Taobao shop operation content
First: What does the operation do? -I think different teams have different understandings of this issue at different stages of development. Broadly speaking, operation is to solve the following three key problems: flow, conversion rate and user viscosity. In a narrow sense, operation is to solve the two problems of conversion rate and user viscosity. These three popular understandings are: flow: take people to the store conversion rate: let people who come in to buy things user viscosity: let people who have bought things often come to buy pictures in the future: in addition to defining operation as solving three key problems. There is another way to understand it. Operation is to solve the end-to-end problem between upstream products and downstream customers, so mastering products and finding out customers has become another operation idea. Let's not talk about theory. The following shops are owned by a friend and sent to me recently. Let me give them some advice. Then I will talk about some ideas of my Taobao operation with specific stores: First, my friends didn't give me the store account password in terms of traffic, so I can't start the traffic analysis of their stores. But to solve the traffic problem, I can still talk about which work is broken down through my thinking: the above part may not be very detailed. You can also send friends to help me supplement. Secondly, in terms of conversion rate, before analyzing the problem, I will also list my thoughts on how to improve the conversion rate of stores. Maybe many people can say it in many ways. According to the different work contents, I can be divided into three categories: one is product design, which can also be understood as product mining and packaging; The second is shop decoration, which is easy for everyone to understand. Taobao sells words and pictures, so shop decoration is a big problem. The third is activity planning. Good products, good page display and, of course, attractive activities are easy to generate the fastest purchase. Let's talk about my friend's shop in detail. 1. Shop homepage design 1) Main color: The main color of the shop homepage is big red, and the overall effect is somewhat similar to that of Xiao Ye perfume. It is understandable to attract attention and gather visual focus with striking red. However, considering that it is hot in summer, warm red rhubarb easily makes users feel irritable, resulting in a high bounce rate. In contrast, the green tone of Fangcaoji, the gray-blue tone of Royal Mud Workshop and the blue-green tone of herbs are all better, making users look fresh and comfortable. In fact, this kind of focus map effect similar to this store's above the fold is very friendly. Therefore, it is suggested that seasonal factors and climate factors should be investigated when designing the overall style of the store. 2) Classification module: the product classification structure of the store is chaotic and the content is incomplete. And this section is a very important part. European and American users prefer to use the search function because their nation is more personalized and adventurous, while Asian users prefer to use the fixed path of category navigation, seeking common ground while reserving differences and relying on the known. Therefore, good classified navigation will greatly enhance the user experience. So far, I am still a layman about cosmetics, but I think the classification of cosmetic products needs to be cut in at least the following dimensions: first, according to functions, there are skin care, make-up and hairdressing; Second, by gender: only for men, only for women; Third, according to skin type: oily skin, neutral skin, dry skin; Fourth, according to the brand, L 'Oreal, facing the store, proper herbal medicine, etc. Fifth, press popular keywords; Sixth, according to the price range. . . Some people may say that the category column on the left has a detailed classification. Is it necessary for other banner locations to have such a detailed classification navigation module? My answer is, yes. If you don't do this classification. For example, I am a person with oily skin, and I haven't seen oily-related products or keywords for a long time after I entered the store. Then I may no longer be interested in browsing, so I turn off the frame layout of the web page. In terms of frame layout, more consideration should be given to users' browsing habits. According to Google's eye tracker test report. When users browse the web, the customary path is from top to bottom and from left to right. On the whole, it is an "F" hot spot. Therefore, these aspects should also be taken into account when designing the layout of the store homepage. This store, Tomato Beauty Salon, obviously didn't take this into consideration. Below three screens, similar modules are basically stacked repeatedly. For example, in the picture below, the two pictures are stacked so close, which one is for the user to see? 2. One-page design problem 1) Baby title: I will take the one with the highest sales volume in the store as a case. The name of this product is as follows: Cetaphil/ Stafu Shute Skin Mild Facial Cleanser 1 18ML Cleansing/Anti-allergy. First of all, say a common sense. Baby, the title is not a simple description of the product. Baby, every keyword in the title is a path. This path can establish a channel connection between strangers and their products when users search. Therefore, it is the right choice to choose hot keywords with high matching as baby titles. Let's take a look at the daily search volume of each keyword in this baby title in Taobao. 