Many people know Taobao operations, but they often have big mistakes in their understanding of one point, such as the understanding of Taobao click rate is also problematic, and this logical error even conceals the position that the click rate indicator should occupy in various factors affecting search sorting. Whether it is the click rate of search or the click rate of express trains. Let me share my experience with you below!
True high click-through rates must be based on high correlation
What is high correlation? When consumers conduct corresponding shopping behaviors, the shopping needs expressed are exactly matched with the product attributes presented to consumers. Let’s take wolfberry as an example. For example, a consumer searched for the keyword “Wolfberry free washing”:
Through this keyword, we can see that wolfberry is a product word and leave-washing is the real demand word, that is, what consumers really pay attention to is whether the product is "no washing" (this consumer is lazy). Let's look at the first picture below:
Looking at the first picture, among the top 8 treasures in Taobao search, this treasure ranks fifth, and among the top eight, it has the lowest sales volume, with only 101. Then, except for the 7th, it has more than 500, the remaining hundreds of thousands of sales. Of course, we are not the click-through rate here, but just from the word "Glycebeans without washing", the relevance of the first baby is far behind other babies. Correspondingly, the weight of this baby on the word "Glycebeans without washing" is much better.
Why talk about this? You think, for the clothing category, everyone is saying that the competition is very fierce, so why do you still have to grab big words like "dresses", "T-shirt women" and so on? Because fragmented rules exist, because of the existence of broken rules, among so many clothing category attribute words, have you found one that suits you the most, and then strive to be better?
Real optimization tips for click-through rate
I can even tell you that this is the only optimization technique. This technique is also simple:
Determine a core selling point through keywords - try to highlight this selling point as much as possible on the first picture - and strengthen this selling point as much as possible in the details page.
Look here, except for "T-shirt women", the rest can be called attribute words. Perhaps your baby can occupy more attributes, but if you grab them all, it will be hopeless, and it will also lead to the production of your first picture and details page, with no focus at all.
But what if it only revolves around the word "simplicity"?
Is it easy to deal with next? Whether it is your first picture or the details page, you must highlight the simple style and emphasize the selling point of simplicity.
In this way, your click-through rate is truly improved and it is truly weighted to search. Then it will lead to a result: if your product is not a problem, you will have a very high weight and a very good ranking in the keyword "T-shirt women's simple" and related keywords.
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