In this episode of the Brand Fortress HQ podcast, Jon, Mike, and Matt discuss strategies for dealing with a sudden drop in conversion rates on Amazon. Mike shares his experience with a recent significant drop and the cascading effects on ad costs, impressions, and overall revenue. The panel emphasizes the importance of knowing your numbers, tracking key metrics in a funnel format (impressions, click-through rate, conversion rate), and identifying the root cause of the problem. They discuss various factors that can impact conversion rates, including listing quality, pricing, and changes made by Amazon or competitors. The hosts also explore proactive measures, such as split testing images and titles, adjusting pricing strategies (including coupons and promotions), and leveraging community and AI tools for troubleshooting. They stress the importance of being open-minded and adaptable, recognizing that sometimes the exact cause may remain elusive, necessitating alternative solutions to restore revenue and profitability.
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