[E-commerce Operation] How to quickly and effectively start Taobao homepage?

　　Many Taobao sellers may feel that the proportion of store traffic from Taobao homepages has increased. In fact, this is not difficult to explain. With the increase of Taobao users, in order to help users quickly find the best product for them, Taobao homepage provides users with a better user experience, thereby increasing the traffic entrance.

　　You may have noticed that a large part of the traffic on Taobao’s homepage comes from the “Guess You Like” section, which shows that this section has its unshakable importance. So today I will share with you how to obtain the traffic in this part and what other tips to pay attention to.

　　1. From the perspective of consumers, we should look at the traffic source of the "Guess You Like" section

　　Many people may be attracted by the "Guess You Like" module in the corner of the homepage when using Taobao. After opening it, you will find that many of them are products that are interested in. So, have you ever thought about what kind of treasure will appear here?

　　(1) Your recent shopping behavior tags on Taobao

　　Taobao’s behavioral labeling is not based on your group of people, but on your behavior, including collection and purchase, ordering, payment, repurchase, etc. For example, if you are a shoveler, you need to buy dog ​​food, dog toys, pet supplies, etc. frequently, then you will repeat this kind of shopping behavior for a period of time. Then Taobao analyzes and judges that you are a shoveler based on your shopping behavior. Therefore, in the section "Guess You Like" there may be pet supplies that Taobao thinks you will use.

　　(2) The baby you have been browsing and searching for recently

　　Because you have a need, you will choose to browse or search. At this time, the recommended ones to you are most suitable for your needs. For example, you recently wanted to buy a box of chocolates, so you searched for: dark chocolate on your Taobao and browsed several treasures. Then in the next period of time, you will often see chocolate recommendations in "Guess You Like" on Taobao.

　　(3) Baby with seasonal characteristics

　　For example, for clothing babies, for example, the weather is getting hotter and hotter now, and girls who love beauty are already preparing spring and summer clothes. If you like European and American style clothing, then Taobao will judge based on your previous purchase behavior. At this time, "Guess You Like" will recommend a European and American style short-sleeved dress to you.

　　(4) Directional delivery of express train

　　When you see the baby with the "HOT" logo appearing in the section you may like, this is the baby with directed promotion of the express train.

　　2. What should I do to make my baby appear in "Guess you like"?

　　We all know that if you want your baby to appear in the "Guess You Like" module, there are only directed promotions of the express train and the baby's own factors. We will not consider directed promotions of the express train for the time being. After all, most small and medium-sized sellers still cannot afford to play with these money-burning things. We only consider how to enter the "Guess You Like" section of the Taobao homepage in a natural state. So what kind of baby can appear in "Guess You Like"?

　　(1) No violation of rights reduction has occurred

　　This is the most basic point. If your single product is violated or the store is violated, then during the downward penalty period, not to mention entering the "Guess You Like" section, even normal display is very problematic, which is very unfavorable to the overall development of your store. It may even lead to a long period of time after the downward penalty period, and it will be difficult for you to enter the "Guess You Like" again.

　　In fact, it is not difficult to understand. After all, there are too many monks and less porridge. With such a precious position, Taobao will definitely hope to give babies who are easier to trade and increase the possibility of output. Once you have illegally reduced your rights, Taobao will give priority to you to avoid wasting a good position.

　　(2) Your baby is a new product

　　Taobao has certain traffic support for new products. As long as your products are new enough and can make Taobao's search engines think that you do not have the same model or the same model is very small, then there will be a considerable opportunity to enter the traffic pool of this sector.

　　(3) Baby with seasonal characteristics

　　For example, for clothing babies, for example, the weather is getting hotter and hotter now, and girls who love beauty are already preparing spring and summer clothes. If you like European and American style clothing, then Taobao will judge based on your previous purchase behavior. At this time, "Guess You Like" will recommend a European and American style short-sleeved dress to you.

　　(4) Directional delivery of express train

　　When you see the baby with the "HOT" logo appearing in the section you may like, this is the baby with directed promotion of the express train.

　　3. Tips for improving traffic on Taobao homepage

　　After we know the source of the traffic on Taobao homepage and the requirements for displaying it on Taobao homepage, the next step is to increase the traffic on Taobao homepage. The specific methods are as follows:

　　Step 1: Strengthen product labels and optimize new products

　　This is the most basic task we want to increase store traffic. It is not only the traffic on Taobao homepage, but also very important for improving the traffic of the entire store. Therefore, product labels must be done well. So if we want to strengthen this tag, we can take the following methods:

　　A. New: Don’t list products that do not match the store label

　　As we said above, "You may like" is recommended based on the buyer's consumption habits. If this consumption habit just fits our store label or product label, our products will be recommended to consumers. And what if you put on a product that does not match the store label? For example, if your store always sells Korean-style clothes, and you put on a European and American-style clothes at this time, no matter how good the basics of the clothes are or how popular it is, this new clothes are not consistent with the Korean-style clothes that your store already has, so it is difficult to enter the "Guess You Like". Unless your store abandons the existing store labels and redefines the store labels, or the weight of your item is already higher than the weight of your entire store, and then reverses the store labels, but these may cause the weight accumulated by your store to burn out before. Be cautious!

(Picture source: Taobao)

　　In addition, price tags cannot be ignored. If the prices of products in your store are all mid-range and you are on a high-end price treasure at this time, and the price tag of this treasure does not match the price tag you already have, then this new treasure will not have the chance to enter this sector.

　　B. Optimization: The basic optimization of new products is good

　　Since Taobao has a traffic skewer to new products, the optimization of new products we are talking about here is to make the chance of appearing the same model of your baby as small as possible. When Taobao search engines determine whether a product is a new product, it mainly uses four dimensions such as title, first picture, product attributes, and details page as the basis for judgment. As long as you can make search engines feel that you are a unique style, then you will have more opportunities to appear.

　　Step 2: When the traffic on Taobao homepage appears, you should quickly increase the conversion

　　The traffic on Taobao homepage appears quickly, and it doesn’t happen too quickly. Therefore, when you find the traffic on Taobao homepage, you must be well-known and maintain it. If you want to retain these traffic, the core and key is conversion rate! Because Taobao sets up this section for conversion, if your conversion is not good enough, do you think Taobao will give you the opportunity to show it here?

　　So, when this kind of traffic comes in, what we do immediately is often two points:

　　A. Adjust the price: Observe whether the price has room to adjust. If there is, it will be slightly lower, which will be of some help in increasing the conversion;

　　B. Improve conversion through gift activities: Giving gifts can increase the buyer's favorability to you and increase the possibility of conversion. In short, if your conversion is good, the traffic feedback from Taobao homepage in the future may be very considerable. Although the gift is good, you must also control the cost!