What should I bring to everyone today? Think about it? Actually, it's ready! In the last article, everyone was asking why they couldn’t get the card! Why is the price adjustment quality division lost? Some people are obsessed with the homepage and don’t want to download them. Ouyang won’t talk about these questions today. He has already answered them in QQ and the article. I will share with you how to do data-based operations today’s topic in the face of the arrival of Double Eleven!
What is data-based operation ?
I will share the data chart of my store operation. From the data, we can intuitively feedback the store operation and sales data, obtain the required information from it, and carry out store optimization and promotion planning.
In e-commerce, we are not only like traditional industries, we do products, services, advertising, and supply chains. We also have one more important thing, three-dimensional data operation, precise promotion , and process-based sales , so that we can sell, promote, and even develop products more effectively.
Speaking of data, many people will at least say three things they care about: traffic, conversion rate, and sales . Yes, these three data are one of the most important data. What every business cares about the most is haha! But the following 7 items are something we must know when running a store.
1. Traffic structure analysis data
2. Single product search and traffic analysis data
3. Single product profit and loss analysis data
4. Competitive product analysis data
5. Analysis data of peer stores
6. Direct train daily data
7. User area analysis report
Today, I will use the business script to analyze it for him : If you use the data on the shelves to get the natural search rankings.
Why do you need to operate like this?
Because for fairness, Taobao sets keywords with shorter time to remove the shelves, the higher the weight, and the higher the display. Controlling the time to reload and remove the shelves can bring more natural search traffic to the store.
one. Market Industry Analysis
1. Open the software and click Industry Analysis, enter the core words of the product, and search. We can see that many peers are on and off the shelves in one cycle. So at this time, we must learn to analyze and choose a period with relatively small competition to avoid strong opponents.
Note: The data analysis cycle is 1 week and 7 days a cycle, so when viewing, we should pay attention to the choice. If we don’t understand, we should choose to look at the cycle data at the end of the previous month to be the previous one. If we don’t understand, we will reply and send emails.
1. Click to view by week, download the data, and do analysis.
2. After downloading the data, you can see the huge data of Taobao transactions in one week. At this time, we have to calculate the weekly and daily average transaction volume to list on the shelves for screening.
a. One day's transaction data, I sorted it in the format of high average transaction rate. It can be seen that the average transaction volume in the 24 hours is 6 am.
b. Note: Different categories and transaction time are also different. So when you are on and off the shelves, don’t blindly think about it. It is the most correct way to use data analysis to do it.
c. Note: Average transaction volume = transaction volume/number of high-quality treasures
d. After calculating the average transaction value of the day time period, we then calculate the average transaction volume of the week. From the above, it can be clearly seen that the high transaction volume in a week is 4 days, 2-4-Saturday-Day , and the average transaction volume on Saturday is the highest. From the above two tables, we can find that the high transaction volume of the industry is Saturday and 6 o'clock in the morning . Let's analyze the time period for competitors to put on and off the shelves to determine the time we need to break the shelves.
The following analysis will shorten competition and increase the opportunity for display based on the competitor's analysis.
2. Competitor analysis
1. Open the software and click on the information assistant below for industry analysis. This mainly depends on the time of the competitor's listing and removal.
Enter the core word of the category. The price of the fixed price refers to the selling price of Taobao homepage. Why do you need to card the price? This is to narrow the scope of search competition. It is limited to competitors with the same price. The size of the card is determined by yourself. If your product is priced at 51, you can card about 40-60, and the top 200 popular places in the baby card.
2. Download the data. From the competition data, we can see that no merchants are on the shelves at 6 o'clock in the morning.
1. From the data, we can conclude that the industry analysis data can determine that the transaction volume is high on Saturday and 6 o'clock in the morning. However, the competitor data analysis concluded that no one was on the shelves at 6 o'clock in the morning, so we can arrange a time period with relatively small competition at this time to avoid strong competitors. The transaction volume is on the shelves at 6 o'clock in the morning. However, you should also pay attention: But be careful not to arrange all of them in this period, because Taobao has stipulated that up to 2 items will be displayed on and off the same store at the same time .
Note: The weight size of the up and down weight is determined by the number of online products of the keywords. It is not that the fewer keywords in the category, the higher the popularity, the greater the weight. The higher the opportunity for display, and the fewer the opportunity for display with more keywords.
When you see the article, you can reply directly if you don’t understand or understand something about this article . If you need help, you can add additional deductions for analysis.
three. Precise promotion , precise traffic and hit popular products!
1. Test model
① Before promoting a product, the model must be tested. Test around 3-5,
② Reference data for testing: The click rate on the PC side must exceed 1%, and the collection and purchase must exceed 20%, which is the most basic condition for popular products.
