Can the sales of Taobao shops go up? Grasp this breakthrough!

The most common problem we face is how to increase the sales of stores. Today I will summarize some common breakthroughs. Our so-called optimization is nothing more than finding problems, summing up problems and solving problems through analysis.

1. You need to measure a good model for the king-style products.

This is easy to understand, such as clothes, shoes and so on. When it comes to measuring money, everyone must know. However, from what we really see around us, many shops actually have problems in the measurement stage.

Let's start with two points here. 1 is about payment. I don't recommend the so-called equal payment. We can make some additions and subtractions on the basis of the good efforts measured by others. 2. There are many ways to measure money, not just through trains. But the through train should talk more about the foundation of the store and how many real customer groups to master. What I want you to pay attention to here is to understand why we should measure money, so that we can be clear when we do things. The unexpected amount is blind investment. The early style advantage may not be obvious, but when a large amount of traffic comes in, the transformation of the production cost itself can't keep up, so it's not as simple as human interference with the data, and it's easy to fall into a vicious circle.

In the selection of the above picture, this requires some empirical factors when initially screening the styles used for measurement. It must be experienced and long-term judgment. Some people take some money directly from the market or sell good money offline, which is actually very insecure. I mean, if the initial screening is to choose some better models, it can be more efficient and convenient for later measurement. Save money and time. If it is a small and medium-sized enterprise, it is a feasible idea to follow the money. When making the same style, it is best to follow the style and elements, and you don't need the same goods. (just make the same paragraph)

There are many ways to measure money. If your store has a good foundation, enough fans and many real old customers, it is very cost-effective to measure money with old customers. If you open a new store, you can't use the through train to measure money. At least 4-500 clicks. According to PPC, the investment in the next paragraph can be roughly calculated.

So if it is a small and medium-sized enterprise, I have an idea here. You can pay attention to some shops, and they will definitely buy new ones. Looking at their new products in the next quarter, there will naturally be sales, and the collection data is good, which is a good model. We can follow their model. As I said, it's a small and medium-sized enterprise, and it doesn't have that much money to spend. You can choose the way of brush to measure. This is also based on what I said above. The initial choice is actually to be with other big businesses and have the first guarantee. The second choice of brushing machine is actually from the perspective of cost saving. Brush a bill, look at the data feedback, and sell it. It is still worthwhile to determine the main payment in this way.

Anyway, to put it simply, we must invest money and energy to ensure that the product has "explosive potential" and spend money on the cutting edge.

2. Refine selling points, dig deep into customer needs and differentiate.

These building blocks, I put them together because they are very close. Selling points and customer needs can be distinguished.

I bought a stand-alone machine recently, so I'll make do with this product. I chose it at random, so don't worry about the product, just pay attention to the creativity. Note: whether it is a selling point or a customer's demand, it needs to really meet the customer's psychological needs, that is, the customer wants to buy.

About selling points: it doesn't have to be differentiated. If your product does have a good selling point that others don't, you can make a fuss about it. But, take me for example. The customer's concerns are similar to those expressed by everyone. After that, don't bother to make a fuss about selling points. Everyone is different. Pay attention to the "customers buy it" I said earlier. Of course, many categories can still extract good selling points. My conventional thinking is that we will reflect what customers pay attention to. Because of the selling point, we mainly say that it is reflected in the car map and the main map. Therefore, the overall thinking is also running through. Car map, main map, customers pay attention to the price, we will reflect the price advantage. Pay attention to gifts and reflect gifts. . . Wait a minute. The same is true for the details page. (The details page alone is another big article. I don't want to elaborate, I should have said it before).

About digging deep into customer needs: I feel that this piece is still divided into products. Some products require high professional value, or specific circles. It really takes a lot of time to understand and figure out the psychological needs of customers. Generally, the simple method is just to look rough. For example, the feedback of evaluation (this requires a lot of real evaluation to be accurate)

Then you can give some feedback in the follow-up, bad reviews and questions and answers. There are many ways to dig deep into customers' psychology, so you can try it. Including the return visit of old customers, customer service collection and so on.

About differentiation:

This is more abstract. Let me share a case.

I used to run a standard product, such as hardware sanitary ware. Many big businesses, brands must be high. At that time, after analyzing the data, I took "direct supply from manufacturers" as the selling point, and the copy was simple, large and grounded. There are many pictures of factories and workers. Incite the customer's psychology, causing * * * sound. The customer base is mainly middle-aged men who are working. When I say this, I still hope that everyone will think deeply about the principle and thinking of my doing so.

Then another kind, four-piece suit. This should be familiar to many friends. Consumer groups are mainly women. Generally speaking, we should guess which set the customer will eat according to the characteristics of the customer, and then contact the customer in a targeted manner. I did have a good idea at that time, but because the funding problem was not implemented, there was no data about the result. I just think we can try it in this way. At that time, the four-piece set was mainly consumed by women aged 25-40, because it belonged to the middle and high-end price range. Then I thought, maybe one of the problems they face is that their husbands are busy and often come home late or not at home. Then there are many female models in the industry, just posing and taking pictures. I think, let the man shoot it. Probably this scene, my husband came back from work and my wife fell asleep in a four-piece suit. The desk lamp was on, and the husband quietly entered the door, changed the quilt for his wife and kissed her forehead affectionately. I said to myself: thank you for your hard work, but fortunately, I have XX with you when I am away. Then XX family, a slogan, such as where there is a lover, where it is warm! That's probably the idea.

Well, it says something. Behind it is mainly the data of "click rate and conversion rate". Next, I'll talk about customer unit price and sales. That is, pit production.

3. Improve sales rate and customer unit price through activities, product layout and associated layout.

The boss wants performance and wants to increase sales. Transformation is a piece of noodles, and the unit price of customers or pit output is a piece of noodles. If a product directly increases the customer unit price by raising the price, it will have an impact on the conversion rate. If we just don't do product layout, then we can find a breakthrough from these pieces.

About activities: bargain-hunting, bargain-hunting and celebration activities are counted. But ordinary shops can't go to official large-scale activities. Basically, if it is outside the station, don't rely on profit. So it's mainly about in-store activities. This also requires a certain store foundation. Simply put, the activity should make customers buy it. The participation rate is not high if customers don't buy. I won't say how to get customers to buy it, but what to consider. Let's think about it.

About product layout: such as the alternation of seasons, the use between products, the tightness of collocation and so on.

About franchise sales: In short, it can be the idea that customers enter the store through single items. Then there is no deal. What is the reason? Is it the price, style or something else? When we make relevant suggestions, we should focus on these ideas. In other words, we want to squeeze customers dry, enter the store through single products, and then have supporting products to recommend. So, to sum up, we are affiliates mainly to retain customers or squeeze them dry.