JD.com traffic has reached a bottleneck? 3 indicators and 5 factors to help you improve conversion
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People often ask, which category is easy to do on JD.com ? How to decorate a shop? How to improve product search ranking? It has to be said that these things should be done, but don't do these technical things right at the beginning. If you blindly pursue skills without a good analysis and positioning of yourself, it will definitely be counterproductive. 01 It is really difficult for small and medium-sized sellers to develop in today's environment. The competition is so fierce that many people have to exit the market miserably. It can be said that small and medium-sized sellers are the group of people who update the fastest. Think about it, about 70% of the sellers can only compete for about 30% of the total traffic . Is it difficult? Disaster! Moreover, the deterioration of the e-commerce environment has made the low-cost, high-income operating model a thing of the past. Many people earn less in a year than they do from working. In the end, batches of the once passionate e-commerce new forces suffered a heavy blow and left the JD stage. In fact, we need to conduct market capacity and trend analysis for each industry in the early stage, and then combine our own advantages to determine which industry to choose. It is not that we will enter the market with the largest market capacity. You need to make a comprehensive analysis and evaluation, and the results of data analysis are only to assist you in making decisions. Traffic is limited, distribution depends on potential Everyone should know that it was very easy to obtain traffic on JD.com in the past. If you knew how to rank and use express, and then get some small activities in category operation, you could basically live a happy life in the JD.com market. However, judging from the overall market environment, JD.com's current traffic has reached a bottleneck, and the proportion of natural traffic is getting smaller and smaller. Because some important exhibition stands have been allocated to channel positions, it is becoming increasingly unrealistic to rely on search rankings to increase traffic. There are more and more new stores on JD.com. If a product is successfully built into a hit, it should be developed as much as possible during this period. So what kind of new product has more potential? Remember three indicators: click-through rate , conversion rate , and percentage of favorites and purchases. These three indicators determine the life or death of a product, especially the proportion of collections and purchases. Because for JD.com, small and medium-sized sellers are potential stocks, and these indicators are data that prove your potential! These data can also reflect whether your product details are qualified. What is the most important weight? It's transformation ! Nowadays, it is becoming increasingly difficult to obtain traffic. It is possible that you have been optimizing for a long time but there is no increase in traffic. At this time, improving conversion is the top priority! Product Style The premise for ensuring conversion is to have a good product. A good product not only has a high conversion rate itself, but can also drive the conversion of the entire store. Through the related sales and matching discounts of this product, it can bring higher average order value. The higher the visitor value, the higher the ROI. Relatively speaking, it can also be regarded as low-cost traffic diversion . Product style is the basis. You must be clear about the consumer groups that your product targets, and the main styles must meet the needs of the market and customers, so that subsequent promotion will be meaningful. I won’t go into details about how to choose models. Every seller has his own channels and methods, but testing models is also necessary. The best methods of testing models are testing with old customers and express testing. Testing with old customers has low costs but high requirements. It requires a good relationship with old customers and a high degree of recognition of the seller by old customers. You can interact frequently with old customers in customer groups, QQ groups, and WeChat groups , organize regular activities, and send red envelopes, etc., so that you can quickly establish friendly contacts with old customers. However, express testing requires selecting several products for promotion, which will be more effective and the results will be more accurate. It is recommended to use Kuaiche to open a long-tail keyword plan to test the product. The keywords are more accurate and the effect is better. Choose 3-4 products, and the daily limit doesn’t need to be too high, around 200 yuan. Then observe the data of the promotion for one week, mainly looking at the click and conversion data, these two indicators are very important. price Product price is also a key factor affecting conversion, and it is best to choose a price range with the largest product transaction volume. Generally, buyers will not choose the highest or lowest price during the purchasing process. A high price will make buyers feel cheated, while a low price will make buyers feel that there is something wrong with the product. You can refer to the pricing of most sellers with large sales volumes. It is recommended that sellers of branded products should pay less attention to price. You can't do it, and if you insist, it will affect your profits. As for similar and homogeneous