Bradley Sutton is the Director of Training & Chief Evangelist at Helium 10, an all-in-one software suite for Amazon sellers. Prior to joining Helium 10, Bradley was a consultant for Amazon sellers. He is an Amazon selling ninja, with expertise in listing optimization and product launches.
Bradley has launched over 400 products for different companies, and in 2020 alone he has launched four different six-figure products. He is also the host of the Serious Sellers Podcast, one of the world’s most downloaded podcasts for Amazon sellers.
Here’s a glimpse of what you’ll learn:
- The three factors that drive Amazon sales and how to diagnose what is causing your sales to drop
- Bradley Sutton shares a case study in which the sales of coffin shelves spiked, then sharply dropped
- The metrics that brands need to look at in order to diagnose a decline in sales
- The importance of consistently identifying keywords that generate sales and market gaps left by competitors
- Where can brands find their PPC position history within the Helium 10 software?
- How to pull historical data from before you started tracking your performance
- Bradley reveals the main reports that brands should be downloading on a regular basis
- How brands with large catalogues and hundreds of SKUs should diagnose declined sales
- Bradley’s strategies for prioritizing and tracking competitors and keywords
- How Amazon Prime eligibility significantly affects sales
- Can you pay to get the Amazon buy box?
In this episode…
If you’re a brand selling on the Amazon marketplace, you may sometimes notice a decline in your sales despite your consistent ad spend. This can be traced back to three different factors: the amount of traffic at the top of your sales funnel, the conversion rates of that traffic, and the pricing of your product.
In order to accurately diagnose what is causing the decline of your sales, you should look at a number of different metrics on your seller dashboard. By evaluating the performance of your paid advertisements, your keywords, and your competition, you can better pinpoint the problem areas behind this unexpected drop.
In this webinar by Buy Box Experts, host James Thomson talks to Bradley Sutton, the Director of Training & Chief Evangelist at Helium 10, about how to diagnose a drop in sales on Amazon. They share the metrics that brands should look at when this drop happens, the best strategies for tracking the performance of your competition, and the importance of securing your Amazon Prime eligibility. Stay tuned.
Resources Mentioned in this episode
- Buy Box Experts
- Prosper Show
- The Amazon Marketplace Dilemma: A Brand Executive’s Challenge Growing Sales and Maintaining Control by James Thomson and Joseph Hansen
- Bradley Sutton on LinkedIn
- Helium 10
- Helium 10 Keyword Tracker
- Helium 10 Market Tracker
- Helium 10 Cerebro – Reverse ASIN Tool
- Helium 10 on YouTube
- Project X by Helium 10
- Serious Sellers Podcast
- The Coffin Shelf Launch on Project X
- Amazon Brand Registry
Sponsor for this episode…
Buy Box Experts applies decades of e-commerce experience to successfully manage their clients’ marketplace accounts. The Buy Box account managers specialize in combining an understanding of their clients’ business fundamentals and their in-depth expertise in the Amazon Marketplace.
The team works with marketplace technicians using a system of processes, proprietary software, and extensive channel experience to ensure your Amazon presence captures the opportunity in the marketplace–not only producing greater revenue and profits but also reducing or eliminating your business’ workload.
Buy Box Experts prides itself on being one of the few agencies with an SMB (small to medium-sized business) division and an Enterprise division. Buy Box does not commingle clients among divisions as each has unique needs and requirements for proper account management.
Learn more about Buy Box Experts at BuyBoxExperts.com.
Welcome to the Buy Box Experts podcast we bring to light the unique opportunities brands face in today’s e-commerce world.
