What is the operation idea of ​​standard product categories?

　　The most important thing in operation is ideas and experience. The operational idea of ​​standard product categories is to make a single product in the early stage, and a super big hit product can stabilize the situation. Product positioning must be done well, and each category will be made hot.

　　The search weight of sales volume is actually only one month. I won't say much about the reasons here. When a single hit product is very popular, then hit products from other categories will be produced.

　　The sales volume, ranking and details pages and main picture design have a relatively large impact on the conversion rate of benchmark categories.

　　First of all, let’s talk about sales volume. Because everyone’s products are actually similar, if the sales volume is high, the conversion rate will be relatively better. This is a habit for people. For example, if you buy digital products, will you buy products that have no sales volume?

　　Therefore, in the early stage, you can first increase the sales volume by reporting third-party activities, such as 800 discounts and other Taobao agent activities, and increase the sales volume to one or two thousand pieces. The purpose of doing Taobao activity is to achieve basic sales, not to increase rankings. Remember this point, don’t do any follow-up plans after completing Taobao activity, and do not use this high sales period to increase weight through the direct train to make rankings.

　　Your Taobao agent activity will be in vain. What I got in the end was some evaluations. In order to quickly accumulate sales in the early stage, you can also use ladder prices to make it through 29 yuan for the top 500, 29 yuan for the top 1,000, 39 yuan for the top 2,000, and 49 yuan for the top 2,000... Make a poster on the details page. Remember to do it from the beginning. Remember to raise the price at the right time. Otherwise, you will lose your integrity. This activity is meaningless.

　　Secondly, when it comes to the impact of ranking on conversion rate , customers who buy products in standard products are generally not picky and will not turn many pages to buy a product.

　　The higher the ranking, the higher the conversion rate and the higher the click rate of the main image. The traffic stratification of standard products is also quite serious. You can take a look at the following characteristics of the word "TV hanger": the top three mobile phones, with a display accounting for 52%, accounting for more than half. The ones that are far behind are basically nothing to show.

　　The express train needs to be moved to the top three to obtain high conversion rate and high click rate. So here is the reason why we have invested heavily in standard categories and have a long search traffic cycle.

Let’s talk about the impact of the page on the conversion rate　　of the benchmark product category. The products in the standard product category are similar. Others cannot see how good your product is on the Internet. They can only see your copywriting and your page. If you want to stand out, you must do better than others. The page is particularly important. For example, I talked to a treadmill boss before. He spent 20,000 yuan to make a detailed page because it was worth it. How to make the details page? Each category has its own characteristics. You can find a colleague who has done better and imitate the design.

　　The selling point must be refined in place. First analyze the psychology and pain points of consumers, edit your own selling points through pain points, and resonate with them. Remember to highlight the selling points in the first few screens of the details page instead of posting a bunch of product pictures. The main picture design needs to have selling points, discount information, etc. Pay more attention to the pages of peers. I believe you can continuously design and test the pages of peers, and there will always be better pages. There will be a day to stand out if you are immortal.

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