E-commerce operations: 5 major operational errors that 99% of people often make

　　For e-commerce operations, if you don’t find the right direction, no matter how much effort the e-commerce operations spend, it will go in the opposite direction. So in daily operations, what issues need us to think about, and what are the pits we must bypass?

　　E-commerce operations require diligence and hard work, but these are definitely not enough. Without the right direction, no matter how much effort you work, you can only be "deviating in the opposite direction" . If you want to find the correct goal of execution, you need to hold on to the pace you are eager to take, calm down and think deeply, find the logic behind the phenomenon, and discover the correct answers from the noisy information, so as to guide yourself to make reasonable decisions.

　　So, in daily operations, what operational issues do we need to think deeply about?

　　1. Are the operation ideas of standard products and non-standard products the same?

　　Many people do not have a clear understanding of "standard products" and "non-standard products", which leads to "showing down" when operating stores, blindly moving the operation experience of other stores to their own stores, and eventually finding that other people's shoes are really "not suitable".

　　1. How to distinguish between standard products and non-standard products?

　　First of all, what are the standard products?

　　It is a product with unified market standards. This type of product often has clear and unified specifications, models or product styles in the market, such as mobile phones, home appliances, etc. Customers have a clearer understanding of the functions of this type of product. In many cases, you don’t need to introduce too much functions. When customers come to search, they already have a rough understanding of the product.

　　Non-standard products are opposite to standard products. There is no unified market standard, nor is there a unified specification or model, such as: clothing, shoes and hats, home products, etc. When customers think of buying such products, they do not have clear goals and directions. The role played by brands here is often not particularly strong.

　　In fact, there is no absolute boundary between standard products and non-standard products in terms of category classification. It cannot be said that the product for which category is definitely a standard product or is definitely a non-standard product. A very important influencing factor here is the brand.

　　For example: snacks, when there are no Three Squirrels, Baicaowei, and Laiyifen, this industry is a standard non-standard product industry. If customers want to buy dried fruit, they often search for category terms directly, such as: "Peigen Fruit", and they often place an order after multiple comparisons.

　　However, once a large brand "separation" form is formed, this category begins to transform into a standard product. When searching, a large number of people will directly search for "brand words" to find products, such as: when you want to buy pecan fruit, you can directly search for "Three Squirrels".

　　Therefore, an important indicator to distinguish between standard products and non-standard products is to see whether customers have standard directions for the product when searching. If many buyers directly search for models and enter the store, then this store must be a store that sells standard products. If a store enters the store with a keyword, most category words and attribute words, this store often sells non-standard products.

　　2. Differences in operational focus

　　The sales of standard products are greatly affected by price fluctuations and sales volume. If you make standard products, the sales volume will rise immediately. Moreover, products with higher sales rankings will maintain very good sales volume, and it will be difficult for merchants to counterattack later.

　　This is caused by the buyer's search habit of benchmarking products. For example: if you want to buy a printer, this is generally a hard demand. If you search, there must be a demand and you will definitely buy it. Unlike buying clothes, you may be shopping every day, and only once every ten times.

　　When buying a printer, if you value quality more, you will generally choose HP. When purchasing, you will usually search for "HP Printer" online, and may even directly search for models, such as: HP M126. Then, look at the sales ranking below, and then whoever sells high and cheaply sells the same model will basically place an order, and the decision is relatively fast. And rarely returns after buying, unless there are quality issues.

　　Instead of standard products, such as clothing, many buyers do not like big brands or popular products, because they can "wear the same clothes", which not only makes them look unindividual, but also can be seen by others. Therefore, it is normal for many people to check out the keywords after searching for clothes after searching for 10 pages. Moreover, even if the product only sells 1 piece per month, buyers will place an order if they like it.

　　However, there are many after-sales services for this type of product, and it is not new to the clothing industry to reach 40% during the event. Therefore, it is necessary to plan well in inventory to ensure that the product has a high selling-out rate.

　　Therefore, it is often easier to start with non-standard products than to start with standard products.

