How do experienced operators optimize delivery strategies?

The same product has the same pricing, the same distribution channels, similar copywriting ideas, and even the slightest difference in landing page design. So how can we grab sales through operational means, and how can we improve product conversion rates through marketing techniques?

1. New plans during the learning period to increase display volume and click-through rate, and operational skills to improve conversion rate

1. Optimize account management

2. Compare product competition environments

Product prices and product packages: Competition among similar products in the second-tier e-commerce industry is very fierce, so product packages are more common, and there will be certain differences in unit prices.

For example, last year, Luban's hot-selling tooth-cleaning mousse was priced at 69 yuan for 2 pieces, 99 yuan for 4 pieces, and 128 yuan for 6 pieces by merchant A; and 99 yuan for 2 pieces and 138 yuan for 4 pieces by merchant B. It is obvious that Merchant A has obvious advantages in terms of product prices and the range of product package options. On the consumer side, it will be directly reflected in: higher click-through rate, higher conversion rate, and higher signature rate.

Branched products: This item refers to the added value of the product, such as other functions and free products.

3. Optimize creative content

Product selling point extraction: It is crucial to highlight the core selling points of a product. The important features of a product, which are particularly prominent compared to other similar products, need to be highlighted in advertising creativity and copywriting to make your product stand out from many competing products.

Audio and subtitles: When making product video materials, you need to pay attention to the fact that, except for other reasons such as bidding, for video advertisements that are inherently high-exposure or oral presentations or product function demonstrations, it is best to produce materials with a strong style, an intense rhythm, and subtitles for delivery.

4. Optimize your landing page

Product selling point extraction: The landing page needs to highlight the selling points of the product, because the landing page design is directly related to user conversion.

Fluency: The production of landing pages needs to be guiding and able to guide users to the transaction page to fill in information. Therefore, the production of landing pages needs to pay attention to the user's perception. Ensuring the fluency and guidance of the landing pages is the key.

Differentiation of style and characteristics: Currently, the competition in the second-tier e-commerce industry is very fierce. The competition on the Luban platform is even more intense due to the huge traffic. Therefore, once a hot-selling product is launched, there will be merchants following suit immediately, and soon a large number of "same-style" hot-selling products will appear, such as the women's vest that has been a hot seller recently.

However, the most important thing about chasing products is the time difference. In order to keep up with the popularity of hot products as soon as possible, it is very likely that a large number of homogeneous materials will suddenly appear. Therefore, it is necessary to observe market trends in a timely manner, adjust your own delivery strategy according to market conditions, optimize the landing page, strengthen the selling points and style characteristics of the product, and distinguish it from other competing products in order to improve the conversion rate of the landing page.

Maintain traffic and set CPA, with a bid of about 120% of the estimated bid: the bid for building CPA can be slightly higher than the previous bid, but the cost is relatively ideal.

Author: EDX Category II E-commerce Intelligence

Source: EDX Second Category E-Commerce Intelligence