Taobao operation: How to layout store traffic through multiple channels?

　　Traffic drainage is our core purpose in daily store operation and maintenance. Only with traffic can there be transactions. Store traffic can be roughly divided into free traffic and paid traffic. Free traffic is mainly free search traffic, homepage traffic, free Taobao other traffic, mobile Taobao asking everyone and other traffic. Paid traffic is the traffic guided through paid tools, and has the characteristics of controllable traffic in budget traffic, channel controllable traffic, etc. The main traffic sources include direct traffic, drilling traffic, Taobao customer traffic, etc.

　　1. Free search traffic on Taobao

　　Free search traffic for Taobao mobile phones browse the baby through keywords, which has high accuracy and is also one of the main core traffic of the baby. The traffic size is affected by the ranking of the baby's keywords, and has many dimensions of influence.

　　1. First of all, the size of the search traffic is directly affected by the industry's market, especially the changes in seasonal demand. With the change of autumn and winter seasons, related store products such as the start of school season will improve traffic and data performance. Then, before seasons and trial production changes, we must make arrangements in advance to avoid missing opportunities for industry growth. Many stores encounter situations where search bottlenecks cannot be improved, and search traffic fluctuates greatly. First of all, we must pay attention to the recent data traffic performance of the market.

　　2. Influence of store competition factors.

　　Search traffic fluctuations, especially abnormal fluctuations, are greatly affected by market competition. Competitive Baby has recently been marketing, promotion or adjustment of activities, which will cause abnormal data of store treasures. For example, Competitive Baby has done a coupon reduction activity, or the direct train has increased its promotion efforts, and has done Taobao activities or platform Juhuasuan. The improvement of traffic and data performance will prompt the store data to decline. Therefore, in the process of increasing search traffic, we should pay more attention to changes in market competition, and the loss of June 1st Baby. If you have the conditions, you can order competitive intelligence. For real-time monitoring of competitors, the operation dynamics and traffic changes during the observation period, so that the store can adjust the operation plan in a timely manner to cope with changes in traffic.

　　3. Influence of comprehensive store weight

　　Even if the same baby is in different stores, the traffic performance of the search traffic is different, so the increase in search traffic is affected by the store weight, including the store's sales rate, and the proportion of all the baby numbers that have been sold every day. The higher the sales rate, the higher the store's popularity, the higher the store's weight performance, and the new model is easier to improve. Corresponding to the sales rate is the unsalable sales rate. The proportion of babies who have not been sold in the store, the lower the sales rate, the more obvious the effect of improving the baby, it also includes the store level, the number of fans of the store's old customers' repurchase activity, etc.

　　4. The impact of product data

　　The traffic performance of a single product is greatly affected by its own data, which is also an important method for us to optimize our own data performance to drive search, including the baby's click-through rate, conversion rate, customer unit price, repurchase rate, evaluation, buyer show, etc., which runs through the entire shopping process of buyers. In the daily maintenance of single products, we should pay attention to the improvement of data performance and the stability of data.

　　5. Impact of direct train data performance

　　The direct train is a paid traffic channel. Like natural search traffic, it comes from keyword search traffic. It usually uses the traffic accuracy and performance of paid traffic to drive the increase of free traffic. In the data operation of the express train, we should focus on the data performance of production and the growth of the express train data, including the growth of quantity and rate growth.

　　2. Why can’t your paid traffic drive drive free traffic?

　　1. Is the traffic it attracts suitable for your store and baby?

　　2. The traffic of the express train needs to reach a certain number. It does not mean that the store can be greatly improved by attracting more than a dozen or twenty visitors every day. When the express train pulls 200 or more visitors a day, the traffic will have a greater impact on the entire store.

　　3. The baby you recommend is suitable for this market, which is related to the product selection and model testing.

　　4. In the current era of the rise of small hot products, we only focus on promoting one baby, and the traffic that can be brought to the whole store is limited. It is generally recommended that two or three babies be the main recommendation, and then three or five babies are selected to promote it, and reasonably arrange the promotion budget proportion. In this way, the free traffic of the whole store will have a relatively large room for growth.

　　5. Some stores may not need to pay for promotion, or just promote one store, but you must also understand that these are basically special cases, and many of them cannot be copied. What we need to learn are the principles and methods that can be copied and have a higher probability of success.

　　3. How to have a better store traffic structure

　　1. With a reasonable product structure, the number of babies should not be too small; the overall style and price of the store should be as unified as possible, so as to attract the same group of people, thereby obtaining accurate positioning and obtaining enough free traffic;

　　2. The baby title is the entrance to search traffic and is also one of the basis for the system to accurately locate babies. It is very necessary to spend time laying out keywords for babies in the entire store, so that babies can compete staggeredly and seize as many keyword entrances as possible;

　　3. The layout of the time to remove the shelves is also part of improving the traffic structure. There are treasures participating in the competition for traffic in every time period every day;

　　4. For the appropriate proportion of paid advertising, do not pay too much attention to the production ratio of the express train or drilling exhibition, but consider the production ratio of the entire store. The express train may be a loss on the book, but the popularity, precise positioning, visitor footprints, etc. brought to you by the express train is often profitable in the long run.

　　5. Increase the number of traffic entrances as much as possible. Taobao customers must be activated. Wetao also try to update them regularly, encourage buyers to collect or purchase more, and issue coupons with longer timeliness. Taobao password baby QR code or link can be pushed in some suitable places outside the site, and sign up for some easy-to-up activities or pages. The richer the traffic entrance, the higher the weight of the store given by the system, the more conducive it is to introduce free traffic;

　　6. Pay attention to the traffic structure distribution of peers and see which part of the traffic you lack. For example, some categories have a large proportion of overall drilling and traffic, which means that this category is suitable to promote the store through drilling and exhibition. If you are in such a category, you should keep up and make this part of your traffic keep up with your peers.

　　The above 3 points introduce how to plan traffic in Taobao operations. Only by layout and planning can we increase traffic. If we just blindly promote or engage in promotion or activities without thinking, things may go against our expectations and we will not get the desired results.