　　When choosing a product, if it is a standard product, the key is whether there are mature sales stores in the market for similar products. If there are already many stores selling, you must be prepared for a price war after it is put on the shelves, and at the same time, you must have ways to quickly increase sales, such as: go to Juhuasuan or Taobao to buy, contact Taobao group leader, etc. The conversion rate will generally be significantly improved after sales.

　　But there is a problem here that the standard products are generally brand dealers. Mature brands will give corresponding retail price adjustment permissions according to the dealer qualifications, such as: purchase price and agency level. If you are a first-level agent, you may be able to apply for a more relaxed retail price range. If you are a small dealer, you will be more restricted in this regard. Many dealers will also choose to risk being punished by the brand to make low prices.

　　Instead of standard products, you can do differentiated operations. For the same shirt, you can price 20 or 500. The key depends on which group of people you want to be. Therefore, non-standard products must be well positioned in the store style and cultivate their own "product labels" so that the store can match more high-quality free traffic.

　　To summarize: It is difficult to start with a standard product, so you must fight a price war and find ways to increase sales; but there is less after-sales service. Once the ranking is stable in the top three and top ten, it is often very stable. Moreover, since the standard product is less affected by seasons and fashion, once the hot product is formed, it can often last for a few years (there is a saying in the industry that "a hot product will be eaten for three years").

　　It is easy to start with non-standard products. The key is to make differentiation, be a specific group of people, and make the product premium. Instead of pursuing big and comprehensive, you must be small and beautiful. However, there are many after-sales service, high refund rate, and are greatly affected by the seasonal and fashion trends. It is necessary to regularly launch new products to maintain store activity.

　　2. Is "title optimization" meant to obtain traffic?

　　Many e-commerce sellers have a misunderstanding, believing that title optimization is to obtain traffic.

　　Therefore, they will analyze data from the background, find keywords with high traffic, use such keywords to replace keywords with low search volume in their titles, and then they will feel that their title optimization is very successful. But often in the end, it is found that the traffic may not increase after changing the large traffic volume word, but the conversion will definitely decrease. Then I panic and feel that my title has been "demoted".

　　But you are not demoted at all, but because the traffic word you changed to reduce the click-through rate and conversion rate of your product, and finally make you lose in the ranking competition, so you feel like you have been demoted.

　　(PS: The display rules for rankings under the same keyword are based on "user feedback". The indicators of user feedback mainly include "click rate" and "conversion rate". If your baby's click rate and conversion rate are high, you can get more display even if the sales volume is not high. Because according to these two indicators, Taobao will think that your product is a "potential hot product", so it is willing to give you more recommendations.

　　On the contrary, if you show it but your click-through rate and conversion rate are far lower than your peers, you will inevitably be pulled into a small dark room. The algorithms of e-commerce platforms are designed to enable buyers to buy the products they want faster, so all algorithm designs are designed around this goal. )

　　The most common mistake we make here is: the keywords and main selling points do not match.

　　For example: When you make lace dresses, some are tight, some are loose, some are light and flowing, some are thick and drooping. Before deciding which keywords can be used, you must first look at what your conversion keywords are .

　　If the conversion keyword is "Flowering Long Dress", and when you do keyword analysis, you find that the search volume of "Flowering Long Dress" is not as large as "lace dress". There may be a search traffic gap of hundreds of times between them. You fantasize that changing a keyword will increase the traffic soar, so you change the conversion word "Flowering Long Dress". There may be an increase in traffic in a short period of time, but this traffic bubble will soon burst.

　　Therefore, the first principle of title optimization is to match the product selling points. Only when matching the selling points and the conversion words can stable traffic be brought.

　　1. Title optimization is not for obtaining traffic, but for achieving conversion

　　A friend of mine makes cookies, a product from a small factory, has no brand, and is independently packaged.

　　The reason why she chose this product to open a store is that as a white-collar worker in a company, her colleagues often bring some snacks to share with everyone. Cookies taste better than cookies, and if they are packaged independently, it is very convenient for everyone to share. So she positioned her product as "office sharing snacks."