2) Product introduction: The order of product introduction in this single product page is as follows: product description-what to use-product picture display-brand introduction-star recommendation-effect evaluation-user experience feedback-product details display-hot sale record. When I read the whole single product page, I felt my mind was in a mess, and I found that I didn't put in much valuable information. Is the content not enough? No, that's enough. The problem is that there is logical confusion in the display order. When you recommend something to me, you should first tell me what you are (brand) and what you do (efficacy). If I feel interested, I will ask if this thing is genuine (qualification certification) and who else is using it (hot recording). Finally, you persuaded me to buy it, but I have one last question. How do I use this thing? (Need to know) Based on the above thinking path, I suggest that the introduction of one-page content should follow the following steps: product description-product picture display-product detail display-brand introduction-effect evaluation-celebrity recommendation-user experience feedback-hot spot record-need to know. In addition, the single-page pictures of tomato beauty salon are too unprofessional, such as the following picture, which feels very cottage. 3. Design of diversion page I want to talk about two issues: First, different types of products should use different single-page templates. Different single-page templates have different diversion modules. Why do you say that? If all the items are clicked in the same diversion module, it is different from someone who wants to enter the mall and you force him to send leaflets at the door. Actually, it should be like this For example, for clothing sellers, pants products should be placed in the diversion module of jacket single page, and men's skin care products should be placed in the diversion module of men's skin care single page. The shunt module of oily skin care products should recommend some other products suitable for oily skin, and so on.
Second: the products of diversion module actually have more choices than the shopkeeper's best selling and special spike group buying. For example, a single-page diversion module is divided into two positions: above the baby details and below the baby details. In a single product page of facial cleanser, what can be put in the diversion module above the baby details? I think in this position, you should tell the customer that after buying this facial cleanser, you can also buy the following matching toner and cream. Baby, what can I put in the diversion module below? I think customers may not be interested in this product when browsing here, and may miss it. So here, we can tell him that if you don't like this facial cleanser, you can also choose other brands with higher cost performance. Generally speaking, the diversion page module does not simply push its best-selling or special products to customers. If so, affiliate sales will not be promoted at all. I think everyone has heard of the case of beer and diapers in the supermarket. There is a saying that affiliate marketing is not to find the same product for different buyers, but to find the same buyer for different products. This sentence is a bit roundabout, and everyone slowly understands it. 4. Why do you want to do activities when the product is good? I think it can be summarized in one sentence. In the concept of China people, shopping is not to buy cheap things, but to take advantage. There is such a case: the normal daily sales volume of a certain brand of toothpaste in a supermarket is 2000 boxes. On one occasion, they held a sales promotion, which only reduced 50 cents a day. Results The daily sales volume of this brand toothpaste was 10000 boxes. Is it really cheap for consumers? Not necessarily. A box of toothpaste can be used by one person for one month under normal circumstances. In other words, the supermarket reduces the price by 50 cents, which is equivalent to saving 50 cents for everyone every month. Is it more than 50 cents? If I say that there is a dime on the ground for you to pick up every day, 3 yuan a month, it is estimated that few people are willing to pick it up. Therefore. Shops often plan activities just to make consumers feel that buying things from you is cheap. In fact, there are many options for store activity planning. I can be divided into the following four categories: regular marketing activities, such as how many packages there are throughout the year, giving red envelopes and coupons to collectors, and theme series activities, such as weekend shopping, weekly spike, and preemptive purchase of new products. Promote the return of new users and the accumulation of old users through the continuous form of the first quarter, the second quarter and the third quarter. It is equivalent to giving customers a little hope every week. Third, node promotion activities: such as Valentine's Day, Thanksgiving Day, National Day, summer vacation, etc. , can be packaged into activities. The activity forms are flexible, full reduction, full delivery, etc. For example, I want to give you a May Day price, a summer camp and so on. Fourth, gimmicks and promotions: many shops have played this, such as crown sale, shopkeeper moving clearance and so on. There were other aspects that could have been analyzed again, but I never liked space. Don't say that.
