How to maintain the conversion rate during the new product period

　　How to maintain the conversion rate during the new product period? Without further ado, today we will mainly explain from the following aspects.

　　1. Price

　　Pricing without any basis is a common mistake that many sellers make. Because there are thousands of Taobao sellers and thousands of treasures of the same style, there are many choices for sellers. A reasonable price will be of great help to improve your conversion rate. So how do you price the product? I will talk to you below.

　　1. Cost calculation before pricing

　　We must calculate the cost between pricing. Many small sellers have a simple way to calculate the cost, that is, how much is my purchase price and how much is the express delivery cost. Then set a price based on this as the standard. In fact, in many cases, after accounting at the end of the month, I basically won’t make much money.

　　2. Two taboos in Taobao pricing

　　First, it is not cost-based, compared with peers, and blindly priced. The second is to change the price frequently. Once the price of the product is determined, frequent price changes should be avoided as much as possible, as this will have a great negative impact on the store and will seriously affect the increase of natural traffic.

　　3. How to price your baby

　　If a store wants to operate healthily and continuously, the store’s product layout must be reasonable. Different categories and stages, the store has different product layouts, but it basically includes the following styles: main promotional model, traffic diversion model, activity model, profit model, and image model. The above product layout meets the characteristics of waist merchants, and different styles can be switched in different time periods. If the subcategory or level is too low, there is no need to distinguish it too clearly, but the traffic and profit margins are essential for the store. The pricing standards of different styles are different. Let me mainly talk about how to price the traffic and profit models.

　　A. Traffic drainage

　　Traffic drainage is the cornerstone of store traffic. It has a large number of visitors, low profits, a large amount of exposure, and a strong drainage effect. However, the profit is low, the average customer price is high, and the risk is high. Although the conversion will be very high, it is easy to have bad reviews. So feedback to customers is very important.

　　The pricing method for traffic models is as follows:

　　We search for the main words (that is, big words, basically all category words), such as: T-shirt women, choose to sort by sales. Then calculate the price distribution of the homepage, for example: 5 pieces are below 30 yuan, 15 pieces are available for 30-50 yuan, 10 pieces are available for 50-70 yuan, and 14 pieces are available for 70 yuan. We choose the most expensive price range as our price range. Then we add all the treasure prices in this price range and divide by the treasure number as our pricing.

　　Note: Of course, cost issues must be taken into account to ensure reasonable profits, or make strategic losses.

　　2. Profit

　　Profit model is an indispensable style for a store, and it is an indispensable component for a store to operate normally. The profit-making products themselves have good quality, few returns, and low stocking pressure, but they have a large profit. But the conversion rate may be low. This style must be optimized for the details page and seller show, highlighting the advantages and characteristics. The pricing of traffic models uses the "0.618 Golden Segment Pricing Rule", which is acceptable to most people.

　　So what is the "0.618 Golden Segment Pricing Rule"? Let me explain to you here: the golden ratio, also known as the golden law, refers to a certain mathematical proportional relationship between the various parts of things, that is, the whole is divided into two, the ratio between the larger part and the smaller part is equal to the ratio between the whole and the larger part, and its ratio is about 1:0.618 or 0.618:1, that is, the long section is 0.618 of the whole section. 0.618 is recognized as the most aesthetically significant proportional number. The above ratio is the ratio that can arouse people's beauty, so it is called the golden section.

　　His application on Taobao prices is as follows:

　　We search for the main word (that is, the big word), such as: T-shirt women, sorted in comprehensive order. Then we find the price range with well-known clicks (we will find that the price range with well-known clicks is generally not the lowest), as shown in the figure above, accounting for 48% of the price. In our concept, there is no absolute mid-range price, only two extremes: low-end and high-end. These two extreme calculation standards are positioned based on the price segment that the baby's main word wants to seize. Two formulas are needed here:

　　(Maximum price in price segment - minimum price) *0.382+Lowest price = low-end price

　　(Maximum price in price segment - minimum price) *0.618+Minimum price = high-end price

　　Note: Of course, your pricing must be based on cost, and the pricing of legend costs is all hooligan.

　　2. Optimization of details pages

　　The price of the baby is also set, let’s talk about the details page. Why optimize the details page? Because the details page is also one of the important factors that affect conversion rates. So what kind of details page can improve conversion rate? I am not an artist, and there are many such articles on the Internet. Today I will briefly list a few optimization ideas. You can take a look at it:

　　1. Be clear about the advantages of your products, focus on describing and expressing them, not saying that other products are not good, just focus on yourself;

　　2. Highlight the quality inspection information of your own brand patents;

　　3. The overall color tone is well controlled, which is in line with the psychology of the purchaser;

　　4. You can refer to other people's comments to count the main dissatisfaction of customers of similar products, and then solve them carefully. This is a very good way to refine the selling points. It will have a significant increase in conversion rate.

　　3. Time to place and remove

　　The impact of the time to place and remove the shelves on the ranking still exists. However, the weight of the time of the listing and removal of different categories and keywords is different. For words with great competitiveness, the time of listing and removal has a great impact on ranking. For words with less competitiveness, the time to place and remove the shelves has little impact on ranking. The best tool to analyze the time of putting on and off the shelves is to create e-sentials. Now it is known why it is blocked by the Taobao service market, but it has not been removed from the shelves. You can search for the ordering address on Baidu. Regarding the usage method, you can use it on Baidu. There are many tutorials on the Internet, so I won’t repeat it here.

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