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For this year’s Double Eleven, offline entities have been severely affected due to the epidemic, causing many offline factories, suppliers, and physical stores to move to the online one after another, making the online market more competitive. less.
There is competition where there are people, and there is no shortage of traffic at the same time. No matter which category it is this year, it will get more traffic than in previous years.
In the case of increased traffic, how to effectively divert traffic, compete for precise traffic, and quickly convert traffic into sales are the issues that should be considered on Double Eleven.
implements these operational directions from products, to operational technology, traffic, and sales, to operational skills and layout to daily optimization.
Because of this period, the test is not only the product, but also the rich operation skills. After all, the platform will never lack products, but the lack of good products that can bring profits to the platform, such stores can get more support. If there are only good products but no profits, it will certainly not get much attention. According to the characteristics of Double Eleven,
makes a comprehensive layout for stores, so we mainly focus on products, operations, traffic, and transactions.
1. Choose high-quality products according to category
Non-standard products look at the styles, and have the highest requirements for new models. If you test good models from the new models, you can basically push them. The standard product depends on the selling point. There are many homogenized products. As long as the product can find different selling points and the test data is good, it can also be popular.
High repurchase products look at the new products, the more new products are purchased, the more later harvests will be. High-customer orders look at services, and buyers shop around. Not only the product price, but also the pre-sales and after-sales service.
, according to the divided products, do careful scrutiny and verification, and how to select products for individual categories.
1. Check the product rankings for non-standard products to know the hottest models in the industry or real-time hot models. To ensure the new rate, the product cannot deviate from the consumer style positioning of the initial store, continue to test the models, find the click rate, and collect and purchase the products as the main recommendation. More than 10% of
collection plus purchases are potential models and can be the main push. Collection plus purchase at about 8% belongs to general styles and can also be pushed. Collections and purchases below 5% are inferior and cannot be recommended. There are also collections with additional purchases of 15%-20% or more, which are very good models. As for the click rate, it depends on the specific category and cannot be determined uniformly.
2. The main source of competition for standard products is the long-term advantages of major brands and large stores. Including product prices, features, sales, etc., so when we choose products, we must focus on finding some products with obvious selling points.
3. High-repurchase products such as food and household products have the most competition in the industry. In the early stage, products with low customer orders will be used to attract traffic, or to increase link weight. Therefore, when selecting products, we try to find products with strong advantages. When we successfully introduce new products, the repurchase rate can reach multiple times, and they are all long-term repurchases.
4. High-customer single-type products are generally large products, or more electronic products. This type of product has a slightly longer conversion cycle, but the profit is higher than other products. Try to ensure that you regularly contact buyers who have consulted and customer service Professionalism and after-sales service are often what buyers need most.
2. Store operation strategy layout
The gameplay of each category is different. First observe the operation direction of the same type of product store, what product positioning, platform activities, paid promotion have been done, and the insight of the business staff , You can get a preliminary understanding of the industry situation.
No matter what type of product it is, the hot product must be the focus of operation. It only depends on one hot product. When the hot product cycle has passed, the store still has no traffic, so we must make a hot product group to connect to the decline period of the hot product. Explosive group model. In addition to the above mentioned operating directions, the following data also plays a significant role in the store's operating plan and implementation level.
1. Creative map: All kinds of drainage methods can only help the link to get the amount of display. Whether you can click it depends on whether the main image is done to impress buyers, so it is best to test out the best creative image in the form of carousel in the early stage. Show, if two of the creative images have similar data, they can still be displayed in a carousel.
2, skipRate: The most feared is that the visitor is high, the bounce rate is higher, and the traffic attracted is lost, which leads to a decline in the conversion rate. First, increase the trust, interest, and accuracy of the link. In short, it is to improve the professionalism of the store and make the purchase If homes are interested and meet the consumer needs of buyers, solving these problems will naturally reduce the miss rate.
3. Business staff: Check the industry’s feedback data for the last 7 days and 30 days, optimize the product according to various data indicators, check which items and traffic channels are concentrated on, and check the drainage efficiency of natural search and hand-made recommendations , And the conversion rate, using these data to determine the operational ideas is very important for the layout of the next store.
4. Product strategy: Check whether the store’s operating model is correct, and do a good job of pre-heating the product during the initial launch of new products, and arrange a new time based on the new industry data. Product stability in the mid-to-late stage requires explosive product planning, finds the main product and potential product, and distinguishes the launch target. At the same time, according to the characteristics of different products, combined with the strength of the store's competitiveness, appropriate activities are arranged to activate store traffic and ensure product profits.
