Taobao operation self-inspection: How to find the core issues of the store when traffic declines

　　It is no wonder that Taobao operations are falling due to the decline in store traffic, and you can basically be "popular". So how do we find problems in store traffic? This requires us to constantly discover and summarize. Today we will talk about the reasons for the decline in traffic and share it. There is only one reason: only by finding the real reason can we solve it in a targeted way, thereby reducing the losses caused by the decline in store traffic.

　　Let’s check the following reasons according to our own store:

　　1. See if the overall traffic of the market has declined

　　It may be seasonal factors, or it may be that the big promotion has just ended, and there may be some emergencies, which will cause a continuous decline in store traffic. Generally, this kind of decline will not have much problem with the store (unless your decline is faster than the market's decline). Of course, if your traffic remains stable or even slightly increased when the market declines, it will be very good for you.

　　There are three main basic criteria for judging whether the market is affected:

　　Business Consultant - Market Function Module (Business Consultant Standard Edition and above) - Industry Market, find your own subcategory and see if the overall trend of the market is going down.

　　The store level has not continued to decline because the store level has continued to decline, which is likely to mean that your traffic is declining faster than the market's decline. This requires finding the reason from other places.

　　The location of the second screen on the business consultant homepage is about the comparison between your number of visitors and the same level. If your decline is close to the same level as the average decline of the same level of the same level, then there is no problem.

　　For this kind of decline in traffic, it is generally not a big problem. If you can increase the investment in direct trains when the overall market traffic declines, so that when others decline more and you decline less, your store level will improve, which is beneficial to improving the overall quality score of the store.

　　2. See if Taobao hits are in a recession period

　　Many times, when the store does not violate the rules, the decline in the store's traffic begins with the decline in the traffic of popular products. Especially for major categories such as clothing, which are more competitive, because new products are constantly being launched, they must always give new products opportunities. In the case of limited resources, the life cycle is generally short. When it is heading to a recession period, traffic will naturally decline. This decline is generally first reflected in the decline in search traffic and the traffic on Taobao homepage. The basis for judgment is:

　　Business consultant - Products - Single product analysis, find your hot products, and then look at the data from the last 7 days (or the data from the last 30 days), and look at the trend of search traffic and Taobao homepage traffic. Is there a stable and continuous decline trend? If so, it means that the life cycle has reached (of course, this life cycle is generally caused by the emergence of opponents)

　　For this type of traffic decline, the best way is to prevent problems before they happen, arrange new ones regularly, and then regularly promote potential hot products, so that they can get up before the life cycle of hot products reaches a recession.

　　3. Whether there is a single product violation or a store violation

　　If a single product is violated or a store is violated, don’t worry about the reduction or downgrade. It will definitely affect your store’s overall quality score, but there are both big and small. This mainly depends on the following points:

　　(1) Store level and store foundation. The better the foundation of your store, the smaller the impact may be. However, for new stores and small stores, sometimes a single item or store violation may lead to a halving of traffic.

　　(2) Your competitive advantage of hot products. If your product has a very obvious competitive advantage, in other words, it is not so easy to be replaced, so that even if there are certain violations, the impact will not be too great. But if you don’t have any competitive advantages and there are many substitutes. If you “make a mistake”, you will immediately have other treasures.

　　(3) Type of violation. For example, violations such as fraudulent behaviors such as wanting to sell fake products, SKU cheating, advertising products, false transactions, etc., have a relatively large impact.

　　When the store traffic declines caused by such violations, you should pay attention to the core task is to maintain the store level. Otherwise, as the store level continues to decline, your traffic will become less and less, causing a vicious cycle. To maintain the store level, in fact, it is to make up for the temporarily lost traffic (mainly search traffic) through some channels, such as through the direct train (if the direct train can still be driven and not blocked), Taobao customer, etc.

　　4. Some data on refunds have gone wrong

　　Because there are 7-day unreasonable returns and exchanges, the refund rate under normal circumstances is as long as it is not much higher than the industry average, and there is no problem. However, when it comes to the following three refund indicators, it has a relatively large impact on the overall search:

　　(1) Dispute refund rate. This cannot be ignored. When you consider the cost comprehensively, you should set a basic goal: to avoid refunds caused by disputes involving waiters as much as possible. Especially if you are determined to lose in the end, it is very likely that one transaction will have a fatal impact on you.

　　(2) Quality refund rate. If the quality refund rate is too high, it will have a greater impact on the search.

　　(New product refund rate. This is a normal refund, but it is for new products. In fact, this is easy to understand. At the beginning, Taobao search engines will provide new product search and support, but it gives you a chance. The refund rate is relatively high, which means that there is something wrong with your product, which will affect the chance of your baby rising later.

　　The above 4 points introduce some of the problems that may exist in the store during the decline in traffic. We not only need to know what problems exist, but more importantly, we need to properly handle and resolve these problems so that the store’s traffic can be restored.

　　If you still don’t understand, you can choose to leave a message to us, and we will take you to do a good job in e-commerce and run e-commerce well.