James Thomson 0:18
Welcome all. Thank you for joining us today. I’m James Thomson from Buy Box Experts and I’m joined by my colleague Bradley Sutton from Helium 10. Thank you all for joining us. I know from some of the notes beforehand that some of you are dealing with tropical storms are all dealing with COVID and all the craziness that comes with that. I appreciate you making an hour available today for us to share some of our thoughts with you on some of the challenges of what do you do as an Amazon seller when your sales start to drop inexplicably, we’re going to go through and diagnose how do you actually take the necessary steps to evaluate what’s happening and what do you do to fix the problem? and selling on Amazon is a very, very complicated effort and there are so many moving parts. We wanted to do this particular discussion today on what seems to be an obvious question of Oh, yes, my sales go up, my sales go down. But there are definitely situations where it’s not apparent which levers you may not be focusing on. And so we want to talk about how to diagnose across the key levers where there may be problems in your business that you can take action on, and hopefully repair the situation so you’re back on track. I’m going to share my screen here. We’re going to use a PowerPoint document together as we go through our conversation. We will be taking questions and answers at the end of the discussion, and certainly welcome discussion throughout. So let’s, let’s do a quick introduction here. Bradley, do you want to do one introduce yourself?
Bradley Sutton 1:51
Yeah, sure, for I see some familiar names here and the attendees, but for those who don’t know me, my name is Bradley and I’m the Director of Training and Chief Evangelist here at Helium 10. I was a consultant for Amazon sellers before then, so I was on your side of the aisle. Before then I launched over 400 products for different companies. Never for myself, I was doing everything for other companies I work for for clients. And then I used to use Helium 10. That’s how they found me. And they’re like, Hey, you should come work for us. And the rest is history. I keep my knowledge fresh, though. I understand that in this day and age, if you’re trying to be an educator on Amazon, you can’t just use your, whatever works for you in 2017 and 2018, or something, because everything has changed on Amazon, as we know. And that’s part of the topic of all we’re going to talk about today is how things constantly change. So I’ve in the last, just this year alone launched four different six figure products, just to make sure that everything that I’m teaching actually does work and it does. So that’s my background.
James Thomson 2:52
Thank you, Bradley. I’m James Thomson from Buy Box Experts. We are an Amazon agency that works with brands Helping on the first party and third party side, I was fortunate enough to work at Amazon for about six years back between 2007 and 2013. All of it on the marketplace side working both in launching the FBA program, as well as helping to recruit sellers to the third party marketplace. I’ve also been involved in launching The Prosper Show, which is an annual educational event that some of you may have participated in and written a couple of books on the Amazon Marketplace. Let’s let’s jump in and actually look at the big question on hand today, which is, how do we think about diagnosing a situation where you’re losing sales, your sales have turned in the wrong direction, and you’re not sure where to go to be able to establish what the root causes of the declining sales? Turns out? There’s only so many different things that could be in play. And so we’re going to talk about what those different dynamics are and what kinds of internal and external tools are available to help do the diagnosis. Think of it as a patient comes into the emergency room, there’s something wrong with them, you don’t know what’s wrong. And so figuring out what are all those diagnostic tests that you need to go through to evaluate what, in fact, may be causing the pain points for the patient, or in this case, your third party seller account. So very quickly, if you think about your sales on Amazon, at the absolute lowest level, there’s only three types of factors that ultimately drive your sales, the amount of traffic at the top of the sales funnel, the amount of traffic that converts, and then your pricing on the product. So if you’re not getting enough traffic, you’re not going to have traffic coming to your site that will eventually convert, open up its wallet and start making payments for some of the products that you’re selling. And so we’re going to talk through not only these three high level issues, but also grant polarity within each one of them, and talk about the types of data sets that are available to go look at to make some of those diagnosis, it is important to understand our whole conversation today is asen specific. If you’re seeing declining sales in general across your account, being able to figure out the exact root cause needs to start by first breaking the problem into an ace and by Ace and discussion. You may have some products that are up some sales, product sales that are down until you d average and look at the particular asen you’re going to have a very hard time figuring out exactly what the problem is. You may have multiple skews that are suffering through the same types of problems. But the discussion needs to happen at the asen level for us to be effective at being able to diagnose and then treat the problem. So just a quick reminder here as we think about the sales funnel on Amazon, we talked about traffic at the top of the funnel. We’re talking about how much traffic both organic and paid Traffic you have within Amazon within the Amazon site. Also for some brands, they may be driving external traffic, that’s not part of the traffic they’re already generating on Amazon. If the total traffic has dropped quite a bit, then it’s going to have an impact naturally at different parts of your funnel throughout the rest of the process. Once we move beyond traffic, and we look at customer conversion, there are literally 30, 35 different metrics we could be looking at. We’ve included here some of the most important metrics around are your products prime eligible, if they’re not prime eligible, the likelihood that customers are going to buy them is likely to drop. Do you have the right kind of content to help customers work through the problems that they’re trying to solve? in evaluating your product for their particular needs? Do you have enough reviews to help customers gauge the likely quality of your product? Do you even have buy box eligibility on your products, you could have an amazing product with amazing reviews. But if you’re not by box eligible, it’s going to be, it’s going to be very detrimental to the likelihood that you end up converting customers into buying customers.
