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Taobao stores meet these indicators without worrying about lack of traffic

2017-06-06

  Our content today does not talk about optimization, but talks about which indicators are the most important and what are the key points that will affect the baby's weight. Let us distinguish the primary and secondary when optimizing. Only by understanding these will our thinking be clearer and our operations will be more directional-

  In fact, many students are already familiar with various indicators on Taobao, such as baby click rate, access depth, upload and exit time, and Wangwang response speed, etc. Are these important? It is very important, but there are more important things. Today I will tell you some new concepts.

  1. Average traffic value

  Everyone knows that the platform calculates weight and looks at comprehensive indicators in all aspects, but what is the average traffic value? Let’s briefly introduce it, which means: what is the average sales of each traffic during an average period of time? Is this indicator important? In fact, when the traffic of the entire platform reaches a certain peak, it is necessary to make the traffic inside fully utilized. On average, the sales obtained by each traffic need to be increased.

  Of course, there are three factors that affect this indicator: accurate visitors, transaction conversion rate, and order average price. Among them, accurate visitors can affect the level of transaction conversion rate. Generally speaking, the traffic brought by natural search and express train promotion will be much more accurate, while Diamond Exhibition and Taobao customers are not as accurate and have relatively low control.

  It is very simple to calculate your average traffic value. Open the homepage of the Business Consulting Officer and view the data from the previous day. In the core indicator column, the average traffic value = payment amount/number of visitors. This way you can calculate the average traffic value of your store.

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  Similarly, you can also calculate an indicator averaged by peers to compare, and then optimize and improve according to your own situation.

  Another thing to note is that they have different average traffic values, which are related to the structure of store traffic. If the store's natural search traffic and direct traffic have more traffic, the average traffic value indicator will also be higher.

  In fact, many students focus on the conversion rate of the store in actual operation, but ignore the issue of unit price. Therefore, the problem may arise: Although their conversion rate is relatively high and has exceeded the level of peers, their weight and ranking are still relatively poor. In this case, you need to check your unit price.

  2. Store visit time

  What we are talking about here is the store visit time, not the length of staying on the baby page that we often hear before. There is a certain difference. The indicator "date staying on the baby page" mentioned before is just a part of the indicator we are talking about now.

  Regarding the length of the store visit, is our store attractive? First of all, it should be noted that the ultimate goal of the platform is to allow users to stay on the platform as much as possible because of the continuous upgrading and improvement of the platform and the ultimate goal of search engine optimization is to allow users to stay on the platform as much as possible. Then two indicators appear, one is the baby's jump rate, and the other is the length of the page we just mentioned.

  The two indicators here cannot be explained clearly and clearly in a few words, but here we will talk about several key factors and what aspects need to be paid attention to.

  Relevance: It is what we often call precise traffic. This point is very important. We should not use keywords that cannot bring us accurate traffic. Inaccurate traffic cannot bring us conversion transactions, and it will affect the normal indicators of reducing the baby, thereby reducing the baby's search weight. At the same time, the same goes for the express train. When testing or wanting to know what data, we should also use accurate keywords and not open wide matching.

  Detail page design and layout: This is a work for artists, but it is also directly related to operations. It does not mean that the design is as long as it is beautiful. In fact, you need to know what to highlight and what content to attract users. You need to consider it in advance. You must clearly distinguish between the primary and the secondary, highlight the selling points, so that users can browse continuously.

  Related Sales: I see that most stores still do related sales, but a small number of stores do not pay attention to this operation. In fact, the role of associated sales is mainly to facilitate users to make choices. When users don’t like a certain type of our baby, they can have other choices without losing them directly.

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  Then the above three points must be done well to solve the problems we mentioned earlier, such as jumps and page staying time, so as to increase the indicators and increase the store weight.

  3. Store sales rate

  In some industries with relatively large competition, especially non-standard products, for some babies whose products are updated faster, the sales rate of the store will become extra important, such as the typical categories of clothing, shoes and bags that everyone is familiar with. So what is the way to calculate the sales rate of the store?

  Let’s first talk about the concept of sales rate: Since there is sales rate, there is an opposite name called sales rate. Sad sales rate = number of unsold treasures/number of goods in the whole store, and sales rate is = (1-sold sales rate). Regarding unsold treasures, the official definition is: unsold goods are products that have no transactions, no views, and no edits in 90 days; however, in the actual operation, due to the large market competition, many products, and limited traffic resources, basically if your baby has no movement within a month, it can basically be divided into unsold goods.

  Of course, the time limit for some small categories may be a little longer, but the longest is 90 days. So, how to judge the quality of the store’s indicator? Here I will give you a reference based on my personal experience: 80% of the sales rate is passing, 90% of the sales rate is excellent, and if you can achieve 100%, it will be the best.

  4. Store level

  The store level is very important, and it will directly affect the organic traffic of our store. If other indicators and conditions are similar, the higher the store level, the more organic search traffic you can get. Of course, the different levels will also affect the baby's search ranking. The higher the level, the higher the ranking, the corresponding improvement will be. Otherwise, the ranking will decline and the traffic will decline.

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  If your store traffic encounters a bottleneck, you can break through the store level at this time, such as using direct trains, Taobao customers, etc. to improve the store. This is the best way.

  5. User operation behavior feedback

  When a new product is released, the baby's performance is feedback from user operation behavior, which will reflect the popularity and popularity of the product. The platform will also judge whether your baby has potential based on this. So, what does this user's operating behavior feedback refer to? It is a series of operational behaviors that users do when browsing their babies but have not yet generated transaction conversions. The most important indicators are collection and purchase.

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  How to judge whether this indicator is good or bad? It's very simple, that's comparison. There is no harm without comparison, and I don’t know what’s wrong with you. The specific method is to use the data in the “market market-industry market” in the business consultant to filter indicators: number of visitors, number of collectors, and number of purchases. Then, use the formula: number of collectors/visitors, number of purchases/visitors, and you can get the approximate average collection rate and purchase rate of peers, so as to compare and judge.

  6. Store service rating

  This is very simple, which is what we often call DSR dynamic rating, including evaluation content, praise rate, service attitude, logistics speed, review and sharing, repurchase and other indicators. In fact, every indicator and every detail in it must be perfect as much as possible. Rome was not built in one day, and the same is true for us when we are doing Taobao. We must pay attention to and do every detail in it.

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  7. Comprehensive service indicators

  The indicators here are after-sales refund processing, service, etc., as well as the composition of Wangwang online duration, Wangwang response speed, dispute punishment, the proportion of main products, and historical credibility, etc. (Source: Taobao University)

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