What are the operating methods of Taobao stores? 1. Shop homepage design.
1) main color: the main color of the front page of the store 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, face shop, 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 products or keywords related to oiliness for a long time. Then I may not be interested in browsing again and just close the webpage.
3) Frame layout. 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. Problems existing in single-page design
1) baby title: I'll take the one with the highest sales volume in the store as a case. The title of this product is as follows:
Ceaphil/Stafu Shute Skin Mild Facial Cleanser 1 18ML Cleaning/Allergy-Resistant
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 you need to know-product picture display-brand introduction-star recommendation-effect evaluation-user experience feedback-product details display-hot record
When I read the whole page, 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? (Use needs to know)
Combined with the above thinking path, I suggest that the content of a single page should be introduced according to the following steps:
Product description-product picture display-product details display-brand introduction-effect evaluation-celebrity recommendation-user experience feedback-hot record-use needs to be understood.
In addition, the single-page pictures of tomato beauty salon are too unprofessional. For example, as shown below, it feels very cottage.
3. The design of the diversion page.
I want to say two questions on the diversion page:
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. Activity planning.
I think we can sum up why the products are good and need activities 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 fall into the following four categories.
First, regular marketing activities: for example, how many packages there are each year, such as receiving and sending red envelopes and coupons.
The second is the theme series activities: such as weekend shopping, weekly spike, preemptive purchase of new products and so on. 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 "price" you on May 1 day, "price" the concentration camp in summer, and so on.
Fourth, gimmicks and promotions: many shops have played this game, such as grabbing the crown special price, the shopkeeper moving to clear the warehouse and so on.
How to operate after opening a store 1 Positioning the customer base of the store Grammont studied market research, so he had been considering the road of high school and low school before opening the store. As we all know, buyers are very sensitive to price, and a slight price change will cause the loss of buyers. In order to avoid price changes, we should choose the kind of products that we want to make in the middle, high and low grades from the beginning. Grameen, for example, originally planned to make health products and souvenirs in China Gift Shop, because the purchase cost was very low, but the quality could not be guaranteed. Later, referring to my friend's previous purchase records, I finally decided to go to a high-end Australian pharmacy for health care products, because friends who are willing to buy overseas purchasing products often want to buy babies with high quality and safety, rather than saving some money to buy babies with poor quality. 1. 1 the difference between high school and low school Since it comes to high school and low school, Grameen will briefly introduce the difference between the next three grades of products: low grade: low grade does not mean poor quality. Often such products are low-cost and aimed at many buyers. For example: small commodities (small workshop stationery, socks, cottage products). Because of the low price, this kind of products can accumulate buyers in a short time, but in the long run, due to the lack of quality and quality problems, the favorable rate of buyers and the number of buyers may decline. Mid-range: this kind of product takes into account the price advantage of low-grade products and the quality assurance of similar high-grade products, so it is often the most stable product. For example: high imitation or high-quality cottage. Grameen once spent about 80 yuan to buy a batch of high-quality mobile phone cases, while the same genuine products cost about 250 yuan, and poor fake Ramon also bought them (only 10 yuan). From the quality comparison, we can see that the high imitation in 80 yuan is completely close to the quality of genuine products. A little advice: there is no need to buy genuine products. Shh, don't tell me. . . High-end: the products in this file are often labeled as genuine, high-quality or big-name. Because the price is too high, it often leads to insufficient buyers, but it is also an advantage.