As we talk about pricing, we’re talking not only what is the absolute price level, you know, is this a $40 item compared to competitors selling at $30. But we also want to know, the higher the price point, the slower customers will typically be to buy a product. And so you’ve got to understand both the absolute price and your price relative to substitutable competitor products. And then finally, are there recent changes in your pricing, sharp changes ups or changes down that may be resulting in customers either being more likely or less likely to purchase your product? So with that very, very high level sales funnel discussion. We want to spend a minute and talk through what are some of these particular metrics and where can you find them today, as you think about waiting to diagnose by looking at data within Seller Central, so we talked about organic traffic, paid traffic, AD AD budget. These are all tools that you can pull information out of Seller Central. As we go through today’s discussion. One of the recurring themes you’ll see is there are a lot of the same pieces of data within Helium 10 tools. I’m not recommending people use Seller Central, I’m not recommending people use Helium 10. There are certainly if you are using Helium 10. Some of the data is presented in a much more user friendly manner than what Seller Central would present. But it is important to understand that there are different ways to compile the information that you might need. long list of stuff here and again, we will share this deck after the presentation. But as you look at different conversion metrics around the types of product content, whether you’re prime eligible, whether you in fact have inventory on hand, these are all the types of metrics that you should be looking at. As you go through the process of evaluating Why have my sales dropped, we’re not going to talk about every single one of these metrics in today’s discussion. But I’m happy to provide this, as I say, as part of the file that we share after discussion. So that you can work through those, because of some of your particular situations, you may have some of these metrics coming into play driving lower sales. Lots of stuff here. And again, I don’t want to burden everyone by reading all of this through our discussion. But there are a number of different metrics within the conversion stages where you’re going to need to go in and evaluate, do we have the right kind of content? Are we by box eligible? Do we have additional competition on the listing that’s hurting our by box percentage, all of these types of things, not only do you want to measure at a particular point in time, historically, have our levels changed and is that causing a slow decline in our overall sales? With pricing, more information we talked about here in terms of your absolutely Pricing your relative pricing. Looking at some of the prices that you may have external to Amazon, there are mat monitoring tools that you can use that will help you understand if your products are on Amazon, potentially higher or lower priced than the same products available elsewhere. All of this plays into Amazon’s willingness to award a buy box to anybody and potentially award it to you in particular. So with all of that, I’m going to turn things over to Bradley to take us through a particular case study, which will help to provide a lot more context to the whole process of diagnosing what happens when we have a decrease in sales. Bradley does want to take it from here.
