If the store wants to do well, the following links must be done well!
1、 Analyze the market and subsequent estimates to determine the main recommendation
Check the products of the store, and determine the main promotion according to the market feedback and the actual situation of the store, combined with the profit space
In fact, we can complete this process in two ways, because our product is not like the clothing category that is seriously affected by the season, so we only need to observe the market demand for the same type of products, Business advisor - market market, This function is to be ordered. We can see the situation of our product throughout the year, the market and feedback of this product. If the overall market flow of this product shows a downward trend this year, if we go into the layout, it will be more seriously affected by the overall market, and the probability of promotion will be smaller,
Next is some free e-commerce plug-ins, which can analyze what kind of models or elements are popular in this industry this year. After the final determination, we will arrange the top model. According to our product line and the supply advantage of our products, we will determine the current main model, and then arrange the secondary promotion and other models.
The problem of dynamic sales rate: because the products in our store are relatively single, I arranged for the products on the product line to be put on the shelves, and the number of products is not large enough for everyone to take care of, so the dynamic sales rate in the store is not a problem, but we should remind everyone that if there are more products in our store, If the dynamic sales of the store cannot be guaranteed, the products of the store should be integrated,
For example, I met a shop that specializes in clothing before. There are more than 200 products on the shelves, not counting those that have not yet been put on the shelves. There are more than 40 models after the mobile sales in the shop. The mobile sales in the shop are very low. Everyone knows that this must be a drag on the feet, When we operate, we need to slowly spend time to unload the unseasonable babies that have no sales in the store in batches. Although it has an impact on the traffic in the short term, it is good for the ranking of the store in the long term. In the later adjustment process, we can create regular collections. The collection cycle does not need too many 20 models at a time, This will also form a new stickiness between store fans and stores.
2、 Increase sales of products with weak sales base
In the early stage, according to the profit margin of the product, Taoke and live broadcast were promoted with low commission and high commission respectively, and adjustments were made to varying degrees according to the data presented in each period.
Taobao customers are the most direct and effective way to improve sales. What we need to know is the quality and commission ratio of Taobao customers. Generally, when we find Taobao customers to promote, Taobao customers will give us an estimate based on our products. Then we will know how much to do and how much to spend.
Secondly, there are many bloggers on Weibo who have a certain number of fans. It is also possible to cooperate with these small bloggers.
It is better that we can do a good job of buyer show and user evaluation, which is the factor behind us to promote transformation. If there is a picture, it is better to return to the picture. If there is no picture, it can be passed, and the materials, styles and other aspects can be effectively evaluated.
Live broadcast, because the store has the ability of live broadcast, and usually accumulates a group of fans through live broadcast, we can do more activities in the live broadcast room, coupons, likes and so on to improve sales when making basic evaluation of individual products.
3、 Product page optimization
Now the era of style as the king has passed in the shop. Although style is the key, the optimization of product pages is more critical. The basic internal skills such as picture and detail pages are solid. Only by starting to attract visitors can customers stay and transform. The more big sellers care about their own page optimization, On the contrary, many small businesses do not attach much importance to this plate. The original ecological pictures are directly displayed, and the key is not the era of nude pictures. Therefore, it is reasonable that we did not click and transform.
1. Main drawing layout
2. Detail page design
3. Selling point mining
4. Copy
5. Personalization
The store products should be optimized in terms of selling points, SKU, and daily marketing activities. What we want to show must be optimized. The operation of no artist is not a good operation, so we can figure out from these aspects which part of our industry is not good and which part to optimize. We can first analyze and imitate our top sellers in the industry, record the good layout, establish our case base, and then develop our own personalization to create our own style.
4、 Through train optimization
In terms of direct trains, through optimization of keywords, regions, people and orientation, the PPC and overall cost of direct trains will be reduced, and the cost of direct trains will be controlled at 20% of the store's turnover
After these basic internal skills are done well, we can do the mapping and crowd measurement of the through train in the store. The pictures directly affect our click rate, the crowd affects the accuracy of the store traffic, and affects our conversion rate. So the through train is also the key point to grasp. But I have talked about a lot of the operation methods of the through train in the previous articles, For this routine operation, you can read my previous articles or send me a private message if you are interested.
Through train word selection:
In the early stage, try to choose precise core long tail words. Long tail words are big category words+attribute words, such as the Korean version of the long dress, men's woolen coat, and so on. Don't use the industry's big words and hot words at the beginning, such as men's clothing, women's clothing, and short sleeves. We can't catch these words in the early stage, there is no diamond, and there is no need, Generally, 5-10 keywords are enough.
Bid for through train:
Conventional category, without financial support, I suggest that you still operate in a standard manner. The bid should not be too high first, and the average bid should be used as a reference. Slowly increase the price to show, and focus on improving click;
The other is violent scoring. On the premise that the click rate is guaranteed, take the control day limit as the variable to ensure the spiral increase of click every day, quickly increase the click rate, and achieve the goal of scoring.
5、 Regular customer marketing
As I told you earlier, our store will do a good job in fixing the new time node, which is conducive to the stickiness and tacit understanding of the store's fans. Then we will activate the old customers with SMS before each new layout. Because every time we launch a new product, we will get a discount of 8.5%, and the original price will be restored the next day, which will have an effect, The old customers know that our discount is the lowest on the first day of each new product launch, so there is a big deal once the new product is launched, and the popularity of the new product on the first day is not bad
Secondly, we can also buy more from buyers' collections, or we can see which of our new styles are the best in our store, and we can promote such styles.
