and you can move on to phase three.
So the first thing is you want to check if your paid traffic is converting. So if you’re on page one, your ad is on page one for a medium tail keyword, and it’s not converting, we’ve got a problem. So you want to make sure that your paid traffic is converting. If it’s not converting, we want to revisit our listing and make sure that everything looks good, maybe we got a one-star review of what’s going on, right, we want to just double-check and make sure that our paid traffic is converting.
The second thing on the list is to make sure that your ads are optimized and ranking for at least one medium tail keyword, and you’ve stopped the bleeding on bleeding keywords. So you want to make sure that you’re now coming in and your ads are doing good, you’re getting those conversions on those medium tail keywords that you were going for. And then you just want to make sure that one keyword isn’t running away with all the budget.
Next, you want to make sure you’ve got five to 10 reviews posted, you want to be able to actually turn off those traffic sources that might be giving you you know, giving away free products like those there’s rebate traffic sources and things like that, you want to be ready to do that. And then finally, you want to reduce your sales promotions, you might have really had a really great launch promotion. And your offer still looks great compared to competitors on the page.
Okay, that’s it for today’s segment on phase two of product launch. If you want to learn the ins and outs of how to set up your traffic for conversions and make your listing look great on the page compared to your competitors. You’ve got to join our mastermind group because then you get all the details, all my crazy checklists, all my step-by-step instructions and guidance from yours truly, we do weekly coaching sessions. It’s pretty awesome.
Tune in next week to learn about the last phase of launch, which is phase three. And this is my favorite phase because it involves profits, we finally get to make money. So I hope to see you next week. If you have a question or something to add, leave me a comment below. And don’t forget to join our Facebook group and ask your questions any time. Thanks so much. See you next time.
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