Analysis of Taobao operation examples: How to do store diagnosis

In this era of traffic shortage, Taobao needs us sellers to attract traffic ourselves, instead of blindly dividing the traffic on one platform. What sellers can do now is to circulate traffic or retain customers. Only in this way can we gain a firm foothold on Taobao for a long time!

What is circular traffic? It means that a customer going to Taobao once can generate a lot of traffic. Taobao's direction is to make this customer go to Taobao more frequently to generate more traffic. More traffic. This matter needs to be left to the seller. So the best way is to do content operations. So how is traffic generated? It’s content. Content generates traffic, traffic generates transactions, and transactions generate profits! Therefore, our direction is to generate content! ? This is what I said above in the next few years. , the technical requirements will become lower and lower. In any thing that makes money, whoever does it first in the early stage will get rich. In the mid-term, everyone will do it, so whoever has good technology and rich experience will get rich. When it reaches the bottleneck period, whoever can innovate and make breakthroughs will get rich. So it will no longer be the case in the future. The world of technology flow. Today's Taobao is in a bottleneck period!

Taobao's development of community-based content operations at this time is inseparable from the current state of the Internet. Nowadays, there are groups of Internet celebrities, the fan economy on Weibo and WeChat is booming, and micro-business wars are everywhere. These deeply affect each of us, and we are all changed by society inadvertently. Therefore, the Taobao platform must also adapt to the trend. For sellers who are still obsessed with technical optimization, it is worth taking a look. Doing internal optimization on Taobao is never as good as attracting traffic yourself!

Content operations mainly rely on pictures and text to stimulate customer demand. In order to achieve the purpose of closing the transaction. One of the parts - copywriting! Everyone must be very aware of the importance of copywriting. Why does the copywriting you put a lot of effort into writing have no effect every time? How much do you understand the skills involved? For example, a company For those who sell clothes, the literary copywriting is "Life is full of joy with clothes" (which makes people feel very interesting), and the sensory copywriting is "Here, you will meet another self" (full of fantasy, how beautiful can you become?) . Anticipated scene copy "Actually, you are more beautiful than he imagined" (well, I just wore it for him to see, I think so too), heart attack copy "Excellent quality means confidence! If it doesn't look good on you, I will Use the amount you purchased and add 10 yuan to buy back the clothes, I'll pay for the shipping, and you keep the gifts." (The quality of the clothes must be impeccable, and the shop owner is extremely confident).

For another example, many merchants with cumulative sales of tens of thousands always like to write "30,000 best-selling items". Is this really good? Then let me change it to "30,000 items, which cannot be the choice." "Wrong", which one can improve conversion more?

For example, some food sellers often use the slogan "original and authentic" so that customers will think you are authentic? Then let me change it for you "You can Don’t buy it, but don’t say I’m not authentic.” This is offensive copywriting. What will consumers think after reading it? This store must be authentic! Why do they feel this way? Because the customer hasn’t bought it yet, so it’s okay to say it’s not authentic. There is evidence. If you don't buy it, why do you think I'm not authentic? Without any evidence, I can only assume that it is authentic, so I finally chose to buy from this store. This copywriting takes advantage of customers’ automatic brain-filling behavior. What is brain-filling? It means some copywriting that seems to be defective. The customer's physiological reaction will automatically repair the defect, such as the picture below:

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When people see this When writing copy, the brain will automatically repair the defects. The copywriting I just gave an example of is defective, and if this defect is corrected, it will just achieve the effect we want!

We will not explain the copywriting in detail. Next, we will Let me share with you some interesting ways to play content operations!

1. Disguised order-pulling method

This method is mainly to improve the conversion rate and reduce the refund rate, which can reduce your current situation. The conversion rate is doubled, but there must be a gift. I will take clothes as an example, and towels as an example. Remember that there must be a market for the gift, so pay attention. Step 1: You can add an attractive copy to the main image, for example: Don’t click, be careful, I will give you something. Then the introduction on the first screen of the details page is roughly as follows: Because we are confident enough in the quality of our products, and also to thank new and old customers for their support, we will give away a beautiful scarf with a picture of the scarf to every customer who purchases it from today on.

