Operation model, operational information, and operational ideas are indispensable.

No matter how good the e-commerce operation is, many people still wonder how the store should be operated and what is needed for operation. Today, we will divide it into three points and talk about it carefully.

1. Must-view every day - store data

      There are many data in the store, including: intervention rate, refund rate, product collection number, payment conversion rate, average manual response time, uv, conversion rate. Focus on observing large floating data every day, thinking about the reasons for the rise and fall, and keeping records.

      Recording daily data changes and reasons will be of great help to analyze the data later. Every data in the store must be recorded clearly. As the saying goes, "A good memory is not as good as a bad pen." No matter how simple the data is, you cannot let go.

Store data analysis:

(1) Store traffic = free traffic + paid traffic

      The methods for obtaining paid traffic include: direct trains, drilling exhibitions, large-scale marketing activity traffic, tool traffic, Taobao customers, search engine bidding, short video advertising, information flow advertising, real-person purchase reviews, etc.; there are many ways to obtain paid traffic, as long as it can bring traffic, it is a good method.

      The methods for obtaining free traffic include: keyword optimization, window recommendation, service guarantee, new product release, baby praise, store collection, main business categories, etc. The free traffic marketing promotion brought by the e-commerce platform is the best, with accurate and large traffic. The optimization of these details will affect the store's natural traffic; there are also many ways to obtain traffic off-site, and you can write various copywriting to publish on the free platform (Baijiahao, Weibo, Sohu, Toutiao, Baidu Hot Discussion, Zhihu, Baidu Experience, Xiaohongshu, Douyin, Kuaishou, QQ group, WeChat group, etc.).

(2) Store data-uv value

      UV value = sales/number of visitors, sales = number of visitors * conversion rate * unit price, so UV value = conversion rate * unit price. It is clear from the above formula that the core content that affects UV value is conversion rate and customer unit price. The higher the conversion rate and customer unit price, the higher the UV value will be.

      Why do we need to analyze the UV value? Among the same category and level products, the higher the UV value, the greater the free traffic of the store, so it must be higher than the UV value of the peers, or no less than the average value of the industry's excellent UV value, so the comprehensive ranking will be stable, and on the contrary, the traffic will be lost.

      The core that affects UV value is conversion rate and customer unit price. The higher the conversion rate and customer unit price, the higher the UV value.

(3) Store data-conversion rate

      The factors influencing conversion rate are baby details and customer flow, which requires every store seller to do both. On the one hand, a large amount of precise traffic is introduced, and the promotion traffic conversion rate is greater than that of natural search traffic. In addition, the baby details page is prepared in advance, so that the introduced traffic can not only convert the introduced traffic into the store’s customers, but also greatly enhance the store’s UV value.

(4) Store data-Collection

      Many stores have activities to collect stores and collect discount coupons for treasures. This is the most common method and a very useful method. In addition to transactions, UV value can also add points to the popularity value of single items. The more you collect and purchase, the higher the weight of single items.

      When it comes to store data, what is important is traffic, uv value, conversion rate, and collection. If you do a good job of optimizing these data, free traffic is not a problem.

2. Store activities

      "Don't fight unprepared wars" have been passed down from ancient times to the present, and are still an unchanging truth, so when we prepare for activities, we must be fully prepared.

Purpose of the event

      The most important thing in doing an activity is the purpose of the activity, whether to make money, gain a foothold, or increase volume at a loss, run monthly sales or make a big profit; formulate the following plans, funds, etc. based on the purpose of your activity.

Promotional Plan

      Many activities involve promotion. I have seen many activities that have a common problem: "The horse must run fast and the horse must not eat grass." I think this is "acting a gangster". During the event, you need to make the preheating of the event and the promotion plan, analyze the production of the day based on the previous daily analysis table, and plan and allocate the traffic according to the production ratio.

      There are many ways to promote, and it is also mentioned above. Let me introduce to you the best method I know - SMS marketing.

Promotion method-SMS marketing

      This method often appears in the public's life. Those who shop often will often receive text messages from the store. The price of this method is also the cheapest. Preheating text messages is icing on the cake for the event and is highly recommended.

      There is always one of the three types of text messages that import mobile phone numbers, personalized marketing, and user care. If you are ambitious enough, do all three items, and the effect will be beyond your imagination! The buyer places an order, but has not paid yet. I will remind you that the customer has not visited the store for a long time. I will greet you with text messages, and text messages marketing, giving the buyer the most kind care!

      First recommendations: personalized marketing, new customer conversion, import mobile phone numbers (key point, you can import mobile phone numbers of customers with the same product system on other e-commerce platforms), recall of old customers.

      The conversion rates of SMS marketing are very good. Everyone needs to test more based on the store's own situation and choose key investments. If you have studied DMP, you can also create the people you need in DMP marketing to serve.

3. Operation tips

Multi-use tools, some tricks

      In addition to the usual paid promotion, you can also use limited-time and limited-edition tools from time to time, especially limited-edition ones, which can generate a better conversion rate for everyone. If the backend management tool cannot be applied, you can find the waiter in charge to communicate and solve it and apply for the limited-edition event based on the link. Limited-time free orders are also a good product. The advantage is to grasp the customers' minds of trying their luck. The disadvantage is that they cannot be cancelled after setting up, which may delay the registration for some official activities. This should be done with caution.

Read more data and summarize experience

      Many e-commerce platforms have their own data analysis tools. Currently, most of the third-party tools on the market have poor data accuracy and poor stability. It is best to choose the ones that are brought by the official ones. I have tried many tools and have to combine them with official tools to query. Search term analysis is of great help for promotion. Choose some words with low competitive popularity and high transaction conversion rate. For the products in the price center, you can check yesterday's sales volume, and the competitive product status is clear at a glance (you can see yesterday's sales volume every day)