Looking forward to 2019, summarize the problems encountered in store operations this year and what are the methods to solve them? What should we do this year?

1: When running a store, I suddenly feel confused. Where do I feel confused and what should I do?

1. Let’s first analyze the simple thing that every merchant must do: title optimization. I don’t know how to do it correctly. Look at the picture: Teach you the combination of title optimization. Although title optimization is no longer a channel for product revival, title optimization is closely related to later through-train keywords, quality scores, buyer search habits, and crowd delineation, so title optimization This is the first step that merchants need to pay attention to, and they need to know how the titles of the applicable groups are summarized.

2. The product conversion rate is too low

We first analyze the competitive product analysis of traffic from the business consultant. It is essential to do store data analysis. Next we will analyze Product pricing, basic sales volume, main image video, and detail page are all important points to improve your conversion rate.

3. The store has no traffic

Here we will talk about the simplest ones. We will not talk about the through train, the main picture, and other aspects that have not been done well. We will only talk about the details, most of which We won’t talk about what we know.

The level of your store determines how much traffic you import and how much ranking the system gives you.

Store weight: The market where the store is opened determines the weight ranking; the number of products, basically new products will give some support traffic; the sales rate, if a product has not been sold in 30 days, the unsalable products will be deleted. It is not directly deleted from the shelves; whether the conversion rate is high or not determines the personalized display given by your store's later system; I won't go into details about violations, as everyone knows it.

4. Promotion always loses money

When it comes to promotion, the first thing that everyone thinks of is definitely the through train. That’s right. The through train is the fastest way to obtain store traffic, and it is also the fastest place to build the weight of a single product. So through the through train we can achieve: single product weight, personalized Guess You Like display, and crowd delineation.

Before doing a through train, the first thing we have to consider is: does the through train have account weight? If you just opened the car, it will be difficult to get 7.8 points for keywords. If you drive for a while and the click-through rate is not bad, then your score of 7.8 is normal. Then through the optimization of creative titles, you can achieve a quality score of 10 in one minute. So this is the weight, which determines your ranking and quality score. I hope everyone will pay attention to this point, otherwise any quality score or ranking will be false.

Through our practical testing, we feel that the biggest change in the through train this year is: the click rate weight is greater than the conversion rate weight. How to understand this? In the past, the weight of conversion rate was greater than that of click-through rate, but this year's two revisions were all centered around click-weight. Why is the click-through weight of creativity greater than conversion? There are two reasons: 1. It doesn’t want merchants to fake orders; 2. Taobao wants merchants to make better clicks and spend more money.

Basic optimization of through trains, the mind map above can be a good way to optimize your through trains.

Two: The core elements of Taobao

This topic may not be fully explained until next year. I have summarized this year’s gameplay and later gameplay to share with you. They are all relatively practical elements. I hope you can learn more through the pictures.

1. Search ranking weight factors:

Although the principles of search ranking are relatively simple expressions, there are many processes that are difficult to achieve. The basic conditions are strong correlation with the category; click-through rate, as I just said, the click weight will be greater than the conversion weight; conversion rate, based on the buyer's experience, it will better search for your booth; residence time, determines the conversion rate, the system thinks Whether your baby deserves more display; after-sales, dispute rate and other conditions will determine whether to give more display and retain the original search display later.

2. Traffic core matching

How does the system give you traffic, where does it appear, and what should we do?

We can find a summary: the importance of crowd tags; the core focus of product quality and after-sales; the high weight of personalization and the large number of traffic booths.

3. The core layout of mobile Taobao homepage traffic

Every merchant hopes to obtain mobile Taobao homepage traffic, but many merchants do not have a good product and store foundation before obtaining it. I don’t even understand some of the current principles of Taobao’s homepage. For example, the brightness of the main image, the overall quality score of the product, and the principle of entering the pool.

We must first understand the principles, and then analyze the principles and do them well, so that the mobile Taobao homepage can be better made.

Three: Things change every month, and we must embrace change

This topic is basically mentioned in every article I write, because what confuses us the most is Taobao After the changes, we failed to keep up. Just like before, we failed to understand every search mechanism revision, which caused the store traffic to decline and the conversion rate to decrease. Then we cannot master this information well. I don’t know how to do it with my hands. Think about the journey of thousands of miles. If you get up in the morning and walk the principle, isn’t it the same as not doing it? Therefore, only by embracing changes can we keep up with the gameplay and achieve good sales.

No matter when, the selected crowd module needs to be put in a large amount, and after analysis, you can capture your own crowd. If the crowd is not accurate, how can we talk about the conversion rate? What do you mean by getting more traffic? Because the system will feel that your crowd is chaotic and it doesn’t know what tags to push to you, and because your conversion rate is low, the system feels that your product is not suitable for giving more recommendations.