　　However, after doing it for a while, I found that many buyers buy this independent packaged cookie to make "children's full moon wedding cake".

　　After searching on Taobao, she found that there were very few independent packaged cookies under the keyword "Office Snacks" in the title to "Children's Wedding Cakes", and also made corresponding adjustments to the main picture and details. Sales volume increased significantly. There were almost no competitors in the field of children's Wedding Cakes, and it developed like no one else's land.

　　Therefore, the key to title optimization lies in conversion and transactions, and the key to transactions lies in grasping the buyer's needs in a certain scenario.

　　2. The title must be in line with consumer groups and scenarios

　　For the same shirt, you can say it is a business shirt, or it can be said to be casual, Japanese, cold, sexy, but different keywords bring different consumer groups .

　　When optimizing the title, remember not to pile up keywords from different scenarios . Your title should not include both "business" and "sports", both "high-end" and "work clothes". People who search for business commuting shirts hope to buy clothes suitable for work. If your title also has travel and sports, it is very likely that he will not buy them.

　　Therefore, title optimization also involves "positioning". Large-flow quantifiers are often only suitable for a few big hits. For most products, the truly effective keywords are often those that best describe the product's performance, characteristics, population and scenarios.

　　3. Title optimization is not a technology, but an understanding of the product and users.

　　If an operation does not understand the product, it will be very inefficient in keyword optimization, because it needs to test repeatedly and look at the data, and finally find the product selling points and user core needs. For a product and user operation, you can know what keywords the buyer will search for and what words will come in before you can see the transaction.

　　After all, title optimization is not a technical means, but a deep understanding of the product and users.

　　3. Is it worth spending so much time on the "detail page"?

　　1. Embarrassing situation in the mobile era details page

　　When it comes to design workload, details are the most time-consuming .

　　The length of the details page of many products exceeds 10,000 pixels, so it is troublesome to find materials, edit pictures, and typesetting. For example, when the strictest advertising law was first introduced, and when it was complained by Founder fonts, designers could not avoid staying up late for several nights to modify the details.

　　But did we find that when we were operating, the details page adjustments and deconversion rate numbers were "uncomfortable"?

　　Let’s recall our shopping process now. We usually search on the mobile phone, click on the main picture, flip through the five main pictures, and watch the videos if there are main pictures, and then click on the evaluation page to view the evaluation. If the evaluation has not been solved, ask everyone to ask or consult customer service. There is no detailed page at all.

　　Why?

　　First, since most details pages are now full of pictures and texts, the wireless side loads slowly, so many people are unwilling to wait , so it is not that difficult to load evaluation text.

　　Second, the text on the wireless side is so small . Many sellers have made PC details pages and directly synchronized wireless, regardless of whether the buyer's eyes will be blind when staring at you with the 6th small letter.

　　Third, buyers lack trust in the details pages of most products , thinking that you are all Wang Po selling melons and boasting, and the product pictures are very high-end. The models are all fair-skinned and beautiful in appearance, long legs and thin waists, and have no reference value at all. The buyer's evaluation is the real product experience.

　　2. Detailed main image

　　Nowadays, the penetration rate of mobile terminals in many categories can reach more than 90%, which shows the importance of mobile terminals. In the face of the above changes in buyers' behavior, what we should do most is to "detail the wireless main image" . Display all the key information that buyers are concerned about through "Main Picture Video + 5 Main Pictures" . For example: clothing, the 3D effect of the main image video can more vividly show the product fabric texture and wear effect than the flat 2D.

　　The five main pictures can basically show the complete product information . When we buy clothes, we generally focus on style, fabric, workmanship, and size. Therefore, the first main picture can show the model's upper body effect and try to highlight the core selling points to get the best click rate. The second picture can display the side or back, the third picture shows product details, such as zippers, workmanship, wiring, etc., the fourth picture gives the size, and the fifth picture makes a white background picture as required by Tmall.

　　3. Pay attention to video

　　Although the impact of the details page on conversion is not that important, it does not mean that it is completely ignored. The basic routine is still necessary. After all, some users are shopping on the PC side, especially for some products that require additional instructions, such as printing equipment, recording equipment, etc.

