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亚马逊评价之Amazon Giveaway&刷评&直评哪个好?(附带高效索评邮件模板)

顾小北跨境电商2019-06-08 00:27:25

Amazon的一切在于转化率“,在同一个大类别或者子类别下哪个产品的页面转化率越高、销量上升越快,Amazon就会把推送流量配给谁,简单的观察指标就是BSR的稳定上升。因此大部分卖家用刷单的方式提升自己的产品转化率。但是自从亚马逊宣布美国站点禁止测评之后,紧接着在上周也正式宣告所有站点都禁止测评。那我们逐一来分析一下各种评价:



一、直评


所谓亚马逊直评,就是不购买产品,直接为产品写Review。亚马逊卖家一直都理解产品评价(Review)的意义,而Amazon近乎独有的直评功能是一个灰色区域。


这样做的优势是快,当时发布,当时就能够上去。但是从10月底开始,亚马逊直评的删评率非常高,几乎到了90%以上,所以几乎现在直评的方式已经没有太多人使用。但是不代表直评不能用了,评价之所以被删除,主要的问题是在于:


● 没有任何购买行为的直评数量明显高于产品的销量或购买评价的数量;


● 留直评的买家账户是通过Amazon礼品卡或者虚拟信用卡创建;


● 买家不是Prime会员,同时发布评价过于频繁;一般导致直评被删除,大多是买家账户的不符合亚马逊规则原因,从而影响到卖家产品页面的制品被删除。


●如果买家给予的商品评论被判定不符合亚马逊评论规则(可能含有测评或协助促销等内容),亚马逊可以决定删除(removed)或拒绝(rejected)留言。一旦留言被删除或是拒绝,买家就没法再次对同商品留评论,即便给予不同评论的内容也不被允许。


●买家们只能对同一个商品做一次留言,多次留言是不被允许的。


●每位买家(不是reviewer!)一周内可以提交五个直评,每一周直评数从周日12:00am 。UTC 开始计算至下周六11:59pm UTC. 此规则不适用在 Vine Reviews、电子/实体书商品、音乐及影片商品上。


●如果亚马逊短时间内在同一个商品上发现多次的商品留言,亚马逊可能会对该商品的直评数量上设定限制。(就是让卖家你别刷评)


前不久也有人传出这样的消息:亚马逊美国站刚刚关闭了直评功能,欧洲站的直评也于今天凌晨关闭。但是到目前为止,并未得到确切的亚马逊通知。所以大家还是可以去留直评的。



二、刷单



亚马逊Review的数量 是不是你的Review数比别人大,你的排名和Listing权重就一定比别人高?这个答案也是否定的,因为Amazon更看重的是你的转化率和总体成交量,而不是你的Review数量。这就是为什么,你可以在Amazon关键词搜索首页看到许多产品的Review小于10个,同样你可以在Amazon关键词搜索10-20页中看到许多Review数超过1000的产品的原因。 


但是,Review是Listing的关键转化率指标,所以无论如何,一个Listing一个月增加至少20个Review应该是每个卖家的目标。


但是新Listing的无法迅速获得VP评价,那要怎么办呢?可以找Facebook群主、国外亲朋友好友帮忙、收集竞争对手listing下顾客信息、华人论坛找测评人、合作过的测评人、同行交换资源等等。


注意:


1.不要给链接,让买家通过搜索关键词购买

2.买家不要同个店铺多次下单

3.买家收到产品之后不要马上做测评

4.不要通过虚拟IP和多VPS 刷单

5.买家必须通过搜索关键词进去购买

6.控制20%~30%留评率

7.全部五星review不可取


我们可以把亚马逊现有评价分为:文字、图片、视频三种。绝大多数中国卖家为了追求评价的数量,往往留下的90%的评价为文字评价。然而,视频Review的数量对于产品销量和转化率有着至关重要的作用。


那么我们就要注意留评的质量,图片和视频的效果会更佳,在大量留文字评论的同时留一定数量的图片和视频评论,并点赞到首页,这样转化效果才会更加。



三、Amazon Giveaway



Giveaway是一种限时免费的营销方式,这种方式在海外市场营销中被广泛使用。Amazon Giveaway简单点说是一种营销手段,同时呢卖家通过giveaway 搭配社群媒体的力量,不仅可为自家的产品页面带来更大的流量,为品牌建立口碑形象。与消费者有更多的互动,多管齐下的行销手法操作,成为人气卖家也是有可能的。


注意:


Giveaway只对美国居民开放,而如果礼物的价值超过500美元,罗德岛居民则被禁止参与活动。亚马逊Prime用户不能在赢得奖品后要求使用免费的“两日快递”服务,所有Giveaway的礼物都将以普通快件的形式寄出,亚马逊甚至也不会为包裹提供追踪号码。


Giveaway与shua单的效果比较


1、产品成本

以上提到,如果要迅速提升BSR排名和转化率,最好的方式不是去用小号跟卖刷单发空包,而是直接从Buy Box购买产品。同时,无论是刷单还是赠送,如果想迅速把你的产品推起来,你都必须要拿出一定数量的产品进行赠送(如果不这样,你可以慢慢等Amazon的自然流量)。所以,无论是刷单还是Giveaway(赠送),都需要赠送产品,只是Giveaway的产品赠送需要更多,比较适合价值较低的产品。


