I figured it was time to do a quick checkup on business reports, as my highest volume product, dog waste bags of all things, was knocked off the front pages of results.
I always think of updating this page to better compete, but how can I possibly improve on this? I don’t even rank high with this. According to JS, across all popular searches my avg position is 98. The only phrase I’d like to dominate I’m ranked 39, “dog poop bags compostable” or “compostable dog bags”, and I’m ranked lower than the number of products that are actually compostable.
I would like to improve the page to improve the listing, but I am afraid of hurting the conversion rate.
Every visitor is a sale, so I feel like I’m wasting an opportunity here, just not sure how to boost it without burning through cash.
I imagine that you have a very high reorder rate for this listing and that’s why the conversion is so high. Our top seller is like that as well, albeit not 93%.
I look at every order we get manually and calculate my own reorder rate as the info in brand registry analytics is way off…
With all of that said, your goal should be to get more buyers into the brand because they will reorder. They won’t give two bags of dog crap what the title is or other enhancements as tests.
Make your changes
Wait 30 days
Evaluate your results
Rinse and repeat until it’s perfected
The conversion rate’s super high because you’re not getting a ton of page views and are likely getting loyal customer reorders. If you, for example, ran a bunch of ads using regular dog bags as keywords your conversion rate would plummet since your product is obscenely expensive if people are searching for standard bags.
You could consider running PPC for the eco friendly bag keywords. It would need to target the niche.
this is what I’m thinking. I am contemplating doing a PPC on it again and hadn’t only because the margins are not amazing (but it literally has a return rate on amazon under 1%) and the weight of bags means logistics from amazon is pricey. so the PPC would be more about longterm customer acquisition instead of margins.
Having a consumable product that people order again, that people are actually ordering again, is the ultimate dream on Amazon.
If you know your buyers are ordering again then it makes all the sense in the world to do targeted rounds of PPC marketing from time to time. You spend some money, build your base, take the profits. Rinse and repeat. Build build build. That’s what successful brands do and that’s successful branding is all about.