3. Gameplay skills to get more traffic
Many people don’t have a deep understanding of traffic and they want any kind of traffic, no matter if the traffic is accurate, can it be converted, or do nothing, just wait for free traffic. Into the store.
The reason why a product has traffic depends on the weight of the single product. There are few products of the same type. In addition, the integrated operation brings the weight to the link, improves the product ranking, and obtains the search traffic. You want to do nothing. Free traffic is just whimsical.
1. Content marketing traffic: through Weitao, live broadcast, good products, foreign shopping buyer show, etc., these content marketing can promote buyers to click into the store through product graphic design, video, and promote buyers to enter the store. Form flow.
is even more helpful for stores with a fan base. If the store itself has only tens or hundreds of fans, the store base is poor, the weight is low, and the effect of content marketing is extremely low. Medium-sized and large-scale shops with a certain number of fans will have good results for the purpose of refreshing and harvesting.
2. Through train flow: Through train is mainly to optimize the keywords and increase the traffic by the people who enter the store. The keywords will be selected according to different periods of the product. The words are accurate or broad. The title is the same. Different titles can bring the store. Different flow effects.
can be divided into four stages: the basic period, the growth period, the outbreak period, and the decline period. However, regardless of the period, you must first check the keyword data in the industry and the effect data after using the store. All optimization is based on Focus on optimizing accurate crowds, especially new products that have no weight and cannot get search traffic. Keep keywords well and the crowds entering the store are accurate. Only by replacing good words in the title can the title be better optimized and search traffic increased. The title optimization of
is a long-term battle. When the data is good, the original settings can be maintained. When the data is poor, the adjustment should be made immediately. Otherwise, the title cannot keep up with the development of the store, which will drag the store. When there is a decline in traffic, you must filter the words again. Replace the appropriate words in the title, so that the operation can basically overcome the difficulty and enter a round of search ranking competition.
3. Super recommended traffic: All the traffic of super push is based on matching, especially the matching of products and people. Most of them are people pushed by the system, which improves the efficiency of traffic distribution.
super push has the highest requirements for click-through rate. Otherwise, there are only display, and there are not many visitors, unless it is a large number of displays. In the case of low click-through rate, there are still a lot of visitors. The increase in click-through rate can be optimized in several directions. Homepage resources The display volume of the position is large, the click-through rate will be higher, the resource position in the purchase, the click-through rate is unstable, the flow of the resource position after the purchase is in the middle, and the flow needs to be controlled in the early stage.
New product promotion is suitable for products within 30 days of the shelf. It is a weighted scenario plan, which will give more traffic and increase the premium for the selected crowd.
popular models are managed, easy to operate, strong product promotion, the greatest benefit to potential models and popular models, and it can also find new customers. The relatively low price of new-targeted traffic can also play a role in stimulating potential users. No matter which choice you choose, the premise must have a certain foundation. If a store with a poor foundation, directly opening an over-promotion will reduce the promotion effect.
Four, improveComprehensive layout of store sales
An excellent store is inseparable from the support of old customers, and will not stop the accumulation of new customers, because any new and old customers are the result of multiple traffic drainage. If the store does not have new or old Customers must re-drain each time, which undoubtedly reduces the drainage effect and increases the drainage cost. The transaction of
's own old customers will increase product profits, and the repurchase of old customers will also strengthen the product label, promote the stability of the store label, and facilitate our follow-up drainage, the reasonable recommendation of the multi-faceted display mechanism.
1. Old customers are the easiest link to buy new shelves. They already know enough about the store and trust the store. If you want the system to recommend more accurate consumer groups and higher conversions, you cannot do without the recall of old customers and the old CRM. Customer management.
can establish a community, content marketing, send marketing text messages and many other recall methods, according to the product repurchase cycle, make a repurchase plan, recall old customers in batches, or attract new customers through the referral of old customers.
2. The store has collections and purchases, the conversion is relatively poor, and the traffic is slowly decreasing. When the system improves the product ranking and gives the store sufficient exposure, if the conversion rate does not increase positively, the system will withdraw the previous benefits and check the visitors Check whether the promotion method is correct and whether the after-sales service is perfect.
>>After reading, please click on the upper right corner [Follow] Pocket E-commerce Class, so you can save a year of detours!
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