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& The Garland Hotel: Discount current as of 2/2/18 for bookings made from 2/18-26, 2018 for travel 2/18-6/30, 2018, based on two people sharing a room.
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如何做好亚马逊站内流量？-开店基础
如何做好亚马逊站内流量？-开店基础
在亚马逊平台上运营，没有流量开不了店，所以我们要想办法去引流，对于中小卖家来说，站内流量是根本，随着卖家的成长，当打造品牌被提上日程时，站外流量也就成了不容忽视的一方面。基于中小卖家运营的角度，我在接下来的文章中，对亚马逊站内流量的来源以及如何做好亚马逊站内流量做一个简单的分析。
一、完美Listing详情页面对站内流量的影响
当我们谈亚马逊运营时，首当其冲的就会强调Listing的优化，Listing优化作为运营的一个重要部分，在很大程度上起着修炼内功的作用，只有做好了Listing的优化，才能有一个优秀的产品详情页面呈现给买家，进而激发买家的购买欲望，转化成订单。Listing优化的内容有很多，图片，标题，五行特性，产品描述和关键词等，在众多的因素中，对站内流量有直接帮助的是关键词和类目选择。
因为大部分买家在购买一个产品的过程中，是经由关键词的搜索来获取搜索结果，然后再在众多搜索结果中进行甄选的。买家的行为决定了作为卖家一定要充分利用关键词为自己的产品导入流量。
通常来说，关键词是指大家对产品的称谓，更深层次的来说，客户用来搜索该产品时所使用的词语就是关键词，同时，由于关键词包含宽泛关键词，精准关键词和长尾关键词等，卖家在发布产品时一定要对关键词进行恰当的提炼和使用。
关于关键词这一点，卖家第一步要做的是收集整理，获得真实有效的词语，同时获得足够多足够全面的词语，在获得关键词的基础上，对关键词进行分级，精准关键词用于标题，宽泛的，长尾的关键词用在Search Terms中去，通过合理的搭配，实现对潜在搜索结果的全面覆盖，从而达到导入更多流量的目的。
产品类目选择的精准与否同样影响着流量的多少。我们在搜索结果页面，可以看到左边导航栏有着很多个不同的产品类目，当一个买家在用关键词搜索之后，可能会基于更进一步甄选的需要，会直接点击左边导航栏的细分类目进行选择，买家行为就是卖家努力的方向，所以，卖家在产品发布的过程中，一定要熟知自己的产品，知道自己的产品属性是什么，知道和自己产品高度匹配一致的产品类目是什么，然后，选择精准的类目进行发布，从而让产品展示在更契合用户需求的类目，为自己的运营带来更多的精准流量。
除此之外，在产品详情页面，总会有一个Best Seller Rank排名，通过对多个竞争对手排名的比较，也便于让我们选择合适的类目导入精准流量。
二、亚马逊变体对站内流量的影响
在发布产品的过程中，有一些类目是不能够做变体的，有一些类目是能够做变体发布的，但无论是否能够做变体发布，总有一些卖家习惯于单个SKU单独创建。单独创建固然简单方便，但在某种程度上也会错失了一些潜在的流量。
细心的卖家在搜索的过程中会发现，在搜索结果展示页面，如果一个产品有变体，那么标题下面系统会自动显示一行，提示用户该Listing有更多的选项，而单独的Listing则没有此提示。当一个买家搜索到你的Listing，也许他对你展示出来的颜色款式并不感兴趣，但如果他能够从Listing中看到有更多其他选项的提示，顾客就会多了一点兴趣去查看以期能够在其他选项中获得合适的产品，如此一来，顾客的好奇心和兴趣所在，也能够为我们带来更多的流量。
对于变体的Listing，当一个顾客进入到你的产品详情页面，因为看到有更多的选择，客户购买的兴趣也会更大，从而更利于把流量转化成订单。所以，在有可能的情况下，建议卖家可以把同款产品、同类产品创建成变体，来提高转化率。
当然，有一利就有一弊，变体虽然可以提升流量和转化，但如果变体中子体太多，也会导致用户无从选择，从而以脚投票一走了之，一般情况下，建议变体以三到五个子体为宜。
三、亚马逊站内广告对站内流量的影响
很多人在谈到亚马逊的运营时首先就会想到站内广告，站内广告固然是运营的一部分，但广告的作用在于引流，至于大家所关心的转化，是另外一个话题。
既然广告对引流有着非常重要的作用，作为卖家，为了能够让自己的Listing获得更多的流量，站内广告自然是必不可少的手法。
站内广告分两种，自动广告和手动广告，两种广告的展示位置不同，带来的转化也有所不同，如果你的某个产品想投放广告，不妨两种类型的广告同时投放，相互参考后再进行深度优化，从而让广告达到更好的效果。
虽然广告能够带来流量，但并不是每个产品都值得投放广告的，如果你的产品单价太低，广告的结果一般是亏损的，如果你的广告转化率太低，那么也不要忘了做优化，或者干脆直接停掉转化亏损的广告，毕竟，生意的本质是为了盈利。
四、亚马逊促销对站内流量的影响
如果说广告可以起到助推Listing展示在靠前页面的话，促销的作用则是让进入店铺里的客户购买更多，从而拉升客单价，但基于亚马逊顾客的购买习惯，亚马逊站内促销设置对拉升客单价的作用并不是特别明显。
虽然促销对拉升客单价不明显，但从流量导入的角度看，设置促销还是可以在一定程度上增加流量的。
当一个产品设置了促销折扣之后，在搜素结果页面，会有一行关于折扣比例的提示，如此一来，和没有设置促销的竞争对手对比，Listing就具有了更吸引人的要素。虽然并没有准确的数据来说明促销的设置可以多带来多少的流量，但只要设置，作用肯定还是会有的。
当进入一个Listing的详情页面，促销活动都会展示在产品详情页面中间部位，设置促销的Listing又可以和店铺的其他Listing相互辅佐，起到流量的相互拉升作用。
所以，卖家可以根据自己产品的实际情况和利润情况，适当的设置一些促销活动，既能起到一定的引流作用，又可以在某种程度上增加店铺的转化。
五、亚马逊秒杀对站内流量的影响
秒杀作为平台上一个独立的活动页面，有着非常大的流量，所以对于卖家来说，如果有产品能够参加秒杀活动并且在平台要求的折扣比例下依然有利润的话，不妨好好利用秒杀活动来导流和拉升销量。
一些大卖家在一个Listing打造之初，为了拉升Listing的流量和排名，甚至不惜亏本也要报秒杀，他们的逻辑很简单，但从秒杀中的利润层面上看，是亏损的，但因为秒杀活动中销量比较大，Listing可以瞬间提升很高的排名，甚至成为爆款，成为Best Seller，后期带来的利润同样不容小觑。
六、亚马逊产品Review对站内流量的影响
亚马逊平台在运营的过程中，始终坚持着以顾客为核心的服务原则，为了约束卖家同样能够做到以客为尊，亚马逊推出两套评价体系对平台第三方卖家进行约束。Feedback和Review，Feedback是对店铺而言的，Feedback的好坏影响着店铺是否能够达到平台的规定，如果Feedback太差，ODR超标的话，店铺可能直接受限，Review是针对于Listing而言的，如果一个Listing的Review太差，该Listing的销量就会大幅下降，直至没有销量，相信很多卖家都曾经经历过一个差的Review导致销量拦腰斩断甚至销量缩水直十分之一的情况，所以，重视产品Review也是运营中的重要工作。
能够保持高星级的Review，销量就可以稳定增长，而如果低星级Review太多，一条Listing也就废了。
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