Time finally came 2017, and the Spring Festival is approaching. Taking advantage of the time before the New Year, we will continue to update an operation series to talk about the creation of a closed traffic loop and learn to make good use of the value of every visitor as much as possible.
Flow closed loop
What is a traffic closed loop? In fact, it means that a buyer enters your store and can easily find the baby he wants. He can easily jump between the baby on each page of your store. He will not choose to leave the store because he cannot find or always jump to the wrong page. However, he will be willing to stay in your store for longer because of the ease and convenience of browsing, and visit more pages and babies, and walk around in your store. This is what I call the traffic closed loop.
The purpose of creation
Every visitor who enters the store may have spent a lot of effort or promotion fees to introduce it. If the traffic that should have formed value is wasted in vain, it would be too sorry for our efforts. Therefore, we have a good traffic closed loop, improve the buyer's browsing experience, increase the stay time and reduce the jump rate, and ultimately increase the conversion rate and unit price, and increase the value of each visitor. This is the purpose of our creation.
Precise classification
Accurate classification of the entire store is the first step to establish a traffic closed loop. I will give you a few examples and you will understand. For example, when I enter your store, I think of the short-sleeved shirt made of cotton in your store. Do you have such a classification and directly provide me with a click, or I plan to buy a certain product in your store, and you also need to buy some accessories for this product. Can these accessories be easily found?
Like the previous situation, if your classification is detailed and accurate enough,
First, it can help buyers save time and will not find what they want.
Second, it can allow buyers to find the right product, and they will not click on products and want two products.
Third, they can be guided to view products in other categories of the store to improve the depth of access.
PC homepage
If you have a decoration analysis in the purchasing business consultant, you can analyze the click distribution of the homepage, and then you will know which places on the homepage are clicked by more people, so that important content can be set in these places. The home page mainly has the following details and suggestions to improve:
1. You can add coupons and links to the main recommendation baby in the store sign;
2. The navigation bar is as detailed and practical as possible. The navigation bar and store signs will affect each detail page and secondary page;
3. You can place as many posters as possible, generally up to 5 pictures, and the click proportion of posters is very considerable;
4. It is recommended that you place detailed classification navigation below the poster;
5. It is also recommended to add navigation modules in the middle and lower parts of the homepage;
6. It is recommended to add the modules to the top at the bottom of the home page, to classify and guide to other secondary pages;
7. It is also recommended to add a classification navigation module below the secondary page.
8. The homepage layout of Shangdubila and Liebo has always been my personal preference.
Wireless homepage
The wireless homepage is the same as the PC homepage. You can view the high-click area through decoration analysis. Generally, it is recommended to type the poster, event or discount description, followed by the classification navigation module, and then the store treasure.
Whether it is PC or wireless, if your store does not place a diamond exhibition on the home page, the total number of visitors to the entire store on the home page is generally around 10%. However, those who are willing to jump to the home page to browse are more interested in the store and the baby. If this part of the visitors can have a better browsing experience, it will be very helpful to the weight of the entire store. (OSA's wireless homepage has always been a good reference object for me.)
Details
The details page is where visitors appear the most, and it is also where we need to focus on optimizing.
1. Try to make use of the left column of the PC details page and add an appropriate number of recommended babies;
2. The classification module on the left is worth the effort and time to set it up;
3. It is generally recommended to add a small poster for the PC details page, followed by a classification navigation or coupon module, and then the store’s main recommendation of baby (just as much as it is not easy to have too much);
4. At the end of the PC details page, you can add baby association or classification navigation modules to guide the buyer to other pages;
5. The PC and wireless details pages are the same. Babies who have set up packages will display the package links on the details page;
6. Now the new wireless terminal details page can add store activities and baby association modules to the main text;
7. You can add copy to make buyers interested in store activities or other babies, thereby improving the depth of access;
In fact, there is no need to say that the traffic closed loop is too mysterious. Just think about how to enable buyers to find the product they want better, faster and more conveniently. To make this the best within your ability, it is a good traffic closed loop.
The ultimate flow closed loop
The closed-loop of the page's traffic is just a shallow content of the traffic value. If you continue to go deeper, we can turn a customer from entering the store, understanding the products, experiencing services, placing orders and purchasing, joining the circle, increasing the return rate, achieving repurchase, further relying on the store, purchasing in a circular manner, and becoming a loyal old customer. This is the ultimate reflection of the closed-loop of traffic, and it is also the direction that can well-knownly squeeze the value of visitors. This part of the content will be written in detail in future old customer marketing.
Some suggestions during the Spring Festival
1. If you have the conditions, you can continue to launch new ones . At this time, there will be basically not many stores. Because no one does it or few people do it, if you do it, the effect will be very good;
2. Advertising can continue to be launched . Whether it is a direct train or a drilling exhibition, the cost of paid traffic during the Spring Festival can be reduced to about three-point or even four-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one-point one The bid can be adjusted to half of the usual price, the budget can be adjusted to about four minutes of the usual price, or arranged according to the needs of your store;
3. In the past, the New Year atmosphere was strong, and few people would spend their time on the Internet. Now the fun of New Year is decreasing year by year. Except for the frequent walks between the late New Year and the first day of the New Year, everyone may be more willing to pick up their phones at other times, so they may be able to browse Taobao. The big data of the Spring Festival every year will tell us that the traffic during the Spring Festival is no longer so low that it can be ignored;
4. Don’t remove the product from the shelves . Do you need to remove the product from the shelves during the Chinese New Year, because there is no goods and no customer service? This must not be removed from the shelves, but you need to remind buyers on the details page, automatic reply and other prominent places when you will be on vacation and when will the normal shipment be resumed.
5. There is a kind of express delivery that is open all year round, that is SF Express. With profit support, the home and company are in the same place, and there are goods to sell in the warehouse . You can even use this as a great selling point. When others are resting, your store is selling very vigorously. When competitors come back after the New Year, you will find that your store has quietly surpassed them. The express delivery cost is about 10 yuan, but you should also think about the cost of drainage at this time may be 20 yuan cheaper.
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