Bradley Sutton 10:42
Now it’s kicking back there. You’re doing great. Hey, James. Well, guys, um, those of you who are familiar with Project X that we did on YouTube, it was a case study where we actually launched a couple of products late last year and this is one of them. This was a coffin shelf. This is a live product that you guys can See on Amazon now, you know, we’re not making this up, you can just type in coffin shelf and Amazon and you’ll see this. And there’s something interesting that I noticed when we were preparing this is this is something that, you know, probably I should have been doing in real time. But you know, hey, Helium 10 is my main job. This was just a side case study we did. But as I dove into it, you know, when James first talked to me about this webinar like wait a minute, this is there’s some interesting trends here. Let’s see if we can diagnose what exactly happened. So as you can see on the next slide here, there’s going to be a chart of the revenue over time, let me explain what you guys are looking at right here. So this is just a screenshot from our Helium 10 profits tool that shows the sales since about the middle of February. And so for the next few slides, we’re going to be talking about these different chunks in time. So you see where there’s three lines there. So that first chunk is from about the end of February, until about March. You can see sales were pretty low right? Then from April to May that middle chunk there, you can see obviously there’s, you know, double, if not more triple the sales during that time. But then all of a sudden towards the end of May, on until June. Now again you see a drop, it didn’t drop all the way back to February March levels, but you see a drop. So basically our homework is this. What we’re going to do today is, Hey, can we dive into the numbers of all of those things that James has mentioned in the previous slides? Can we dive into there to get some like why you know how many times in the Facebook group so you see, Why are my sales down? You know, like anybody else having a bad day? I bet you see this constantly, but I don’t see too many answers as far as why so that’s what we’re going to dive into. Let’s dive a little bit deeper now into the actual Patriots. Now this is from Seller Central. Okay, so this is in Seller Central your Detail page sales and traffic is the only place you’ll actually know, little known fact tools can’t display Helium 10 doesn’t have this because this is so In that you can only get in your seller central account. It’s very important that you guys understand these metrics here. So under the detail, page sales and traffic as you see on the top right there, I had put that first block of dates, all right from late February to March. And as you can see, there is a total of about 12,000 pageviews, which works out to about 300 a day. And the average daily sales during that period of time was eight you know, some might say, well, that’s an hour there eight people a day wants a shelf shaped like a coffin but as you see, as you’re gonna see, this is gonna go more one sale per 35 pageviews. Take a look at the second group of dates here from early April now to mid May. The pageviews jumped way up, right, but for 17,500 so went to 450 a day. All right, almost a 50% jump up in pageviews per day. But look at this, the average daily sales went to 26 per day. Or one sale for every six team pages. So there’s that spike in the sales we see. Now the last part here, the last time period was from that day from the kind of the middle towards the end of May, through the middle of June. And now we see a sharp drop in the pageviews. From or, sorry, the overall pageviews of 9000. Still for 40 days. So the per day is not too bad. But what we see a sharp drop in is actually the one sale per 26 pageviews. All right, it didn’t get so bad like it was in the first part, but it definitely dropped. All right, average daily sales 17 we had a huge drop off in the sales as well. So what are the questions that we need to ask based on this information? Let’s go ahead and go to the next slide. And ASCO. So number one, first of all, what brought more page views in May Alright, so that middle section, I was there the spike in pageviews. Number two, why did the conversion seem to go up? All right? That’s something you guys need to be asking yourselves. Or when that happens, not just be happy about it. Oh, this is great. I got more conversions. Woohoo. Now, ask yourself why don’t always just ask yourself why, when something bad happens each ask yourself why when something good happens so you can double down on that if possible. And number three, why did conversion and sales dip in June I mean, still better, it didn’t go back to the February March. But you need to understand why it dipped. So let’s, let’s dive into that a little bit further here. Um, one thing you guys can do, it doesn’t matter if you have Helium 10. Or if you have Helium 10. You can use Cerebro to do a reverse ASIN search. So you can see the highest search volume keywords where your own product is ranking like let’s say in the top five or top 10 because that’s obviously where you’re probably getting a lot of sales. Don’t have hillington. No worries if you’ve got Brand Registry And I know a lot of you are, you know, larger brands, you probably have access to Brand Registry. If not, you need to get on that right away, you have access to something called brand analytics. And