The traffic of the direct train dropped sharply as soon as it stopped. What should I do?

　　Flow booster - direct train, how to use it well? What should be paid attention to during the operation process? In the hearts of all e-commerce people, there is a curse of "traffic is users". It seems that traffic is equal to business. Therefore, many merchants try every means to increase the traffic of their stores, but how to achieve it? Experienced veteran drivers know that there is a scenario in e-commerce operations where you can directly obtain huge store traffic without tiring operations. This is the direct train known as the traffic booster. How to make good use of this powerful promoter, and what should be paid attention to during its operation?

　　Q: What should I do if the quality points of the express train are not improved?

　　A: There are many factors that affect the express train, including click-through rate, conversion rate, category-related products, etc. Among them, the most common problem for sellers is click-through rate.

　　Most businesses believe that click-through rate is their material. To solve this problem, first of all, we must conduct an analogy test of competitors’ materials and their own materials to find out their own gaps. Second, select selected groups through crowds, and which group of people are beneficial and which ones are not, block the unfavorable groups as much as possible, thereby improving the quality of the direct train. Especially if you want to make high-click-rate products, because the proportion of people with low-priced customer prices on the entire platform is relatively large, so products with high-priced customer orders should block out some unnecessary traffic as much as possible, and optimize the precise population and materials to improve the quality.

　　Q: How to improve the conversion rate of the express train?

　　A: The conversion rate will be affected by many factors, but how to make the conversion rate of the express train? First of all, we must understand each keyword as a channel, and thus transform it into channel management. On this basis, channels with low conversion rates or keyword channels that are directly unconverted are screened and excluded.

　　Secondly, from the perspective of the crowd, block which groups of people have poor channel conversion, and block which regions have poor conversion rates. We can screen channels from the regional and urban dimensions through the backend of the express train or some relevant data of the e-passenger to improve the conversion rate of the express train.

　　Q: Why sometimes the conversion rate of the same keyword express train is not as good as the conversion rate of search?

　　A: This is a problem that many sellers often encounter. The reason is that the Thousands of People in the Express Train are manually achieved through the setting of selected groups of people, while the Thousands of People in the Natural Search is controlled by the system. Usually, many sellers’ selected groups of people in the Express Train have not made good adjustments and optimizations, or they have not done it directly. This means that natural search is taking the traffic of a precise group of people, while the Express Train is taking the traffic of the Tongtou group, so the conversion rate of the Express Train is not as good as that of natural search.

　　Q: What should I do if the ROI of the express train is too low?

　　A: Sellers must face this problem. The goals of express trains at different stages are different. For example, in the overall impulse stage, you cannot completely focus on ROI but on the sales completion degree of the impulse stage. If in the final impulse stage, the purpose of the express train will become to increase sales and profits, and you should pay more attention to ROI at this stage.

　　The solution to this problem is still based on the merchant’s phased goals. In the stage of purely pursuing ROI, by screening the ROI channels of different keywords, reducing the price of bad channels, reducing its click unit price, thereby increasing the ROI; for low ROI caused by high click unit price, you must lower your customer click unit price; for some click unit price is not high, but due to low conversion rate, it is difficult to produce, merchants should adjust their position, such as adjusting forward to see if the conversion rate can be increased, so as to increase the ROI by providing conversion rate.

　　Q: Why does the traffic of the direct train decrease when it stops?

　　A: The express train is the driving force for the entire search traffic. It not only allows Taobao to give merchants traffic and test products, but also accumulates the weight of a sales factor. Therefore, there are usually two possibilities for the search traffic of the merchant to drop as soon as the direct train closes. One is that the merchant’s sales weight is not accumulated enough, and the other is that the click-through rate and conversion rate of the product itself are relatively poor.

　　There are two ways to solve this problem: First, compare your conversion rate with the conversion rate of competitors' similar products to see if your conversion rate is weaker than others; from the aspect of click-through rate, you can compare the keyword click-through rate of the industry in the straight-through traffic analysis pivot to see if your click-through rate is lower than others. If it is the reason for your product itself, you must optimize your product. Second: If the accumulated weight of sales volume is not enough, it means that your express train is closed too early and your sales volume is not enough.

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