Moreover, even if you are not satisfied with the product in the end, we will give you a full refund, including all return shipping costs, and there is no need to return this scarf. We give it to you because it is our fault that you are not satisfied. If you are not satisfied, we promise not to let you spend a penny and will give you a scarf as compensation! OK, the copy is roughly like this. With this, some customers were reassured by our confidence and placed an order. Some customers Impressed by our service, he placed an order. Some customers who were clever enough to ask for scarves also placed an order. In fact, we won. Remember, if a customer encounters a refund and receives the return, pay him the full amount, ask him to confirm receipt and give a 5-point evaluation, and strictly control the refund rate! After reading this, do you feel that the past A and B are weak? It exploded, OK, use it if you like.

2. Installment repayment method

This method is suitable for merchants with slightly higher unit prices. Okay, without further ado, first write the copy on the main image: You pay in installments, and I’ll repay! to attract customers, and then the first screen of details introduces the gameplay in detail: The store celebrates its After you place an order, please join the group (with WINXIN icon), and then on today every month we will give you a rebate of 10% or 10%. That is to say, for example, if you place an order and pay 100 yuan , we will rebate you all in 10 months, and you don’t need to spend a penny. At the same time, if you introduce a customer, we will rebate you for one more month. The customers you introduce can also enjoy this activity. . OK, you can know the power of this without trying it. High conversion, rapid advancement in rankings, popular single products, and installment rebates can also reduce stress. It is a trivial matter to make profits later. Moreover, this invisibly increases customer activity and maintains old customers. It will be easy to ask them for help in the future, and everyone knows it.

3. Find fault promotion method

The main picture directly says "You find fault and I will reduce the price", and then the first screen of details introduces the gameplay: For example: there are several typos in the description copy of this product. , if you are interested, come and play together. If you find a typo, I will give you a discount of 5 yuan. Remember that you need to register with the customer service before starting the search. Time it for 3 minutes. Multiply the number of found items by 5?, and the maximum price can be lower than the cost price. Buy away. The event is only available today?. For example, if you remember the time incorrectly, I have found one for you. If you want to play, come and sign up. This method gives consumers a strong sense of participation, and they will be very interested in reading your details. The dwell time will definitely increase, and the bounce rate will definitely be reduced. Even customers who don’t want to buy, even if they are passing by, will try it. Try it, because he is curious about how much it will cost to buy this baby, and even more curious about how many typos you have made. But you have to believe that everyone is not afraid of paying, but they are afraid of not getting anything after paying. Once he carefully reads your description , was attracted by your product, and in the end he felt sorry for not buying it because he had been looking at it for so long, and after looking at your baby for so long, he didn’t want to go to another store again. But note: You need to control that even if the buyer finds all the mistakes, they will add up to just enough for you to protect your capital, so that you will not lose money.

4. Trade-in old for new method

I used this method to create several popular items, but I also received a lot of clothes, which were finally donated to the disaster area! Some categories of this method are not Appropriate, but most categories are still fun. The main picture says: Give me your old one and give me a new one. Type a row of red letters directly under the main picture. Let me take clothing as an example! Then the first screen of the details page reads: Cherish the environment, prevent resource waste, and recycle resources as much as possible. You must have old clothes at home that you don’t like and don’t want to wear anymore. So today we Give you an opportunity, take photos of your clothes and send them to us, we will give you an estimate of the price, you can exchange the old ones for our new clothes, you can choose from the whole store, just make up the appropriate price, we will receive your clothes , the vast majority of our donations were sent to the disaster area (please indicate the address and situation of the disaster area, and it must be true, so that we can really donate it when the time comes. When I was doing it, some customers directly sent a lot of them, and later they often came to our store. buy clothes). Go and have a look in the closet. If you don’t want anything, trade it in for a new one. We will only do this event this year. It’s too much and we can’t afford to invest! Please understand! I don’t think I need to try this method. Just listen to it. You have a feeling. If you encounter such a store, you will also want to try it. Why, because this method solves two problems for you: first, the price of new things is reduced, and second, the troubles of old items are solved. This is a practical case of content operation.

