Speaking of Taobao stores, we have to talk about the express train. At the July regular meeting of Laogao E-commerce Club, I was fortunate to invite Toto Tang, a trader at the billion-level Tmall store, to tell you the purpose of opening the express train to all night talk members.
Common Purposes of Drive-through Train
1. Make money
Do a small survey: How much does it cost to go straight to the daily? How much can ROI do?
The standard for making money through the express train: 1/ROI <gross profit margin, i.e.: input/output <gross profit margin<>
1. Can you make money by relying solely on paid traffic?
2. How much money is considered to be earned
2. Burn incense
The seller's inner OS: I don't spend any money at all, will Taobao not like me? You must pay the protection fee. You will feel more at ease when you pay a little. If you spend money, you won’t have enough traffic. If you don’t spend money, it should be worse, right?
How much does the opponent spend on a direct train every day? How much is it reasonable to spend?
Thinking: How much does it cost to drive through the bus every day? How much does it cost in a year? What did you get with this way of spending money? What will happen if you spend all the money in a year in 15 days?
3. Buy traffic
How much does it cost to click?
What is the industry conversion rate?
How much advertising costs will be invested in an average transaction?
How many categories can afford such a fee?
4. Reduce sales
How to assess the work of a direct driver?
Conversion rate? That's about operation and art
Any single-dimensional assessment is easy to lead to extremes; it is best not to use independent drivers, the direct train is just a means, and its driving method is to be aimed at.
5. Measurement of pictures and models
Basic knowledge of direct train
1. Drainage is a means, not an end
What really makes money is not the direct train, but the free traffic brought by the direct train.
It can be extended to the point: it is not realistic to make money by paying traffic. What really makes money is the free traffic brought by paid traffic. The most basic promotion logic is to exchange paid traffic for free traffic.
2. Correct concepts and thinking are necessary conditions for driving a good express train
Clarify goals and plan ahead
Common problems:
1. No goal, don’t know what to adjust;
2. Self-motivation, adjustment is purely self-comfort;
3. Adjust countless times a day and finally make yourself dizzy.
Platform profit model
Tmall stores account for less than 10%, but their turnover accounts for about 70%. Why? ——Commission service fee
As an e-commerce platform, who is Taobao’s competitor? What does he care about the most? ——Selling traffic
In addition to commissions and buying traffic, what other expenses do the sellers here have? ——Selling data
Design logic of the express train
Factors that affect quality score: click-through rate, conversion rate, collection, purchase addition rate, DSR, and after-sales comprehensive indicators.
How to improve the quality points of the express train?
Creative quality score -----Click-through rate
Relevance points---------------------------------------------------------------------------------------------------------------------------
Buyer experience points----Conversion rate, DSR, and comprehensive service
Metrics, page loading speed
The most effective way to reduce click spending----------------------------------------------------------------------------------------------------------------------
Improve creative quality score ≈ Improve click-through rate
Improve relevance: category-related, attribute-related, text-related
Improve buyer experience: conversion rate, DSR, after-sales comprehensive indicators, refund rate
Can the express train make a profit?
Direct profit
Indirect profit---exchange free traffic hedging
The correct purpose and method
1. Measurement of pictures and models
2. Nutrients and weight
3. Increase sales and make hot products
4. Do ROI and drive traffic at low prices
Click to register to apply for the qualification to attend the Laogao e-commerce classroom. Laogao strongly invites e-commerce veterans to teach everyone step by step, increase their popularity and create a hot product, and occupy the first place in the category !
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