Students often leave us messages in our backstage saying: Teacher, my store traffic has dropped, what should I do? We need to find out which entrance has dropped the traffic! Once we find the entrance to the decline, we will analyze the reasons for the decline and we will naturally find the answer soon. So let’s share some factors that will cause our store traffic to decline today. After knowing these factors, we analyze that when the store traffic declines, we can quickly find the direction, so that we can help us improve store traffic.
There is no need to say much about the importance of traffic. Everyone is making a treasure. The initial work is mainly to attract traffic. After the traffic of natural search rises, the next step is to stabilize search and continue to make profits. Because the market is changing all the time, that is, our traffic will fluctuate and decline in the process of profitability. Generally, traffic declines, and everyone is anxious. Why? I don’t know why it is the decline, and I don’t know where the traffic declines.
Several key factors that may exist for the decline in store traffic:
1. The impact of the industry market. There is no need to worry about this, because this is the influence of a large macro environment. When the market generally declines, as long as your decline is less than or equal to the market amplitude, it is normal. Many products may cause turmoil in the market due to problems in off-peak seasons and special market environments. For example, coats, thermal underwear, etc., these will naturally be peak season in winter and will naturally decline in spring and summer. But the decline is the decline. For example, those who sell thermal underwear cannot decline in winter, so they will not do it in spring and summer, right? If you make money in winter, it’s okay, but what if you don’t make money? You can't just lose one year, so you naturally have to find another way out. For example, you can make some thin styles off-season, or some four-season styles, such as underwear, socks, vests, etc. These are all over-made styles, so that it is easy to take over the thermal underwear styles in winter in autumn.
2. Product life cycle declines. At this time, as store managers, we must understand when our products will rise and when they will be the end of our life cycle. Generally, more experienced store owners can know that unless it is some new products, we need to observe the market and competitors at this time. If the product starts to decline, we must clear the inventory. Many products are dead on the inventory. Naturally, we must understand when the products need to store inventory. We just need to observe the market in advance and then set the inventory according to our own budget, but remember to stock up and clear the inventory in advance.
3. Improper operation impact. There are many improper operations, such as modifying baby attributes, punishing illegal operations, reducing promotion costs, etc. These operations may affect the decline of the baby. So we must first understand what can be modified and what cannot be modified, and what can be done and what cannot be done. First of all, don’t move some basic attributes of your baby if they are not necessary. If the main picture is not a good picture, don't replace it. I have seen many of them because the picture is changed and it is useless to change it back. I won't talk about the illegal operations. Let me talk about the promotion cost issue. When the product is in full swing, I believe that everyone will be willing to spend it. However, when the product is rising slowly, everyone will be anxious when the high promotion costs are seen, but don’t just reduce it directly. First, analyze the market. If the market starts to decline and the product profit period is reached, it is indeed time to reduce the guaranteed capital. However, if the product is still in the rising period, then if the product is fine, remember not to reduce it at will, but analyze the advantages and disadvantages of your own products and competitors before making choices.
4. Competitor influence. Every industry has competitors, and there are strong and weak competitors, and search is ranked. We need to find our own competitors. Your products are only compared with the products you rank next to. If your products are in the top few in the market, then it will naturally be compared with the previous one.
4. Whether the store level ranking continues to decline.
The store level is actually ignored by many people in daily store operations and does not care about the data of this level ranking. As the level continues to decline, the natural flow often continues to decline. So how to improve the store’s hierarchy? In fact, Taobao's level is ranked according to the store's transaction volume within 30 days, so we can increase our transaction volume through three channels.
(1) Increase the paid traffic of the store
We can start from Taobao Express, Taobao Diamond Exhibition and Taobao customer channels to increase promotion costs to obtain more traffic, or we can find live broadcast experts to cooperate to increase the traffic of the store.
(2) Increase the order price of the store
We can increase the average customer price of the store by connecting babies and promotional activities (combined with packages and discounted activities).
(3) Improve the payment conversion rate of the store
We can maintain the old customers of the store, provide consumer protection services, carry out store promotions and other methods to improve the store's payment conversion rate.
5. Whether the store’s DSR score continues to decline.
Although Taobao reduces the impact of DSR score on the search weight of the store, it will still be one of its influence factors. In addition to affecting the search weight, it will also affect the conversion rate of the store to a certain extent. When the score drops to 4.5, it will be restricted from participating in Taobao's official activities (such as daily special offers, stores above 4.7 before registration can be made). The DSR score mainly includes description matching, seller services and logistics services. We can analyze the reasons for the decline from these three indicators.
6. Whether the relevant indicators for refunds continue to decline.
When the store’s refund rate and refund duration continue to decline and are higher than the industry average, it will also affect the store’s natural traffic activities. Therefore, when there is a decline, you can analyze which treasures in the store have relatively high refunds in the past 30 days and the reasons for the refund through the business consultant-service-rights protection profile, and then analyze in detail whether it is a product problem or not, timely delivery, etc. You can also directly contact the buyer through Wangwang to ask about the reason for the refund, so as to find out the problem and optimize it for the problem.
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