New store opening, how to promote traffic at low prices for the express train

　　Direct traffic is the most direct and effective way to drain traffic when a store is just starting out. For some new stores, how can we play direct traffic well? In fact, it is still very simple to obtain natural traffic. Many methods can drive the increase in the natural traffic of a new product. The safest and fastest one is the express train we are going to talk about today. I believe that everyone is driving the express train. Some have a lot of daily limit, but why can some people use the express train to drive the increase in the store's natural traffic, and some cannot bring natural traffic?

　　Let’s talk about the specific ideas below:

　　1. New product selection

　　A good style can achieve the best promotion effect in a short promotion cycle without having to choose or push it again, the effect is very slow. What kind of style is a good style? Don’t rely on your feelings and imagination. The market is the only standard for testing all products!

　　Regarding the selection of models, pay attention to 8 data: collection volume and purchase volume, jump rate, Wangwang Consulting, cost-effectiveness, inventory, seasonality, and market trends.

　　(1) Collection and purchase volume: Products with high collection and purchase volume have high popularity. Testing the popularity of products through click-through rates is a guarantee of high conversion rate in the later stage.

　　(2) Skip rate: The average visit time of the product and the user's access depth are high and the low skip rate, which is the product with potential.

　　(3) Wangwang Consulting is the data that most directly reflects product popularity

　　(4) Products with high cost performance often make buyers feel more at a disadvantage. This is a shopping psychology, and cost performance is related to the pricing of products. I will write in detail below, how to price reasonably. After all, everyone opens a store to make money.

　　(5) Inventory: The stock is sufficient, so don’t launch the product, and it’s really a bit embarrassing if there is no goods to ship it.

　　(6) Seasonality: It affects the difficulty of product promotion, traffic overview

　　(7) Market trends; the trend is greater than people, and you can get twice the result with half the effort if you choose the right product. What is the market form? You can refer to the business consulting industry data.

　　2. Product Details

　　Visitors enter the product details page through promotional pictures. The most intuitive visual impact is the picture. Pictures with content can stimulate visitors' desire to buy and guide visitors to continue to look in-depth, product details, multi-angle shooting pictures, evaluations and buyer shows... The pictures should be consistent with the product structure and store marketing activities to improve the depth of visits, user viscosity, pay attention to the overall layout, and have unified style.

　　Establish modules based on the structure of the details page, optimize content and pictures according to the visitors' concerns; add a certain amount of video display and gif animations; pay attention to the number of pictures not too many, and the format should not be too large, otherwise the buyer will not have so much time to wait for your pictures to come out... All the shop owners understand.

　　3. Pricing

　　I mentioned the pricing issues about baby earlier. Reasonable pricing can also reflect the cost-effectiveness of the product and ensure sales while ensuring profits. So the question is, how to price reasonably?

　　(1) First of all, we need to look at the market demand of the product. After selecting a category, we do not want to order a business consultant to see the industry data. The most basic one can refer to the Alibaba Index.

　　Figure 1 shows the sales of dresses last year. From late February, that is, after the Spring Festival holiday, it was an overall upward trend. This period was a peak sales season for dresses.

　　Figure 2 provides a basic statistics on the popular styles of dresses, making sufficient preparations for merchants' stocking directions.

　　(2) Referring to the market price distribution, you can usually refer to the Alibaba Index, use the Taobao search page to understand the average industry price, and do a good job in product positioning and customer base positioning. Do you only focus on high-end and high-end products? Or go to Volkswagen style? Dear old friends, I believe you know it.

　　Follow the situation, price reasonably, do a good job in store marketing, and make buyers feel that making money is your cost-effectiveness.

　　4. Promotional map

　　Promoting pictures is the first step to catch the buyer's attention. If the previous picture is not clicked enough, conduct optimization tests immediately. Don't drive a few days before you find that the picture is not good. Not only does the click volume be low, but it will also lower the overall quality score. You should know that when driving, the quality score is the key to affecting the bidding of keywords. It really takes some effort to raise the quality score. Many people just don't know the importance of quality scores, from 10 minutes to 8 minutes...6 minutes...4 points, the bid is high but there is still no good performance. If you don't make ends meet, you will only be in vain to burn money. . . . .

　　For different products, the focus of the promotion chart is also different

　　a. Home products should highlight their overall effect. For example, if you sell a sofa cushion, how can the customer know whether this cushion can make his home look more warm? If it can meet the customer's requirements, he will place an order. Therefore, the overall effect of home products should be highlighted.

　　b. Beauty products, highlight their effectiveness. As shown in the picture below, a shampoo product emphasizes the effect of hair growth, vivid images, effective comparison, packaging display, distribution logistics information, and the moment the search interface is opened, it can catch the public's attention.

　　c. Accessories products, highlight their wearing effect. If you simply put a necklace on a flat surface and take a picture, it would be better to wear the necklace directly on the person's body.

