Faced with the decline in traffic of old links, how to maintain the traffic explosion again?

　　The number of Taobao sellers is indeed getting higher and higher, but how many can you really learn the system? Even if you know some promotional skills such as direct trains, Taobao customers, diamond exhibitions, etc., how many of them can burn large sellers? In addition, Taobao’s support for new products this year will definitely allow many stores to operate new products frequently in the short term, so the promotion of new products will definitely become even more tragic. As small and medium-sized sellers, we may not be able to compete with others. Since this is the case, we might as well put more effort into the old links we have already made and strive to bring more benefits to us. Let’s talk about how to maintain an old link.

　　Before we start, let’s talk about what old links are. The old links mentioned here do not mean that as long as the products that were posted a long time ago are old links, but styles that have been operated and perform well in all data. Later, the data declined due to various reasons, such as seasonal products that have passed, and the product life cycle has arrived, and the traffic declines due to low conversions. In other words, the styles that can also save the benefits of the store can be considered as the old link maintenance ranks in this issue.

　　In fact, no matter why this product has become an old link, it is ultimately the three reasons for low display, low visitors, and low conversion caused by three problems. The words used here are low rather than none. In other words, our products are not without weight, but the weight has become lower. What we need to do is to slowly pull back the weight of this product. Let’s talk about how to solve these three problems.

　　1. Low display:

　　In fact, the low performance usually occurs in seasonal products, because the display volume of the product is determined by keywords, and once the main keywords of seasonal products pass, the display volume will basically decline in a cliff-like manner, which will cause a decrease in visitors. You think I will say below that since the weight of this link is still in the seasonal title, we will change the details page slowly to something else, so that the weight of this link can be continued. Of course it won't be this. Selling baby is now a violation of regulations.

　　What I want to say below has something to do with this year's rules changes. I wonder if the sellers who make seasonal products have noticed that they did well last year but have not been removed from the shelves. When this season is coming again, we made some changes to the keywords, such as adding this year's popular keywords, and then doing nothing else, but this product will follow the recovery of the season, even exceeding the main recommended models currently operated. This is because the weight of this product itself is not low, and the previous data performed well. As long as you give enough display, visitors will follow. This should be because Taobao has the weight to support each product, and it is no longer related to the previous weight only for high sales products. Therefore, it is better to pay more attention to the trend of old links and optimize the title. Perhaps surprises may appear.

Figure 1 [The picture is from Taobao, for reference only]

　　However, if you want to discover good keywords, you must make good use of the market analysis in the business consultant. I am definitely not advertising Taobao’s data operation will become more and more professional. If you don’t learn it now, you will definitely be eliminated. This is not something that only big sellers can do, but we small sellers can do it too. As long as you find the right keywords and links, you don’t have to do anything else, it can also bring a lot of benefits. (Original author of this article: Shadow Puppet, please keep it when reprinting)

　　This method can also be used for other products. If you find that the visitor has declined, first check if the baby's title display has become lower. If this is the reason, you should promptly discover which keywords that are soaring can be used by yourself and make a timely modification to the title.

　　2. Low visitors:

　　If there is no problem in the display of keywords, but the link's visitors continue to decline, the weight of the link should be lowered. At this time, it will not be very useful to change the keywords. What we need to do is to increase the traffic channel of this link and get other visitors other than search traffic. [Generally speaking, the weight decreases and the search traffic is reduced, which has nothing to do with other channels] This method was basically impossible to implement in the past, but through the revisions of Taobao in the past two years, especially the promotion of homepage traffic this year, it has become possible to make products with lower weight continue to gain traffic, and even get more traffic. [And this year, as long as the homepage traffic can come in, this link will basically be difficult to die, unlike before, when the search traffic is dropped, the link will basically die]

Figure 2 [The picture is from Taobao, for reference only]

Figure 3 [The picture is from Taobao, for reference only]

　　This is a data chart of the same store and a product. One is to just use search traffic through many ways, such as direct trains, in-store activities, official activities, etc., and then the link is still the same. The visitors increase after reaching a point. The other is basically not driving or doing activities, but the main direction is homepage traffic. Although the conversion is a little lower, the visitors have been steadily increasing, with no signs of decline [This is made by the old link. The styles operated last year were only optimized for the pictures this year].

　　Right, I just optimized the picture and told you that what I optimized is the click rate. However, it is not the click rate of the express train keywords that we often call, but the click rate optimization in the directional promotion of the express train. One is aimed at search traffic and the other is aimed at homepage traffic. I believe that many sellers and friends have never done this, so I can eat meat. Take action while there are not many people doing it. This may be a chance for us to counterattack. Finally, I say that you have to find a way to please that area. (Original author of this article: Shadow Puppet, please keep it when reprinting)

　　3. Low conversion:

　　Generally, if the conversion of links is lower than that of peers, visitors will slowly decline. After all, Taobao’s traffic distribution principle is survival of the fittest. If a link is converted well before but gradually becomes lower, the reason for the bad reviews is that it is bad reviews. Although sometimes we can solve customer problems through communication and analysis with customers so that customers can modify reviews, not all customers can communicate, so more and more products will gradually accumulate, and then the conversion will become lower and lower.

　　In fact, this is quite easy to solve now. First, find all the bad reviews and then classify them. They can basically be divided into two types. If the product has quality defects, this is basically the main factor affecting conversion. In addition, there are some dissatisfied services, express delivery, after-sales service, etc. [This is best solved. Just optimize the details page and strengthen the commitment to this aspect.]

　　Quality defects were not easy to solve, but the rise of videos this year gave us the opportunity. As long as we summarize the quality problems and then use the video to tell customers that these problems do not exist, and the store can also start its own live broadcast later [this function is on the inside, I believe it will be available soon] After all, nothing is more convincing than videos.