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Seven Key Points To Prepare For "Double Eleven"

2013/11/6 10:37:00 32

Double Eleven Tmall Double Eleven Shopping Alipay

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less than eleven weeks from the double, no matter whether the participants or non participating sellers have entered the most tense preparations for the whole year.

In the face of double eleven, how does Tmall, Taobao and search traffic change? What changes will the search make for double eleven? How should sellers make search optimization? In this article, 7 fatal points that can not be missed are put forward, which is believed to be helpful for sellers to prepare double eleven.

Let's get together and understand it!

1, with regard to flow /p >

> a href= "http://sjfzxm.com/news/index_c.asp" > double eleven < /a > how much traffic will there be? The flow of Tmall will increase obviously. In 2012, the traffic of double eleven Tmall should increase by more than 7 times, and the traffic growth rate of Taobao website is not small. It should increase by 50% or so, and the flow of Taobao search also has obvious growth, but the growth rate is less than 100%.

This year, it is estimated that there is no way out.

when many people occupy the main venue, Tmall data shows that 60% of IPV on the double eleven day (PV for each baby page) is derived from search, not the main venue and venue.

For most sellers, search traffic will be the main source on double eleven.

Taobao search, < a href= "http://sjfzxm.com/news/index_c.asp" > Tmall < /a > search will be the protagonist at eleven times each time. The traffic volume of the two will add up to 1 billion this year.

2, and the change of search in double eleven is less than /strong > /p >

< < a href= > http://sjfzxm.com/news/index_s.asp > > Taobao < /a > search. Last year Taobao search did three things to support Tmall double eleven.

tofu blocks changed from 3 to 8, and the eight commodities were double eleven active commodities.

This is equivalent to doubling the volume of tofu blocks.

And the logic went on at 9:00 the night before.

Of course, only 30% of the volume of bean curd is accounted for, and 70% of the total volume is not tofu.

there is a separate promotion search.

All double eleven, promotion, promotion and other words will go directly to the sales promotion search. In the sales promotion search results page, all the double eleven activities will be sorted ahead of the list.

Only when the activity merchandise is sold out will there be an inactive commodity.

Taobao's search words under the home search box. The search results of this word are all Tmall products, though it is also necessary to pay per click.

do not belittle these three moves. Last year, these three moves brought Tmall traffic in the past, at least 3 hundred million of PV.

What will happen this year? I reckon it will be worse than last year.

Tmall search should be more absolute in the double eleven because there is no round off mechanism.

last year, in the days of double eleven, Tmall search has already ranked the active products, which is absolutely near the front. Only when there is no active commodity in this search term will there be inactive goods.

what is the use of these information? Here is a talk about search optimization.

3, search optimization

if you have successfully signed up for double eleven, then you needn't worry. You should try to put your goods on the right label, be prepared and be more popular.

This article focuses on how the sellers who have not registered successfully make the optimization.

if you don't sign up for double eleven, the best way is to avoid similar headlines with some big sellers, as long as the title is similar, your baby will be sorted back.

You can only sell when others are sold out.

Take a look at your colleagues' participation in a double eleven product. They have long tail words that are useless. You can use them.

if double eleven is very successful that day, their goods will be sold out soon, then you need to take a look at the results regularly. Those words are not competitive enough on that day. You can modify the keywords.

The search system updates quickly, and usually updates the title in a few minutes.

the optimization of the shelf time is also very important. Your baby's shelf time is best adjusted to the evening of November 11th.

Don't set it up to double eleven in the morning, because double eleven in the morning and in the morning, it must be those who participate in double eleven activities, and your next time is set up.

If you set it up a bit late, you will be in a standby state on the day of double eleven, and some long tail words will help.

setting up the shelf time is to grab double eleven Taobao search traffic.

4, notice of wireless terminal

2012, the proportion of Taobao wireless pactions has reached 6.87%, an increase of 288% over 2011, and the annual volume of Taobao wireless pactions exceeded 50 billion, while that of double eleven was 960 million.

This year, Xiaoyao Zi emphasized the importance of wireless terminals. This time Ali has been paying attention again and again. This year's double eleven wireless Taobao paction is estimated to be over 3 billion.