through there you can see where you’re one of the top three products on Amazon getting clicks for a certain keyword. And conversely, it also we’ll show you from those top three who are getting the biggest portion of the sales for a keyword. And so by using these both tools, I could see that these three keywords, not the only keywords are getting sales for but it was probably a good chunk probably like a good 50 to 75% of the sales are coming from these key three keywords coffin shelf, Gothic home decor, and Gothic decor. Alright, so now we got a baseline. What’s the next thing we want to look at? Well the next thing I want to look at is the search volume history. We’re going back to Helium 10 on this and it’s this is something so important. A lot of people they have tools that that will show the search volume for like, you know, current searches That’s great, you need to do that. But if the tool you’re using shows the history, you have got to look at that. Because search volume does not stay the same week by week. There’s seasonality, right? You know, a coffin shelf, you might think, Oh, yeah, obviously, during Halloween or something like that, you know, sales or the searches are going to spike. But just just because it’s it might spike during Halloween. That doesn’t mean that’s the only time of year that’s something might spike or something might have Valley. So take a look here at your screen. You guys should see the three different keywords the search wine history, the first one there you see on the coffin shelf, there was a spike. Look at that right in April there. Remember those three different time periods? You can see a clear spike in the searches. So maybe that’s one of the reasons why there was more impressions. It wasn’t like some crazy exponential spike, but it definitely could explain a lot of the extra page views Gothic home decor another spike around April and May You know, what was happening during this time? You know, that was maybe when people were really locked down during the Coronavirus and, and they’re possibly shopping more for things in their house looking for different hobbies. So you know, you’re trying to understand where this spike came from for this kind of product that you would maybe normally expect to only spike during Halloween time or during that time of year. The last one Gothic decor, same thing, a spike we see. Now, keyword ranking is something important. All right. So just because a keyword search volume is spiking, it could literally mean nothing to you. If you’re ranking on page three or four, right? I mean, if there’s 1000 people searching for it, or 10,000 people searching for it, if you’re on page four, well guess what, you know, nobody’s still nobody’s really seeing your product, you know, but a very, very small percentage of those people are patient enough to go on. So this is the next thing I looked at was the keyword ranking history of these three of that product. So for coffin shelf, hey, we just see competitive A lead from the from March all the way until June it is like page one position one. Alright, so that one was consistent Gothic home decor, a little bit of there’s some peaks and valleys there. But for the most part, as you can see, it was also a page one product, similar for Gothic decor, mainly page one, especially during that peak season. But interesting enough, in that third part, we do see some dips, which we didn’t see in the middle part. Right. So we talked what else that James talked about before we talked about, you know, your organic placement, but we also talked about your paid placement, your PPC, right so that’s the other question you need to ask yourself, how are you showing up in sponsored ads so let’s take a look at these next graphs here. And you’re gonna see this exact thing we’re still hearing in Helium 10 on the first one coffin shelf sponsor, so that but basically what this is showing us is where Helium 10 has detected your product as a sponsored ad, you know, not in the organic. That was the previous one. This is the sponsored ad. So again, we can see here during that middle section of the where the sales were peaking, it was just again, pretty much consistently apart from like, maybe one day there. It was like the very first sponsored ad that showed up, but look what was happening in that third period of time, all of a sudden, there are some days where it wasn’t even showing up as you can see there. And then all of a sudden, it was dipping, like it was probably dipping to page two, even which never happened. More than once in that middle section. You see the same thing happening in the other two keywords where it was for the most part, consistently on page one for the sponsored ads. But then in that last period of time, there’s so much fluctuation meaning that we were getting pushed from the top right, so now as you guys can see we’re drawing the picture a little bit more. We have a little bit more visibility as far as what’s going on. So now, when I saw this, I’m like, hey, let me dip into the actual PPC numbers, right? I want to see the numbers. This is great, right? And see where we showed up. You know what was happening with my impressions, etc. Here’s that first period of time you guys see it from February 20 to March 31. I’m listening to the Helium 10 ads tool. You guys can see this information if you don’t, if you don’t have Helium 10. Just go to your seller central. Go to your campaign manager