How to increase sales of newly opened Taobao stores?

The question raised by the subject is a bit big.

How to increase the sales of Taobao stores, three key points:

Click ?→ ?Conversion ?→ ?Old customer maintenance

How to get Taobao store traffic?

(I often see some "dry information posts", such as a trick that increases the traffic by 3 times. Novices feel that they have met a master, and hope that the master will teach them a magical move... But most novices don't understand, The premise for this trick to be effective is that the "big boss" makes 99 tricks first, but often the effect of these 99 tricks is not visible, so no one pays attention to it, especially for Taobao novices. Necessary. )

To understand how to operate a Taobao store, the first thing is not to think that Taobao is a "mall" but a "supermarket".

What is the difference between these two understanding logics? The mall is renting a shop to open a store. In supermarkets, we supply goods to supermarkets, and supermarkets help us sell them. The two logics are very different.

Under the logic of supermarkets, if you want to operate well, you should consider what the supermarket needs rather than what products you want to sell. If we sell excavators in community supermarkets, will they sell well? There are no shelves for this product in supermarkets. It doesn’t matter how good the product is.

The same is true when doing Taobao. First of all, we must study which types of products in Taobao are not good enough. Then provide better products so you have a chance to win. It’s not that I have to sell whatever products I have. It’s entirely possible that Taobao doesn’t even have a “shelf for this product”, or it’s even there and no one comes to the shelf.

Secondly, for products in supermarkets, you basically don’t need to get the traffic yourself. The supermarket basically brings its own traffic. What we sellers have to do is not attract traffic. What we need to do is that when customers come to this road, they will pick up our products and look at them instead of other products.

In the same way, doing Taobao is not about attracting people from outside Taobao to buy in the store. It’s about finding ways to attract people on Taobao, and it’s the small group of people who search for your product keywords on Taobao.

Third, those who want to be good at supermarkets generally cooperate with supermarkets with the best products. Because the location of the supermarket is very expensive. Even if you have several products on the shelves, if the sales performance of other products is not good after a month, the supermarket will remove these products from the shelves. Reserve your spot for the merchants with the best sales performance.

So, to do well on Taobao, you must first think about single products and provide customers with the best single products. Instead of cooperating with Taobao on dozens of products at once. Although there is no listing fee on Taobao, with so many products listed at once, the most important product may be overlooked. After it is put on the shelves, the better it sells, the better position Taobao will give you.

Fourth, supermarkets will reserve the best locations for merchants with the best sales. Let them have enough foot traffic. We will never see a third-rate product occupying an important position in the supermarket.

The same is true on Taobao, the best products get the greatest exposure!

Making our product the most shining in all aspects is the way to maximize traffic.

The traffic to the supermarket is not attracted by each merchant, but is coordinated and distributed by the supermarket.

So, how to get traffic to Taobao store? The core is: understand how Taobao allocates traffic.

5 distribution methods:

1. First of all, the most important thing here is search traffic. When a consumer searches for the desired product term in the search box, and a bunch of products appear, he will only click on the top-ranked product. This is just like the shelf groups in supermarkets, such as "daily chemicals" and "food". The traffic of most products is obtained by placing them on the right shelves.

2. Traffic from Taobao promotional activities. This is just like the promotion area that supermarkets often have. Select the products that are most suitable for promotion at this time and trigger the sales of the products. On Taobao, this is like activities such as daily specials, Taobao sales, and Juhuasuan.

3. Advertising. Taobao has various advertising products that allow us to get more traffic than others. This good shelf position, similar to that of a supermarket, usually requires a high shelving fee. Whoever can afford it will occupy a good position.

These three traffic channels, Taobao, Logic and supermarkets are the same. The following two are unique to Taobao.

4. Big data recommended traffic.

Because when we shop on Taobao, we all purchase with real accounts, so Taobao will have long-term purchasing data. Taobao will give each user some matching unique product recommendations.

5. Recommended by experts. After 2015, e-commerce celebrities emerged. More and more personality celebrities are attracting more and more consumers’ attention. The recommendations of these experts have become another traffic acquisition position for merchants.

After understanding these principles, what we have to do is to take actions around these distribution rules, so that our products can become the products that best comply with these rules and optimize the optimization.

For example, click-through rate.

