Taobao agent operation: analysis and improvement of store weight

When we do business online through Taobao stores, we will definitely come across the term "weight". I believe many shopkeepers should also know that weight is one of the keys to good business for stores, because the higher the weight of our stores, the higher the trust and goodwill of Taobao's system for our stores, Then our store ranking will be higher, so that we can show the store to more consumers and gain more exposure to the store, so that our store will have more visitor traffic, naturally more transaction opportunities, and store transformation can be improved. The store weight is literally the weight of our entire store, This is similar to the weight of the single product, but the weight of the store is more an optimization adjustment for the whole store. As long as we raise the weight of the store, as long as we carry out new work and launch a new baby, the baby will naturally be able to obtain the corresponding ranking and share the traffic, This can play a great role in our later product creation and optimization, but even if we have been a seller of stores for many years, there are still some unclear points in terms of improving the weight of Taobao stores. Today, we will learn about the weight of stores.

From the perspective of weight, we have just said that there are store weight and single product weight, so let's first understand the store weight. Because the improvement of store weight is multifaceted, there will be corresponding difficulties, and we need to grasp and adjust the overall optimization:

Shop level: refers to the ranking of shops at the same level in terms of payment amount in recent 30 days. For example, I ranked 159th in the sixth level. My main category is beauty skin care/body care/essential oil, which means that the payment amount of my entire store in the past 30 days is the sixth level under the category of beauty skin care/body care/essential oil of Taobao stores (excluding Tmall). All businesses in the sixth level are ranked again, and my store is currently ranked 159th. Each level has a corresponding traffic base bottleneck. The level is determined according to the transaction volume in the past 30 days. The higher the level of the store, the higher the weight, and more traffic can be obtained.

The shop score, also known as DSR dynamic ratings, refers to that after a successful transaction on Taobao, buyers can give the following three ratings to the seller of this transaction: the baby is consistent with the description, the seller's service attitude, and the quality of logistics services. For each store score, the arithmetic mean of the scores given by all buyers in six consecutive months shall be taken. (Data within nearly 6 months are calculated every day) It should be noted that only the transactions using Alipay and successful transactions can be scored in the store, and non Alipay transactions cannot be scored. That is to say, DSR="description", "service" and "delivery". The success of the store's operation is by no means a unilateral thing. Product quality control, store service attitude and logistics speed guarantee are affected in many ways. If all three DSR scores of your store are green (green indicates the store's score is poor, red indicates the store's score is high), As a consumer, do you think you will buy the problem products of this problem store? This will undoubtedly have a great impact on improving the transformation of the store.
 
Store dynamic sales rate: what kind of situation can indicate that a store is an active store? As an active store, the dynamic sales rate of the store must be guaranteed. The dynamic sales rate of the store=the number of babies sold/the total number of babies * 100%. Here, it should be noted that the babies in the warehouse should also be counted. The dynamic sales rate of 80% is the pass line, and more than 90% is excellent, If there are a large number of products in the store that have no browsing data or have not been edited, or have been stored for too long and forgotten to delete, there is no need to keep them like a baby, and there is no sales volume. If you want to do it, you should re optimize the links, delete and update them. If you are not ready to do it, you can directly delete them, or we can do some related marketing activities in the store, We can use products with flow to drive these products that have no flow at present, and we can also do some activities to give back to old customers, cost promotions, discounts and gifts. These can be flexibly operated. We need to improve the dynamic sales and weight of products to facilitate the later optimization operation.
Next, let's talk about the weight optimization of single products, which can improve the competitiveness of single products and drive the overall search, display and ranking of products:

1. Title
We should know that the title is the portal of traffic, which largely determines the traffic data of your product in the subsequent natural search. The main purpose of modifying the title is to optimize and improve our search traffic data. I believe there will still be many sellers who do not understand what keywords lead their titles, It is just for the purpose of making headlines, and even more, it directly copies the headlines of peers. To say the least, even if the traffic is lucky, many sellers will still not pay attention to how much keyword data their titles generate. And we are not blindly modifying the title, because the impact of the modification of the product link is irreversible. Don't be reckless to change the product link. Before modifying the title, we need to determine which keywords can not bring visitors to the product, which words can lead to good data and cannot be modified, The modification of product title is mainly to adjust and delete the keywords that cannot be diverted, so as to replace the hot search words in the industry or the extended attribute keywords of the keywords with strong drainage ability. To find the hot search words in the industry, you can use the market search analysis of business consultants to search for keywords. It is better not to modify the product more than 30% at a time, that is, the 30 word title, We try not to change more than nine words at a time, so the impact of changing links is relatively controllable.

2. Label
Label=accurate crowd, accurate commodity matching, can improve the purchase decision and order efficiency of users; Accurate crowd matching can improve the survival space and marketing output of the store. After the store releases new products, search engines will initially match the relevant search crowd through the category, attribute, title, price and other information of the products. In fact, it is a basic label for the store to help users better search for the desired products, What we need to do is to make the label of the store clear, so that the system can match us with the corresponding accurate population, thus improving the conversion probability.

3. Activities
Both the official promotion and the marketing platform activities should be paid close attention to and actively participated in. After participating in the platform activities, there will be a good feedback, which is very helpful for the later promotion and grabbing users.