Pinduoduo operation: 3 tips to improve store conversion

1. Product internal strength

1. Introduce accurate traffic and achieve higher conversion rate

For a store or a product, the accuracy of traffic is particularly important.

As competition on the platform becomes increasingly fierce and there are more and more similar products, the cost of acquiring customers for merchants continues to increase. The effective introduction of accurate traffic can greatly reduce the initial costs for merchants, while achieving relatively high product conversions and ultimately making a profit.

The control of precise traffic mainly depends on the labeling of product labels.

When new products are first launched, the system lacks data accumulation and cannot directly import more accurate traffic to the products. Therefore, we need to clearly know the positioning of the products and the target audience of the products. Taking women's clothing as an example, the target gender should be determined, different styles of clothing should be marketed to consumers of different ages, different price ranges should be targeted at people with different consumption levels, etc. At this time, you can consider creating a custom promotion plan and setting the corresponding population package (if DMP has been opened) or population premium (select the system default dimension). If you have no experience with custom settings, you can also try to enable smart promotion (Soso-Smart Promotion/Scenario-oCPX), which is equivalent to the system automatically learning to help set the target audience.

2. Product sales and reviews are necessary factors to improve conversions

When a buyer enters the store, the product sales and reviews will determine the buyer's interest in the product. Today’s buyers no longer just look at the product page and place an order if the selling point is attractive enough. Competition among similar products is becoming increasingly fierce, and buyers are more concerned about product sales and reviews. Compared with a product with monthly sales of tens of pieces, buyers will still prefer a product with higher monthly sales. As consumers, our own purchasing habits are also like this.

In addition, the pictures of the buyer’s show in the buyer’s evaluation are also very important. There has always been a joke about "buyer's show" and "seller's show" on the Internet. The details on the product page can be made very beautiful after optimization by art design, but when consumers click into the buyer's show, they find that the gap between the buyer's photo evaluation and the merchant's details is too large, which is also the reason for insufficient conversion. Therefore, stimulating buyers who have made purchases to take high-quality buyer show photos is also a key point to improve conversion rate.

3. Product price

There are many similar products on the platform with a wide price range. Some products cost tens of yuan, while others cost hundreds of yuan. Excluding functional differences, for two identical products, consumers will compare prices from different stores and choose the one with good quality and low price.

4. Product main picture and details page

The main picture determines whether the buyer will click to enter the store to browse, and the details will also determine how long the buyer stays in the store and the depth of their browsing, ultimately affecting conversions. The main picture can refer to the merchants ranked at the top of the industry, analyze the outstanding selling points and main picture copy of peers, and then combine the selling points of our own products to optimize our own main picture.

The purpose of details is to introduce the functional selling points of the product. The design of details should be logical and able to fully display the characteristics of the product selling points. Combined with copywriting and design, it can greatly increase the conversion rate.

2. Store Marketing

1. Store dynamic rating

In addition to being a criterion for detecting whether a store can register for an event, the dynamic score is also a reflection of whether the store has good reviews. If the dynamic score is too low, it indirectly reflects that there are more negative reviews, which affects the conversion rate.

Tips for improving dynamic ratings:

① Improve product quality to prevent buyers from receiving products that do not match the details page;

② Do not drastically change product prices;

③ Find a reliable logistics company to ensure that the buyer receives the product without any damaged packaging and to ensure the timeliness of transportation;

④When buyers have questions about the product, customer service actively answers buyers’ questions and solves their problems;

⑤ Avoid exaggerating or making false claims; introduce products truthfully.

2. Store Marketing Tools

The platform has opened 13 marketing tools for merchants to use. The meanings and usage of these tools are explained in detail in the background, so I will not repeat them here. Each tool can plan some activity effects for the products, such as: cash back for group purchases, coupons, limited-time and limited-quantity purchases, multiple-item discounts, etc. Proficient use of these tools can stimulate buyers to place orders.

3. Buyer protection service

Currently, most merchants mainly use the two major buyer protection services: return shipping insurance and 7-day no-reason refund. Most buyers still have concerns when shopping online: the product description is so good, but is the actual product really that good? These two services can effectively solve the concerns of buyers. If you are not satisfied with the purchased products, you can return or exchange them within 7 days without any reason, and the seller will bear the shipping costs, which greatly eliminates such concerns. It is recommended that all merchants enable it.

4. Customer service reception

Finally, many buyers will still consult customer service before shopping. At this time, whether customer service can actively receive buyers and solve their problems is the key to conversion.

3. Use of platform tools

As the three major marketing methods of the platform, Duoduo Promotion, Duoduo Jinbao and platform activities are of self-evident importance. By making good use of these three methods, you can quickly increase product exposure, attract relatively accurate buyer groups, and effectively promote buyer conversions.

1. Duoduo promotion principle :

① Duoduo Search: Get ranking through keyword bidding and charge by click. Merchants can increase their product rankings through multiple searches, gain better exposure and clicks, and thus increase store sales.

② Multiple scenarios: Display products/stores through high-quality resource positions and charge by clicks. Merchants can use Duoduo scenarios to have their products automatically adjusted by the system in real time, and display accurate traffic to the platform to achieve transaction conversion.

③ Live broadcast promotion: Through paid methods, the store live broadcast room is placed in the platform's high-quality advertising resources, obtaining tens of millions of traffic exposures, realizing independent traffic diversion in the live broadcast room, thereby improving the store's own private domain operation capabilities. The product has the characteristics of large exposure and fast traffic diversion.

2. Display location

Duoduo Search: There will be an ad space for every 6 products at the 1st, 7th, 13th, 19th, and (1+6n) positions on the search page, and there will be an "ad" icon in the lower right corner of the creative image.

Many scenes:

a. The display position of the product search page is the same as that of "Duoduo Search", which is (1+6n) on the search page;

b. The 3rd, 9th, 15th, 21st and 27th positions below the product details page are displayed according to different audiences;

c. Display on marketing activity pages, with no fixed display location, and display based on different audiences;

d. Optimize activity page display and high-conversion ad positions for display in preferred scenarios to obtain higher GMV, more orders and higher production;

e. Jump page after order evaluation: If someone has purchased a product from the store but has not followed the store, the page can be displayed after the five-star review to gain valuable fans for the store. This is a low-cost way to increase the number of followers on the store.

Live broadcast promotion: The display position is the same as Duoduo search, at the (1+6n)th position on the search page, and charges are made based on clicks.

3. Promotion setting steps

① Duoduo Search: Create a new plan - set budget, time-sharing discount - create a promotion unit - add products - add keywords, crowds - add creativity - adjust keyword bids;

② Multiple scenarios: create a new plan - set budget, time-sharing discount - create a promotion unit - add products - set bids and resource premiums - add groups - add creativity;

③ Live streaming promotion: new store plan - set budget, time-sharing discount - set resource position bid, crowd bid - set creativity.