Mobile Taobao traffic is now the mainstay of the entire Taobao. Everyone hopes to obtain mobile Taobao traffic, and mobile Taobao traffic is set by Taobao itself. As a seller, if you do not understand these rules, you will not If you know how to optimize your products and stores, there will naturally be no way to get more traffic on mobile Taobao.

Suppose that when searching for the same keyword, Taobao gave ABC three products 1,000 impressions. (That is, the customer searched for a certain word, for example, dress summer, and when it was searched, we got one impression, which is the number of impressions) The consumer clicked A 30 times, B 10 times, and C 5 times. Then, A The search click-through rate for B is 3%, the search click-through rate for B is 1%, and C is 0.5%.

What kind of products will be clicked more by consumers?

Our purchasing experience from buyers is obviously that those products that meet our needs have higher click-through rates.

How to meet the needs of buyers?

Search click-through rate is mainly related to three factors. Product competitiveness, image optimization and operational technical means.

Product competitiveness

An example of slippers,

Slippers are a must-have product in summer, one costs about 10 yuan, and the other costs about 20 yuan. Three are about 30 yuan.

We see that the first and cheapest one has the largest number of buyers, while the third one has zero sales. Suppose that all three products have zero sales and no one pays or very few people pay. What buyers focus on is the product itself and the price shown in the pictures of the three products. The first product is really high quality and low price. Most of the people who search for the word slippers are women, and the first product clearly caters to women’s aesthetics and is very cute.

Image Optimization

These three products all look similar. The first one is the most expensive, but it sells the most, and the third one is the cheapest, but no one buys it. Although The lock style is the same.

Taobao allows selling points to be written on pictures for products of the same style. Otherwise, buyers will see that the products in this industry are all similar and there may be no way to make them. His choice, which style to buy, is not like women's clothing, but depends more on the clothes themselves. For buyers who are searching for a three-piece door lock set, the third model does not have any selling point description. The second model is cast with 38 processes, which proves that it is a time-honored Chinese brand with good quality. But the first one is more able to attract many consumers who pay attention to quality. German Heavy Industries, imported 304, has clearly explained its selling points and features in this picture. Buyers may place an order after just one look.

Operation technology optimization

This part requires slightly higher operational capabilities of sellers.

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Drink water,,, continue working,,,,,

Another example, conversion rate

Whether it is PC Taobao or mobile Taobao, conversion rate is one of the most important factors affecting Taobao ranking. Why does conversion rate have such a big impact on Taobao rankings? What specific factors affect Taobao’s conversion rate?

We use four examples of ABCD to illustrate. If among these four examples, ABCD has received 1,000 visitors, which is called UV in our professional term, then correspondingly it has obtained so much transaction amount. On Taobao It can be recognized by the background.

Suppose the unit price of ABC is 50 yuan, and D is special, it is 200 yuan. Let’s first take a look at the situation of ABC with the same price. Suppose the transaction quantity of A is 100. , the number of transactions of B is 40, and the number of transactions of C is 20. Obviously, the transaction amount of 5,000 yuan created by A for Taobao is the highest.

So through such a traffic and conversion test, we can also judge that the commercial value that A can generate is higher. What is its conversion rate? The number of transactions divided by the number of visitors is called the conversion rate, or transaction rate, which is 10%. B's conversion rate is 4%, and C's is 2%. So at the same price, we can see that A has the highest conversion rate, and A creates higher turnover for Taobao.

If you are Taobao, if you allocate the next traffic, will the weight of A be increased, or will it be C? It is obvious who can create greater sales for Taobao. Then whoever has the opportunity to obtain higher traffic, so by comparing ABC, we can judge that A will have a higher degree of traffic acquisition in the future.

Let’s compare another variable, D. The conversion rate of D is only 4%, which is the same as B, but his unit price is 200 yuan, so his transaction amount is 8,000 yuan. Exceeding A, in such a situation, D can create Taobao's turnover better than A, so D's weight may be higher than A.

Of course, a very simple model is used here to let everyone understand how Taobao allocates traffic based on the factor of conversion rate. The actual situation will be more complicated than this, but in terms of logic and principle There is nothing wrong with that.

