The visitor accuracy of the drainage channel in the prevention of bad comments
The relationship between merchants and buyers is a transaction. Since it is a transaction, it is the exchange of the value of the goods and the needs of buyers. The first step to solve this transaction is to consider the problem of visitors. Furthermore, if the product can introduce more accurate visitors, it is also an important link to avoid negative comments, Here, we will focus on the flow characteristics of several conventional drainage channels on Taobao platform, and combine the actual situation of our own store products in the actual operation process.
1) Visitors to the natural search channel are the largest free traffic portal of Taobao platform, which is a diversion mode for people to actively find goods. It is also the most wanted traffic of most popular products. It is mainly controlled through the optimization of the title keyword SEO. The traffic of this channel is relatively stable and accurate, and it is also the most difficult traffic channel to control. As long as the main map and keyword attributes are highly correlated, the attracted visitors will not be easily rated as good or bad, The quality of the visitors brought by search is the best compared with other traffic. The more the better. After all, it is not easy to generate medium and poor reviews compared with other traffic channels.
2) The visitors to the homepage of Taobao are looking for people with goods. They are actively recommended to specific buyers by the Taobao system according to the crowd tags of products in different scenarios such as the homepage of Taobao. Relatively speaking, the accuracy of the homepage traffic is not as high as that of search, and the conversion rate is relatively low. Of course, there are some special cases where the conversion rate of the homepage is high.
The home page traffic is also prone to sharp rises and falls, but generally speaking, as long as there are medium and poor reviews in the late closing period, it is almost the same as the search channel, so the more visitors to this channel, the better. The premise is to control the accuracy accumulation of the crowd labels at the initial stage of your product.
3) The through train is the most commonly used diversion tool in the paid promotion. It is mainly through keywords and targeted promotion. Traffic is also controllable in multiple dimensions. It is the best promotion method to operate the basic data accumulation efficiency of new traffic in the early stage, and it is not easy to be rated as bad if it is reasonable.
4) The visitors to the drill show are based on the existing browsing, collection, purchase and re purchase behavior of the store to achieve the follow-up transaction and re purchase. The accuracy of their visitors is not too big a problem. Basically, it can be considered as the second time customer attraction mode for the regular customers of the store and new visitors of similar competitive products. The channel flow accuracy is also high quality, The attracted traffic itself is not easy to have medium and poor reviews. If a store with a certain foundation wants to expand its visitor channels, it can consider.
5) Pinsaibao visitors are channels that focus on brand promotion, and also display the corresponding brand store advertisements according to the vest search keywords. It is more suitable for stores with certain brand influence. Based on the flow of buyers' awareness of the brand of star stores, it is accurate and can be won over.
6) The super recommended visitors are the latest promotion method and tool, which is in line with the needs of diversified promotion and drainage of content. The promoted content includes products, pictures, texts, short videos, live broadcast rooms, building blocks, and other forms. They integrate some principles of the through car and drill show to display advertising space. The number of visitors is also relatively diverse, and the accuracy is limited, Conditional stores can continuously launch for a period of time to observe whether the effect is suitable for the flow of their individual products.
7) As for the visitors to Taobao platform activities, these regular activities include Juhuasuan, Taobao Rush to Buy, Taojin Coin, and Tiantian Special Price. Each activity also uses its own special group. In fact, it is easy to cause the problem of medium and poor comments in a short time when no activity occurs. The actual situation also needs to plan and optimize its own products and services before the start of the activity according to the characteristics of different activities, Try to avoid the problem of medium and poor evaluation caused by some predictable reasons.
8) The visitor flow of Taobao visitors mainly comes from various channels of Taobao visitors outside the station. The crowd behind the visitors promoted by Taobao visitors is often relatively difficult to control. Of course, it does not rule out that if the crowd behind the Taobao visitors you recruit is more complex, but it can be used as a source of supplementary flow. If you can keep the crowd as consistent as possible, There will not be too many middle or bad comments, so it depends on the situation.
9) The traffic channels of WeChat Taobao and Talent are also the key operations of some fan stores, which can bring good visitor quality. Conditional stores deserve to invest some operational energy to maintain and optimize.