products, you will have better advantages in price wars in the early stages. Remember, you have to let the buyer buy the product first before you can know whether your product is cost-effective. Details page It is mainly affected by factors such as the layout design, combination logic, visual effects and related sales of the details page. Attention should be paid to the overall implementation of one selling point and highlighting product quality. The effectiveness of the details page can be measured by referring to data such as the percentage of favorites and cart items, bounce rate, and average dwell time. 1) The four pictures after the main picture should include product selling points, promotional information and product display. These four main pictures are the first things buyers pay attention to after entering the details. These four main pictures influence whether most buyers will continue to read! If these four main pictures fail to retain buyers, then no matter how well you do below, it will be of no use. 2) Evaluation Evaluation: As sales accumulate, product evaluation and buyer reviews have an increasingly greater impact on conversions. Not to mention the buyer’s show, the pictures posted by the buyer are the most real in the eyes of the buyer. After receiving a negative review, you should promptly conduct a self-inspection of the product, understand the reason for the negative review, develop a reasonable solution, and then communicate with the buyer. Pay attention to the top few reviews and additional reviews from buyers. These are what buyers mainly look at and are also the most important in the reviews . In the new product stage, you must be especially careful not to generate neutral or bad reviews. If these problems occur, you must resolve them in a timely manner. If they cannot be resolved, you must give a reasonable and pertinent explanation to minimize the impact of the neutral or bad reviews. Never ignore them! 3) After-sales service This needs to be done well. Things like 7-day money back guarantee, 15-day exchange guarantee, etc. need to be implemented. These will also affect conversions, and the more comprehensive the service, the more weight it will get . 4) Dynamic scoring The DSR dynamic score is an indicator that reflects buyers' satisfaction with products, logistics, and customer service . Although there are three scoring indicators, they are not independent of each other. Improving any one indicator can promote the improvement of all three scores. Of course, if the buyer is not satisfied with any aspect, the scores of other aspects will not be high. If you want to do well in these three scoring indicators, product quality, logistics speed and customer service are the most basic requirements. As long as these three points are done well, the DSR dynamic score will not be bad. Another point is that putting a small gift in the package for the buyer may give the buyer a surprise and thus increase satisfaction. 5) Related sales Cross-selling actually refers to seeking relevance in things, goods, brands, etc. to be marketed , under the premise of mutual benefit for both parties, through some form of hints and recommendations, such as adding pictures and links of other products to a product details page, to achieve in-depth and multi-faceted guidance, so that users can buy two or more products at the same time in one purchasing activity. Here I would like to explain that the association effects of products in different categories are also different, such as maternal and child products, food, small accessories, household items, etc. When users purchase products in these categories, they will also have demand for other products in the same category, because when users buy household products, they will also buy many related products at the same time. For example, a user who buys hooks may also need to purchase racks, clotheslines, etc. Combining these products with discounts or free shipping activities can guide users to shop in the same store to increase the average order value. However, in categories such as men's and women's clothing, children's clothing, accessories, and cosmetics, users have clear shopping intentions, and they usually enter secondary products because they like the style, design, or brand of the product. So in this case, it is more appropriate to recommend products with similar styles to the main product. For some clothing or cosmetics categories, you can also recommend products that are similar in style or brand to the main product but in different categories. For example, if you sell T-shirts, you can recommend shorts of the same style, and if you sell lotions, you can recommend facial cleansers that can be matched with them, etc. These are suitable for package discounts. 6) Customer Service I come into contact with a lot of sellers, and sometimes I think that maybe customer service is what merchants should learn most. As mentioned above, service is also very important in the future e-commerce industry. If you want to succeed for a long time, you must be able to provide service. Good customer service will greatly increase your conversion rate! Customer service’s response speed, typing speed, familiarity with the product and communication methods are all basic skills that customer service staff must master. The core responsibilities of customer service are to guide buyers to place orders, follow up on after-sales services, and promptly handle negative reviews. If conditions permit, you can arrange for a dedicated person to be responsible for pre-sales service and a dedicated person to handle after-sales issues and negative reviews. >>>>Customer service should pay attention 1. Start working the moment the customer places an order. Observe whether the customer has left any messages and whether they have any logistics needs, and try to meet their reasonable requirements. 