On June 11, the platform made very big adjustments to what you might like, and many of the big traffic on Taobao homepages suddenly disappeared in the past few days.
How should sellers adjust for new changes
Algorithm adjustments
First of all, we need to understand some related algorithm adjustments made in the system on May 24:
1. The system reduces paid promotion resource locations (real-time dynamics)
The original resource bit was at 7th, 11th, 15th, but after this adjustment it showed a real-time dynamic.
The locations of some students have changed, some have decreased, and some students even have no hot spots on their mobile phones, and the resource spots are under implementation dynamics.
This increases the difficulty of using the direct-through drilling exhibition to launch it, and it also increases the budget.
2. Added 3:4 long picture display weight (clothing category)
Mainly in the clothing category, men's and women's clothing performs better. If you are a man's and women's clothing, you may like it. You must pay attention to using the advantages of long-picture weighting to increase traffic on Taobao's homepage.
3. Increase the weight of search behavior and also increase the display time
What's the meaning? If you use the sharing behavior to see a baby, the time you may like to display this baby may be shorter; if you search for some core keywords, such as searching for "T-shirt man" and clicking on the relevant products, the T-shirt man is guessing that you like to display similar babies, and its display time is greater than that of sharing behavior.
4. Added assessment of clicking and staying time for single items
The weight of the stay time is currently relatively strict. In response to this situation, it is recommended that all the babies you like must make videos, use the video method to increase the stay time of the baby and increase the weight.
5. Prediction: Long picture videos may be the next Taobao homepage traffic increase
Long-distance video, that is, 3:4 video, may be the next use of traffic weighting. If your category can optimize the main image and video of some long pictures, it is recommended that you optimize it in advance.
Change of weights
1. Focus on click-through rate
The core condition for the explosion of traffic on Taobao’s homepage is the click rate.
2. Increased the stay time of the single product page
3. Conversion rate
Refer to the relationship between home page conversion rate and search conversion rate mentioned earlier. Non-standard products are 1/3, and 1/2 for standard products, that is, the homepage traffic is 1/2 of the search traffic.
4. There are also corresponding adjustments to the output value of the pit
In the past, I might have seen many of the categories that have exploded hundreds of thousands of Taobao homepage traffic every day, but it has been very little recently. The system has begun to disperse the traffic at this location. After dispersing, you can refer to some search methods to draw a conclusion, that is, when dispersing the traffic, the pit production of single products will be used as an assessment of the performance of the baby's conversion and transaction ability.
After the platform's algorithm rules change, sellers must also make corresponding adjustments to their playing style. To beat the Taobao homepage, no matter which method we use, we use search, direct train, drilling exhibition, or even switching categories, we have fixed steps and methods to obtain traffic.
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