The conversion rate of Taobao novice sellers to open direct trains is low. Why?

　　For Taobao novice merchants, it is unrealistic to plan the direct train promotion successfully from the beginning. After all, if the promotion of direct trains is to improve the effect, it also requires corresponding operation skills to support it. Next, the editor of Laogao E-commerce will talk about it in detail.

　　Many novices generally pay attention to the ROI (input and output) of the express train. First of all, you need to know what the formula of the ROI is. ROI = the total transaction amount divided by the expense of the express train. Then you have to consider what factors affect your ROI. It may be that your baby’s own conversion rate is not good, which means that your style is not very good.

　　There are not many buyers who like it, so your conversion rate is not good. It is also possible that your PPPC is too high, which leads to your promotion costs and will also lead to your ROI becoming very low. Then we will start to improve your quality score, reduce your PPPC, and thus reduce your promotion costs, and your ROI will become higher. It won't be that difficult to think about your express train ROI optimization around these.

　　This requires you to maintain it in the early stage of driving. If you have not solved these problems in the early stage, how can you drive the express train, your roi will be very low. Some beginners were very impatient in the early stage. After getting a baby test, you started promoting the direct train without testing. Well, you found that this style was not good, the conversion was not very high, and the popularity was not very high. That would seem embarrassing. All the ROI heights you want to drive through, the early stage is very important.

　　Another situation is that your baby is fine, and the traffic you direct to the bus is not very accurate. The keywords you search for around 30 years old, and the keywords you open are words you like to search for around 20 years old, that is, your keywords are not accurate, which will lead to inaccurate traffic and will also affect your conversion. The same is true for the main picture. The main picture does not match your baby's people, so no one clicks it after promotion. How to transform.

　　Then there is the promotion period. Each industry will have a good time period for industry conversion. If you don’t recommend it during this period or the time discount is relatively low, then you will miss some peak conversion opportunities, and your conversion rate will naturally not be good. This is viewed through the buyer population portraits of the market conditions in your business consultant. Let’s see if your express train has a higher discount during the peak conversion period to grab some order conversion?

　　Then your time period is optimized, and your region must also be optimized. If you only care about the conversion of your express train, then your region needs to be optimized. Only those areas that have been converted are left. Don’t drive other regions. I can use the express train report to see which regions are converted well and which regions will be opened, and your conversion will naturally become higher.

　　Your keywords are the same. Only the converted keywords will be opened, and the crowds of people entering your express train will become more accurate. This is also the five precisions of the express train. Using accurate keywords to match the accurate main picture in the precise time, the accurate area is equal to the precise population is equal to the precise conversion, and your express train ROI will naturally become higher.

　　Therefore, for the express train, what novice merchants need to pay attention to is continuous optimization to better improve the data in all aspects of the express train. With continuous optimization, the roi of your express train will gradually become higher. Unless the style is particularly good, there will generally not be good production in the early stage.