What to do if the traffic of Taobao stores declines!

What should I do if the traffic of Taobao stores has dropped?  

It is normal for opening a store on Taobao to fluctuate traffic. It is the most important to diagnose the store and provide the best remedies after the diagnosis. Today I will tell you how we should remedy it if the store traffic drops?

Traffic is the lifeline of a store and is the data that all Taobao sellers need to pay attention to every day. But how should we check whether the store’s traffic is healthy? If you find that the flow has dropped (especially a sharp decline in succession), how should you quickly find the core problem?

Open the homepage of the Business Advisor and pull to the "Core Indicators" on the second screen. The first one is the average number of visitors in the past 30 days, that is, traffic. There are three lines in total. The blue line is the store, the green line is the average of the same level, and the orange one is the best among the same level.

Generally speaking, whether there is any problem with this traffic needs to be considered comprehensively. First of all, the higher the line, the better, but a healthy line should be above the industry average and below the excellent line, which means that the blue line should be between the green line and the orange line. This basically means that your visitors are normal and there is no problem. If you have always been below the industry average, then there will definitely be problems with your visitors.

Okay, this is fundamental. Next, let’s take a look at how to comprehensively and systematically analyze the store’s traffic data.

   1. Look at the overall trend

or business consultant, open up the market - industry insights - industry market, select the data for the last 30 days, and then you will see the following picture:

Comparing the visitor data in the past 30 days above, we can see that the visitor data of this store has actually dropped significantly. Because the overall market in the industry has risen significantly since early September, but the visitor data of this store has been a downward trend since August 27. The industry market is rising and the store data is declining. That must be a store problem, and the next step is to find the reason.

   2. It's a good thing if the traffic is not necessarily high

There is another data in the "core indicator" that is "payment conversion rate". Under normal circumstances, this data is best synchronized with the visitor data, which means that it is all between the industry average and the industry's excellence (of course, it's better if you are all near the industry's excellence). Otherwise, there will be problems no matter what, so there are only three problems:

(1) The visitor data is below the industry average, and the payment conversion rate data is also below the industry average.

This problem is relatively large. Because the payment conversion rate data has always been ineffective, it affects the store's comprehensive quality score, and further affects the natural search weight, so the traffic decreases. If the paid traffic such as direct trains and drilling exhibitions cannot keep up at this time, the overall traffic will be very low, which is equivalent to a vicious cycle, and the store will become more and more dead.

This situation generally needs to be solved from three points: the first is to see if the product does not meet the market; the second is to see if the details page design is too bad, resulting in a decrease in conversion; the third is to pull it through paid traffic, and at the same time, it is natural search optimization.

(2) Visitor data is below the industry average, and payment conversion data is above the industry average.

This situation often occurs, which generally means two problems:

First, higher conversion data is produced by brushing orders, but because the brushing orders are not effective and the natural search weight is not increased, so higher conversion data is not helpful to improve the store's comprehensive quality score, which directly leads to the fact that the number of visitors does not increase.

Second, the flow structure is unreasonable. If the better conversion data is because the product has advantages, but the number of visitors has been poor, it means that there is a problem with one of the two traffic heads, "free" and "paid". It is possible that most of the data comes from paid traffic, and the natural search is not optimized well; it is also possible that the paid traffic such as direct trains are insufficient, and because the level limits the traffic ceiling, the natural search traffic has reached the upper limit.

(3) Visitor data is above the industry average, and payment conversion data is below the industry average

. You will soon find that your visitor data will continue to decline and continue to fall below the industry average. The extent of this decline depends on the level of your investment in paid traffic. Because the overall conversion rate continues to be below the industry average, the well-known problem shows that your ability to digest traffic is limited. At this time, you have to cooperate with the average customer price. If your average customer price is significantly higher than the average industry, fortunately, if the average customer price level is also below the average industry, or the same as the average industry, then your natural search traffic will drop very significantly.

The overall visitor level depends on the level of your paid traffic investment. If you keep investing in large amounts, your decline will be slower, but this already shows that your store has a big problem.

   3. Where to look at the traffic structure

or open up the business consultant - business analysis - traffic profile - traffic source ranking. Looking at the data in the past 30 days, you will basically know your rough traffic structure:

In this store, you can see that there are almost no mainstream paid traffic channels "direct train" and "diamond exhibition", and Taobao's passenger flow accounts for a relatively high proportion. His conversion rate has always been above the industry average. Combined with the fact that the previous visitor data has always been below the industry average, it can basically be judged that the natural search weight of this store is still OK (at least not too bad). Let’s take a look at his store level, which is basically around the second and third levels, which means the underlying seller. This largely limits the traffic ceiling of this store.

Therefore, if this store's performance wants to be improved, the best and most direct way is to increase the delivery of direct trains and drilling exhibitions while maintaining the current store's natural search weight, increase the entire visitor level, and increase the entire store level.

   4. Pay attention to the conversion rate of mainstream traffic channels.

In addition to paying attention to the previous comprehensive payment conversion rate, the data we also need to look at is the order conversion rate of each mainstream channel. Because if there is a problem with your main traffic source, the traffic in this channel is likely to be affected, especially organic search traffic and direct traffic.

Let’s look at the above picture. The conversion rate of orders placed on Taobao on mobile phones is basically close to the industry average, but the conversion rates of Taobao search and Tmall search on PC are lower than the industry average. Taobao customers on mobile Taobao are OK, while Taobao customers on PC are worse. It can basically be confirmed that the performance of natural search on mobile Taobao is better than that on PC, which can confirm this conclusion from the aspects of keyword rankings and other aspects. Many people are studying this thing about how to quickly surpass competitors in weight, and I have a little trick here. If you need it, you can refer to my author's introduction and contact me for what I have obtained!

   5. Improving traffic based on the actual situation of the store

is the core. You must know why your store traffic has declined and why it has been performing poorly, and then you can find the most targeted approach:

(1) This general manifestation of the unreasonable traffic structure and problems with natural search optimization

is that almost the baby has no rankings and no natural search traffic, but the conversion is good and the product has advantages. There are three most important ways to operate such a baby:

changing the title: There must be problems with the layout of the keywords. If you re-select keywords and re-select titles, you don’t have to worry about affecting the weight. What are you worried about without weight? Select accurate long-tail words based on the business consultant. Don’t look forward to big words too much at the beginning. One month after the big words are modified, see if the weight of the long words is increased, and then optimize it after it is increased.

Change the first picture: The click rate of the first picture will generally not be particularly good (otherwise such products should be able to get up during the new product period), so you need to modify the first picture, use the direct train to measure the picture, and select the picture with a good click rate.

Accurate order replenishment and optimization: Don’t have too many items, but you must be accurate, and do not use a platform to ensure the safety of the account.

(2) In this case, the search ranking

is generally caused by insufficient investment in paid traffic such as direct trains and drilling exhibitions. But when you drive and drill, you must also consider the issue of comprehensive conversion rate. Because it is better to keep converting.

So don’t drive up and do big words. Do all the accurate long-tail words. It doesn’t matter if you have less, just drive more. The same is true for the delivery of drilling exhibitions, trying to maintain the accuracy of the flow. (3) There are many cases

caused by the decline in the comprehensive conversion rate . The decline in the comprehensive conversion rate leads to a decrease in the store's comprehensive quality score and thus the natural search weight decreases.

This is the only way to comprehensively improve the conversion rate.

This article is reproduced from: Online Store School