After the Taobao version is revised, how to use direct train promotion to obtain traffic

　　Many sellers are confused about what traffic is going on on Taobao’s homepage, how to obtain and how to stabilize it? The Taobao homepage refers to the entrance of the visitor through the Taobao client's homepage product. In addition to the advertising banner and daily good store products, you can directly enter the entrance of your store page or product details page. If you may like it, the entrance is. Everyone knows that traffic is the top priority of the store and an important source of the store. Without traffic, it is like people who have no water to drink, and they will die of thirst. The same is true for the store. There is no traffic. How can the store survive? Especially for Taobao traffic, we are paying more and more attention to this area, because the key operations are now on the wireless side. Taobao traffic entrance is large, has high weight, low cost, and is easy to obtain, so it has naturally become a must-fight for all merchants. However, Taobao traffic is only a little bit, and the pits are limited. If your baby’s competitiveness is not good, it will definitely be squeezed out, and the acquisition ability is linked to your baby.

　　So where does Taobao traffic come from and how to use direct traffic to promote traffic?

　　1. Direct train drives mobile Taobao

　　We all know that the express train is a paid promotion method and the most effective way to attract traffic. It can bring accurate traffic to the store, thereby increasing the store weight and driving more free traffic. It is not that the store survival only relies on paid traffic, but it only needs paid traffic to play a catalytic role. In order to better improve free traffic, the direct train is good to open a traffic entrance for the store and an effective tool to help Taobao.

　　Looking at the overall traffic structure of this store, the main traffic comes from free traffic, and paid traffic only accounts for a small proportion. Speaking of this, a sentence that many business friends will say is, "Does the direct train attract traffic just use money to smash it?" "I have driven the car, but I still can't get on the Taobao mobile phone?" The data above fully demonstrates that the direct train can be smashed. If it is smashed well, the store can be done well, but it is not smashed well. Otherwise. Therefore, the operation of the direct train is a detailed operation process, and the store’s labels and people are well established to bring accurate traffic.

　　Many merchants have always had very little store traffic and do not make any adjustments. Some merchants have declined in store traffic, and they are seeing that they have been declining, but they do not make adjustments. I would like to remind all merchants that it is abnormal to have a sharp decline. If you decline too quickly than your peers, the earlier the store will die. Therefore, you still have to keep up with the market and stop this situation from deteriorating in time. First, analyze which part of your store has fewer traffic entrances, and solve it in a targeted manner and find the correct way to adjust it.

　　1. Create a plan

　　Some friends operated the store and placed the wireless terminal and the PC terminal together. Now the focus is on the wireless terminal, and they are placed separately when operating. Another point is not to open outside the site. In addition, after the plan is built, the title and promotional map must be tested, because when the main picture and the title are different, your clicks are also different.

　　2. Select words

　　The choice of keywords is very important and is also the most basic thing to drive a direct train. The keywords represent your product, the connection between the search population and your product, and the keywords are in line with search habits. The purpose is to allow buyers who have demand for your product to search, thereby improving store conversion.

　　3. Direct Train Picture

　　Today's consumers basically have fragmented time, including eating, working and resting time, driving time, etc., and there is not enough shopping time, so if you want to catch the attention of consumers, you must put a lot of effort into optimizing and creativity in the main picture. Everyone knows that Taobao recommends more than one merchant, and after searching, you will look at the pictures. The pictures must be among the many search pages. Your pictures are unique and stand out. The pictures highlight the selling points of the product, and display them in combination with the product's own situation to improve the creativity of the pictures. For example: If the buyer wants to find: if the women's thermal underwear is added with velvet, the baby's attributes just meet this fabric requirements. At the same time, it is used as a keyword for drainage and combined with the baby's own attributes, then the promotional map must highlight this feature.

　　Looking at the picture, the product meets the keywords and the relevant attributes of the baby. Only by showing the selling points to the buyer's attention can you get more attention. So it's not just the pictures sold, but also creative.

　　4. Detail page optimization

　　The conversion rate of your baby is good or bad. The traffic accuracy is on the one hand, and the details are on the other hand. When a traffic comes in, the first thing you see is your details page, because the details can represent all the relevant information of your baby. Therefore, for conversion, details are still very important. For detailed optimization, I would like to give a few simple points, please refer to:

　　A. Analyze the traffic structure, see if the proportion of old customers is the most or new customers, and then through communication, see which part they care about most, and then make optimization and adjustments.

　　B. Analyze the average browsing time. If the time is too little, it depends on whether the product itself can arouse the desire of buyers. Focus on the selling points in details and attract customers to continue watching.

