A sudden drop in store traffic? To win the education to investigate!
Recently, an operating friend noticed that the traffic had dropped when he was paying attention to the backstage of his store, so he opened a through train and made a series of store refinement actions. . The analysis results are as follows:
- The emergence of a strong competitor will make you lose your competitive advantage.
Because Taobao must be constantly optimized and innovated, any product will have a life cycle. There is no doubt that the only difference is 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 strategy every year. What you need to do is actually dig out the details of the operation from the adjustment of these rules and policies. When you lose your competitive advantage, your organic search traffic will continue. The decline of your product life cycle is at this point. This traffic drop is sometimes manifested as a drop in rankings, sometimes as a drop in traffic on the Taobao homepage, and so on.
The best way to deal with this traffic slump is if you have a steady stream of new plans, and then you can roll out new popular models in the second half of the popular model’s life cycle. In fact, this itself is the essence of consumption development: new commodities continue to replace old ones.
- Poor performance of various indicators such as refunds
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, large-scale refunds will definitely be affected. This is also the reason why the search volume continued to drop after many people attended the event, because there were a lot of refunds, plus bad reviews, and that was it.
There is also a more critical point here, that is, your new product refund rate, which you must control. If your new product return rate is higher than the industry average, it will be difficult for this new product to break out.
- When the store level rises, the traffic begins to drop
This drop can be very frustrating at times, because in general your free organic search traffic should increase when your store level goes up, because it means your traffic cap has been reached. However, in the following two cases, your traffic may not increase but decrease.
(1) Your new level is not competitive enough
For example, if you move from the second to the third, it means that your competition has changed, just like the Premier League. You’re very good in the Championship, even champions, but when you get promoted to the Premier League, you’re probably trying to stay out of relegation because you’re playing against the bigger teams.
So, when you go up to a high level, your traffic may actually drop if your product competitiveness doesn’t improve in tandem. So, to minimize this possibility, here is an idea:
When your store level rises, you must try your best to ensure that the comprehensive weight coefficients of other stores also increase accordingly. On the one hand, you increase the investment in through trains and try to maintain the level of the store. On the other hand, you can continually improve your DSR score through strategies like gifts.
(2) When you go from the bottom to the top, the requirements for the sales rate will increase
This situation is more common in upgrades below level 4, such as 1 to 2, 2 to 3, 3 to 4, because as a new store, a few hot-selling items can still support this store, because Taobao Say, he knows you’re young and don’t have the energy to handle all the merchandise, so you only need a few products. Selling well, other commodities sell poorly (that is, the sales rate is relatively poor), it does not matter. However, after the upper level, Taobao’s requirements for the comprehensive weight of the store will increase. The first is the dynamic sales rate. For example, if you increase from 2 to 3, if you notice a drop in traffic, you should immediately check if the store has too many slow-moving items, which can easily affect your search rankings.
Regarding the factors that affect the decline in store traffic, winning the championship can also draw the conclusion that 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 the subsequent development will be ignored, so the work of the store must be done well. Fundamentals matter. Now Taobao is developing rapidly and changing at any time. It is necessary to keep up with the development trend of the market, do a good job in store management policies, stabilize the customer flow of the store, and strive for more market share!