People who often buy high-priced products can easily become loyal customers after approving a store. For example, a friend around me has been doing overseas luxury jewelry purchasing. She said: "Rich customers often make sure that what you sell is ok after buying it once, so they will come back soon and will keep coming. Because they believe in you, they are not short of money, so they don't want to sell fakes just because they have saved a little money. " 2. When the store was renovated and opened, Grameen didn't know what a prosperous shop was and what a basic office was. . . The decoration of Jiong rz store is one of the most important links, because a high-quality store decoration can make buyers feel more at ease. Why do you say that? For example, if you walk into a resplendent shopping mall, will you feel: Wow, this shopping mall is really high, and what you sell must be reassuring! For another example, you walk into a poorly decorated shopping mall. what do you think? It is a big problem for novices to decorate shops, because they often need professional design and excellent aesthetic feeling. So for us novices, Grameen suggests buying permanent templates. Someone will definitely ask, why should I pay if I don't make money? Grameen wants to say that a set of permanent templates costs less than 50 yuan. But at least it saves you 1-2 weeks. You just need to consider which modules need to be added to the template of the store and modify some words. You should remember that for beginners, the sooner you open a shop, the better, because Taobao has only a limited period of time to support the traffic of novice sellers. 2. 1 store installation tips: when the store is renovated, many modules inside, such as "recommended baby", mainly recommend baby randomly. You should put the baby you want to promote in the first row as soon as you add the module. If you need to insert some pictures in the decoration, you must choose the appropriate size, otherwise the pictures will collapse or distort. 3. Releasing is a very troublesome thing. Grammont suggested that novice sellers can use Taobao Assistant, the official store management tool of Taobao. For novice sellers, this software can avoid the problem that the baby can't be saved because of the crash or disconnection of Taobao page. There are several points to pay attention to when releasing the baby: 3. 1 category must be selected correctly. For novice sellers, there are often problems when choosing categories. They may choose the wrong category, and they may not know which category to choose. At this point, you can use the advanced search function. For example, if you want to upload a vitamin health care product, Grameen only needs to enter "XXX brand vitamins" in the advanced search, and the system will search out which category (and its subcategories) other sellers classify similar products. This greatly reduces the time for novice sellers to search for categories and create categories. Then some novice sellers will ask, what if the classification is wrong? Grameen told you himself, it's serious! If the mother classification is wrong, it will lead to the result of full sales. For a seller, selling is life! Don't show off in an ostentatious manner, remember. If the subcategory is incorrectly classified, the first warning and repeated mistakes will force the baby to take off the shelf. Do you think this consequence is serious?
3.2 The baby's title must be optimized. The optimization of baby title determines the exposure of your baby in Taobao. For example, "Australia buys cranberry essence capsules and 2 bottles of female gospel" is no problem for novice sellers. In fact, the problem is too big, and there are many useless keywords, such as: 2 bottles, gospel, tell me who will have nothing to do to search for "2 bottles and gospel (well, some people,). Our title is only 30 words, and these three groups of keywords alone waste 7 words, 20% of the title words! All in all, we must optimize the titles, buy the cheapest title optimization software 1 yuan for a month, and optimize all the titles at once to ensure that the baby's exposure increases a lot and the traffic increases a lot! Don't believe it? After optimizing the title of cranberries I sold, the baby traffic increased by 250%.
What are the promotion platforms of the store? 1, Promotion in taobao guest: At present, this method is more reliable, because it is a business of promotion first and then payment. For example, Niudan, a well-known high-traffic platform, shows and clicks are free, and Taobao commission is paid after the transaction is completed. This promotion method is widely used at present.
2. Gift promotion: Bian Xiao thinks this is also a good way to promote sales. When buying goods to a certain amount, many people like to "give" things. Although the gift itself is not valuable, it will satisfy many people's vanity and they will feel that they have earned it, so gift promotion is a good choice.
3. Taobao community promotion: As online shopping is still popular, many Taobao communities have mushroomed. Both buyers and sellers like to soak in the community. Buyers want to find what they need, and sellers promote their products here. Everyone may become your potential customers, but you need to pay attention to some community rules when promoting.
4. Forum promotion: The forum is also the most widely used and popular place at present, such as Tianya Forum, which claims to be the largest communication community in Chinese. The number of people and their popularity can be seen. Of course, there are also many popular forums. This is a suitable place for promotion. Of course, advertisements and water stickers are forbidden in forums like Tianya, so posting should be skillful, and forum signatures can also promote it.
5.QQ group promotion: As the most commonly used chat tool, QQ is naturally a rare promotion tool. We can join some exchange groups of Taobao buyers or sellers to promote our products through chatting. Of course, don't overdo it, you may be kicked out of the group by the group owner.
6. Blog promotion: Blog marketing is more popular now.
Ok, our well-known bloggers, such as Han Han, all have links to online stores. If you can start a blog and hang a link to an online store in the blog, that person's traffic will increase.
7. Through-train promotion: This is the most direct promotion method to increase store traffic. You just need to choose the baby you think has advantages and competitiveness, and then get on the through train. Because this is a paid promotion, and there is no guarantee of a deal, you are very particular about the choice of baby, price control, hanging channels and methods. This kind of burning money is very expensive, so we must pay attention to the precautions.