Most sellers know that more and more people choose to use Taobao mobile phones and rarely use computers to shop on Taobao. Moreover, with Taobao's faces, personalization is becoming more and more important, so Taobao homepage can be regarded as a must-fight for Taobao sellers. Doing a good Taobao homepage can not only increase traffic, but also improve the conversion rate.
Where does the traffic on Taobao’s homepage come from? A considerable part comes from the "Guess You Like" section. In fact, the traffic on Taobao homepage depends on one element: whether your store label and product label are clear. To put it simply, it means whether your product attributes match consumer needs. The higher the matching degree, the more traffic you will get from the Taobao homepage.
First of all, we need to know what the homepage traffic is?
For Taobao’s homepage traffic now, except for the official activity channels, most of the remaining entrances belong to homepage traffic. However, among these many homepage traffic portals, you may just like it. Therefore, most people equate homepage traffic with guessing you may like it, which is wrong.
The many traffic on the homepage is the same as search traffic, and can be divided into two types: free traffic recommended by the system and paid traffic that spends money to promote. For example, the channel type traffic of daily good stores and good goods. Part of the products captured by the system are free traffic, and the other part is paid traffic by finding experts to write soft articles. If you need this part of the traffic, you can go to Experts Square to find experts who are suitable for their products to cooperate. As long as the experts we find are suitable, the overall product traffic and production will be good.
Also, what we are going to talk about today is that you like traffic on Taobao. This part of traffic is divided into two types: system recommendation and direct bus paid promotion. It is the same as search traffic. For the store's products, the Taobao system will also display some of the homepage traffic in the early stage. If the data is good, the data will continue to increase the display. If the data is bad, the traffic will be removed. Of course, we can also use direct trains to promote it to slowly drive free homepage traffic, but sometimes it doesn’t work. Why is this?
Today I will analyze why we can’t do it, guess why you like traffic.
The first is that our pictures are not good. Many of the traffic cannot be done well. The reason why this part of the traffic is not good. The pictures mentioned here are not good. It is not that the pictures are not good, but that the idea of making pictures is wrong. Guests you like prefer to browse, rather than search traffic, which has a large shopping intention, so although the search click rate of the main picture is very high.
But it just can't help the traffic you like. Therefore, the idea of making pictures should be shifted from the original selling points and copywriting to the product's fun and scene display, so that customers who do not have this need can be interested in our products, thus bringing clicks and collections to add purchases, so that customers can see or think of us as soon as possible when searching or needing these things.
Of course, if you want to make a main image with high click-through rate, it just depends on your ideas and feelings. You still need to pass data testing to better optimize the main image with high click-through rate. What can realize this function is the direct train we often use. Use the direct train to test the pictures you like.
The first step requires that our express train plan does not promote any keywords, but only targeted promotion of the express train, and then select the product that suits us based on the recommended population of the system.
The second step is to pass the pictures we want to test onto the creativity. Just like the main picture of the test, we can choose four pictures to test at the same time, but I suggest two of them here, because there are too many pictures, it is not easy to analyze which aspects cause the low click rate, and it will be difficult to optimize later.
The third step is to only open the homepage, guess the entrance you like, then introduce the traffic, and finally optimize the image based on the introduction and click rates generated by different images.
It is worth noting here that if you like the targeted home page, it is low, and it is difficult to achieve a high click rate like search traffic, so it is normal for a low initial click rate. We just need to constantly optimize the pictures and increase the click rate bit by bit until the product starts to enter a large number of free traffic.
The second reason is that the labels of the store crowd are not accurate. We all know that you may like traffic. The system makes the similar people into a unique label based on the consumer's browsing, collection and purchase habits, and then matches the products with the appropriate label based on the shopping number of the people under this label. The labels of the store products are generated by the collection and purchase of the products one by one by one.
Simply put, Taobao is responsible for letting the right people see the right products. The reason why we don’t have this part of traffic is because our label is not accurate and the Taobao system does not know what kind of visitors we need, so we will not divide this part of traffic. If it is paid, don’t feel sorry for the money. If you want to rely on free ones, don’t be lazy. The efforts and rewards are usually proportional. Once the method is available, the rest is to implement it and implement it. I believe everyone will gain a lot.
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