5. Relay Marketing Method

The general copy can be written like this: New product promotion (or store celebration, find a boo) All customers who place an order today will receive it after you confirm receipt. Within 10 days of posting a picture review, if you introduce a customer to place an order, or you make another purchase yourself, then we will refund 50% of the amount of your last order (if you play hard, you can fully refund it. The refund amount will be determined by your own strength and competition. (Set the price of the product), this event is only available today. To ensure the authenticity and effectiveness of the event, you can take a screenshot as a proof after placing the order. If there is a breach of contract, you complain to the official, and our store will voluntarily bear three times the penalty! This gameplay will Let customers have a strong sense of participation. As long as they place an order, they will find ways to get the second order. After completing the second order, they will find ways to get the third order. Some customers even go to friends for long-term rebates. The circle started selling this company’s products. Everyone participated, and the result was that this baby became a hit. Enough is enough! The case above seems simple. Have you ever thought about how this evolved? Is it actually buy one, get one free? Yes, buy one, get one free, but I gave away tricks. What's the difference? The difference is, for example, if you buy one and get one free for something worth 80 yuan, the customer feels that your thing is worth at most 20-30 yuan. He only spent 80 yuan to buy you two pieces, and those customers who don’t need two pieces for the time being are extremely There may be losses. This is why many merchants have done buy-one-get-one-free activities but still have no effect. It is better to lower the price directly. But when I do this, the value of the product does not decrease, it is still 80 yuan, and it allows customers to have It creates a strong sense of participation. After the customer buys it, they will think, I can still make back the money I spent before. Who wouldn’t want to try it? And in comparison, the repurchase rate has increased, which can be very good. It proves that the product market demand is high and the ranking will definitely rise.

The content operation is also very extensive, and the space is limited, so I cannot list them all! Here I will give you a few ways to play Weitao. Now some stores with a little bit of fans are playing Weitao. There is no doubt that Weitao is This is one of the next biggest breakthroughs. Similar to the previous building-building gameplay, question-answering gameplay, and Solitaire gameplay, I won’t mention them today. Give you two new ways to play.

1. How to guess the price

In the first three days after it was put on the shelves, one post was posted every day, but the content was different. For the first time, I only posted pictures and asked everyone, for example: I just bought this from Guangzhou. It is said to be the most popular model. Does it look good? The next day I posted something like this: "I am going to recommend this model to you. It will be on the shelves tomorrow." , everyone, tell me, how can I give you a discount for old customers?" On the third day, "I decided to give you a discount for this new product. The first item is free, the second item is 1 yuan, the third item is 9 yuan, and the fourth item is 9 yuan. 19 yuan, and so on, until the original price is restored, dear friends who need it, cheer up." With such a notice, it is no longer a problem for new products to break the zero price. Or this way of playing. Weitao has released a new trailer and asked them to guess the price. Each person can only guess the price once. If you guess the price multiple times, only the one who guessed the price for the first time will be counted. If the price guessed is exactly the same as the listed price, you can get a free order. . Then the ones closest to the list price can be discounted again according to the selling price. If you do this every time you release a new product, you will definitely become a hot mess.

2. Mission gameplay

A set of numbers will appear in my store every day. This set of numbers is either on the homepage or in a certain details page. Here I only publish my numbers. The first 3 digits and the last 3 digits, you have to find the middle number and send it to customer service on Want Want. For those who find the correct number for 7 consecutive days, I will send you a piece of clothing worth XX yuan (or half price, you decide the discount). Today’s number is 123XX456, go find it, remember to send it to customer service if you find it, and then send it to WeChat Leave a message on Taobao: The task has been completed! Do not leave a message on Weitao with the answer, otherwise others will know the answer. The first three people who complete the task on the seventh day (the exact number will be decided based on their strength) will receive rewards. Here you can send out the clothes you rewarded, and you need to be able to calculate and control. This clothes happens to be off the shelves that day, which can give this baby a lot of weight. The winning customer takes a photo of the baby first, and gets a full refund after receiving the baby!