What should Taobao do?
The first choice: unpopular category, sketch category, although this category is not unpopular with the big category, but the same competition is not as fierce as the big category. With the existing ability of our novice sellers, if we go to a large category, we are likely to become cannon fodder because of insufficient ability and funds. Even if you can get a piece of the action, your promotion cost is several times that of other categories. There are also some unpopular classes and some small classes. Although it is not well known, as long as it is done well, it can achieve high profits. With the ability and capital of most novice sellers, it is easier to develop only if they set foot in such products with less fierce competition. Just like one of my apprentices, I started a new shop. At present, the number of visitors to the door handle shop can be stabilized at more than 1 ,000+per day, and the number of paying buyers can be stabilized at around 1 ,000 per day. For this category, a single buyer can buy more than 2000 pieces every day, and the daily sales can be stabilized at around 1 000. There is no through train and Taobao to promote consumption. I have been guiding him to focus on the free traffic of natural search. Pure brush! (There were many promotions in the early stage, but now there are few or none, and only the orders will be replenished according to the store data. Then, in addition to the billing fee, in addition to the daily delivery fee of 100, the daily sales volume is 15000, even if there is only a profit margin of 10%. How much can you earn? Therefore, it is not difficult to make money from unpopular categories, as long as you have enough ability. Of course, this is just an idea, not really asking you to do the door handle business. There are many things to consider when doing business. Besides the market situation, there is also your own actual situation, which is not suitable for everyone. Even if you do, it won't be reasonable and impossible. For example, hemorrhoids ointment, dog skin plaster and other unpopular categories, the same market demand, profits are even more disgusting. Newcomer friends, if any, must not miss this source. It is also very suitable for beginners to operate. Novices only need to pay attention to two principles when choosing products. First, they just need; Second: profiteering. Second, seasonal products are more needed, especially summer products and winter products, which have the longest sales time. It is also because of the bad weather that the market demand for such products is huge and urgent! This kind of seasonal products are more suitable for beginners to play, because the off-season of the products is obvious and the gap is large. For example, in winter products, except for some well-funded sellers who spend money to promote and maintain basic data and weights in summer, most competitors do not operate, so when the winter peak season comes, novices will lose a little in store weight and store reputation, and the starting point is basically the same. Such as electric fans, air-conditioning fans, mosquito killers in summer, heaters in winter and hot water bottles. So why can't our new friends choose the most suitable products with keen market sensitivity? We must be in some large-scale competitive incentive categories.
Then you should clearly know which keywords you will operate at each stage to achieve the greatest effect. 1 For example, in the early stage, if you choose some hot words with great competition instead of operating some precise long tail words, then you are making cannon fodder. The long tail word of accurate operation in the early stage can not only make the new product transition to the growth stage, but also increase the weight of single product, and the accurate crowd or label can also be formed. 2. For example, in the medium term, if you don't gradually support some traffic words, such as second-level words and even first-level words, it will be difficult for you to get more traffic when the peak season comes. These flow words are the main ways for your later drainage. If you don't do it in the medium term, you will wait for the leftovers of your competitors in the later period. 3. For example, if the keyword data and the store data are not maintained in the later stage, the traffic may plummet or even increase. I had an apprentice who was so heartless before, and as a result, it took a lot of promotion expenses to pull traffic later. You can imagine how much money you can earn in a peak season. Therefore, if you don't understand these specific steps, it will be very difficult to do Taobao well and even make money. As I said before, it is really not difficult to do Taobao. But the work rules are really systematic and complicated. If you want to make money on Taobao, qualified store operation ability is indispensable. I have emphasized more than once that to do Taobao, we really need to start with the "platform rules" (marketization/competition rules) and then start with the "daily operations" (titles/shelves, etc.). ), and then learn the "drainage promotion routine" (brush/open, etc. Finally, we must understand "data analysis", otherwise it will be a flash in the pan and will be eliminated sooner or later.