How to run a Taobao shop The purpose of Taobao operation is to sell the products in the store. And if you want to sell products, you can't do without these two dimensions: 1, flow 2, and conversion. Let's talk about traffic first. If you want to sell your products, you must first let people see your products. This logic should be easy for everyone to understand, that is, we are talking about expanding product exposure and letting more people see it, but just seeing it is not enough. If you see it, you have to go in and turn it into traffic. The more traffic inlets, the more traffic. Generally speaking, except for local tyrants' crazy kryptonite shops, small shops all start with free natural search traffic, that is, "the buyer saw your baby through searching keywords on Taobao platform, and was attracted by your main picture, bringing traffic". The weight of keywords determines whether your baby can be displayed (exposed) enough. With the monitor, as long as it matches your main picture, the click rate is high, and the traffic will naturally come. Is that clear? Do you think you know how the traffic comes from? But I still don't know how to improve. Don't worry, look down. Knowing the principle, you will know where to start, and that is keyword weight. The essence of improving natural search traffic is actually to improve keyword weight. The factors that affect keyword weight are: sales volume, drs score, popularity (collection plus purchase), repurchase rate and so on.
Therefore, if you want to rank keywords, you must make the corresponding data around the above indicators. These data go up, the more buyers who can find your baby, the greater the exposure, as long as the main picture is not bad, then the traffic will not be less. But the premise of operation must be that you combine a title and search popularity, otherwise the traffic will not change much after operation. For the specific combination ideas, please refer to my article: Taking care of Jun: Operating dry goods: teaching you how to create the explosion title of monthly sales 10000 pieces, followed by the differentiation of the main picture. The weight of title keywords is just for you to see. If there is exposure, but no one clicks, there is still no traffic. The design idea of the main picture can refer to this article: How do Taobao sellers make the main picture with high click-through rate? The above is only an analysis from one traffic portal, but it depends on the planning of the store you operate and which traffic portal you focus on. Let me talk about transformation first. The store has traffic, but the conversion rate is very poor, so the order can't get on. Do you have a headache during the operation? If you don't have a headache, the boss will give you a headache. So at this time, you should study why the traffic has gone up and cannot be converted. At this time, we should think from the following angles: 1, whether the flow is accurate; 2. Whether the details page and store marketing are enough to stimulate buyers' demand. We simply skip the traffic accuracy, because it belongs to the traffic part. Generally speaking, if it is not accurate, it can be improved by direct delivery. So we mainly talk about the second point, so how to analyze whether the details page and store marketing are enough to stimulate the pain points of buyers' demand? Refer to the design of the main picture and detail page of products with good sales volume of peers, as well as marketing model, associated marketing, coupons and so on. Basically, if you do a good job in two dimensions, your basic order is definitely not worrying, but if you want to do it for a long time, it will definitely involve store layout and paid promotion. I divide the overall operation framework into the following stages: first, sort out the product line, analyze the market demand, plan the product focus, which is the main push and which is the auxiliary push, and so on. Secondly, the focus of different products is refined into the title/main picture, and then combined with the competition rules and standards of the platform, the cards are put on the shelves within a certain period of time; Then carry out basic manual promotion, brush or drive to accumulate initial data, and then know where the optimization rules are. This is the whole process framework, but every detail is easy to understand and master many latitudes.
Operation skills of Taobao new store 1. Stores, products and price positioning
Now the development trend of Taobao is refined and stylized, and it can't be chaotic. It can't sell women's clothes, children's clothes and maternity clothes. Now there can only be one main category, and the proportion of main categories needs to be above 95%. In today's thousands of people, Taobao can't determine the personalized label of your product crowd, so it can't give you accurate personalized traffic. Moreover, the products of the whole store need to have their own style, which is also the general trend of development. But the shooting style of our products was determined, and the pricing of our products and the positioning of the crowd were finally determined. Regarding product pricing, we don't mean to calculate our own profits, but to draw up a value for the product. Everyone has such a mentality, only knowing how to cherish valuable things. Finally, the crowd positioning, age, gender, occupation, etc., will facilitate our more accurate drainage and produce personalized labels.
Second, the product layout and new plan
The style of the products we talked about before is now the layout of our products. First, we need attractive, demanding or more affordable products to drain the store, drive the sales rate of the whole store, and then make a profit, and there are some clearance promotions. Finally, we should make a reasonable new plan in time. Everyone knows that the new product will have a certain supporting weight. In addition, don't let customers see the same product every time they enter the store, which will have a bad experience, especially for old customers.
Third, collect data and know your opponent.
The operation idea of the whole store layout of the newly opened Taobao store: understand the competitiveness, market scale and audience of our products, and conduct data analysis. In addition, we need to know the situation of our competitors, their advantages and disadvantages, and we should be aware of them.
Fourth, control products and supply chain.
The quality of products must be well controlled. No matter how powerful your operation is, a poor quality product can make all your efforts go to waste in an instant, so the quality of the product must be controlled well. If this supplier can't do it, we will switch to another one, and we will also improve our after-sales service, pay more attention to the evaluation of the baby and understand the shortcomings of the product.
