Taobao agent operation: reasons and influencing factors for low conversion rate of Babies

Taobao agent operation 2021-09-26 08:06:37

In e-commerce, click through rate These points. The factors involved in these points are nothing more than Main map, details, evaluation, questions, flow accuracy, etc 。 Although we all know these factors, I found that many businesses do not know how to correctly analyze, practice and diagnose in the process of real practice.

Today, I want to show you how to analyze these problems based on the situation of a store in hand.

First of all, let's introduce the store. This is a store that specializes in game related products. It used to focus on the related products of major offline game stores. Later, due to the impact of the epidemic, the business of offline game stores was depressed, which directly affected the sales of the store's products.
Therefore, the shopkeeper has launched a new household theme game machine, hoping to boost the overall sales of the store and reverse the decline through this household product.
However, the data of this product is not very satisfactory, After a certain amount of sales, traffic and click rate have been unable to increase; In terms of transformation, it also falls behind many competitors.
What is the cause of this situation? I will analyze with you according to the actual situation of this store. I hope you can learn from my analysis steps to find out the pain points and solve them.

1： Click rate

When it comes to click rate, we all know that it is the problem of the main graph, but where does the problem of the main graph appear? How should we judge it?
As I said in the previous article, our main map must highlight the product sufficiently, and it is better to have a scenario so that users can understand the role and effect of the product.
Looking only at the main picture of our product, although the product is highlighted, the actual appearance of the product is not clearly perceived by users, and there is no scenario to match the product to express the effect and function of the product clearly.
As for this product, it needs to be used with TV. If you look at our main picture, you can't see how to use our product, so you can imagine the low click through rate.
In contrast, the main picture of the competing products adds TV, which enables users to define the use scenarios of the product, and highlights the images of arcade games in the TV, which can arouse users' interest in the game and the product.
Let me say again, the three most important elements of our master plan are product, copy and scenario. It cannot be said that all effective main maps contain these three elements, but the click rate of a good main map with these three elements is generally not worse.

2： Conversion rate

What are the factors that affect the conversion rate? People with some e-commerce experience can tell, that is, the internal skills of the product and the accuracy of the crowd. But how to judge the advantages and disadvantages of these two, or how to judge where to optimize again, is a question that needs careful consideration.

1. Product Internal Skill

First, let's talk about product internal skills. In terms of product internal skills, there are many factors, such as the main map, evaluation, details page, asking everyone, etc. Although these factors are simple in literal terms, they really need to be analyzed, but many businesses do not know how to start.
Main map: The main map is not just the one that attracts users to click. In the product, there are five main maps in total. How to distribute each of these five main maps, and what should be set are the key points for us to evaluate the effect of the main map.
If you don't know how to set it, you can just create the main map according to the logic of the details page. The purpose is to enable users to understand the effect, benefits and selling points of the product.
Evaluation: For the requirements of evaluation, people's requirements for comments may simply be no negative comments, but in fact, they are all positive comments, and the trust of users is also different.
Although they are all well received, the comments of competing products are rich in words and pictures, and the seller's response is also very timely, which makes people feel the seller's intention to treat users.
In addition, every other factor needs to be carefully analyzed. Where are the advantages and where are the disadvantages of transformation? Only by finding the pain points can we make targeted optimization.

2. Crowd accuracy

The accuracy of the crowd is a point that many businesses will ignore, but the accuracy of the crowd will greatly affect the data of store traffic.
Under normal circumstances, as long as we do not have some operations that will affect the crowd, such as the non-standard operation of Taoists, newspaper activities, live broadcast, and payment tools, the crowd accuracy will not be too big.
But please note that I said that there are some special cases in general. Even without these operations, our population will be affected. Unfortunately, this store is such a special case.
As I said just now, this store has changed from selling offline game mall products to selling home game console products. At present, the original offline game store products of the store can also obtain enough traffic for the store and achieve profitability.
Although this situation is favorable for businesses, the price gap between the original product and the game console product we are promoting is large. Therefore, in the current flow system of the store, the low customer price flow of the original products is still the main flow.
In the case that a large number of people with low customer price enter the store, the flow of the main customers will also be affected to a certain extent, and as long as the original products continue to flow to the store, it is difficult to fundamentally change this situation.
This situation will not only occur in the transformed stores, but also in many stores. When launching new products, the difference between the customer price of each product is too large, which will also lead to this situation.

To sum up, the current problems in this store mainly involve the main picture, product internal skills and the crowd. Only when the pain points are clear, can we focus on optimization and turn the overall data around.
In fact, the situation of each store is different, and the problems it faces are also different. My purpose in writing this article is to hope that you will not be too limited to certain rules and regulations, and that when thinking about problems, you will also learn to analyze them in depth.
We should not only analyze our own products, but also learn to compare ourselves with our peers, where is our gap, whether we can optimize, etc., learn the advantages of competitive products, and avoid the disadvantages of competitive products, so that we can do a good job in our stores and products.

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