What should I do if the traffic of Taobao stores declines?
Basically, many Taobao sellers will encounter such a situation. In the case that the store has not violated any regulations and has not made major changes, the store traffic will continue to decline in a certain period of time. What’s the problem here? Today’s article will take you to discuss it.
- Analyze store traffic channels
If a store wants to compete well, it is inseparable from the combined effect of a variety of traffic drainage channels. However, if a store relies on a single channel for traffic drainage for a long time, when there is a problem with this channel, the store will experience a decline in traffic.
Let’s take the recommended traffic from Taobao. This part of the traffic does not need to be searched. Each module on the homepage directly displays the products that consumers like or browsed. It has the characteristics of large traffic, low conversion rate and instability. It is determined that the difficulty of our acquisition will be relatively large. If the store relies on this part of the traffic for a long time, the low conversion may lead to the effect of our other traffic channels, which will lead to the situation that it is difficult to recover after the overall traffic of the store declines. If you want to change this situation, you must do the drainage work from multiple angles. Check the store’s search keywords, and if necessary, open the through train super-recommended drill exhibition and other drainage tools to assist traffic drainage; appropriately increase store activities, as long as there are good marketing gimmicks, it can also achieve the effect of attracting traffic to the store.
- Observe changes in the overall industry
Except for some daily necessities, such as rice, flour, grain, oil or daily necessities, most commodities still have off-peak seasons. When there is an overall decline in the broader market, as long as your decline is less than or equal to that of the broader market, there is nothing to worry about, and basically no processing is required.
In the case that the overall industry traffic is declining in the off-season, this does not mean that it is time for us to rest, but to make good use of this time to strengthen the foundation of the store. At this time, under the condition of maintaining traffic, increase or maintain the conversion rate, so that the downward trend of our traffic can be the same as or slower than the industry, and then keep our sales unchanged or increase, so that when the traffic starts to increase, we can also One step ahead.
- Do a good job of labeling the store crowd
Now that Taobao is matching free search traffic, the proportion of personalized recommendation traffic has become a very obvious trend. Whether it can get more traffic depends mainly on store labels and product labels, as well as One point is your crowd tag. Regarding the crowd label, there may be a factor ignored by sellers and friends, that is, the proportion of the store’s customer unit price. For example, for example, the average unit price of products in your store is around 200, but the consumption level with the largest proportion of visitors is 0-80 yuan, followed by 80-120 yuan, which reflects the fact that our shoppers are actually is very imprecise. If the crowd is pulled back by the direct train method, the method of keyword low bid crowd with high premium can be adopted, that is, the different crowd packages corresponding to a keyword behind a certain crowd package are given a high premium. At the same time, we are also filtering other invalid displays and clicks under this word. We mainly spend money on the accurate crowd package, which is very beneficial to improve the precise click and conversion of the crowd.
Fourth, store conversions must keep up
The low conversion rate may be related to our marking method, which makes it difficult for customers to find products or convert them even if they find them. There are many factors that affect the conversion of stores, such as price and the quality of your customer service and product evaluation. To improve store conversion, we should find a way to find the problem of poor conversion, and then optimize the store in a targeted manner. This is the correct way to improve the conversion of your store.