That is a key data, UV value, what is UV value, each time Taobao gives you a UV, how much revenue can it create. If you do an analysis, you can find that 1,000 visitors, in A Bian created 5000, so the UV value is 5 yuan, and D created 8 yuan. C only has one block, and B only has two blocks, so in terms of subsequent traffic distribution, who is given more, probably D.

Let’s take a look. If we want to increase the UV value or increase the conversion rate, where should we start? There are mainly these 8 aspects.

They are product, sales volume, main image, title, page, evaluation, customer service, and pricing.

In other words, if these aspects are optimized to the extreme, the corresponding UV value will be even higher. I have written a lot of answers to most of the optimization content. Here is one that I have talked about relatively rarely before, evaluation.

The person on the right is me. This is a piece of clothing I bought on Taobao. I personally like this piece of clothing. After buying this dress, I was very satisfied with the product, and then I went to read the entire page introduction and reviews, because I was so impulsive that I didn't read them carefully. But in fact, when I saw the reviews on this page, I discovered a detail. The top 5 reviews were not that good. For example, I had to bear the return shipping fee for exchanges, the fabric was a little uncomfortable, etc.

If I see such a review before buying it, there is a high probability that I will not buy it. Fortunately for it, I liked the style of the clothes at that time, so I bought it before I had time to read the reviews. But I believe there will be many people who will not buy this dress because of this review. We have conducted a survey and found that for more than 50% of people, reviews have a great influence on whether to buy this product.

But looking at these 5 reviews, the correlation with the clothes themselves is very small. For example, shipping costs, customer service, and product descriptions. In fact, there is nothing wrong with this product itself, and sellers must avoid it.

The third point is also a point that I have written relatively little about before,

Old customer maintenance.

Many sellers feel that it is not easy to do business on Taobao now, especially small and medium-sized sellers who have just entered Taobao. They feel that they have no traffic and no sales. I don’t know how to break through. In response to this problem, let me introduce to the subject why we should combine WeChat to do Taobao.

Nowadays, the big sellers on Taobao use paid promotion, event promotion, etc. These activities are relatively intensive. Small and medium-sized sellers have no capital and cannot afford it. For example, in this screenshot, we can see that when we search for the keyword snacks, their sales volume reaches hundreds of thousands. For small sellers, it may be 600, 100, 200 or even lower. There is no way to go there. In comparison, if small sellers are allowed to do event marketing and loss-making marketing, but they don’t have the funds to do it, this is a big disadvantage.

The second one is that Taobao is strict about fraud. After we launch new products, it is easy to be caught for fraud.

Finally, there is the problem of the loss of old customers and the low repurchase rate. Many small and medium-sized sellers have such a problem. They attract some customers through through trains or off-site promotions, but Taobao itself has no customers. Those who maintain this function do not do a good job in maintaining old customers, resulting in the loss of old customers. The repurchase rate of the store is also very low, which affects the weight of the entire store.

In view of these situations, it is necessary to add Taobao customers to WeChat for maintenance. Specifically, three benefits.

The first one is remarketing of old customers, adding old Taobao customers to WeChat, influencing old customers through Moments, one-on-one chats, and copywriting.

The second one is to build new product sales by adding old customers to WeChat. For example, if I want to launch a new product, I will post a WeChat message on WeChat to let old customers Repurchase increases the repurchase rate of old customers, and new products also increase sales.

Another function is to attract new customers through the fission of old customers. To attract new customers, you can directly complete the transaction on WeChat, or you can Place new customers on Taobao to make transactions.

How to add Taobao customers to WeChat?

First of all, we need to distinguish. There are two types of customers on Taobao, old customers who have already completed transactions and customers who have not completed transactions or may come to the store to buy in the future. When adding these two types of customers, The methods are different.

Old customers: Method 1 - Export forms in batches from Seller Center and add them via WeChat.

Method 2 - the easiest and most common method: add WeChat to store coupon guidance

For customers who have not yet completed a transaction,

related product packages The cards are very effective.

I hope the answer will be helpful to the questioner. Also, avoiding detours when doing Taobao is also part of success.

Finally, those who do Taobao can share some tutorials with you for free. I also hope that your store can make money as soon as possible.

I don’t accept apprentices, I don’t sell tutorials, I only share them. If you want them, you can send me a private message for tutorials. In addition, there are also safe order filling resources that I use myself, and you can share them