　　D. 3c products highlight its functional characteristics. When customers see a 3c product, they will definitely want to know what it is and what it can do through it. Therefore, the pictures of the 3c product should intuitively show the functional characteristics of the product itself. As shown in the picture below, through the exaggerated mouth shape of the characters, I will tell you the effect of using this VR glasses. Who will reject it?

　　Direct traffic at low prices

　　The best tool to increase the natural flow is the direct train, so you can directly help him operate the direct train and clarify the steps. You have to eat the rice in one bite, the road must be taken step by step, and the steps are too big and it is easy to get stuck. If you want to quickly build the weight of a link, you need to make a low-price traffic diversion plan. Many people have driven his express train. Although the data is not good, the click-through rate is not bad. The plan weight is still there. So I just operated it on the old plan.

　　The average cost is more than 2 yuan. Overall output was 0.5 in 30 days. Daily limit is 2,000. The click fee is very high, and 2000 RMB brings less than 1,000 traffic. Doing this is like a kind of money thrown away or throwing it in water without any effect. There is a prerequisite for low-price traffic diversion, which is the problem of click-through rate. If the click-through rate is not good, don’t mess it up. Many people say whether you can skip the click-through rate and promote it. Then those who say such words are purely unwitting. Click rate is a key factor that reflects the attractiveness of your product. To put it bluntly: whether the click rate is decisive when driving the express train is the most important indicator. The lowest click-through rate is more than 1.5 times the industry average. The industry average click-through rate is in the direct train - traffic analysis - data perspective, just search for the big words in the subcategory.

　　Observe all the data and make a judgment on whether this model can be made and whether it can be made into a hot product after making it, it requires years of experience to judge. Good riders are burned by burning cars. I have heard a saying before, "Don't talk to me about you as a driver." Accumulating experience and continuous learning are necessary conditions for promotion. After analyzing his store data, all you have to do is to promote the money through the express train.

　　In the early stage of the keyword, the main focus is on the central word + long-tail word, because when we first started, we got the average data of the industry. After a certain amount of click feedback, we can obtain the real data of our store. In the early stage, we should not post to hot words as soon as we came up, because the overall scale and strength of the store cannot be compared with those big stores. The blind result will only lower our click rate, thereby affecting the overall quality score.

　　1. After selecting keywords, you need to continuously test and optimize them. Choose about 30 keywords and observe them for a period of time. For those words that have no display volume in 7 days and no clicks in 30 days, delete them and replace them with new words; for words that have high display volume and low click rate, lower bids; for words that have low display volume and high click rate, increase bids; for keywords that have low display volume and high click rate, you need to raise the keywords slowly, and quality points can be achieved.

　　2. Remember that one of the goals of the direct train operation is to maintain quality points and stabilize quality points. If the quality points cannot be raised, some of the data will not look good. After stabilizing the quality points, you will get a stable click volume. At this time, the weight of the store will also be higher. If you lower the PPPC, we can further adjust the keywords, add some hot words, increase investment, and get the keyword position.

　　3. For keyword position, do you have to compete for the first place on the homepage? If you are a rich man with a mine at home, of course you will get rewards if you pay, but for small and medium-sized enterprises with limited budgets, spending money on the edge is the key.

　　For more popular words, we generally do not want to directly occupy the first three items on the homepage, but first occupy a few positions with high click-through rates on the homepage, and wait until the quality score increases, and then grab the popular positions on the homepage. In the first three items on the homepage, money is really dry, and you will get rewards when you pay. After the direct train is optimized to 10 points, it is recommended not to continue to miss the first three positions, but to move to the 4 to 6 positions.

　　If you occupy 4 to 6 positions for a long time, the quality score will decrease a little longer. The store owner needs to monitor and adjust it at any time. If the quality score is low, you will follow the previous operations. If this is repeated, you can easily achieve low-price traffic.

　　The principle is simple. It is easy to drive traffic through direct trains at low prices. Labels and crowds are usually done through keyword transactions. Too many of these are left to the next post to share. If you do it from these three dimensions, it will be easier to get the product if it is OK. No matter what, Taobao sells products. If the product is not OK, it will be dragged to death by negative reviews and push goods. Return to the buyer experience: Taobao is a platform for selling pictures. The core of the express train is always the click-through rate.