How To Shop With Hands?

Open up business consultants - traffic function module - traffic trends - nearly 30 days of data, you can see your data, whether there has been a downward trend, if there is a downward trend, then you open the front page, pull to the second screen - operation window - whole kanban.

This is a total of three lines, the blue line is the shop, the brown line is the same level of the same level, orange first is the same level excellent.

Generally speaking, shop flow should be considered comprehensively.

First of all, this line must be higher and better, but a healthy line should be above the industry average and below the excellent line, that is to say, the blue line should be between the green line and the orange line.

We look at this shop below the average of the industry, and then show a trend of decline except for two industries. The average value of the industry and the excellent value of the industry has been stable.

This shows that the flow data of the shop is really out of order.

Well, this is fundamental. Let's see how to analyze the flow data of stores comprehensively and systematically.

1. take a look at the overall trend.

Or business counselor, open the market function module - industry insight - industry market, choose nearly 30 days of data, and then you will see the following picture.

In contrast to the above 30 days' visitor data, we can see that the visitor data of this shop actually dropped considerably.

Because the overall industry market began in the early July, the overall visitor data rose considerably, but the visitor data of this shop began to decline from August 27th.

The industry is going up, and the store data is down. It must be a shop problem. Next, it must be the reason.

2. traffic is not necessarily high is a good thing.

In the "overall Kanban" there is another data is "pay conversion rate", under normal circumstances, this data is good with visitors data synchronization, that is, in the industry mean and Industry Excellence (of course, you are better near the industry excellence).

Otherwise, there will be problems anyway, so there are three problems.

(1) visitors' data are below the industry average, and the conversion rate data are below the industry average.

This problem is relatively large, because the payment conversion rate data has not been able to, so the impact of the shop's comprehensive quality score, and then further affect the natural search weight, so the flow of decline, if this time through train, drilling and Exhibition pay traffic also can not keep up with, then the overall traffic will be very low, equivalent to a vicious circle, the store will die.

This situation usually needs to be solved from three points: the first is to see if the product is not in line with the market; second, let's see if the design of the detail page is too bad to cause the pformation to decline; third, first, we will pull through the payment flow, and at the same time carry out the natural search optimization.

(2) visitors' data is below the industry average, and the converted data is above the industry average.

This happens more often, which generally implies two problems:

First, the higher conversion data is a false paction and does not improve the weight of natural search. Therefore, higher pformation data do not help improve the score of comprehensive quality of shops, and directly lead to no increase in the number of visitors.

Second, traffic structure is unreasonable.

If the better conversion data is due to the advantage of the product, but the number of visitors has been bad, this shows that the two traffic flows of "free" and "pay" have a problem.

It is possible that most of the data come from paid traffic and natural search optimization is not good; there may also be insufficient input of paid traffic such as through-train, and because of the problem of traffic ceiling restricted by hierarchy, natural search traffic has reached the upper limit.

(3) visitors' data is above the industry average, and the converted data is below the average of the industry.

This is the case, and soon you'll find that your visitor data will continue to slide down to the average of the industry.

The magnitude of this decline depends on how much money you pay.

Because the comprehensive conversion rate continues below the industry average, the big problem is that your ability to digest traffic is limited. At this point, you have to match the customer unit price. If your customer price is significantly higher than the industry average, it is also good that if your customer price level is below the industry average or the same as the industry average, then your natural search flow will decrease significantly.

3., improve the flow rate according to the actual situation of the store.

This is the core. You must know why your store flow has declined. Why has it been performing badly before finding a targeted strategy?

(1) flow structure is unreasonable and natural search optimization is problematic.

This general performance is that almost baby has no ranking, no natural search traffic, but good pformation, the product has advantages.

There are 2 key ways to operate such a baby:

Change title

There must be some problem in the layout of keywords.

Re select keywords, re select the title, do not worry about the impact of weight, no weight, what are you worried about?

According to the accurate long tail words of the business staff, don't expect too much words at the beginning. After a month's modification of the headlines, see if the weight of the long words has not come up.

Change the first picture

The general click rate of the first picture will not be very good (otherwise the product should be able to get up in the new product period), so we need to modify the first picture, use the through-train mapping, and select the picture with good click rate.

(2) stable ranking of search rankings

Under such circumstances, it is usually caused by insufficient input of paid traffic such as through-train and drilling.

But when you are driving and drilling, you must also consider the problem of comprehensive conversion rate.

Because it's better to change all the time.

So don't drive up the big words, and do all the accurate long tail words.

The same is true for drilling and launching, so as to keep the accuracy of flow.

(3) reduced conversion rate.

This situation is also more, the comprehensive conversion rate decreased, resulting in a decline in the overall quality of shops, and then the weight of natural search decreased.

This only improves the conversion rate in an all-round way.

To sum up, we have to understand why the volume of traffic will decline, we must comprehensively and systematically analyze the shop flow data, find out where the problem is, and then prescribe the right medicine, so that we will have the chance to reverse the situation.