Championship Education: What should I do if Taobao traffic drops after the event?
What is the reason for the sudden drop in store traffic? Many sellers are sometimes confused. The store does not violate regulations. Competitors are also constantly changing, especially after some large-scale events, the return of hijacking sales has reached a peak. If you do not follow up and adjust the status in time, the traffic will be taken away by the opponent, and the last click rate will not be at all. will stay with you. Here, Champion Education summarizes several factors based on the current market situation and shares them with you.
- The confusion of store product labels leads to the reduction of search engine display support
For example, in your store, there are all kinds of products, such as sexy lines, campus styles, European and American styles, and even plain-style women’s clothing worn by middle-aged and elderly people. At this time, your tags will be very confusing, and search engines will not know what style you are. With more traffic from personalized matching, the less you can get, and your traffic will continue to decline. Recommendations in this regard are as follows:
(1) The product labels of the store should be as unified as possible
When you are just starting a new product or adjusting the product later, you must pay attention that the product is as unified as possible in many elements, such as a unified style, and it faces a unified crowd (only for college students, or only for Young women, the latter is only for pregnant women, etc.), unified price segment (don’t want to go high and low, this is the most taboo, the same are all shirts, cheap 9.9 free shipping, expensive 45 One hundred and one, this is a very unreliable thing).
(2) Commodities with a small proportion of main categories should be willing to
If your store already has a lot of products with different styles and labels due to historical reasons, you should look at the proportion of the main categories of your store, because you must have a category of products that accounts for a relatively large proportion. Learn to give up less than the commodity. In fact, the concept of optimization should be bigger. For example, you have both high-end products and low-end products in your store, and then you find that the sales of low-end products account for 90%, so no matter how high the profit of high-end products is, you can’t feel bad. It should also be given up. Because it will affect your store label in the later stage, and then gradually reduce your search traffic.
- A strong competitor emerges and you lose your competitive advantage
Because Taobao must be constantly optimized, it must be innovated, so there is no doubt that any product will have a life cycle, the difference is only the length of the cycle, so what does it depend on? Simple: your competitive advantage. The more obvious your advantage is, the longer your cycle will be.
Taobao adjusts its rules and development strategies every year. What you need to do is actually to dig out the details of the operation from the adjustment of these rules and strategies. Therefore, the editor and the sellers formed a learning and growth circle, and the skirt started to be 330, the middle was 807, and then it was 381, exchange and learning
When you lose your competitive advantage, your organic search traffic will continue to decline, which proves that your product life cycle is over. This kind of decline in traffic sometimes shows a drop in rankings, sometimes a decrease in the traffic on the homepage of Taobao, and so on.
The best way to deal with this kind of traffic decline is to have a continuous and stable new plan, and then you can launch new popular models in the second half of the popular product life cycle. In fact, this itself is consumption development. The essence of it: new commodities continue to replace old ones.
- The performance of various indicators such as refunds is very poor
Under normal circumstances, your refund rate does not affect the search weight, but if your refund rate rises too much for a certain period of time, a large area of refunds will be issued (normal, excluding competitors who engage you, because Competitors engage you, which is abnormal data and will be monitored), then it will definitely be affected. This is why, after many people participated in the event, the search traffic continued to decline, because there were a large number of refunds, plus negative reviews, and that’s it.
There is a more critical point here, which is your new product refund rate, which you must control. If your new product refund rate is higher than the industry average, it will be difficult for this new product to explode.
- The store level rises but the traffic begins to decline
This kind of decline can sometimes make you very depressed, because in general, when the store level rises, your free organic search traffic should rise, because it means that your traffic ceiling has been broken.
That’s it for the factors that affect the decline in store traffic to win the championship. Of course, the decline in store traffic may also be caused by other factors, such as store decoration, store optimization and other factors. The foundation of the store must be done well, otherwise everything will be ignored in the later development, so do a good job of the store Fundamentals are important. Now Taobao is developing rapidly and changing at any time. It is necessary to keep abreast of the development trend of the market, do a good job of store operation policy, stabilize store traffic, and strive for more market share!