Number of Coupons/Testers in Campaign
Objective: To guide sellers on determining the appropriate number of coupons or testers needed in their campaigns to impact bestseller and keyword rankings effectively.
Understanding the Need for Testers
- Market Analysis:
- Competitive Categories: If your product falls within a highly competitive category, a substantial number of sales is required to see a significant movement in bestseller and keyword rankings.
- Sales Analysis Tool: Utilize a tool to analyze the sales volume of competitors. This helps in setting a realistic target for your own sales through the campaign.
- Setting Tester Numbers:
- Matching Competitor Sales: If a competitor averages 5 sales per day, aim to match or exceed this number through your campaign to compete effectively.
- Organic and Campaign Sales: The sales from the campaign should complement, not replace, organic sales on the marketplace. It’s crucial to continue generating organic sales through other marketing efforts like pay-per-click (PPC) campaigns.
Operational Strategies
- Distribution of Coupons:
- Coupon Quantity: The number of coupons should be aligned with the targeted number of sales per day based on your competitor analysis. This ensures you have enough testers to achieve the necessary sales push.
- Scheduling Testers: Since approved testers may not purchase immediately, consider notifying them to make the purchase within a specific timeframe (24-48 hours) to maintain momentum in sales generation.
- Communication with Testers:
- Campaign Notes: Use campaign notes to inform testers of the urgency and expected timeline for purchase.
- Direct Communication: Utilize the chat feature in the campaign view to remind testers of the purchasing timeline directly, ensuring they are aware of the importance of timely participation.
Lutendo Pro Tip:
- Tester Engagement: Active management and communication with testers are crucial in a competitive market. Encourage timely actions by testers through clear, direct communication and setting expectations right from the approval of their application.
By effectively managing the number of testers and strategically distributing coupons, sellers can significantly enhance their position in competitive marketplaces and achieve desired sales and ranking outcomes.