What should I do when a store analysis? (Diagnosis) [Seller's Essential Tips]

　　During the operation of Taobao stores, many problems often arise, which restrict the development of the store. How to find the problem? Looking for a problem? It's a headache for many novice sellers.

　　Today we will give you a reference opinion through several cases to facilitate self-diagnosis of the store in the later stage.

　　As for different types of stores, the results of diagnosis must be different, so we will explain it in several times. If the case analyzed happens to be similar to the current situation of your store, you should take a closer look. I hope it will inspire you at the end.

　　Today I am sharing a maternal and infant type. The store details are as follows:

　　If we want to analyze a store, we need to understand the basic situation of this store in advance. What did we find through the picture above?

　　So far, the store has been in operation for two and a half years, and there are 59 babies on sale, making maternal and child products. However, maternal and infant products involve many subcategories. At this time, we will know that when we go to the store to look at the products, our family mainly involves two subcategories: one is diapers/washing/feeding/trolley lathes and the other is baby clothing.

　　After understanding the basic situation, what we need is to make a detailed analysis of all aspects of the store (because there is a lot of content involved, I will not list how I look at it here, but only list each problem and how each problem should be solved, and some suggestions put forward).

　　1. The main problems in the store

　　1. Can't see any marketing information

　　At a time when the store is becoming increasingly transparent and competitive, no matter whether it is the home page or the details page, it cannot see any information about the activity (whether it is the store’s independent marketing, official or otherwise), and even the most basic coupons are not available. If your sales and products are not strong enough, what do you want to use to keep the buyers? Why do buyers choose you? So no matter at any time, there must be marketing information in the store.

　　We must remember one sentence: Although Taobao/Tmall has made a group of merchants, it has also raised a group of customers who like discounted products.

　No discount/marketing information screenshots on the page

　　2. No association

　　Page screening (no matching)

　　For maternal and infant categories, association matching is relatively common, because for many parents, they will definitely not only buy daily necessities for their children. They basically prepare some of the various daily necessities (I believe many parents should have a deep impression). Of course, many parents are worried when buying online for the first time, so they must buy a little first for the first time, and then buy in batches when they confirm that the quality is OK. So at this time, what you need to do is good service, good product, and good after-sales service. For products, many products can be purchased with each other.

　　3. The conversion rate is not high

　　This is the data of a single product of his family. It can be found that the traffic index and search popularity are quite high, but the number of payment items is not many. The most recently, there are only 10 items at a time, which is enough to prove that the conversion rate is very low. As for a single product, the traffic structure is still proportional. Payment accounts for about 22% of the entire single product traffic, which means that most of them are basically free traffic. Of course, this is just a single product data situation and cannot represent the data of the overall store.

　　This is the top five product data for sales. It can be found that the highest monthly sales is 1,100, which is also the only one in the store with a monthly sales of over 1,000, and the other products are hundreds or even dozens. From these data, we can also infer how much the sales volume and sales of his family are in a day. Then, by reverse referring to it, you can actually indirectly know the daily visitor range (just inference, it does not mean that the data must be exactly the same as the backend). From these, the conversion rate is not high.

　　As I have shared in the previous article, there are many factors that affect conversion rates, so based on the current situation of his family, we can know that the main factors that affect conversion rates include: the attractiveness of the main picture needs to be strengthened, the store details page also needs to be optimized, the number of people entering the store is not accurate enough, and price issues.

　　2. Solves related to store diagnosis

　　1. Regarding the related recommendation, because the purchase frequency of supplies is quite high (not that all maternal and child products are decided according to the actual situation) and there are many types of related purchases. The children's bibs, saliva towels, sleeping bags, socks, etc. in this store can be purchased together, so some combinations can be added appropriately, two combinations or three combinations together, and the specific types can be obtained through testing to obtain the most ideal combination package.

　　2. Regarding the conversion rate and marketing information, you can add some appropriately, whether it is in the main picture, the details page, or the home page. To make the buyer feel that the money is worth it, there must be coupons, single products or store (shop coupons do not affect the lowest price of the product, so it is recommended that the store coupons be better, except for special needs). The promotion information can be carried out as shown in the figure below.

　　3. The data produced by different keywords is also different, so if the people who want to enter the store are accurate, then the correlation between your core keywords and products must be high.

　　PS

　　1. The above are some analysis of this store. Of course, a complete store analysis is definitely more than this.

　　2. The above data are all obtained through software and are not intercepted by the merchant’s store background, so if there is a deviation, please don’t worry.

　　This time we analyze it for maternal and infant, and we will share the others next time.

　　Finally, I would like to give you a small benefit:

　　Tmall recently issued a new rule about the delivery time: the merchant does not actually ship the goods within 48 hours after the buyer pays, which constitutes hindering the buyer's shopping rights and will face the need to compensate consumers for Tmall points for each order.

　　How to calculate Tmall points: Number of Tmall points issued (items) = actual transaction amount of goods (yuan) * 30 (items/yuan), the minimum is no less than 500 points, and the maximum is no more than 50,000 Tmall points.

　　So if you are a Tmall merchant, please pay attention. You will ship the goods to the buyer within 48 hours in the future, not within 72 hours in the past, except for those that have been arranged by Tmall large-scale events.

　　The above picture is a screenshot from the original text of the rules, you can see it. There is also a serious problem recently, that is, many businesses like to follow the trend. Let me give you an example to explain: a large number of reprinted content suddenly appeared in the circle of friends, saying that Tmall should gradually cancel the sales display and change it to popularity. Then many people are speculating and thinking of various ways to deal with it. In short, there are all kinds of things.

　　In fact, it is correct to pay attention to Tmall/Taobao news in real time, but we must treat every new news rationally and don’t just follow it blindly before we verify it.

　　How should we verify whether it is true or false?

　　Here are a few methods:

　　1. Pay attention to Tmall Rules backend/forum/meowy and meowy, and there will be a corresponding entrance every time new content is released;

　　2. Tmall Rules Center;

　　3. Tmall customer service (telephone/online), conduct consultation (find the corresponding customer service and ask the corresponding questions).

　　4. Merchants with resources and paths can directly consult in the core group/core person contact information; (for example: follow Lao Gao’s e-commerce WeChat and Weibo, or conduct online consultation on the website. )

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