Store traffic continues to decline, what is the problem? _Laogao E-commerce Circle

   Many store sellers will have such questions. The store has not operated illegally, but the store traffic is continuing to decline. It is a headache for novice store sellers. Even for Crown store sellers, many people cannot find the exact reason. Let’s listen to what his e-commerce Lao Gao said!

　　Under normal circumstances, there are three reasons for the decline in store traffic:

　　First of all, the overall traffic of the market will decline. For example, at the end of the year and after the big promotion, because everyone has already bought everything they should buy, the overall consumption demand will decline, and the traffic of the market, industry, competitors, your own stores, etc. will decline. At this time, you just need to pay attention to whether your store level has continued to decline, or your decline range.

　　In fact, your store violates the rules or single products and is punished. The store or baby cannot display or reduces the display. The traffic will also decline at this time. There is no way, who will let yourself do it?

　　The third is other reasons, and it is what our article focuses on telling you. It is also something that everyone needs to pay attention to in the subsequent operations.

　　1. Your hit cycle has arrived

　　A common situation is: because of the emergence of a strong competitor (maybe for style advantages, price advantages, etc.), your competitors quickly rise, and then your traffic goes down.

　　Because Taobao must constantly optimize and innovate, any product will have a life cycle. There is no doubt that the difference is only the length of the cycle, so what depends on? Very simple: your competitive advantage. The more obvious your advantage, the longer your cycle will be.

　　When you lose your competitive advantage, your natural search traffic will continue to decline, which proves that your product life cycle has arrived. This decline in traffic sometimes reflects a decline in ranking, sometimes the traffic on Taobao homepage has decreased, etc. Therefore, you have to observe new competitors at any time:

　　Open up business consultant-market-industry insight-product analysis-select data from the last 7 days

　　When you find that new competitors have a fast growth rate and obvious advantages, it basically proves that your product life cycle has arrived. At this time, the decline in traffic is almost irreversible. Unless you can continue to pull back the advantages in terms of prices, etc., for example, you can achieve a lower price than competitors, otherwise the life cycle has arrived.

　　The best way to deal with this decline in traffic is to have a continuous and stable new product launch plan, and then you can launch new products in the second half of the life cycle of hot products. In fact, this itself is the essence of consumption development: new products continue to replace old products.

　　2. The current store foundation cannot match the store level

　　In other words, if you don’t have that diamond, you are taking on porcelain work!

　　This decline sometimes makes you very depressed, because generally speaking, if the store level rises, your free organic search traffic should increase, because it means that the ceiling of your traffic has been broken. However, in the following two situations, your traffic may not increase but fall.

　　(1) Your new level lacks competitiveness

　　For example, when you rise from the second level to the third level, it means that your competitors have changed, which is like the Chinese Professional Football League. You are very good at the Chinese Super League, or even champion, but when you are promoted to the Chinese Super League, you may have to work hard to relegate because the competitors you face are those more awesome Chinese Super League teams.

　　Therefore, when you rise to a higher level, if your product competitiveness cannot be synchronized, your traffic may decline. I have a mind map about the "Taobao Seller Store Self-Diagnosis Model", which allows you to find the core issues of your store, which is very important. After reading it, you can also do self-diagnosis of the store. There will be unexpected gains. If you need it, you can add the article at the end of the Wangwang group number and give it to you for free. Therefore, in order to reduce the possibility of popularity, I would like to provide you with an idea:

　　When your store level rises, you must try your best to ensure that the comprehensive weight factor of other stores is also improved accordingly. On the one hand, you increase your investment in direct trains and try to maintain the store level. On the other hand, you can continue to improve the DSR score through strategies such as gifts.

　　(2) When you go from the bottom to the high level, the requirements for sales rate will be increased

　　This situation is more common in upgrades below the fourth level, such as 1 to 2, 2 to 3, 3 to 4. Because as a new store, several popular products can still support the store, because for Taobao, it knows that you are still young and don’t have so much energy to take care of all the products, so as long as you have a few products that sell well and other products that are not sold well (that is, the sales rate is relatively poor), it doesn’t matter. But when you increase the level, Taobao's requirements for the comprehensive weight of the store will increase, and the first thing that comes to it is the sales rate. For example, if you increase from 2 to 3, if you find that the traffic has declined, you should check immediately whether there are too many unsold products in the store. So many unsold products can easily affect your search ranking.

　　3. The label is confused and unclear

　　Since last year, in the matching of free search traffic, you can see a very obvious trend of change: the proportion of personalized recommended traffic has increased significantly. Now is an era of personalized search. With the maturity of technology, Taobao will definitely be more and more confident and recommend the products that are most likely to be sold to consumers first.

　　For example, if all the clothes in your store are sexy, then the label of the store will be very clear: sexy. When a consumer with the "sexy" tag is searching for related keywords, your store will be given priority for "match".

　　On the contrary, if you have any kind of products in your store, such as those with sexy routes, campus styles, European and American styles, and even simple women's clothing worn by middle-aged and elderly people. At this time, your tags will be very chaotic, and search engines will not know what style you are. As there is more traffic to personalize, the less you can get, and your traffic will continue to decline. The suggestions in this regard are as follows: (Original author of this article: Xuanweizi, please keep it if you reprint it)

　　(1) The store’s product labels should be as uniform as possible

　　When you first launch a new product or adjust the product in the later stage, you must pay attention to the fact that the product is as unified as possible in many elements, such as a unified style, which faces a unified population (only for college students, or for young women, the latter for pregnant women, etc.), a unified price rank (don't want to go both high and low ends, this is the most taboo. They are also shirts, cheap ones are free shipping, and expensive ones are four or five hundred, which is a very unreliable thing).

　　(2) You should be willing to give up products with a small proportion of main categories

　　If your store already has many products of different styles and labels due to historical reasons, you should check the proportion of your store's main business categories, because you will definitely have a type of product that accounts for a relatively large proportion and a small proportion of products. You must learn to give up. In fact, the concept of optimization should be larger. For example, if you have both high-end products and low-end products in your store, and then you find that the sales of low-end products account for 90%, then no matter how high the profit of high-end products is, you cannot feel distressed and you should give up. Because it will affect your store tags later, and then your search traffic will gradually decrease.

　　4. All indicators such as refund are very poor

　　Under normal circumstances, your refund rate does not affect the search weight, but if your refund rate rises too much for a certain period of time and you will refund a large area (normal, not including competitors who are involved in you, because competitors who are involved in you are abnormal data and will be monitored), then it will definitely be affected. This is also why many people continue to decline in search traffic after attending the event, because there are a large number of refunds and negative reviews added, that's it.

　　There is another more critical point here, that is, your new product refund rate, which you must control well. If your new product refund rate is higher than the industry average, this new product will be difficult to explode. "Recommended Reading: How is the Tmall flagship store with a daily sales of tens of millions? 》