　　But one trend we must see is that the way buyers obtain product information from the earliest text, later to mixing pictures and pictures, and until now, videos, is a development process that is becoming more and more convenient and more efficient.

　　If you want the buyer to recognize that the dress you sell is flowing, you will be able to write a description of a thousand words or take dozens of pictures, which is not as good as a model wearing this dress and turning the 2-second beautiful turn in the video that makes the buyer excited.

　　4. Will the power be reduced if the main picture is changed?

　　Let’s talk about the conclusion first : change the title, main picture, and details at will. These actions will never cause your baby to downgrade the right. If you make a bad change, there will be no traffic, but it has nothing to do with downgrade.

　　Why did the traffic and sales immediately decrease significantly after changing the main picture and details?

　　The problem is not that the action you changed was demoted, but that you "feel that the new main picture looks better" and "the new details page can be converted more", but in fact, the buyer does not think so. The buyer of your new main picture does not like it, so the number of clicks is less, and the traffic is naturally less.

　　So, in essence, your new main picture is not as click-through rate as the old main picture.

　　As for the title, many sellers will subconsciously equate it with the title keyword optimization when they mention Taobao search optimization. In fact, as we said above, the impact of title optimization on search traffic is only 30% at most. The biggest effect of titles is not traffic, but conversion! !

　　There are so many babies in the same category, and the titles are similar. You can't write them out, so why are the search traffic of each baby so much different?

　　The main image has the greatest impact on search traffic

　　When driving the express train, we will find that the same product, the same title, and different main image creative traffic will show completely different click rates.

　　With the same display volume, some main images can achieve 10%, and some 1%. If the display volume is 10,000, the traffic brought by these two images every day is 1,000 and the other is 100, and the difference is 900! It can completely determine the success or failure of a product.

　　How can we make a main picture that improves click-through rate?

　　You may first think about thinking from beauty and color matching, and from common sense of vision, but the best main picture is based on the user's perspective. It’s like a rich man’s blind date. No matter how beautiful you dress yourself up or how well you make your makeup, it’s useless, because the other person’s needs are big breasts and thin waists.

　　So, how do you know what the buyer thinks?

　　Analyze peers? Look at search keyword data?

　　No, look directly at the transaction words. We often see that the selling points of many products are inexplicably consistent with the selling points of the main picture. In other words, if your baby's transaction word is "Flowerful long skirt", it is correct to do this direction in your main picture. You can even use the word "Flowerful long skirt" as the core selling point of the picture.

　　Therefore, there is only one standard for whether the main picture is beautiful or not, what style, and how to design it: to meet your preferences.

　　It is best to find a fatter model to take photos for shops that make large-size women's clothing. It is also a portable scale, which is used for selling vegetables, buying vegetables, and travel scales for luggage. For different scenarios, your main picture should also be designed into different scenarios and different keywords.

　　There are 2 points to pay attention to when measuring the picture

　　Be sure to check the effect on the mobile terminal and make sure there are no bugs in the picture display, such as the characters are too underestimated, the pictures are not clear, and the pictures cannot be displayed normally.

　　It must be sufficient to show , for example: 10,000, if the click rate is 1%, that is, there must be 100 clicks. Don’t say that on the first day of the test, one main picture has 2 clicks and the other has 10, isn’t it proved that the 10 clicks is better?

　　Of course not. This kind of small data cannot support anything, it has no meaning, it is just a small probability event. If you ask 10 people if this product is good, you don’t ask the data obtained by 100 people is worth referring to. This is the reason for the measurement of pictures.

　　5. Is the most critical assessment indicator for the express train ROI?

　　1. What is a "black car"?

　　Do you feel immediately after hearing this? Nowadays, many training institutions charge several thousand yuan for training fees and specifically explain black searches and black cars. To be honest, I admire them very much, and even jealous. They play with the orders and play with flowers, which is very amazing. But this is actually not what sellers care about the most. What we care about the most is what it is useful and whether it is useful.

