Meituan Takeout’s ranking cannot be improved. How can we check the ranking of Meituan Takeout?

For SEO optimizers, many platforms can be optimized, such as: search engines, Taobao, Pinduoduo, 58.com, app platforms, etc., optimize their own information to the first place on the homepage, so that others can find it after searching. The same is true for food delivery platforms, but Meituan Food Delivery's ranking cannot be improved. How does Meituan Food Delivery see its ranking? Let’s learn more about it with Dongguan SEO Feng Chao!

Meituan Takeout’s ranking cannot be improved. How can we check the ranking of Meituan Takeout?

1. The rule of the recent transaction volume platform is that the higher the recent transaction volume (monthly sales volume), the higher the ranking. ;Transaction amount = number of orders * average order price. It should be noted here that the transaction amount is determined by the order volume and the average order value. For some merchants, the order volume increased during activities but the average order value decreased. Overall, the transaction amount did not change, so the ranking naturally did not improve.

This is a typical chicken and egg problem. If our sales are low, our ranking will naturally be low, and the low ranking will lead to our sales not increasing. Ways to break the impasse: competitive bidding + big discounts + multiple activities at the same time. Do it for a month while ensuring capital preservation to see where the ranking stabilizes. Gradually reduce some activities in disguise (by raising the prices of dishes) to see if the order volume can be maintained.

2. Store conversion rate The conversion rate is divided into store conversion rate and order conversion rate. The store entry conversion rate refers to (the number of user clicks/the number of exposures and the number of user clicks/the number of exposures); the order conversion rate refers to (Meituan: order volume/the number of user clicks, the number of users who have completed orders/the number of users who click; Ele.me: sales volume/the number of exposures). Reviews, sales, menu design, and food pictures will all affect conversion rate.

If the conversion rate is improved, it will also be a channel for our small and medium-sized businesses to make a comeback, so we must grasp it well.

Store conversion rate
Merchant A has 125 exposed users and 10 users entering the store.

Click-through rate: 8% (10/125)

Merchant B has 100 exposed users and 10 users entering the store.

Click-through rate: 10% (10/100)

Merchant B has a 2% higher click-through rate than Merchant A, so Merchant B may be ranked higher.

Order conversion rate:
The higher the sales/user exposure ratio, the higher the ranking is likely to be.

Merchant A has sales of 200 and 100 exposed users

Score 2 (200/100)

Merchant B’s sales volume is 125, and the number of users exposed is 50

Score 2.5 (125/50)

Obviously, Merchant B has more sales/exposure to users, so it is more likely to rank higher.

3. Intensity of activities Merchants who organize many activities in a strong manner will get higher ranking points, leading to a higher ranking. On the other hand, the increase in orders and sales brought about by promotional activities will also lead to an improvement in ranking.

The greater the activity, the more ranking points you will get.

The more favorable the merchant's promotions are, the more ranking points they will receive. For example, if you get 10 yuan off for a purchase of 20 yuan or more, compared to another purchase of 5 yuan off for a purchase of 20 yuan or more, the ranking points will be greater.

The lower the activity threshold, the more ranking points you will get

For example, if you get 10 yuan off for every 20 yuan spent, compared to another 10 yuan off for every 30 yuan spent, the ranking bonus will be greater.

The number of activities you participate in will also determine your ranking (try to participate in other activities, even if the intensity is small)

4. Rate of positive reviews, store ratings, and number of collections. For two merchants with the same order volume, the one with a higher rating and more positive reviews will have a higher score than the other. In addition, the number of collections is also a factor.

Use small gift cards to win every five-star review, put the WeChat or contact information for complaints and after-sales service in a prominent position in the store, let users add your WeChat before they think of giving a bad review, and do appeasement work to reduce the rate of bad reviews

5. Factors related to starting price: The lower the starting price, the higher the possibility of ranking. It is a very unwise behavior to raise the minimum delivery price, because it not only affects the conversion rate, but the high minimum delivery price will also directly affect the ranking. We don’t need to worry too much about the impact of lowering the minimum delivery price on the average order value, because the delivery fee is naturally a threshold.

Meituan Takeout’s ranking cannot be improved. How can we check the ranking of Meituan Takeout?

Bonus Factors

1 New store weighting

New merchants will have one week of ranking protection. After the new merchants start ranking, they can participate in the rotation of the 8th and 12th positions. If there are many new merchants participating in the carousel, your chances of getting your turn will be low. In addition, the categories of merchants participating in the carousel are different at different times. We must pay attention to the following: we must start the 7-day ranking only after all preparations are completed (the store has a complete range of dishes, beautiful pictures, and the event is online). Otherwise, the conversion rate will be low after the ranking is started, causing it to sink directly after 7 days.