　　C. Look at the sales situation. Nowadays, there are basically many buyers who follow the herd, but not all of them. You can work hard on this aspect, highlight the atmosphere and activities in details and increase the sense of urgency.

　　D. Analyze the people placed by the express train, analyze the characteristics of the people, and perform personalized optimization.

　　In short, the designed details page will give customers the most intuitive feeling. In addition, the pre-sales and after-sales must be done well, so that the overall store conversion can be improved.

　　5. Bid card

　　Some business friends say that they know nothing and only know how to bid for a position. Is that true? If you have always had this mentality and thoughts, "Since I spend money to get a seat, I have to spend a lot of money to get the position in the first place, and the conversion will definitely be high." Then I can only say that you are rich and you are free. If you are not a rich man, just look down. In fact, in the early stage of the store, all aspects have not been optimized. If you offer a high price at this time, it is the first price. I would like to ask, have you reached the standard of high conversion? Even if you are in the first item, compared with the surrounding position, have you achieved your advantage? Even if you offer a high price, experienced friends know that you may not give you the first item, because the competitiveness of each keyword is different. The principle of keyword positioning is: big words compete for high weight, and there is no need to go to the first item when operating, and the competition for long-tail words is smaller, and the display weight is also lower. Therefore, when operating, it is necessary to go to the high-card position to ensure the most basic click volume. Therefore, it is recommended to adopt an intermediate route in bidding, first based on the industry average, then look at the data situation, and then make corresponding adjustments.

　　2. Optimize click-through rate

　　Sometimes when you are addicted to your current achievements, others have surpassed you. This year, Taobao also attaches great importance to single product clicks, so everyone is working hard to optimize, hoping to get more Taobao traffic through click rates. The principle of optimizing click-through rate is actually that when the display remains unchanged, a higher click-through rate will bring more visitors, which everyone knows. But what you don’t know is that one of the criteria for Taobao to allocate traffic is distributed based on the industry average. When others are constantly optimizing the click-through rate, the average of the entire industry will be increased, and Taobao will allocate more traffic to the industry average, while those below the industry average will reduce the allocation of traffic. This is also the reason why we did nothing but the traffic has been declining. Therefore, if we want to increase the traffic, we must optimize the click-through rate.

　　Of course, the best way to optimize the click rate is to drive a direct train, because the direct train can feedback the clicks of each picture, so it is still very important to drive a good car. However, it is hard to say about the new product, especially the changes in the weighting and quality score of the express train have allowed more merchants to join the express train. Therefore, for some people who cannot drive well or cannot drive at all, the road to Taobao is even more difficult, and the new product has no basic sales, and few clicks have caused trouble to merchant friends. So in the direct bus click rate, we focus on optimizing the crowd, analyzing the crowd structure of the store, and then making a corresponding premium ratio, and doing it according to the crowd in your own store, rather than based on your own feelings.

　　3. Improve conversion rate

　　In fact, the two core points of Taobao’s traffic are click rate and conversion rate. Only when the conversion is good can Taobao give you enough traffic. Previously, Major General had an article specifically written about the conversion rate. The factors that affect conversion rate, to briefly talk about it here are baby sales evaluation, price, buyer experience, details page, selection, etc.

　　4. Strive for more exposure

　　That is what people say is the most effective way to improve the display, direct train, soar keywords, experts, etc. Let’s talk about the soaring keywords first. Each keyword has its own certain display volume, while some are stable, some are rising and some are falling. In these three situations, the visitors brought by the same number of competitive treasures are also different. The stable basic visitors will not change, and the decline will reduce visitors. Only the rising can bring more visitors to the product. So what we need to do is always pay attention to the keyword situation in the title and the industry keyword situation. When no one can react, the keywords will be added to your own title, thereby driving the traffic of Taobao.

　　The direct train, experts, and official activities are mainly the entrance to Taobao’s Taobao activity, and products with the right to emerge. These are all based on Taobao’s thousands of people. We all know that as long as a customer has seen this product, when the customer searches for keywords again, our product will appear higher than that of customers who have not seen our products. In this way, the keywords that were not available will be displayed and the opportunity to be displayed is obtained, thereby driving the growth of natural visitors.

　　In fact, the traffic on Taobao homepages with high search weights will not be low. Their recommendation principles are basically the same. So if you don’t have the energy and budget to manipulate Taobao homepage traffic, then you can do a good job of natural search traffic. When your store and baby search weights increase, the traffic on Taobao homepage will come uninvited.