Cleverly increase the average customer price, so that search traffic can rise rapidly_Shop operation

   Clever customer unit price can bring search traffic. Why do you say so? Let’s first look at a small formula that everyone knows:

   Sales = Display times * Click rate * Conversion rate * Instant customer price

   You can think of sales as output. Let’s understand the scarcity issue in economics. Let’s first look at a definition of “resource scarcity” on Baidu Encyclopedia:

   The scarcity of resources is "made" by humans themselves. Human beings are constantly pursuing a higher quality of life, and this pursuit itself will encounter limitations of time, space and various resources. Therefore, people continue to create more and greater problems for themselves, and therefore they have to spend their efforts to develop themselves to solve these problems and overcome these problems.

   We can understand this way that every location displayed on Taobao (regardless of whether this location is a free search location, a paid express location, or an advertising location) is scarce. If you give this location to you, you can no longer give it to others. So, theoretically speaking: for every position, Taobao hopes to pursue well-known single pit output. In other words, I hope that the product at this location will be the one that can generate well-known sales. Then, under the trend of personalized search, products that can generate well-known sales in a certain location should naturally receive more recommendations.

   In the past, people paid more attention to the two indicators of click-through rate and conversion rate. What I want to tell you today is that the average customer price is also very important, and compared with click-through rate and conversion rate, it is not that difficult to increase the average customer price.

  1. The fundamental technology to increase customer unit price: related sales

   Because the price is limited, although selling high prices can increase the average customer price, the conversion rate of your selling high prices will definitely decline, and even when it reaches a critical point, your conversion rate will drop very significantly. So, the method we can think of is to let every consumer buy more, such as if they used to buy one, can they buy two or three now, can they only buy A, and can they buy B together with it.

   Many people’s understanding of related sales is: buy more. This is too simple. It is precisely because you have this understanding that it is difficult to have any creativity and effect when doing related sales. We understand related sales here, and we can start from three levels:

   (1) Give consumers room to choose and reduce the bounce rate

   For example, when selling clothes, if you only have one piece of clothes and the consumer doesn't like them, they will leave directly; but if the consumer looks at this piece of clothes and the consumer doesn't suit them, and then you recommend a few other pieces of clothes on the side (in the details page), the consumer may like them and buy them, which will increase the conversion rate.

   (2) Buy more items

   Consumers bought one of them and thought the other one was good, so they originally wanted to buy one, but they bought two or three, which was also involved when they were related to the sales of products such as clothes.

   (3) Extended requirements

   For example, consumers buy a bohemian-style long skirt and prepare to wear it on the beach vacation, but they find that there are sun hats and sunglasses, which are also things they will use during the beach vacation, so they can also buy them.

  2. The quantity of related products

   How many related products are associated is another question. It is not that the more, the better, and of course it is not that the fewer, the better. There are actually no clear theoretical standards here. I can only share with you my experience in daily operations:

   If it is a category such as clothing, when related to this category, it is mainly to give consumers a choice and the possibility of shopping. Therefore, you can associate 2-3 rows, and there are no more than 4 products associated with each row, which is best. The total number should not exceed 9.

   If you are planning to do bundled sales, just bundle 2-4 products. When there are 5 or more products, the possibility of conversion will be greatly reduced, which will be of little help to increase the average customer price.

   If you are planning to make a recommended matching package, for example, if a consumer buys a T-shirt, you want to match him with a skirt or high heels. Then it is best not to match more than two. Too many recommendations will make consumers feel disgusted.

   3. What kind of products do you use to increase customer order price

   This is another important question. When making connections, what kind of products should be considered? Two basic points are considered: the label characteristics of the target population and the consumption behavior characteristics of the target population.

   (1) Selection of price level

   This is the most critical and depends on the label characteristics of the target population. This is actually easy to judge. It depends on whether the products you are associated with are from the same category. If it is a product from the same category, when searching for the core subject, it is enough to be in the same price range.

   If the connection is not the same type of thing, for example, if you want consumers to match "doudou shoes" when buying "shorts", then you have to look at the price column on which the products you enter the store are on, and then look at the corresponding price column on the products you are planning to match. For example, when searching for shorts, your product entering the store is in the price range of 30-81, which is the second price bar. Then you search for "Doudou Shoes" to see which price range the second price bar is.

   Note that in most cases, this price column is 5 gears, but sometimes there will be four gears. For example, searching for shorts is four gears. In this case, you can combine the last two gears of the fifth gear into one gear for a comprehensive judgment, or you can make a judgment based on your own experience. For example, here, the second gear is in the price range of 13-76. When the real sales price of your Doudou shoes is this, your price correlation is reasonable.

   (2) Relevant selection between similar products

   For example, you are all dresses, or you are all T-shirts. First of all, it is established that the styles of your clothes are the same, and they cannot be as good as those of Korean styles or ethnic styles. This is inappropriate. Under such a premise, if the related products are similar. At the front end of the details page, you can associate some products with relatively small details; if you put the associated products at the end of the details page, you can associate some products with relatively large details. (Original author of this article: Xuan Weizi, please keep it if you reprint it)

   (3) Product association selection between different categories

   When you associate products for different categories, such as the relationship between clothing matching, you should pay attention to two issues. The first is that you must know how to match. You cannot say that your match makes others feel very LOW. In addition, when you match, it is best to include a copy description in the details page. Why do you want to match like this?

   4. What method to connect

   This is another important question, which is how you achieve this relationship. Most people's perception of associated sales is based on display-based associations, that is, putting your product there in a listing way, but whether this listing is effective to a large extent depends on your logic. If the logic is good, it will help whether it is the increase in the average customer price or the increase in the conversion rate. If there is no logic, it will basically be a waste of effort.

   For example, the above correlation has a total of 6 products (two lines, three in each line), and there is no problem. But when you look at the six products it has associated, whether from the order or the subject, it has no logic. To be honest, such a correlation will be of little use. Let’s analyze these six products and you will find that there are several topics like this:

   Couple shoes, air cushion shoes, rocking shoes, height-enhancing shoes, small white shoes

   In fact, for example, you can choose any of the three themes, and then choose three products for each theme, and associate them with three lines. Write a theme on each line, such as: fashionable and versatile white shoes series, couple air cushion shoes series, and inner height enhancement series. Please see if the effects of your association will be greatly improved.

   In addition, if you are doing matching and association, then what you should do is set up scenarios, because matching is the easiest way to stimulate the desire to buy in a certain scenario. For example, if the page of your product is a bohemian style dress, which is under the beach, then beach shoes and sun hats can be associated. At this time, if you set up a scene map for leisure on the beach, it will greatly improve the relevant effect.

   In fact, under the current situation, if you are fully considering the trend of content marketing such as live streaming, you will find that this kind of matching relationship will become a trend more and more. For example, if you are live broadcasting an internet celebrity on vacation by the beach, then sunglasses, sun hats, beach dresses, beach shoes, sunscreen...

   Only by cleverly increasing the average customer price and then fully marketing content will bring unexpected traffic effects! If you have questions about e-commerce operations, you can leave a message and the teacher will answer them one by one!