How to find out why and where you loose traffic?

Find out how to monitor for which ASINs you can see a drop in traffic and what the reasons could be.

Identifying ASINs with declining traffic is crucial because it directly impacts sales performance. By pinpointing the underlying causes—such as stock issues, inadequate advertising, poor content, or increased competition—you can implement targeted strategies to restore and enhance traffic, thereby improving overall sales and market share.

1. Where to find the metrics

2. Why is the traffic decreasing

3. How to Optimize ASINs with Declining Traffic

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Where to find the metrics? 

Vendor Traffic Diagnostic:
This report provides an overview of your total and advertising traffic. By analyzing this data, you can determine if there's an overall drop in traffic or if it's specific to advertising channels.

Vendor ASIN Focus Dashboard:
This dashboard allows you to monitor traffic changes at the ASIN level. You can identify which products are experiencing a decline in glance views and examine related KPIs such as stock levels, ad spend, PDP Ad Score, sales rank, negative ratings, price increases, content quality, and visibility.

Vendor Product Performance Dashboard:

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Why is the traffic decreasing

Stock Availability:

If your ASINs are out of stock, they won't show up in search results or be available for purchase. Even a short period of stockout can significantly affect traffic. You can check your inventory levels in the Inventory Dashboard, ASIN Focus, or Product Performance Dashboard and see if out-of-stock events correlate with traffic drops.

Pricing and Discount Changes:

Changes in pricing, especially price increases, can reduce the competitiveness of your ASIN and lower traffic. Even slight increases may impact customers' decision to click or purchase. Look at your pricing history in the BuyBox & Pricing Monitor and compare it with the timing of traffic drops.

Competitor Actions:

A drop in your traffic could be due to increased competition. New sellers, lower-priced products, or better-optimized listings could affect your visibility. Market Insights will show you if new competitors have entered the market or if there's a shift in keyword performance.

Advertising Performance:

If you run advertising campaigns, a reduction in ad spend or a drop in ad performance could lead to reduced visibility. Track your advertising metrics and compare them with traffic drops to see if there’s a direct correlation.

Content or Listing Quality:

If your product detail pages are not optimized—low-quality images, incomplete descriptions, lack of reviews—Amazon may deprioritize your ASINs in search results, leading to a traffic drop. This is where the Content Audit Board can help identify underperforming areas in content.

Search Rank Changes:

If your product drops in search rank, it may be due to changes in Amazon’s algorithm or keyword performance. Regularly monitor search ranking and visibility share to ensure your ASINs are still showing up for relevant customer queries.

 

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How to Optimize ASINs with Declining Traffic

1. Ensure Stock Availability

• Why It’s Important: If your product is out of stock, it will not be visible to customers, which leads to zero traffic.
• How to Optimize:
  • Regularly monitor inventory levels
  • Set up Born2Run if possible
  • Use the Run Rate and Forecasting Metrics in the Inventory Dashboard to track your stock levels and plan accordingly for high-demand periods.

2. Optimize Content Quality

• Why It’s Important: Amazon’s algorithm prioritizes listings that are complete, relevant, and high-quality. Poor content can negatively affect your listing’s visibility and attractiveness to customers.
• How to Optimize:
  • Titles: Ensure your product title is clear, descriptive, and includes relevant keywords that customers are likely to search for.
  • Images: Use high-quality images that show the product from multiple angles. Consider adding lifestyle images to showcase the product in use.
  • Descriptions: Provide clear, detailed product descriptions that highlight key features, benefits, and specifications. Incorporate relevant keywords naturally.
  • Bullet Points: Use bullet points to emphasize key features of the product, making it easier for customers to scan the most important information.
  • Customer Reviews: Actively manage customer reviews. Respond to negative reviews and ensure your product maintains a high rating. This can improve customer trust and increase conversions.

3. Improve Search Visibility and Keywords

• Why It’s Important: If your ASIN is not ranking well for the right keywords, it won’t appear in search results, reducing traffic.
• How to Optimize:
  • Keyword Optimization: Review your keyword strategy. Ensure your listing includes high-traffic, relevant keywords in the title, bullet points, description, and backend search terms.
  • Competitor Analysis: Use the Visibility Dashboard and Market Insights to see what keywords competitors are ranking for. Adjust your keyword strategy to target underserved or high-traffic keywords.
  • A/B Testing: Run A/B tests on different keywords or content variations to find the combination that drives the most traffic.
  • Backend Search Terms: Ensure you’re making the most of backend search terms by including additional relevant keywords that customers might use to find your product.

4. Enhance Advertising Campaigns

• Why It’s Important: If your advertising efforts are underperforming, your ASIN may not be getting enough visibility, which leads to lower traffic.
• How to Optimize:
  • Increase Ad Spend: If you’ve identified that your ads are underfunded, increase the budget to maintain consistent visibility.
  • Refine Targeting: Ensure that your ads are targeting the most relevant customer segments. Use Amazon’s Sponsored Products and Sponsored Brands to target keywords and competitors.
  • Optimize Ad Copy and Creative: Test different ad copy and creative to find the most effective messaging that drives clicks.
  • Analyze Performance: Use the Advertising Reports to track your ad performance and adjust bids and targeting for optimal results.

6. Address Customer Sentiment and Reviews

• Why It’s Important: Negative reviews and low ratings can severely affect traffic and conversion rates. Amazon’s algorithm favors products with higher ratings and positive customer feedback.
• How to Optimize:
  • Respond to Negative Reviews: Address concerns raised by customers and offer solutions where possible.

• • Improvement Based on Feedback: If common issues are being raised in reviews (e.g., product quality, functionality), work with your team to address them and improve the product or its packaging.

7. Adjust to Market Changes

• Why It’s Important: The market is dynamic, and competition can affect your traffic and sales.
• How to Optimize:
  • Competitor Tracking: Use the Market Insights tool to track new competitors and shifts in customer behavior.
  • Seasonal Adjustments: Prepare for seasonal variations by adjusting your product offerings, inventory, and advertising campaigns.
  • New Trends: Keep an eye on emerging market trends, especially those relevant to your product category. Adjust your marketing and positioning to leverage these trends.