2、操作成本

从操作成本而言,按照现在市场平均价,刷单的成本应该在¥15/单左右,每天你至少需要刷到几十单才能够看到一定的效果,也就是每天的成本是在¥500-1000人民币的操作费。然而,对于Giveaway而言,Amazon是完全免手续费,除了赠送产品外,操作成本基本是0!。


3、买家受众

亚马逊之所以推出Amazon Giveaway的广告方式,就是为了让卖家能够通过正规渠道和市场规律推升自己的产品影响力和受众群。通过Giveaway的方式,Amazon会把你的产品通过EDM邮件营销、Twitter、Landing Page推向给所有Amazon买家,到现在为止,没有看到过产品送不出去的情况,也就是转化率是完全保证的。然而,如果是刷单,也许你就失去了Amazon帮你免费推广的这个机会。


4、页面转化率

有一些卖家在尝试了Amazon Giveaway之后说页面转化率会大幅下降,其实这是由于许多卖家对于Giveaway的各个功能所需要达到的目的还不了解。荟网在上周的视频里已经告诉给了荟员如何能够通过Giveaway功能,由你自己决定每天订单转化数量(非常重要,几个Giveaway是不起任何作用的)、页面转化率等指标,具体的内容大家可以查看上周视频:Giveaway的病毒式推广。


5、关联购买

以往许多卖家也尝试过痛过刷单的方式把自己的产品和大流量的产品进行关联购买(FrequentlyBought Together),但是Amazon在近期最新推出的Giveaway功能中已经允许你能够通过赠送其他人的产品来推广自己的产品。


6、VP Review

通过在前台设置Giveaway的方式,你仍然可以获得Verified Purchase的评价标记。注意:这个时候完全不用通过收到产品的买家留评价,而是通过自己购买Giveaway的买家账户留评价,一切控制权在于自己!


7、迅速拉升自己的社交粉丝

通过Amazon Giveaway还可以做到的一件事情,那就是迅速提升你的产品受众群和社交粉丝。比如,你可以通过Amazon Giveaway,快速获得Twitter粉丝,并可以让自己在Twitter关键词搜索中一直排在热帖前列。

 

1.货物寄出后的邮件

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模板二:Hello Amazon Valued Customer/ Hi(first-name),Thank you again for your order of XXXXX. See the details on yourorder here: {{订单链接 }}The available tracking informationshows that your item is out for delivery today. Should you have any questions,or if you have experienced any problems with your order, please contact with usright away and we’ll do what we can to make it right.We are here to make sure you receive the best customer service and are 100%happy with your purchase.


模板三:Thank you for purchasing our XXXXX. Amazonhas packed and shipped your order.While you’re waiting,we would like to give you access to the FREE user manual, so youcan have themready when your XXXXXX arrive. You'll find the user’smanual attached to this email as a PDF. You can download and print these tofollow along while using your new XXX.Once your xxxx arrive, let us know if youhave any problems with the order or ifyou have any questions. We are here tomake sure you receive the best customer service and are100% Happy with yourpurchase.Thank you again!可以在SellingExpress群发邮件模版中添加变量标签,变量内容会根据订单信息自动替换


2.客户送到货物后的邮件模版Subject: How's Your New XXXX?


模板一:My name is xxx from XXXX. We noticed that your order was deliveredrecently. I just wanted to make sure that you're happy with your new XXX. Ifyou have any issues, please reply to this message so I can make it right.WeNeed Your HELP!We're a small business and without your feedback and reviews, wecan’t exist.Your Feedback is so important to us!If youthink we've done a good job, I would really appreciate it if you would leave usyour feedback by clicking the link below.(feedback-link)[留评链接可以在SellingExpress的群发邮件模版中添加标签即可]If you're notsatisfied, before leaving negative feedback. Let us make it right. Email us andwewill do whatever it takes to make you happy.I want to personally Thank Youfor being one of our customers. We LOVE our customers andwill always be here ifyou need us.P.S.We've attached your Bonus Gift, just in case you missed it fromthe first email. It's aprofessionally written GUIDE for XXXX. You can print theGUIDE out if youwish.I hope you enjoy it!


模板二:I hope you’re doingwell. According to the tracking information online, we noticed that you havereceived the XXXX we sent on 日期. We hope that you arehappy with your purchase and if you are, please spare some time to leavepositive feedback for us.Your comments and feedback help us improve ourproducts and services for other customers. Please do not leave any negativefeedback. If you have any problems or concerns about your recent purchase,please get in touch with our customer service as soon as possible and we willdo everything we can to help.在SellingExpress群发邮件系统设置收到包裹七天左右,可以再发一封邮件与客户进行一次跟进。备注:但是如果客户还是没有理会的话建议也不要继续骚扰太多次了,反而还会引起他们的不满。对于已经给予好评的客户,可以发一封邮件再表达一下感谢。Subject: THANK YOU!This will be the last email from us about yourrecent purchase. I just wanted to make sure you're enjoying your XXXXX. Wereally appreciate your business and wanted to say again, Thank You!Remember,you can check our user manual from our attachment we sent in last emails. Wewill be adding more videos and resources in the future and you'll receive FREEupdates as one of our customers.Could you do us one small favor?Amazon thriveson customer feedback and reviews. We would appreciate it if you could leave usone.If you already left us one, THANK YOU!If you haven't yet, click the linkbelow to leave yours:If you have any questions or need help with your XXXX, letus know. We are here to help and want to make sure you're a HAPPY Customer:-)Take Care!