Verb (abbreviation of verb) fund selection and measurement
Everyone should know this, but not many people actually do it, but I know that big sellers and more successful stores must do this job, so if you want to do a good job in the store, you must do this job well and put it in place.
Sixth, the detailed information page
Know the selling points of your products, highlight marketing activities, and pay attention to clear priorities. The most important thing is to show the products. I saw a classmate selling a coat, and then I had to cut a picture for the background. Then their hair was always there, and their skills were not good. If you can't finish reading it in an hour or two, just ask him what you sell. So, what is the main body of our details page? We must let users know what you are selling, and then it is a selling point. A product can extract many selling points, but we only need to highlight one main selling point, and other selling points are only auxiliary.
Seven, product weight promotion marketing settings
For example, there are freight insurance, 7+ return, charity baby, window recommendation, gold rush, card coupon discount and so on. These settings will have a certain weight on the baby.
Eight, baby evaluation
We need to maintain the baby's evaluation, which has a great impact on our conversion rate. If there is a bad review, we need to contact the buyer at the first time, negotiate to help solve the problems he encountered, and make comments and modifications. If there is anything we really don't want to modify, we need to explain it under the evaluation. In addition, if it is well received, it can be interpreted as a thank-you word below.
Nine, there must be paid promotion.
The main paid promotion routes are taobao guest, through train and drilling exhibition, all of which are made by big sellers. Their paid traffic generally accounts for about 30% of the overall traffic of the store. Doing a good job of paid traffic data will improve our free search traffic.
X. title optimization
Title optimization is a long-term thing. Many courses and articles have titles, so I won't talk about them here. What we want to say is that after the topic is done, it is not static, and it needs a long time to optimize and modify it later.
XI。 Customer service training
The importance of customer service should be clear to everyone. This job also needs to be studied and trained, and we should use all methods to improve our inquiry conversion rate.
Twelve. Maintenance of old customers
Establish a set of old customer maintenance system, membership management, such as membership discounts, etc., to maintain old customers, because the trading weight of old customers is quite high.
Thirteen, the store unsalable money
We need to eliminate all unsalable funds, clear the warehouse when necessary, and improve the overall sales rate of the store.
How to create Taobao explosions 1 measure
Measurement is an essential step, and most sellers will find it time-consuming and complicated, but it is impossible to create explosions without this step. If you find it troublesome to measure the through train, there are several methods for you to choose from: regular customers, micro-amoy, self-media and related sales, and the simplest way to measure money is to look at similar models with high sales volume and top ranking on Taobao, but be careful not to be too much, so the competition will be too great and it will become bad for you.
Second, optimize the title.
For making explosions, the optimization of the title can not be ignored. Download the hot words of the last 7 days, then delete those words that have nothing to do with the baby, synthesize the remaining phrases into titles, and then search these keywords and long tail words one by one to see if you can find your baby. The title written by yourself can also be labeled as a new product for the baby, which can promote the explosion.
Design of detailed page and main picture
How to design the detail page and the main picture? We need to create a detail page and main picture with our own characteristics. Novice sellers can start with a simple point when creating the detail page and the main picture, that is, pay attention to the collocation between colors, try to choose the background picture that can highlight the product, or refer to the victim's picture. The most important thing is to highlight the selling point of the product.
Third, the cumulative sales of through trains.
After the internal strength of the product is done, it is definitely indispensable to create an explosion. We can use the through train to increase sales. The through train mainly bids through keywords, and the keywords with a score of more than 7 are reserved, and the bidding is 50% higher than the market average, so as to reduce the bidding on the PC side. Then, according to the observation, the bidding of words with less clicks is improved, and the bidding of words with more clicks is reduced. Click more, and the internal strength will be in place.
The transformation has come, the sales volume has also gone up, and the formation of explosions is simple.
4. Select "Alipay Cartoon" or "Confirm the amount of bank remittance" to apply.
Take "Confirm Bank Remittance Amount" as an example, and click the "Apply Now" button.
5. Fill in the ID card information and submit it.
6. Fill in personal information and bank account information and click Submit. Click "Confirm Submit" after checking the information is correct.
7. The application for certification has been successfully submitted.
Please check your account at the bank counter or online banking within 1-2 working days and remit the confirmed funds.
After checking the funds in your bank account, please log on to Alipay website, click "Apply for Authentication" in the upper right corner of "My Alipay" and enter the exact amount.
8. Log in to Alipay Account-My Account and click "Apply for Real Name Authentication" to enter the remittance amount page.
9. Confirm the remittance amount, enter the amount from Alipay in the bank account, and then click OK.
10, 2 seconds after information review, you have passed Alipay real-name authentication.
Fourth, I want to open a shop.
1. Log in to Taobao, enter my Taobao, and click "I want to sell" in "Baby Management".
2. Click "Bite Price"
3. Select the category of your baby. Categories need to correspond to the baby's attribute categories and so on. Click OK to release the baby.
4. Fill in the basic information of the baby and click "Publish"
5. After releasing 10 different treasures in the same way, you can apply for opening a shop.
6. After publishing the 10 treasure, click "I want to open a shop" to create a shop.
7. Fill in the basic information of the store and click OK.
8. The store was created successfully, and your store address was recorded in time.