1, data analysis and diagnosis;
2, product maintenance, including evaluation, asking everyone and customer service chat records, etc. ;
3, paid promotion optimization
4. Event registration;
5. visual beautification;
6. product analysis;
7. User crowd positioning.
These seven contents can be said to be what we need to do every day in our operation. Today, I will analyze each item, what we need to do and how to do it. I. Data analysis and diagnosis
First of all, talk about data analysis and diagnosis. When looking at the data, we should first look at the data of the store yesterday, such as the overall data disk, yesterday's transaction volume, number of visitors, conversion rate and so on. , and have an understanding of yesterday's overall data.
In addition, you can also look at the real-time data of the store and analyze the real-time situation.
Second, it depends on a broad market trend of the whole industry. For example, in the chart, we can see whether the data of the whole industry is rising or flat, and it is still falling.
If your category demand is rising now, it means that your industry potential is still exploding, which is a very good situation for shops; Not bad, even. Pay special attention only when the data goes down. The downward trend of data shows that the demand of the whole market is gradually decreasing, which is very unfavorable to shops.
In addition, it depends on whether there is a keyword in the industry, and its demand has suddenly skyrocketed. (Market search analysis chart) If there is such a keyword, it is very important to add it to our product title.
In addition to the data of our own stores, we also need to analyze the data of our competitors. Competitor data mainly depends on two points, the keywords of competitive stores and the keywords of transactions. We need to be clear about your competitor and what keywords he uses to bring search traffic and clinch orders.
In addition, we should also pay attention to the marketing strategies of competitors, such as whether he is promoting sales in the form of coupons, full reduction, buy one get one free and so on. According to the marketing methods of competing products, you can refer to whether our store is applicable.
Generally speaking, the purpose of our store data analysis and diagnosis is to understand the shortcomings of our store from the data, so as to determine whether our products can be optimized and made better. Second, product maintenance
In terms of product maintenance, the first thing to look at is whether the baby has bad reviews and middle reviews, or whether it has good reviews, but it has slandered our baby in content. Once this situation is found, it should be solved in time so as not to affect the product transformation.
In addition to evaluation, please pay attention. This is a link that many novice sellers will ignore. This part should pay attention to whether there is anything that is not good for the baby.
Finally, let's take a look at the chat records of our customer service. Although many buyers now place orders directly without asking customer service, there are still many special categories, and the probability of buyers requesting orders is very high, especially for some products with higher customer unit price. At this time, whether the customer service attitude is enthusiastic, the answer is good or bad, and whether it is perfunctory directly determines the transaction rate and turnover of our products. Therefore, as an operation, we must see if the chat content between customer service and buyers has affected the transformation, so as to solve the problem. Third, paid promotion and optimization.
This piece involves a lot of content, so I will briefly talk about it, such as whether your main picture is well done, how is the click rate of the main picture, including whether your title is well done, and so on.
Another example is your through train. When you drive, is the ppc high and the quality score low? A series of problems are things that we have to deal with from the internal strength and every detail. Fourth, the event registration
In the Taobao traffic system, activity traffic accounts for a large part, so if you want to do a good job in the store, you can't ignore this traffic bonus.
We'd better pay attention to this area in real time every day and see what activities we can participate in. For example, it is cost-effective to report Tmall, and it is cost-effective to report it to C store or a bigger store. In addition, in addition to these daily activities, there are many theme activities in Taobao now. You need to see if there are any activities you can participate in the background and whether it is necessary to participate.
However, it should be noted that if your shop is still a small shop, it is not recommended that you participate in activities at the beginning. Because the activity will improve the overall sales of the store, but after the activity, most businesses will have certain "sequelae."
For example, during the double 1 1 period, there was a lot of traffic entering the store and many people changed. However, after the Double Eleven, a large number of people entered the store during the Double Eleven period, which affected the crowd label. On the one hand, store labels are affected. On the other hand, the market is saturated at this stage, and the business itself is very bleak. Adding the two together, it is difficult for stores to return to stable data.
And if the store data has been relatively stable, then at this time you go to participate in activities, the impact of activity flow on the store will be much smaller. V. Visual beautification
Now we usually have the main picture video when making shop products, but according to the current e-commerce industry, the picture of the product is still very important. From the main product map to the product details page, and then to the store homepage, there are differences in the needs and opinions of the operators and artists. For example, American trade unions design images from an aesthetic perspective, and operations judge whether images can improve click-through rates through data.
Then the first problem of communication between the operation and the artist is whether the two people's ideas can be consistent, that is, the artist can understand what you said and the graphic artist you made can understand it. Let the artist stand in your operational perspective. Six, product analysis
In fact, many novice operators will ignore this section. If you don't know enough about your product, then you don't know the selling point and operation direction of this product.
For example, if we sell a coat, a water cup and a watch, you should know what its function is, what each generation updates and why. You should not only know your own products, but also know what competing products are like, what advantages and disadvantages they have compared with you, and so on.
We can often see on the details page that some merchants will compare their products with those on the market, which is the operator's understanding of their products. Seven, user crowd positioning
Maybe some operators will always observe how competitors do and play marketing, and then I will follow suit and play marketing.
However, you will find that because of the different positioning of the store, even if your crowd has different products, the demand of this crowd is different. Taobao is changing rapidly now, because the Internet is constantly changing. In order to avoid letting everyone learn wrong and outdated knowledge, I joined forces with the cattle people on Taobao to form a group. Partners who want to learn Taobao operations can come here to study. The first digits of this group are: 524, the middle digits are: 244, and the last digits are: 142, which can be found by combining them in order.
For example, women's sandals are sold in stores, and you find that there are more sandals in size 36-37. Why do you sell more wedges than flats? For example, if you sell dresses, the theme is self-cultivation. Why do many people buy loose ones? If you understand the logic behind these, then you will know at which point as an operation, your click-through rate will be higher, and where you optimize my mistake rate will be higher.
For example, women's sandals are sold in stores, and you find that there are more sandals in size 36-37. Why do you sell more wedges than flats? For example, if you sell dresses, the theme is self-cultivation. Why do many people buy loose ones? If you understand the logic behind these, then you will know at which point as an operation, your click-through rate will be higher, and where you optimize my mistake rate will be higher.
Well, that's what I want to share with you. I hope I can give some ideas and directions to novice operators or shopkeepers who are doing their own shops.