③.Sellers with conditions should find models to take photos by themselves.
④ It is best to use real data and not manually brush it.
⑤ Before the new model is launched, 20 buyer shows must be done. If you don’t know how to do it, you can go to Taobao to find someone to do it, it’s very cheap.
⑥ 15 heart-to-heart evaluations must be prepared. The evaluation must highlight the product selling points and the seller's advantages, and solve customers' doubts in the evaluation.
2. Articles of Incorporation
① Promote products with high data conversion, high collection and high purchase of products in the promotion plan for promotion
② If you determine the main and secondary models, why do multiple models be promoted at the same time? Because the single model is weak in traffic, such as clothing, food, and supplies, they will generally open several models to promote traffic at the same time.
③ Set daily limit: decide based on your express train situation and funds.
④ Placement area: Select the area with high click conversion to placement.
⑤ Delivery time: According to the category population and store traffic time period, you can refer to the data analysis in the figure above to see which period the traffic and transaction volume are high.
3. Keywords
a. Delete the words without displaying below 6 points in the plan, and extract the words that are converted to the click to do cultivation.
b. Add keywords according to the category. The hot categories mainly focus on precise long-tail words and secondary words in the early stage. If there are fewer keywords in cold categories, use big words and precise words to compete.
c. Bid: Start bidding is the market average price and make adjustments based on the data.
4 pictures
a. Prepare 5 pictures and use carousel to test. Choose the best.
b. The design idea of the main picture with high click-through rate is first of all, it is eye-catching, followed by vision, and finally the reason for clicking. Operations understand the three elements of drawing, and ordinary artists design the main picture with high click-through rate.
c. Click on the quality score to be good, but at the same time, you must optimize and transform, otherwise the quality score will not be improved.
5. Conversion
① Detail page picture layout copy introduction after-sales commitment
② Sales volume comments. Some of the tests mentioned that basic comments need to be made in the early stage of promotion. This comment must be weighty and convincing. It is not just a few words of description and pictures, but mainly to give the answers the customers want.
For example: I have been searching for this model online for a long time and finally found it, but I am worried that this style will look fatter. Because I weigh a little, I am afraid that it will not suit me. However, the customer service has always explained to me patiently that this clothes are slim and will look slimmer when worn, so that I don’t have to worry. I also promised that the product will be returned and exchanged for 7 days without reason. If it is not suitable, we will bear the round-trip postage fee. As long as I give me a chance to try it on, I saw that the customer service has such a good attitude, so I bought it back with a try-out attitude. I didn’t expect it to look slimmer when wearing it. It seems that my previous worries are redundant. Very worth recommending.
③As long as the product conversion is optimized, the traffic will be introduced later, and the product will be converted and made into a hit product.
6. Process sales breakthrough
Store related sales: When the store traffic soars, we must make good use of traffic to do some related sales to increase the store’s conversion rate and customer unit price.
Store promotion: Store promotion is only for customers with more than four diamonds. This investment can also bring a lot of traffic to the store and can be used as a tool for attracting traffic.
Targeted promotion: When the sales volume of a single product exceeds thousands, we can start targeted promotion to introduce more customers who are interested in the product to increase store popularity and sales.
On-site and off-site activities: When the store’s sales and popularity reach a certain level of participation in on-site activities, we must actively apply. This can combine multiple tools to attract traffic and allow the store to grow rapidly.
7. Optimize the natural traffic of the wireless terminal with the direct train
a. Wireless ranking formula: Wireless default ranking = PC popularity growth + wireless weight
The purpose of driving is to increase the store weight and improve the natural search ranking. The ranking on the wireless side is a product that combines popularity and high clicks on the PC and wireless side, and the ranking is higher.
b. Wireless rules: The larger the search volume on PC, the better the wireless ranking
When driving, we always say that the PC end has nothing to do with the wireless end, but there is no direct relationship between them, but there is an indirect relationship between them. As long as the PC end is sold, the ranking of the wireless end will be high.
c. The larger the transaction volume of wireless terminal search = the better the wireless ranking
d. Wireless comprehensive ranking = popularity ranking!
e. Nine weights of wireless end: gold coins, wireless conversion rate, collection, wireless title writing, pull-down words, wireless details page, wireless product upload and removal Wireless product attributes, wireless transaction ratio
Summary: Data operations are the compass for operators! As a senior operator, you must know the importance of using data to operate. When building a store, you should start from many aspects. Don’t be limited to only a part. While driving, you should also optimize the natural search traffic based on the advantages of the express train. That’s all for today. If you have any questions and suggestions, you can find Ouyang to answer them one by one. Following Ouyang will continue to bring more information to share in the later stage.
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