In fact, it is a pity for such illegal and downgrading stores, but it has also determined a major development trend of the free search traffic rules: the ranking of babies has shifted from a single baby weight to the overall weight of the store. The overall overall quality classification of the store is becoming more and more important, and its impact on search weight is also becoming more and more important.
If a single baby in the store violates the rules, complains and disputes occur, and points are deducted, their impact on the store's comprehensive quality score is quite large, and it will immediately significantly affect other baby in the store and seriously affect the natural search traffic. For example, a store like this deducted points once around August last year, which was a 2-point penalty. The score was zeroed at the end of the year, but in January, it was deducted 2 points. Originally, the average number of orders per day was around 60, and most of them came from natural traffic. However, after the points were deducted, the natural search traffic was almost gone at all, and the punishment for the store to reduce its rights was extremely heartbreaking.
The traffic of this store now comes almost all from the promotion of the express train. The promotion costs are also quite large every day, and the sales volume is not very stable. It can basically only maintain the operation of the store and does not make any money.
1. Analysis of store problems
In fact, the main reason for this store is the deduction of points from the store, which directly leads to the weight and comprehensive quality score of our store being greatly lowered. The result is that the natural search ranking is not available, and the traffic volume has dropped sharply, so it can only be supported by the direct train.
A. Overall store quality score
Such a Crown Taobao store can bring 60 orders to complete without any violations. The store's dynamic DSR score is also quite good, but it is said that the sales rate of the entire store was relatively poor at that time. Just after the store is punished, the store’s weight will be seriously affected, and some other problems will appear accordingly.
In this store, the total number of babies is 180, but only 90 have sales volume. The store's sales rate is about 50%. There are only a few babies with good sales volume. Now the increase in sales rate has become particularly important because it is also an important factor affecting the overall quality score of our store.
B. Data from the direct train
When promoting the express train, the promotion cost is about 200 yuan a day, but the output of promotion is quite low. In fact, for driving, the advice for small and medium-sized sellers is: be cautious when driving. If you don’t have better driving skills, you will get limited income, especially for some small sellers with limited funds.
If the direct train technology is not in place, it will affect our natural search ranking. For example, if you cannot use paid traffic well, the platform will also waste free traffic.
C. Give full play to the advantages of your products
Take the quality and style of the baby as an example, it can become our focus well. We can improve it from the details page and marketing aspects to fully utilize it. Marketing for old customers is also very important. If we make good use of this aspect and optimize some other related indicators, then our store can not only restore it to the same as before, but will even do it better and get greater improvements.
2. Related solutions after deducting points in the store
In fact, the traffic decline and ranking impact caused by the fuse is a violation of the rules of deduction of points. The consequence is that the comprehensive quality of the store is degraded. If we want to recover, the solution we need to think is to improve the comprehensive quality score of the store.
A. Increased sales rate
As we have said before, before the store deducts points, our store sales rate was slightly lower, which may not have a big impact in the past, but now it must be optimized to improve our store search traffic. Therefore, at this time, what needs to be done is to quickly increase the store sales rate and increase the store's comprehensive quality scores to reduce or reduce the impact of penalties on the store.
Use the seller's physical examination center and business consultant to find unsold products and babies who have not sold within 28 days, remove them all from the shelves, and then formulate a continuous and stable new launch plan to quickly increase the sales rate of the entire store.
B. New product operation planning
Judging from the previous performance of this store, it has continued to be launched, and new products are launched every month. But what we want to explain here is that the new plan formulated requires reasonable arrangements and regular optimization operations for them.
For example, the following operation method:
1. Use the tool to find the best time to put on and off the shelves, because this store has reached the crown level and has a relatively good data foundation in the past. Because we want to restore store traffic, we find the peak time of the store and adjust the time of the main treasures to the next one or two hours of this peak time.
2. For the continuous upward arrangement of new products, we must ensure that new products are on the shelves at a fixed time every week, and subdivide new products every month to every week, or even every day, and develop such a good habit.
3. All new products on the shelves need to break the zero operation within 24 hours of release. As much as possible, some old customers will give them certain discounts and guide them to place orders and purchases. You can also link the store’s hot products to achieve overall sales.
4. Avoid returns and exchanges
Try to ensure zero return and exchange of all products, especially our new products. When encountering problems, communicate with users in a timely manner and solve user problems through maintenance compensation, reissue and other processing methods.
3. Improvement of other data indicators after the store’s deduction
Strengthen guidance, do a good job in matching and related sales, so that users can buy more products at once, and increase order average price. Our operations are as follows:
A. Increase customer order price
For example, this can be done. The user purchases baby clothes for 2-5 months, so we can associate them. Baby clothes for 5-10 months, or even children's clothes for 10-15 months. When the user purchases at the same time, the discounts for the latter two can be greater and more attractive. Even if the size is not suitable in the future, we will provide exchange services to solve our mother's doubts. To increase the average order price of our orders.
B. Old customer marketing
In normal times, we can establish a set of customer files, such as baby clothes. Many mothers do not say that they will take pictures of the products silently, but will have some consultations. When customers are consulting, our customer service staff need to actively communicate with the customers and collect some key information about the users, such as the baby's gender, age, month, body length, weight and other information.
So we can conduct marketing some time before the user has a demand next time. For example, after the user buys two-month-old baby clothes, we can contact the user to communicate when it is almost 5 months old, and first talk about some topics about the baby. Mom will definitely be very interested. Later, we can talk about how old the baby has grown up, and whether the clothes are still fit. Our store now has some very beautiful new styles...
In summary, when a store deducts points in violation of regulations, the idea we need to operate is to improve the store's comprehensive score. The main considerations are as follows: dynamic DSR score, product praise rate, repeated purchase rate, store sales level, store sales rate, etc.
Thank you for your attention and support to Laogao Crown Club . Please indicate the source of the reprinting website www.shxuanming.net
EN
CN
