In today's Taobao environment, it is more important than before to do a good job in related sales. We can explain it from these perspectives:
The need to increase the average customer price - the most important significance of increasing the average customer price is that if the conversion rate remains unchanged, in theory, Taobao's limited "location resources" will produce more, which will help further improve the platform's performance. This is what Taobao hopes to see and they will definitely encourage it.
The platform has a very direct impact on the need to tie customers to do a good job in related sales, that is, it allows consumers to have the possibility of realizing their shopping in the store. This is actually to keep customers on the platform for as long as possible. Under the trend of new retail, Taobao has a very important task, which is to increase customer stickiness and tie customers. If any store can do better at this point, you will get more opportunities.
Regarding the need to improve conversion rate - if you don’t buy this, you may also buy another one. This is the essential significance of related sales. Try to let consumers come, they can choose their favorite products in the store and then convert and place an order.
The need to reduce the bounce rate - this is actually complementary to the second point. The bounce rate is reduced, extending the store's stay time, proving the attractiveness of your store, and proving that consumers are willing to spend some time in your store.
1. What is our most common understanding of related sales
In the most common way to understand related sales, you can be like this: after the consumer enters your baby details page, he does not buy A, but finds B is good, so he bought it; when the consumer buys A, then finds B is good, so he bought it; when the consumer buys A, then he also needs B, and it happens to be available in your store, so I bought it together.
It is enough to understand these, because when we design related sales, we actually focus on these three goals.
2. How many items are associated when you associate
How many related products are associated is another question. It is not that the more, the better, and of course it is not that the fewer, the better. There are actually no clear theoretical standards here. I can only share with you my experience in daily operations:
If it is a category such as clothing, when related to this category, it is mainly to give consumers a choice and the possibility of shopping. Therefore, you can associate 2-3 rows, and there are no more than 4 products associated with each row, which is best. The total number should not exceed 9.
If you are planning to do bundled sales, just bundle 2-4 products. When there are 5 or more products, the possibility of conversion will be greatly reduced, which will be of little help to increase the average customer price.
If you are planning to make a recommended matching package, for example, if a consumer buys a T-shirt, you want to match him with a skirt or high heels. Then it is best not to match more than two. Too many recommendations will make consumers feel disgusted.
3. What kind of products are associated with in your store
This is another important question. When making connections, what kind of products should be considered? Two basic points are considered: the label characteristics of the target population and the consumption behavior characteristics of the target population.
(1) What price is the product
This is the most critical and depends on the label characteristics of the target population. This is actually easy to judge. It depends on whether the products you are associated with are from the same category. If it is a product from the same category, when searching for the core subject, it is enough to be in the same price range.
If the connection is not the same type of thing, for example, if you want consumers to match "doudou shoes" when buying "shorts", then you have to look at the price column on which the products you enter the store are on, and then look at the corresponding price column on the products you are planning to match. For example, when searching for shorts, your product entering the store is in the price range of 30-81, which is the second price bar. Then you search for "Doudou Shoes" to see which price range the second price bar is.
Note that in most cases, this price column is 5 gears, but sometimes there will be four gears. For example, searching for shorts is four gears. In this case, you can combine the last two gears of the fifth gear into one gear for a comprehensive judgment, or you can make a judgment based on your own experience. For example, here, the second gear is in the price range of 13-76. When the real sales price of your Doudou shoes is this, your price correlation is reasonable.
(2) How to associate similar products
For example, you are all dresses, or you are all T-shirts. First of all, it is established that the styles of your clothes are the same, and they cannot be as good as those of Korean styles or ethnic styles. This is inappropriate. Under such a premise, if the related products are similar. At the front end of the details page, you can associate some products with relatively small details; if you put the associated products at the end of the details page, you can associate some products with relatively large details.
(3) How to associate products for different categories
When you associate products for different categories, such as the relationship between clothing matching, you should pay attention to two issues. The first is that you must know how to match. You cannot say that your match makes others feel very LOW. In addition, when you match, it is best to include a copy description in the details page. Why do you want to match like this?
4. What is the best way to connect
This is another important question, which is how you achieve this relationship. Most people's perception of associated sales remains in the following form:
This kind of correlation can be called display-based correlation, which means putting your product there in a listing way, but whether this listing has a large role depends on your logic. If the logic is good, it will help whether it is the increase in the average customer price or the increase in the conversion rate. If there is no logic, it will basically be a waste of effort.
For example, the above correlation has a total of 6 products (two lines, three in each line), and there is no problem. But when you look at the six products it has associated, whether from the order or the subject, it has no logic. To be honest, such a correlation will be of little use. Let’s analyze these six products and you will find that there are several topics like this:
Couple shoes, air cushion shoes, rocking shoes, height-enhancing shoes, small white shoes
In fact, for example, you can choose any of the three themes, and then choose three products for each theme, and associate them with three lines. Write a theme on each line, such as: fashionable and versatile white shoes series, couple air cushion shoes series, and inner height enhancement series. Please see if the effects of your association will be greatly improved.
In addition, if you are doing matching and association, then what you should do is set up scenarios, because matching is the easiest way to stimulate the desire to buy in a certain scenario. For example, if the page of your product is a bohemian style dress, which is under the beach, then beach shoes and sun hats can be associated. At this time, if you set up a scene map for leisure on the beach, it will greatly improve the relevant effect.
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