How to use the direct train to promote the autumn hottest

　　In a blink of an eye, 2018 has reached August, and it is the hottest time of the year. Taobao sellers are also about to change products in summer and autumn, so sellers will be very busy in August. In fact, everyone will also find that they are replacing products all year round, selecting models, testing models, changing seasons, clearing stocks, etc. This shows the importance of the product. We cannot deny that if you choose a good product, you will be half successful. All skills are for service products. A shoddy product will make the seller physically and mentally exhausted, and there will be no good results in the end.

　　The choice of a product cannot be separated from the test model. In fact, what I said on Taobao is a bit more straightforward. The test model is actually a picture measurement. The data we look at when measuring the picture is click rate. As long as you pay attention to visual differentiation, your performance will not be bad. Of course, if you have standard products, it is still necessary to optimize the main picture. You should refer to your peers and find the competitor sellers. Don’t imitate them, find the differences, so that your click rate will be better. If the product does not have any characteristics, then start from the service and must keep up with the early discount activities and gift activities.

　　The fastest and most direct way to test models is definitely the express train, so today's direct train model testing is a focus of the article. This is the top priority. Clothing sellers who have not passed the test are all hooligans. Except for those with the following model, of course.

　　1. Test model

　　There is a foundation for testing models, that is, there must be a basic sales volume and basic evaluation, and buyers must do a good job in the show. These can be done marketing by old customers, or other methods, such as associated sales. Because sales volume and evaluation also have a great impact on click-through rate, especially products with relatively high customer unit prices. If the basic sales and evaluation are not done well, the click rate of the picture taken in the car will be inaccurate, and even the best picture will be useless.

　　Before we test the model, we still have another job to do, which is to determine the time to launch a new product. Regarding how to determine the time to start a new launch, I will tell you two methods today.

　　The first is to accurately analyze and process data over the years. Here we can use market conditions to check, which is very accurate data. We can look at the search index of "Women's Clothing" year before the previous year. The search volume has begun to increase and it is a good time to enter the new market.

　　The second method is simple, that is, to go shopping in the mall. If you take time to go shopping in the mall, when will summer clothing start to be sold crazily? If you start to put on autumn clothing in small batches, you can put on autumn clothing. This will definitely not be too late. However, there is one inaccurate point compared to the big data of the market, that is, there will be certain differences in time between the north and the south. So you can also follow your category stores. If they launch new ones, you can do it, but the feedback should be fast.

　　Once the release time is determined, we will start the official operation. Baby optimizes and launches new products, breaks zero and does basic sales, and does a buyer show that is aggressive. You must remember that buyer show must be sincere.

　　The test of models is like this. The store presents a batch of new products every week. First, it is manually screened and the good models are put on the car for testing. If the data is good, build a plan and promote it separately. How do we view data for a single baby? First of all, what we need to determine is the click rate of the main image, which directly affects our traffic. The best and fastest one now is the direct train. The specific steps are as follows:

　　First prepare the pictures you need to measure;

　　Set the same creative title all;

　　Observe the data;

　　Select the creativity with clicks greater than 100 to compare. If the data can be larger and better, because only big data can the data be more reference-oriented;

　　Then compare the good creative main picture with other pictures and repeat until the click-through rate reaches the average click-through rate and above.

　　Excellent creative pictures of express trains can be used directly as the first main picture of your baby. With the above data, we will look at the collection, purchase and other data.

　　2. Determine the style and start promoting

　　After testing the style, we will start to promote it. Before you promote it, you must carefully optimize the conversion rate. Only models with good conversion rates are worthy of recommendation. During the traffic explosion stage, only products with high conversion rates can withstand it. The main factors affecting conversion rate are: product itself, product pricing, main picture, details page, sales volume and evaluation. These factors are also our optimization direction.

　　1. Click rate

　　The previous click rate affects the weight of the express train, and the weight of the express train will gradually increase if the click rate is high. Then the quantitative change will cause qualitative change, and the traffic acquisition ability in the later stage can be guaranteed.

　　2. Conversion rate

　　To put it bluntly, the purpose of doing Taobao is to make money, so the conversion rate is very important. Only when there is transformation will there be flowing water, otherwise you will be disabled even if you don’t die.

　　3. Keywords

　　Before the explosion, I usually have a word selection process, select keywords with high click rate and click volume, and have certain guaranteed conversion rate and keywords that have no display or displayed or displayed without click volume are deleted, and filter them every day based on the keywords entering the store. In fact, the direct train is a process of deleting words and lyrics.

　　4. Crowd

　　During the test, the population has basically been tested, and the main recommendation is to plan to support weights and the population has entered the pool. In the future, you can continue to open the crowd entrance and increase the traffic channels for entering the store.

　　5. Direct bus bid and limit

　　In the early stage, in order to show a good show, I suggest that the express train has a premium of 100%-150%. Make the plan limit increment. Then, assisted adjustments will be made based on data feedback later.

　　Set a daily limit in operation, add filtered keywords to the plan, and burn it every day and go offline. The limit will be increased the next day and will continue to burn it down. In this case, after 3-5 days, the number of clicks will not burn, because there will definitely be a bottleneck and it is impossible to achieve infinite increments. At this time, the main plan may burn several thousand a day, and the budget can be determined based on sales and profits. The principle is to ensure that it is not a loss or within the scope of strategic losses.

　　Through the increase in traffic in the past few days, both the natural search traffic and the homepage traffic on the first Taobao have increased significantly. At this stage, you can slowly reduce the daily direct bus budget by reducing PPC, and the existing natural flow can be stabilized. Then, based on the store entry word, we constantly filter new keywords. If a plan is not enough, we will build an auxiliary drainage plan. This way, more plans will be done slowly, so that more traffic can be obtained while also controlling PPC well.

　　What is the function of a popular store? It is not just about selling goods. When the traffic soars, we must do a good job of related sales to drive traffic of other styles. If we want the traffic to become more stable, we need to promote more models and become a hot group.

　　3. After-sales indicators

　　After-sales indicators are the most real feedback from buyers on your products and services, and they cannot be faked. The test and promotion of each baby are very similar. Whether it can be beaten up in the end depends on whether the product customer accepts it, and the after-sales indicators directly reflect this point. So we must pay attention to refund customers and customer reviews, especially bad reviews. We must be clear about the reasons for the emergence and then improve. This is the foundation of our long-term Taobao operation.

　　The above briefly introduces how we are ready to create a hit autumn before the arrival of autumn. As long as we win at the starting line, we may be able to lead all the way to the finish line. If we lose at the starting line, then the possibility of our successful hit autumn will be much smaller and will become much more difficult! If you still don't understand. You can choose to leave us a message online.