and your reports. And you’re going to want to download your campaign reports or search term reports. You can do this right from your seller central dashboard. Look at this first one. All right, we can see here. There we spent 1700 dollars in this first period of time right? For a total sales of what it says there about others about 5200 Yeah, 5050 $190 worth of sales. All right. Now overall bat goddess of almost 1 million impressions. That’s a pretty decent amount of sponsor per impression. And about 6000 clicks. So if we break that down by day, that’s about 23,000 impressions a day, through sponsored ads 150 clicks a day, and about four sales a day coming from PPC, right? Let’s look at that, that peak season now right? Now this is April 10. To may 20. Spend was up. Okay, so we were paying a lot more 30 $700 30 $700 for sponsored ads during this time. But look at the number of sales, we got almost $13,000 worth of sales coming from just PPC. Or the total impressions didn’t go up too much. It didn’t go up too much, you know, went from about 1 million to a little over a million. But clicks were double. And you can see the click through rate doubled as well. sales went up to 385. So per day, we were getting about 27,000 impressions. Again, not too much more than that first period, but due to the higher click through rate, it was 282 clicks per day. If you break this down, and 10 orders a day, coming from just PPC alone, that’s that’s more orders that were coming for all, you know, all organic and PPC put together from that first period. Let’s look at the last one. And that’s where things are starting to get really weird here. All right. Take a look at this. All right, this is where things get interesting. Now, this is the third time frame from What’s the date here may 20. May 20, about to June 13. Right. Now, in this short timeframe, there were actually 2 million impressions weighing almost as no, as much or more than those first two time periods. Put together. Right? Ad spend was only about $2,000. And sales were $5,000 but only 151. Sales coming from PPC. The CTR the click through rate was down by all Almost 75% All right, daily, we had way more impressions than those other time periods, 95,000 impressions, but 271 clicks a day. But something that’s hot that’s that was higher than ever before. But what were the sales down? Now, if you’re working with your calculator right there, you will see that it’s only down to seven orders a day from PPC despite all of these other page views.
James Thomson 24:28
So Bradley, rather let’s let’s talk about this for a minute. It’s easy for someone to say okay, well wait a minute. In the middle section, you doubled your ad spend. And so yeah, you had better performance and paid driven sales because you spent twice as much on advertising. But the story is not that simple. It’s not just that we spend more money. When you look at the third, the third time frame, impressions, more than doubled with half the ad budget. So something else is going on here, where people are paying attention to these keywords. But you’re getting a disproportionately lower amount of the sales from all this increase in traffic. So that tells me that there’s something going on with other products that, you know, are driving general interest in the category. But you’re not keeping your fair share of that. And so now we can look at where’s the detail? This is fascinating. Once you look at that third section, the first two time frames just tell you, well, you spent more money and you got more sales out of the additional incremental spend. But the third part doesn’t make any sense, that trend doesn’t continue that way. So there’s some sort of macro issue in play here.
Bradley Sutton 25:41
Yep, absolutely. And this is the I mean, Seller Central doesn’t tell you that, you know, Helium 10. doesn’t tell you that all right. When you just show you the numbers you Seller Central shows you the numbers. You’ve got to go the extra mile and ask the questions why this is happening or else you know, you’re just kind of drifting off into the sea, and just being taken wherever you want to go. So, what let’s, uh, let’s go to the next slide. And then let’s kind of have a review of what we’ve learned so far. All right, so the search volume was fairly consistent. Alright, we saw some spikes, right? We saw some spikes in the middle section that could explain a little bit more of those impressions that we were getting, but it’s nothing where it was like 10 X or something like that. Like, you guys remember the N 95 masks and hand sanitizer during March and April, you would see like 1020 X, the number of search one, we didn’t see anything like that. The keyword ranking was again, pretty consistent. We did see some different trends towards that last section where all of a sudden things were fluctuating. That was like, that’s pretty interesting, but overall, it remained reasonably consistent. The PPC placement was high until that third section, all right, so like if you guys remember, where we were showing up in sponsored results was almost always at the top but in That last period of time, it kind of dipped and it was fluctuating. You guys remember those peaks and valleys that we saw, but the PPC impressions were way up. That was like one of the big differences. I mean, who million right there. Right. So what question does that bring us? Why did the organic and PPC sales go down? All right, let’s take a look.