　　To talk about black cars, we must first talk about the bidding ranking algorithm of the express train. This mechanism is not the first to go to the express train. Baidu is the most powerful thing in China. Whenever you search for a keyword or a sentence, the three lines at the top and bottom of each page are bidding ranking advertisements.

　　Baidu is not the originator. After all, Baidu plagiarizes others', and the rationalization of bidding ranking algorithms was first derived from Google.

　　Google's bidding ranking system is not where whoever bids higher is ahead, but has a complete calculation method. This formula is almost exactly the same as the formula for the current express train:

　　Google Ads Ranking = Maximum Click Cost X Ad Quality Score

　　Very familiar, right?

　　According to this formula, in addition to bidding, the most important factor in ranking is "quality score". How to calculate "quality score"?

　　Keyword matching, content quality, including click-through rate, conversion rate, etc. The higher the quality score, the higher the ranking, and the lower the cost.

　　How to play with a black car?

　　It's just a deception to the express train. Artificially brushing click-through rates and conversion rates makes the express train mistakenly believe that your advertising quality is good, so the quality score will be improved, the final bid can be reduced, and the ranking will be high even if the deduction is small.

　　This method was effective at the beginning, but it couldn't last long. Now, the platform has established a filtering mechanism, and the effect is even worse.

　　2. How to improve quality scores?

　　To improve quality scores, the safest and most stable method is to master the "mind reading technique", understand the buyer's heart, and make accurate matches. Just like in love, you accompany him when she is happy, and you give her shoulders when she is tired. How can you read the heart?

　　First of all, we need to find the precise user base. Who is using your product? Men or women, elderly or children, high or low income? Circle it out first.

　　Secondly, you need to find the "fuse" to place an order. Under what circumstances will he buy? Which word is the conversion?

　　For example: "Funny Snack Gift Box", who is the user group this product targets?

　　From the backstage, you can see that it is a boy who is in love. Although it is a girl who eats snacks in the end, it is usually bought by boys. The keywords are more accurate through the background, and you can see "girlfriend snacks" and "girlfriend's birthday snack gift package", which further confirms our thoughts about the crowd.

　　When making promotional ideas, you can focus on this type of people. You can even write the conversion words directly on the main picture, so that the buyer can see this picture as if he is "tailored" for himself, and he can't help but click it freely.

　　The next step is to drive. Don’t make a lot of keywords. Just make precise words. The promotional words should match the title and promotional ideas. At the same time, the crowd should be crowd-oriented and the crowd-oriented premiums. For example, boys aged 18 to 25 have a premium of 100%. If you bid at a high price, try to quickly obtain enough traffic during the image measurement period. Clicking 10 people a day is meaningless and has no reference value. You can only determine whether there are any problems with clicks and conversions with at least 100 clicks, and then make fine adjustments based on data feedback.

　　3. Is ROI a key indicator during the promotion process?

　　In addition, what do you think is the most critical indicator for making a direct train? Is it a ROI?

　　Once I participated in a training session, which was organized by a very large organization in the industry. It talked about direct train optimization. The other party is a direct train hosting operation and constantly promoted his technology. He believed that the key indicator to determine whether a direct train is good or not is ROI, but that is not the case.

　　If I want the ROI to be high enough and I only do brand words or model words, will the ROI be low? But is this promotion meaningful to us?

　　If you don’t promote these words, buyers will also search through natural searches because the users are originally coming for you.

　　Therefore, anyone who advocates how high the ROI can achieve is the person who does not have enough understanding of promotion. The purpose of promotion is to supplement sales, rather than letting one's left and right hands fight.

　　What ROI really wants to grab is the buyers that "that originally did not belong to me", such as competitors' buyers. Therefore, when driving, you must not use ROI as the only assessment standard, but consider how many new users have been introduced.

　　The most important thing in the process of driving the express train is to do some natural searches that your baby ranking does not have the advantage, but is actually very accurate keywords. Through promotion, you can get more display opportunities, better rankings, and intercept some users of competitors. This is the goal of promotion.