Taobao promotion: Taobao mobile search traffic rules

How is Taobao Mobile search traffic distributed? What are the evaluation criteria for Taobao Mobile’s search algorithm? How to create highly popular items on Taobao Mobile’s wireless version? How to optimize Taobao mobile search traffic? If you happen to have the same confusion, then come and take a look with Xiaoyujun!

1. Principles of allocating Taobao Mobile search traffic

After a new product is put on Taobao, the system will allocate traffic to the product in a certain irregular time period. During this time period, if the product has a high click-through rate and good click feedback, the product will continue to receive more traffic. Please note that high-quality traffic has already been classified and labeled by Taobao. The highest-quality traffic will be allocated to top-level merchants. The higher the level of your store, the higher the quality of your traffic.

This is actually a question of high-quality traffic and low-quality traffic. Taobao Mobile's search is becoming more and more personalized, and the system has also stratified consumers. Simply put, people with strong spending power and who frequently purchase products with high unit prices are considered high-quality traffic. Consumers with poor spending power and low average order value are considered low-quality traffic.

Since there is a stratification of consumer groups, there is also a corresponding grading of individual products. After new products from big brands are launched on Tmall (brand support), they will naturally be allocated display opportunities to high-quality people because of their high Taobao popularity weight (high average order value, large number of online users, high collection and purchase rate, and high repurchase rate among old customers). Note: we are talking about display opportunities here, not traffic! On the contrary, those unknown products with low average order values ​​can only be allocated inferior traffic relative to the high-quality ones.

Let’s take a look at the three major mainstream search algorithms.

(1) Comprehensive search = keyword popularity weight + product weight + store weight + weighted items

(2) Popularity search = keyword popularity weight = in the 7-day dimension = click-through rate + conversion rate (twice as high as the industry average) + product keyword search conversion rate has been increasing

(3) Sales search = keyword popularity weight + wireless terminal share (traffic, sales, conversion rate, wireless terminal advertising share) + weighted items

Here I will mainly talk about popular searches and sales searches. The factors that have the greatest impact on Taobao search weight are product weight and keyword popularity weight. So what factors will affect the popularity weight of a single product? There are many factors that affect the popularity weight of a single product, but the main factors that affect the sales growth rate, click-through rate and conversion rate of a single product in the 7-day dimension are the direct influencing factors.

II. Evaluation Criteria for Taobao Mobile Search Algorithm

First of all, you need to understand that the Taobao search algorithm uses a popular search model. How to understand this sentence? When we browse a product through keyword search on Taobao Mobile, the search results page will involve comprehensive search, popularity search, and sales search. Therefore, the more popular a product is, the greater the possibility that it will be matched by the search system on the Taobao mobile wireless terminal.

“Some people may ask, how does the search system determine whether a product is a popular product?”

The main evaluation criteria are: product new product weight + popularity weight (the popularity weight here is generally divided into two data indicators, product popularity year-on-year data + product popularity month-on-month data. This is also the most important part of the evaluation criteria, because it belongs to the popularity algorithm in our model. Everyone should know that the most important thing among all platforms is the popularity algorithm. Popularity means that when the traffic of your product continues to grow this week, you will find that if there is no decrease in click-through rate and conversion rate next week, your traffic will continue to grow.

For example: the system gives you 5,000 traffic opportunities. Since the industry's average click-through rate is around 5%, and your new product's click-through rate is 1%-2%, you can only get 1,500 traffic opportunities in the end. (Note that what the system gives here is not direct traffic, but display opportunities. However, since your product click-through rate is lower than the industry average, you will miss the system support period in the early stage of the new product, and the product weight value will naturally not be high.)

This is mainly a question to assess the traffic utilization rate of a single product. It includes:

(1) Product preference (collection rate, add-to-cart rate, browsing time, visit depth, page bounce rate)

(2) Traffic contribution value (also known as traffic value, i.e. the output sales of each traffic, formula = total sales/total traffic)

(3) Output of a single pit (conversion rate, average order value product rate)

3. How to create a popular item on Taobao Mobile wireless terminal

During the operation, the main control is on the popular search model in the search algorithm.

For sellers, in addition to paying attention to the decoration, page details, and traffic of the PC store, they should also pay attention to the traffic of Taobao Mobile. Taobao newbies may think that since I haven’t even done a good job with PC traffic, how can I have the time and energy to work on the mobile side. In fact, no matter what platform, the overall operational ideas for traffic acquisition are similar.

4. How to optimize Taobao mobile search traffic

The core of search traffic is actually the comprehensive ranking of all keywords of the product under different circumstances.

As far as single products are concerned, if there are significant changes in the short term, it is mainly the click-through rate, conversion rate and pit production that play a role. This is also the reason why some people’s real-time data has obvious effects. Of course, the weight of a single product is also a cumulative process. All the keywords that generate data have accumulated clicks, views, favorites, added to cart, transactions, transaction amounts, and dwell time on the product, as well as the single product’s praise rate, return rate, repurchase rate, average dwell time, detail bounce rate and the weight of the population generated by these data, which will all be evaluated periodically and cumulatively.

Below, Xiaoyujun lists important data indicators and calculation formulas, and combines them with the above content to help you find an optimization direction.

(1) Output per pit = average customer price * monthly sales volume

[Each category has a corresponding output threshold, and each keyword has a corresponding output threshold. When you reach this output threshold, the traffic will explode. There is no standard formula for calculating this threshold. It depends on market changes, experience, or you can only try to touch the approximate position.

(2) Conversion rate threshold = conversion rate/conversion rate index*1000 (the same applies to keyword conversion rate threshold)

(3) UV value = sales/number of visitors (sales = number of visitors * conversion rate * average order value)

=Conversion rate*Amount per order

(4) PV value = sales / page views

(5) Conversion rate = number of users who completed transactions / number of visitors

(6) Collection rate = number of collections / number of visitors

(7) Add-to-cart rate = number of added-to-cart items/number of visitors

(8) Average visit depth: Visit depth refers to the number of store pages a user visits consecutively (i.e., the number of pages viewed per session). Average visit depth refers to the average number of store pages a user views per consecutive visit.

(9) Average in-store dwelling time per visitor (seconds): The average dwelling time per visit among all visitors.

(10) Bounce rate: The ratio of the number of visits from customers who enter through a corresponding entrance and leave after visiting only one page to the total number of visits to that entrance.

I won’t say much about the return rate and dispute rate, of course, this is also something that merchants need to pay attention to.

Author: Mango God Ice

Source: Mango Magic Ice