How does Taobao create explosions
Which of Taobao's "ten thousand" products is ours? What is the position of our store among the businesses in the industry with "thousands" as the unit? How to let customers find our products-explosions-from millions of commodities is a way adopted by many businesses. Here's what I've compiled about how Taobao creates explosions. I hope you can read them carefully ~
1. Explosion screening period, with clear objectives.
before you create an explosion, you must first make clear the goal. How many explosive sales targets? Which product do you choose? How much advertising budget is invested? Then analyze and decompose the market and products. As merchants, we are also consumers, so we should analyze the demand of products as consumers and analyze the market as merchants.
investigate the market as a merchant to understand the market environment, so as to establish the target sales volume of explosions. Generally, we look at the top three products in the industry according to the search keywords, determine our own target sales, average daily UV and daily sales of the store, and calculate the promotion budget according to the selected promotion tools, whether it is affordable in the store.
to choose products from the consumer's point of view, we choose the through train test method. Choose 5-6 potential products from the store and join the through train for a week. Then, according to the transformation situation of through train, starting from the data, the highest transaction will win, thus screening out the potential training explosions.
2. after the products are confirmed in the training period (launching and promotion), they will enter the explosion training stage and launch and promote.
1) First, product optimization and page adjustment. Are the selling points and benefits of the products conveyed in the main picture of the goods? Are there any outstanding selling points in the product details page? Is there any detail display, multi-angle display? Is there any after-sales guarantee? Whether from the consumer's point of view, dispel and solve the consumer's doubts and problems and so on.
2) Secondly, promote drainage. There are several promotion tools. You can choose the appropriate promotion method according to the store situation and the previous promotion budget. We mainly focus on the through train, at this time, the through train began to adjust, screen keywords, raise the bid, promote content modification, and test the replacement of pictures. Click rate, quality score, conversion rate follow-up.
apart from the through train, has the commission in taobao guest been adjusted? We always insist on high commission and high conversion (hehe ~). At that time, the store adjusted the commission ratio of goods to 25%. In addition to paid promotion, we need to make full use of the free activity resources in the station. At that time, our products participated in two activities in the summer season, and after the activities, the sales volume reached more than 3,111, and the effects brought by the activities were obvious. To launch and promote, we should integrate paid traffic and free traffic, so as to achieve twice the result with half the effort.
finally, customer service recommendation and feedback. Cultivating explosions can be described as "going through a lot of hardships". It takes time to design and optimize the page, and it takes money and effort to introduce traffic into the operation and promotion. The last step is the sales link-customer service.
customer service training, which collects the feedback from customers during the chat. Check the chat records of customer service staff from time to time, whether to make key recommendations, etc. From the feedback from the customer service relatives, we can know the information that consumers are concerned about, so as to further adjust.
at this stage, page optimization and promotion of drainage are all operating methods and steps, but the ultimate goal is sales. Here we can share with you our method-regular customer membership marketing. Old customers have high flow and accuracy, and they already know their own shops. Therefore, it has absolute advantages to use the resources of old customers for the initial promotion of explosions. Coupled with the use of promotional tools and the overlapping of activity resources, sales have risen rapidly.
iii. Growth period (increase promotion, data monitoring and tracking)
Monitoring and tracking of various operational data of commodities is the core point, and I believe many businessmen and friends know it clearly. According to data analysis, we can determine the focus and direction of work in the growth period. There has been a certain amount of sales in the culture period, the flow is basically stable, and the transformation tends to be stable. What should we do at this time? Increase the flow! Mainly based on several points: 1. Seo title optimization.
natural search is the best free traffic in Taobao station. During the cultivation period, the goods have already had a certain sales base. At this time, hot words can be added to the title keywords, such as "Apple mobile phone case is genuine" at that time. Before the change, "isido iphone4s mobile phone case is plated with metal Apple 4s mobile phone case", and after the change, "Iddo genuine iphone4S mobile phone case is plated with metal Apple 4S mobile phone case protective case". Now Taobao search keyword modification, as we all know, after changing a keyword, whether it has an effect, basically you can see the results after 15 minutes, which is very convenient. We won't teach fish to swim here.
2. The through train will be promoted again.
continue to optimize keywords, test and improve click-through rate and quality score, so as to adjust bid ranking. Delete words with low quality scores, delete words without conversion and high click cost, etc. In addition, the traffic brought by keywords alone is also limited, and the category bidding and orientation should also be opened. After the opening of category bidding and orientation, the traffic of the corresponding through train has basically doubled. 3. In-store traffic import.
recommended by bannner on the front page of the store, recommended by Baby Page, and recommended by the left column for traffic entrance.
4. Free activity traffic
During the rapid growth period, a lot of traffic needs to be imported. Besides natural search and the use of promotional tools, the resources we can use again are activity resources. At this time, we will reuse various activity resources and charge again.
at that time, our products signed up for an exclusive activity, which lasted for three days. At that time, the daily sales volume was more than 411 pieces, and the effect of the activity was obvious.
during this period, the data we tracked and monitored are mainly reflected in what are the key words of this baby, what are the hot words in the industry, and whether the search traffic has increased after the keyword words have been modified; Whether the through-train click-through rate has improved every day, whether the quality score has improved, whether the ranking is in the top position under the premise of low bid, how much through-train traffic can bring every day after the category and orientation are opened, how much the daily consumption of a single baby, how much the traffic before the event registration, how much the sales volume can reach after the event, and so on.
iv. explosion period (feedback analysis)
after the crazy growth in the growth period, the flow, transformation and sales volume of goods are close to the peak.
at that time, the transformation of our baby basically reached 8-9%, and the average sales volume was 611 pieces per day. All the data remained basically unchanged and tended to peak.
at this time, we need to observe how many sales have been made and whether they have reached the expected goal. If not, we have to analyze that the conversion rate is low? Is the customer service attitude not good, the feedback information of the product itself is not good, the page does not impress customers, or what is the reason? Insufficient traffic, too few searches, insufficient through train traffic, no free activities, or other reasons? Analyze the specific reasons and seek solutions. At that time, our product reached more than 11,111 pens, the conversion rate was basically stable, and the explosion was basically formed.
The electroplated shell is an example of our store. Let's take a screenshot to see the current situation.
the methods and ideas of creating explosions are generally the same, and I believe that every business friend also has his own set of logical schemes. Whether we can achieve the ultimate goal depends on whether we can pay attention to every detail during the operation. For example, if the conversion rate doesn't come up, apart from the page problem, is the customer service staff recommending it, and does the customer's evaluation feed back some questions? Search traffic has dropped, is the title of the product adjusted, the product has been complained of demotion, or the search rules have changed?
Find the problem and the reason from the results, so as to find the corresponding solution and even solve the problem. ;