Wei Tao is also a heavy product launched this year, and there are a series of activities worthy of attention.

apart from optimizing the details page, creating a great promotion atmosphere and focusing on the activities of Taobao wireless, I feel that there is one thing worth doing.

That's to advertise wireless ends.

Such as micro-blog, WeChat and micro Tao.

Some people do not understand why WeChat still wants to advertise, not to block WeChat. Ali shields WeChat from calling interfaces, but the links on WeChat can be directly linked to Taobao.

A lot of WeChat tuba, in November 10th and November 11th, estimated that advertising could fetch a good price.

Let's talk about traffic.

wireless terminal preparation I do not say much, there is an article written in great detail, we all search for "2013 double ten", Taobao "wireless terminal" exclusive exclusive play, some of the framework you can refer to.

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5, how to popularize drainage

Advertising on the day of "P eleven double" will be very expensive. It is two times three times more expensive than usual.

Usually a click of 3 yuan, double eleven should be able to go to 10 yuan.

But for sellers, it's still worth it. I'll give you an account.

On the day of P double eleven, the conversion rate of UV should be twice as high as usual, because the atmosphere of that day will make many people willing to buy it. The price of the guest is twice as high as that of normal times, and the atmosphere of that day will make many people buy more.

So the total paction volume should be 4 times higher.

So, as long as the advertising unit price is not 4 times higher, ROI will not decrease.

If a click is usually 3 yuan, it will be normal if the double eleven is not higher than 12 yuan.

but this kind of advertisement inside Taobao is very expensive. If you can advertise outside Taobao at this time, it must be very cost-effective. The specific factors refer to a description.

The advice to you is, double eleven day, you can go out to spend high price to buy traffic, for example, two times to three times the usual price, should not lose money (as long as the quality of the flow is still over).

Subscribers have 2.3 million subscribers, and if ten thousand people clicked through the article on the day of double eleven, the value of clicking on advertising is already 100 thousand yuan, according to the effect of each click of 10 yuan (the different categories are different).

You can buy double eleven less than 100 thousand yuan a day, which is cost-effective, which has not yet calculated the value of brand communication.

6, the most important moment .

Less than P, eleven successful businesses need to pay attention to a time point: from 0:00 to 1:30 in November 11th, this is the most enthusiastic time for everyone, and the most crazy time.

Users are very impulsive when they buy a lot of things.

What's more, the qualifying match of the main venue is counted according to the paction. During this time, if you make a good deal, you will have the opportunity to occupy a better position.

all sellers should put some favorable conditions as far as possible in the first few hours, and make quick turnover as soon as possible.

At the same time, it is also necessary to remind users that they can recharge in advance to < a href= "http://sjfzxm.com/news/index_s.asp" > Alipay < /a ", otherwise pactions can easily be blocked.

of course, if you think your competitiveness is not enough, don't compete with everyone in the middle of the night. The second peak is at 10 in the morning.

It will be nice to catch second peaks.

last year some people sold a lot of sales for punching.

What will happen this year?

7, about double eleven paction and brush paction

last year's double eleven turnover was not recorded in Taobao search ranking, and even sales volume would not be displayed, but the accountant entered Tmall search.

This year I estimate that the policy will be almost the same.

But for Tmall sellers, Tmall search traffic may be more important than Taobao search traffic, let alone tofu block.

So the deal is still very important.

last year, many sellers sold lots of themselves to rush the list.

I remember a home textile product, a set of goods more than 30 thousand, a person bought more than 300 sets, ten million of sales will soon come out.

according to what I understand now, Taobao and Tmall have intensified their efforts to control sales volume, and Taobao Tmall executives are paying more and more attention to anti cheating.

, so the advice to you is to do the right thing, not a href= "http://sjfzxm.com/news/index_s.asp" > brush up < /a >.

Especially in recent days, it is very close to double eleven. Try to avoid some strange pactions. Once the system is judged to be a false paction, even if you can be recovered by the petition, a few days later, you may have missed the double eleven traffic.

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