The conversion rate of Taobao stores continues to decline. How to prescribe the right medicine?

　　Taobao sellers all know that traffic has attracted, but sales have not increased significantly, so you should pay attention to whether the store conversion rate has decreased. In fact, it is not that the conversion rate is low, it means that there must be something wrong with your conversion rate! The conversion rate has declined. What is the first reason you think of? Many sellers will focus on the details page, but I hope that after reading this article shared today, I hope it can help you turn your point of view.

　　(1) The traffic flow in the store is caused by inaccurate

　　Especially searching for store traffic and direct train traffic, this inaccuracy will directly lead to a decline in conversion rate, and it will also be accompanied by short page residence time and high jump rate. And this inaccuracy is mainly because the keywords for entering the store are not accurate. You can analyze them in the business consultant - product analysis - single product analysis, look at the wireless data in the past 30 days, search on Taobao, click "Details" to see the performance of the keywords for entering the store.

　　If you find that a large number of keywords with zero payment conversion rate on Taobao have entered the store, it means that this word is inaccurate. Of course, the basis for establishing is that there are more traffic in the store. If there are only three or five, no conversion does not mean that the word is inaccurate.

　　Coping strategies:

　　The most critical response strategy at this time is to adjust the keywords. Here, I will use the above picture as an example to tell you how to adjust. First of all, you must look at the data from the last 30 days so that it is representative. Then, if the traffic is too low, don’t worry about it for the time being, choose the kind of traffic data that is large; next you will find special non-conversion modifiers from these words, that is, there are not other words, only these two words, especially those with high traffic rankings. For example, among these two words, casual and handsome can be considered two special words; when replacing, just replace these two words.

　　(2) Strong competitors appear

　　If this kind of strong competitor is a standard product, it generally performs more strongly in price. If it is a non-standard product, it will perform better in some details than you. The accompanying performance is that your loss amount has increased significantly. At this time, you can observe the loss of competitive stores.

　　There are two issues with Taobao’s standard products. The first is whether their prices are lower than you (especially with a relatively obvious price advantage), and the second is whether they are being promoted on the express train. If the direct train is also being promoted and the price is still lower than that of you, your conversion rate will often decline at this time.

　　Non-standard products depend on the details, because sometimes a small detail of others may be able to continue to compete with you, such as a small detail in the style of the clothes, a bow tie, a lace edge, etc.

　　Coping method:

　　But I can provide you with a self-rescue method of cutting off the wrist. The reason why it is called cutting off the wrist is because first you have to withstand the fact that the flow rate is declining, and then see if it can be saved.

　　The premise of establishment is that no matter the price or style, you can no longer compare to your competitors. At this time, we can consider self-rescue by cutting off the wrist. The specific operation method is as follows:

　　The first step is to find the keywords that distinguish yourself from your competitors. Because of the principle of breaking up, the same baby may have only limited keywords with weight, and then each keyword represents a different competition range. For example, when you search for "Korean Dress" and "Floral Dress", the search results that appear are different.

　　The second step is to find the strong keywords of your competitors, which are actually the keywords that your conversion declines. For example, in the past, your word "dress Korean version" ranked very well and the conversion was also good, but because of the emergence of several strong competitors, you can't solve them, so you give up the word "Korean version" and you can usually delete it directly (this is breaking your arm), so that the weight will be transferred to other keywords.

　　The third step is to work hard to optimize other keywords, which is the weakness of competitors. The judgment criteria are very simple. Search and see if the competitors have good rankings on this word and whether they can be easily displayed (for example, there is no ranking, but they are driving)

　　If you encounter strong competitors, it is not complicated to deal with them. If it is a price problem, see if you can work with the other party. If it is a style problem, see if it can improve it. If nothing can be done, there is no good way. Recommended reading: Have you ever thought about the reason why Taobao store conversion rate is low?

　　The above is a brief analysis of some possible reasons for the low conversion rate of Taobao stores. We must analyze it comprehensively before processing, so as to ensure that the processing method is maximized.