You want to talk about this a little bit? Yeah.
James Thomson 27:24
Yeah. So when, when you have that many more impressions, and we get back to this concept of there’s something going on in the whole category where your sales are falling? Is it because of the change in market share and you’re getting, you’re still keeping your share of the market share, or as we saw with impressions, impressions went way up. But your sales didn’t seem to keep up with market share. And so figuring out what’s going on with competitive activity, it’s not just you looking at your product in a vacuum, but what’s happening to you. Your product relative to other competitors. This is where we’re going to start to see some stuff that makes sense around. Oh, there’s things that other companies have been doing that are greatly impacting our ability to keep our fair share. So let’s let’s jump back to some of the reports you have here.
Bradley Sutton 28:16
So so basically what I did was I was like, hey, I need to define my market First of all, so what I did was you know, I tried to take you know, some main competitors are based on the first page of organic results for some of my those main keywords that I just showed you guys, the coffin shelf and Gothic decor and Gothic home decor. And I created here within Helium 10, market tracker, like a market so I can see all right, what’s the market volume, all of these top products put together? How much are they making? What’s my piece of the puzzle? And historically, what’s going on? Let’s go to the next slide. And let me show you guys what I found here. Now, as I was diving into the sales history estimates, we could see that this is Not the Project X coffin shelf, right? This is one of the ones that I was tracking. And that look at where they came onto the scene watch this next slide here about this graph on look at that they came onto the scene are kind of like around the May 22, May 20, May 22, around there, right when we saw that third period start or sales, all of a sudden started to dip when our PPC conversions started to fluctuate when our sales were declining. So boom, this is the final piece of the puzzle. This new player on the market, they were stealing market share and they were also having more people click possibly out of our ads because now they had another choice like we almost had a monopoly at one point in the coffin shelf space. But now you know, like, let me just take you guys through the buyer journey right you know somebody, you know types of coffin shelves or something. Maybe they saw our sponsored ad or they did it in gothic horror. They click hooked into our listening and they’re scrolling there on the page. And it wasn’t like there were other relevant products showing up in sponsored ads, you know, in the sponsored products on the bottom there. So like, what would people end up doing? Hey, our conversion rate was super high in that middle time because we were the only game in town, and people would just hate it if they clicked on our ad. Now they bought our product. Now all of a sudden, though, people scroll down to the bottom and they see this other coffin shelf. It’s like, oh, wait a minute. This is pretty interesting. At the very least, people are clicking out of it, right? What happens guys in sponsored ads the way sponsored ads, it’s not just one impression, and that’s it. So let’s say somebody clicked on your sponsored ad for our, our sponsor for the project x. And they didn’t buy at the time. Now they start going all over Amazon, right? They go to another they go to this other coffin shelf, they go to something else. Our sponsor that follows him, each of those is an impression. So where the buck stops here Kind of like before, people would just buy our product. Now, people have CDs, other options. And now there’s all these more impressions. And guess what, you know, our click through rate is going to go down because of all these other impressions. So let’s, let’s put it all together here on the next slide and just recap our journey to kind of find and deduce what exactly happened here. So we looked at the revenue over time, that was that first graph that we showed, and that’s what you guys should do, hey, my sales are up, my sales are down, what’s going on? A graph it all out. All right,
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