Several directions to solve the problem of poor evaluation
The above summary is about preventing the emergence of bad comments. In reality, bad comments on the way to do e-commerce can't be avoided. Even if your early work environment is perfect, as long as the sales volume increases, you will face the problem of bad comments. I have seen many popular products die under the influence of bad comments. Of course, it depends on people. If you can actively think of ways to solve the problem from different perspectives after the bad comments occur, you can also minimize the influence on the single product. Generally, there are four major directions in solving the bad comments:
1) Directly contact the seller to actively negotiate the deletion of negative comments, and deal with it according to the principle of turning big things into small things. It is suggested to choose a better tool for dealing with negative comments. Any business wants to see the middle and bad reviews. It is not difficult to solve the ordinary middle and bad reviews. Once the middle and bad reviews appear in their main push links, they must pay attention to them, be calm and stable, and adhere to the correct communication principles. We should try our best to communicate with buyers at the first time in the face of medium and poor reviews, whether through Wangwang's phone or WeChat, take the initiative to admit mistakes, be patient with buyers' demands, appease and understand sellers' feelings, and remember not to abuse, harass or violate Taobao rules.
Solve the buyer's dissatisfaction positively, respond to the buyer's problems actively, seek solutions, think about what you would like to do if you were a buyer, help the buyer to find the best solution to the problem together, for example, guide the buyer to return or exchange goods, and the merchants take the initiative to bear the freight of return and exchange goods, If the customer price of the product is not high, you can consider giving it to the buyer directly while trying to guide the buyer to follow up or change it into favorable comments, or make appropriate cash back compensation.
2) In case of malicious comments from peers or fraud gangs, use different tool rules of the platform for complaint self-protection.
After the above round of negotiation and communication, if it is still impossible to deal with it, then carefully analyze and judge whether there are obvious targeted negative comments. If such negative comments appear to achieve some naked purpose, businesses still need to maintain a calm attitude to deal with them. Continue to insist on serious negotiation, but must adhere to the position not to compromise and tolerate unprincipled, so as to prevent the situation of endless trouble for your store. If it is a small amount of money to threaten, it is not necessary to agree easily, and make a round of mediation with the buyer to make the buyer understand that the money is not easy to get. If you meet the requirement of increasing the amount, you need to patiently collect chat evidence. When the evidence is confirmed, you can complain through some channels provided by the official. You can evaluate the complaints in the management of the Boudoir Cloud tag, directly contact Taobao customer service and other ways. The success or failure of this approach depends on whether you can collect enough favorable evidence.
3) Reasonably review the medium and poor reviews, and describe a targeted buyer evaluation module in the details page.
When some bad comments cannot be resolved through communication, negotiation and complaint, we can only find a way to minimize their influence on the product again. The first thing we think of is the way of review. When reviewing, we should make clear whether our comments are to argue with the buyers who give bad comments about who is right and who is wrong, but use the high attention of bad comments, It was written to other new customers, so the position of this review is to step back from the broad mind, Apologize to the buyer, and then gradually explain in a more acceptable language. At the same time, seize the opportunity to make an advertising campaign for their own products or stores. This kind of review is to leave the service attitude and position of the merchants seen by new customers, which will not cause new buyers to have a sharp vigilance. After all, the eyes of the masses are bright. If there are medium and poor comments on the quality and service of the product itself, which cause new customers' concerns, you can also take targeted copywriting planning in the details page design, or directly add a buyer show buyer evaluation module on the details page, stand in the buyer's position to positively display the product publicity, and in disguised form prove the products and services, Relieve new buyers' concerns.
4) Try to improve more favorable comments to cover the negative comments in a prominent position.
In the face of some unsolvable medium and poor comments that have been pushed to the first few screens of the evaluation, it is necessary to consider how to use other corresponding favorable comments to push them down. If you want to push down the corresponding first screen evaluation, you should roughly understand what kind of evaluation is easy to be pushed to the first screen position,
The more words there are, the more comments there will be;
There are short videos and buyer shows;
The buyer's account rating is high;
Browse reviews with many likes and replies;
Evaluation covering evaluation tag words;
……
In the actual operation evaluation, you can contact the sold customers in this direction to guide them to operate, or you can also rank the designated evaluation in the top by other supplementary evaluations or by clicking some favorable views and replies.