2. Remember to remind customers to ship the goods as soon as possible, follow up on abnormal logistics orders in a timely manner, contact the logistics company to solve the problem in a timely manner, and notify customers to pay attention to the logistics situation and apologize in a timely manner. 3. If the customer has any questions after receiving the goods, he will feedback to the customer service. The customer service must follow up in a timely manner and help the buyer solve the problem. Bad reviews are inevitable, so communicate with the buyer as soon as possible. This is the best time to communicate with the customer. Find out why the buyer gave a bad review and compensate them as much as possible before asking the customer to apply for a repair order. The review can be deleted after the work order is received. If the customer insists on disagreeing, you can only reply to the customer's review at this time. However, you must pay attention to the reply skills. Do not argue with the buyer when replying, and do not explain too much. Think about what other buyers will think when reading the review. Wireless If you can do better in the wireless conversion rate indicator, you will have more opportunities in the future! For the wireless side, the conversion rate will have an increasingly greater impact on the weight of natural search. Why? If you can’t convert, why would JD.com give you the traffic? Wireless shopping behavior has been greatly fragmented, and times that were previously unlikely to be shopped, such as on the way to work, waking up in the early morning, during lunch breaks or while eating, have been fully utilized. Compared with the PC, the mobile screen is too small, so the design of the main picture and details on the wireless terminal needs to be changed. Now there are still many novice sellers who directly convert the PC details to the wireless terminal, but there will be inadaptability in font size, color matching and layout. Therefore, it is better to spend some time and effort to make the wireless details page separately. The fragmented time on the wireless terminal determines that the buyer's decision-making time is short, and it is difficult for you to have a second chance. Moreover, the wireless terminal can only open one product at a time. If you fail to seize this customer and achieve conversion or collect or add to cart, then you basically have no chance. Therefore, the wireless terminal details must be well done, especially the main picture. If it fails to attract buyers, it will be of no use in the following. Wireless terminal keywords must be accurate. Due to the characteristics of wireless terminals, if you cannot achieve conversions or add to favorites as much as possible, you will not even have the chance to be compared. So it is conceivable that if the keywords are not accurate, it will only bring negative indicators such as high bounce rate. Old customer maintenance This is a headache for most sellers. In fact, launching new products is the best way to maintain old customers. 1. Update new products regularly, not randomly. Set a schedule and stick to it. Do a good job of preheating before launching new products, and do a good job of preheating in WeChat groups, QQ groups, etc. Many merchants believe that regularly adding new products will easily result in high traffic on the day the new products are added, and low traffic at other times. This is true, but if buyers don’t know about the new products in your store and no one visits, then the weight of the new product period will be wasted. If the traffic is low during the new product period, it will be difficult to climb back after the new product period is over. It is recommended that small and medium-sized sellers release new products once or twice a week in the initial stage. 2. JD now has countless activities, and many customers have developed the habit of placing orders during activities. Therefore, operations must frequently participate in activities to gain popularity. It is becoming increasingly difficult to participate in JD.com’s official events nowadays. However, regardless of whether you can participate in official events or not, as long as it is an industry event such as Double Eleven , Double Twelve, New Year’s Goods Festival, mid-year promotion, etc., stores can come to take advantage of the popularity. Even if you just make a poster to liven up the atmosphere, it can also attract some buyers. Okay, that’s all for today. Although there is nothing practical, I believe these can give you a lot of inspiration. What's more, the categories are not the same and the store situations are also different, so my operating methods may not be applicable to you. If you use them directly, it may have the opposite effect. You know your own store best, and it is best to summarize the optimization methods yourself. I hope everyone can learn more and do better. Come on! Please remember to leave your comments below, and you can also solve problems together and share experiences. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @Operation Academy compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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