Universal formula to solve various problems in Taobao/Tmall operation!

Many sellers should have a deep understanding of how deep the water on Taobao is. If you want to operate it completely, we need to learn a lot of knowledge. So the master here has summarized the essential starting point formula for operation.

Everyone should know this formula:

Sales = traffic (visitors) * conversion rate * customer unit price * (1+ return rate)

This formula is the most basic formula for Taobao/Tmall operation and even all e-commerce platforms operation. From this formula, we can extend the four key modules of Taobao/Tmall operation:

1. Traffic;

2. Conversion rate;

3. Order customer price;

4、CRM。

These four modules run through all the operations of Taobao/Tmall. Let’s take a look at these four modules in detail!

1. Traffic

Since 2016, the traffic on Taobao/Tmall platforms has become increasingly fragmented. The previous heavy traffic-search traffic accounts for less and less. There is also data showing that search traffic now only accounts for 10% of the total traffic of the platform, which can only mean that our traffic is gradually fragmented and faster. From the data in the business consultant, we should be able to understand that the proportion of search traffic in the store is becoming less and less, and the traffic entrance is also becoming more and more.

We can roughly divide Taobao/Tmall traffic into the following parts:

1. Search traffic

Although the proportion of search traffic is getting lower and lower, it is still the best quality traffic we need to control.

1) PC terminal: Taobao search, Tmall search;

2) Wireless terminal: Taobao search, Tmall search.

2. Paid traffic

It refers to the traffic we introduce through paid promotion. Specifically including:

1) Direct train;

2) Diamond booth;

3) Taobao customer;

4) Majibao.

3. Activity traffic

1) Juhuasuan;

2) Taobao rush to buy;

3) Skip gold coins;

4) Clear the warehouse;

5) Registration for official activities;

6) Merchant event center.

4. Old customer traffic

It refers to the traffic accessed by old shop customers through collections, shopping carts, independent access, etc. Specifically including:

1) Weitao;

2) Collection and independent visit;

3) Self-visiting shopping carts;

4) I have bought my baby/my Taobao;

5) Self-service visit.

5. Other traffic

Other traffic except the first four types. Specifically including:

1) Taobao homepage: You may like to wait for Taobao targeted traffic entrances;

2) Must buy list for Taobao mobile phones;

3) There are good goods;

4) Love shopping;

5) Free other items in mobile Taobao;

6) PC/wireless Taobao category

7) ask everyone on Taobao;

And so on traffic entrance.

2. Conversion rate

The traffic import is just the first step. How to make full use of these traffic and form transactions is our ultimate goal. This is the problem that the conversion rate module needs to solve. The main contents of the conversion rate module are as follows:

1. Crowd Positioning

It refers to the characteristics and portraits of the store's target customer group, including:

1) Gender;

2) Age;

3) Comprehensive consumption level;

4) Geographical location;

5) Occupation;

6) Interests and hobbies.

Doing a good job of targeting the population is the first step to laying a good foundation for the conversion rate.

2. Products

Develop and sell products that meet the needs of the store population, including:

1) Positioning levels: high, medium, and low-end;

2) Cost advantage/profit space;

3) Comparison of products operated by peers;

4) Product pricing.

Planning a good product is the second step to laying a good foundation for conversion rates.

3. Vision

Both the crowd and the product are well positioned. The next step is how to present the product to buyers in the way the target group likes, that is, the problems that our visual module needs to solve, including:

1) Detail page design: The PC and wireless ends are designed separately, especially the wireless ends need to pay more attention;

2) Store homepage and secondary page design;

3) Product packaging design;

4) Express packaging design.

4. Service

Service is the most direct content displayed to buyers at present, and it determines the conversion rate. Specifically, it includes:

1) Pre-sales service;

2) After-sales service.

3. Customer order price

The traffic module solves the problem of "how to introduce more people to see", and the conversion rate module solves the problem of "how to let people who come to see buy", so the third customer unit price module solves the problem of "how to let people who buy more". Specifically including:

1. Product Positioning

What price range is the first factor in determining the average customer price.

2. Related Sales

Whether the correlation and matching between products in the store is well designed, and whether the loop of browsing by buyers is well designed.

1) Detail page association and matching;

2) Home page association and matching.

3. Customer service actively recommends

1) Pre-sales customer service seizes all opportunities and strives to achieve long-order sales;

2) After-sales customer service, every return buyer persuades you to exchange the goods.

4. Store promotions

Design and write in-store promotions, such as 2-piece instant discounts, full discount coupons, etc., to facilitate multiple transactions.

4. CRM

The CRM module solves the problem of "let those who have bought it come back to buy", which includes:

1. Wireless terminal: Weitao

Currently, Weitao is an important base for Taobao/Tmall stores to conduct old customer marketing.

2. PC side: Membership relationship management

It is the backend for old customers portraits, rights and marketing.

3. Off-site: WeChat

Personal accounts, official accounts or WeChat groups can be more likely to directly reach buyers.

Summarize:

A formula has triggered the four major modules operated by Taobao/Tmall.

The first module: traffic, solving the problem of "how to let more people see";

The second module: conversion rate, solving the problem of "how to get the viewer to buy";

The third module: the average customer price, solving the problem of "how to make those who want to buy more";

The fourth module: CRM, solves the problem of "how to make people who have bought it multiple times".