A brief analysis of the reasons for the decline in store traffic

　　Many sellers are saying that the traffic of Taobao stores is getting less and less, but the traffic of stores and single products cannot keep rising, so turmoil is very normal. However, if the daily traffic of the store is more than 10,000 yuan and the traffic drops by 20%, it is worth paying attention to. So why does the store traffic decline and why is it? Today we will briefly analyze the reasons for the sharp decline in store traffic.

　　1. The impact of traffic decline in different channels on search

　　The common traffic decline is still concentrated on the search traffic and the traffic decline on the Taobao homepage. This is also what Taobao sellers care about the most, because at this time, everyone’s first reaction is to be demoted. But in addition to this, it is also necessary to understand the decline in traffic from other channels.

　　(1) The investment in direct trains is reduced

　　This is a human-caused decline in traffic. If you reduce the investment in the express train, the traffic of the express train will naturally decline. But the more important issue here is: the reduction in your direct investment will have an impact on your entire store. There are three possible scenarios:

　　Investment has decreased, and search traffic has not changed much. This is more common, that is, the data of your original express train is moderate, and the investment has decreased, but the flow of the express train has decreased.

　　Or the investment is reduced, resulting in a decrease in search traffic. The main reason here is that when your investment in the express train decreases, the transaction amount brought by the express train decreases, resulting in a decline in the store level. If it continues to decline, it may affect the store's comprehensive quality score, which in turn affects the search weight.

　　Another thing is that your investment in direct trains has decreased, and search traffic has increased. In this case, your direct train data performs too poorly. The original direct train behavior may cause inaccurate traffic, and may not be converted, resulting in search engines losing confidence in your product judgment, so the search traffic is given very little. When you remove the express train, the poor data performance is excluded by T, and the search will come up instead. As for what many people say, it is impossible for direct traffic and search traffic to rise or fall.

　　(2) The promotion and event end

　　After the promotion and event end (whether it is inside and outside the site, whether it is your own event or official event), the store traffic will definitely decline. For example, after the end of Double Eleven, you may not be able to bear to look at the degree of the decline in your store traffic. What we need to pay most attention to at this time is the search performance of the store and baby after the big promotion ends. This is also the three situations mentioned above. Let’s analyze them:

　　Taobao search traffic remains stable as before. There are two situations. The first is that the weighting effect brought by sales is not clearly reflected (for example, the Double Eleven regulations stipulate that sales are not included in the weight, or that the sales weight of your category will not be very high); the second is that the activity data is tepid, and Taobao's search engines do not see your product potential.

　　Search traffic declined. This is very easy to appear after some stores participated in daily special offers, Taobao rush shopping and other activities. The main reason is that the service quality has declined due to activities, such as poor delivery speed, poor customer service attitude, bad reviews, etc. Therefore, be prepared before every event promotion to avoid such problems.

　　Search traffic increases. In this case, your event purpose will be achieved. It is generally applicable to categories with relatively high sales weight, and the data performance during the event is very good and the service performance is also good. This is more likely to occur in many standard categories. D

　　(3) Traffic decline in other channels

　　For example, gold coins, Taobao old customers, Taobao live broadcasts (you suddenly stop broadcasting), etc., these traffic declines generally will not have a particularly big impact on search.

　　2. What are the essential reasons for the decline in traffic

　　We should still pay attention that since we are exploring the nature of traffic decline here, we must consider two prerequisites. The first is that there is no illegal downgrade in your store, because when there is a illegal downgrade, the decline in search traffic is a punishment result. Faced with this situation, merchants should not think about canceling and reducing rights, or something, as the probability is very low. What you need to do most at this time is to make up for the lost traffic through other channels to maintain the store level.

　　The second is that you have to consider the market issue, because many categories have peak and low seasons, considering the impact of the promotion period, etc., so when the market traffic declines, there is no problem if your traffic decline is less than or equal to the market amplitude. This can be viewed from the number of visitors to the market. You can also view the business consulting homepage, roughly on the second screen, and there is an operation window, and the number of visitors is included. You can check the comparison of your own indicators and the market indicators.

　　Putting aside these two factors, there is only one reason for your traffic decline, and it is a particularly simple reason: there are competitors who do better than you. When your traffic base is particularly small, even if it drops sharply, the reason you need to look for is not the reason for the decline in traffic, but the problem of the store foundation.

　　The reasons for the decline in store traffic are summarized as: market factors and their own reasons. If the overall traffic of the industry declines, then the decline in store traffic is inevitable. In addition, we need to continuously optimize the store to rank our store ranking above competitors, and ensure that the traffic is higher than that of the stores in the industry.