Hands On Teaching: How To Drain Stores

Open the business advisor - traffic function module - traffic trend - data of the past 30 days. You can check your data to see if there is a downward trend. If there is a downward trend, you can open the home page again and pull to the second screen - operation window - the whole board.

There are three lines in total. The blue line is from the store, the brown line is the average of the peers, and the orange line is the best of the peers.

In general, whether there is any problem with store flow should 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, that is, the blue line should be between the green line and the orange line. Let's look at this store. It is below the industry average, and then it has been showing a downward trend, but the industry average and the industry excellent value have always been stable. This shows that the traffic data of this store is really wrong.

Well, this is fundamental. Next, let's see how to comprehensively and systematically analyze the traffic data of stores.  

1. Take a look at the overall trend

Still a business advisor, open the market function module - industry insight - industry market, select the data of nearly 30 days, and you will see the following figure.

By comparing the visitor data of the last 30 days above, we can see that the visitor data of this store has actually declined considerably. Because the overall visitor data of the whole industry has risen significantly since the beginning of July, but the visitor data of this store has been declining since August 27. When the industry market is rising and the store data is declining, it must be that there is something wrong with the store, and then it must be to find the reason.

2. Not necessarily high traffic is a good thing

In the "Overall Kanban", another data is the "payment conversion rate". Normally, this data is easy to synchronize with the visitor data, that is, it is between the industry average and the industry excellence (of course, it is better for you to be near the industry excellence). Otherwise, there will be problems no matter what. Then there are only three problems:

(1) Visitor data is below the industry average, and payment conversion rate data is also below the industry average

This is a big problem. Because the payment conversion rate data has been poor, it affects the comprehensive quality score of the store, further affecting the natural search weight, so the traffic drops. If the pay traffic of the through car, drill show, etc. can't keep up at this time, the overall traffic will be very low, which is equivalent to a vicious circle, and the store will die more and more.

This situation should generally be solved from three aspects: first, check whether the product does not conform to the market; Second, let's see if the design of the detail page is too poor, which leads to the decline of conversion; Third, first pull through paid traffic, and at the same time conduct natural search optimization.

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

This kind of situation also occurs frequently, which generally means two problems:

First, the higher conversion data is a false transaction, which does not improve the natural search weight. Therefore, the higher conversion data does not help improve the comprehensive quality score of the store, which directly leads to no increase in the number of visitors.

Second, the flow structure is unreasonable. If the good conversion data is due to the advantages of the product, but the number of visitors has been poor, it means that one of the "free" and "paid" traffic is wrong. It is possible that most of the data comes from paid traffic, and natural search optimization is not good; It may also be that there is insufficient investment in paid traffic such as through trains, and the natural search traffic has reached the upper limit because of the hierarchical limit of the traffic ceiling.

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

In general, you will soon find that your visitor data will continue to decline, falling below the industry average. The extent of this decline depends on your investment in paid traffic. Because the comprehensive conversion rate continues to be below the industry average, the big problem is that your ability to digest traffic is limited. At this time, you should cooperate with the customer price. If your customer price is significantly higher than the industry average, it is good. If the customer price level is also below the industry average, or the same as the industry average, then your natural search traffic will decline significantly.

3. Improve traffic according to the actual situation of the store

This is the core. You must know why the flow of your store has declined and why it has always performed poorly before you can find a targeted way to play:

(1) Unreasonable traffic structure leads to problems in natural search optimization

This general performance is that almost babies have no rankings, no natural search traffic, but the transformation is good, and the product has advantages. There are two key operation methods for such a baby:

Change title

There must be a problem with keyword layout. Re select keywords, re select titles, and don't worry about affecting weights. What are you worried about without weights! Select accurate long tail words according to the business staff. Don't expect big words too much at the beginning. One month after the big words change the title, check whether the weight of the long words comes up, and then optimize it.

Capital improvement drawing

The general click rate of the first picture is not very good (otherwise such products should be able to get up in the new product period), so it is necessary to modify the first picture, use the through train to measure the picture, and select the picture with good click rate.

(2) Stable search ranking

In this case, it is generally due to insufficient investment in paid traffic such as through trains and drill shows. But you must also consider the comprehensive conversion rate when driving and drilling. Because it is better to transform all the time. So don't use big words when driving, just use accurate long tail words. It's OK to drive more. The same is true for the launch of drilling and development, and try to maintain the accuracy of flow.

(3) Caused by the decline of comprehensive conversion rate

This situation is also quite common. The comprehensive conversion rate drops, leading to the decline of the comprehensive quality score of the store, and then the natural search weight drops. This can only improve the conversion rate in an all-round way.

To sum up, if we want to understand why the store traffic is declining, we need to comprehensively and systematically analyze the store traffic data, find out the problem, and then apply the right medicine to the case, there will be an opportunity to reverse the situation.