2 Is it a brand hall? Meituan and Ele.me have a very large inclination towards traffic support for brand chain merchants (generally required to have 3-5 chain stores, or merchants opened in shopping malls). It can be said that they come with their own traffic packages, so merchants who have the conditions must strive to get a brand logo.

3. The platform has a short delivery range, and the ranking will be advanced

Merchants who participate in delivery by Fengniao or Meituan will receive a certain ranking weight on the corresponding platform. However, at present, when most merchants are using platform delivery, the weight of the extra points is not as great as before, and it is not impossible to use third-party delivery.

4 Dianping high-scoring stores (Meituan)
This is also a small traffic tilt for Meituan Waimai. If you want to display "Dianping high-scoring stores" on Meituan Waimai, you only need to meet the following three conditions to automatically add the label: (1) Merchant category: all food merchants; (2) The overall review score on Dianping is ≥4.0; (3) The number of reviews is ≥50.

Meituan Takeout’s ranking cannot be improved. How can we check the ranking of Meituan Takeout?

Deduction factors

1 Negative review rate

The deduction of a bad review is far greater than the plus of a good review. We all know that the management of reviews and timely responses are very important (which will directly affect the user's order rate).

2. Non-abnormal rate. This is generally a mistake often made by novice merchants or new stores. You must avoid missed orders, wrong orders, and rejected orders during peak periods. Invalid orders are very harmful, and single-digit losses are also unbearable.

3. Paid ranking. Paid ranking is a separate ranking system. The most important factor here is of course money. Whoever bids higher has a greater chance of being shown. There are many techniques in paid ranking, and of course we also need to analyze our return on investment (ROI).

Whether it is Ele.me or Meituan Waimai, the rankings of merchants in various scenarios are sorted according to three factors: one person, one time, and one place. In layman's terms, different users in different places and at different times will see different merchant lists and rankings.

The recommended merchant list is the most important source of traffic. The platform sorts the merchants near the customer's location according to ranking rules. In addition to the first few merchants being the ones the customer has consumed most recently, the ranking rules are determined based on these three factors (variables) in addition to considering basic indicators.

Thousands of faces for thousands of people: The so-called Thousands of faces for thousands of people is an intelligent sorting system. It will prioritize showing users merchants who frequently purchase, collect, and actively give positive reviews, or merchants with similar average order prices, based on each user's order history, positive reviews, food preferences, and average order price. Merchants that users have given bad reviews to will be displayed at the back.

Thousands of hours and thousands of faces: The platform divides 24 hours a day into multiple time periods, each corresponding to a different type of breakfast: 05:00-10:00

Dinner: 10:00-14:00; 16:00-20:00

Afternoon Tea: 14:00-16:00

Midnight snack: 20:00 – 05:00 the next day

Different types of stores will receive different exposures in different time periods, and the rankings of businesses that fit this type will improve during the corresponding time period. For example, businesses that serve full meals will rank relatively higher during the lunch period, while stores that serve fruits and desserts will rank relatively high in the afternoon.

Merchants must clearly identify the store’s main product categories so that they can get priority exposure during that time period.

On this basis, the dishes should cover as many time periods as possible (but they must be in line with the tone of the store). For example, 1. A merchant selling fried chicken snacks (afternoon tea category) can get some extra traffic during dinner time by promoting chicken fillet rice products during dinner time. 2. A store selling salads and light meals can promote some drinks and desserts to get traffic during afternoon tea time. 3. A merchant selling Sichuan cuisine can launch crayfish items in the evening to get traffic during midnight snack time. There is no problem with these. But since they are both selling crayfish, it would be weird for a dessert shop to sell crayfish, so adding dishes must be based on the tone of the store.

This explains why the order volume of "porridge" and "soy milk and fried dough sticks" categories is surprisingly high. This is because these categories enjoy traffic from breakfast, lunch, dinner, and supper at the same time. There are people placing orders 24 hours a day, so how can the order volume not be high?

Thousands of Places, Thousands of Faces: The platform divides the regions into small pieces. Because the order volume and the proportion of merchants' orders in each piece are different, your sales volume in each small area determines your ranking in this small area. Therefore, the same merchant has different rankings in different small areas within the range, and the delivery distance is also one of the ranking weights. The closer the delivery range, the higher the ranking will be.

1Merchants need to know which area their stores are popular in and maintain their advantages in this area. In which areas are there fewer orders and lower rankings? Then we will carry out targeted and vigorous promotion and activities in these areas.

2. You can contact the local market manager to appropriately expand the coverage of your store (be cautious with stores selling pasta, etc., as being too far away will increase delivery time, worsen the taste of the dishes and increase the rate of negative reviews).

In the actual operation of takeout, you will definitely encounter many difficult problems, such as bad reviews. After all, our customers are all kinds of people. Don’t be afraid when you encounter bad reviews, and don’t ignore them. The most important thing is to use resources reasonably to maximize the sales of your store!