1 thought on “Master these points in 2019, and Taobao store labels will no longer be disordered!”
Gabriel
Now the whole Internet environment emphasizes users and personalization. The search engines of many user platforms are built under the mechanism of thousands of people and thousands of faces. On Taobao, thousands of people and thousands of faces can be understood as providing personalized services and recommendations for users, which also means that sellers who do a good job in store labels can obtain more accurate traffic and achieve high conversion
then, what are the main types of labels that affect the weight of the store
1. The so-called buyer tag is to mark and classify the buyer according to the buyer's gender, age, preference, region, economic strength, purchase method, etc. for example, if customer a bought a Korean version cocoon type black coat with a price of 300 yuan, then customer a's tag is black, Korean version, coat, and the customer unit price is 200-400 yuan. The system will automatically recommend products that meet these words 2. Store labels are divided into gender, age, region, and visitor behavior.
the data in the above figure already reflects the store labels. Store labels are formed according to the category, attribute, price, style, style, and information of the products on the shelves of the store. Therefore, the store owner must not sell many and miscellaneous products in the early stage, and try to buy products of the same category, This is the preparation for accurate drainage without disturbing the label of the crowd in the later stage 3. Industry tag: it is mainly divided into gender, age, region, occupation and naughty value
if you want to know the industry labels and data, we can refer to the business consultant, the professional version of market situation, the crowd portrait, and the buyer crowd for some categories of products, we should pay attention to the industry label and find the accurate passenger flow. This is the true feedback of the market and is more conducive to our accurate customer delivery how to optimize store labels we all know that the labels of stores are formed according to the attributes of buyers, so the most accurate way to target the crowd is to introduce accurate traffic. The specific way to introduce accurate traffic is through train drainage. I won't say more about how to operate the through train here. There are abundant resources on the Internet today, we will mainly talk about several common misconceptions that can easily lead to label confusion. After all, optimizing the operation of store labels is a hard work, and it takes minutes to disrupt the labels... there are many factors that lead to the confusion of crowd labels, such as: Bill brushing, Taobao customers, wrong in store activities, wrong through train driving labels... In short, as long as the consumption level of incoming visitors is inconsistent with the unit price of products in your store and accounts for a large proportion, Generally, we believe that this situation is the confusion of store labels if two-thirds of the store's consumption levels are concentrated in the range of 50-190, but the customer unit price of the store's products is 200 yuan, it can be seen from this that the flow into the store is not accurate enough, which will lower the conversion rate and will inevitably disrupt the original labels of the store. Because from the Taobao system, there may be tens of millions of people labels in the background, and the flow to you according to the original label has not been converted, The system does not know what kind of traffic it should give you, or it may not give you any more traffic How can I pull back the correct crowd label 1. Correctly position the product customer group and analyze the consumption level of visitors. such behaviors as Bill brushing and Taobao customers can only be used to make basic sales in the early stage of the store. The bill brushing itself has risks. Once caught, the points will be deducted and the right will be reduced, and even the store will be closed. It is really difficult to do so. Although Taobao customers are also one of the drainage methods, what they bring is not the accurate flow of the store. Over time, they will disrupt the crowd label of the store, making the store label and the buyer label unable to match, and the store will lose the accurate passenger flow we can analyze the consumption level of visitors in the store through the data in the business consultant. If the incoming visitors do not match your customer unit price, we can judge that the crowd labels are confused the so-called consumption level refers to the customer unit price preference of customers visiting the store, which should be matched with their own customer unit price
2. Formulate events according to the product positioning many stores regularly launch some in store promotional activities, such as how many free items are available and how many pieces are limited. However, when conducting activities, we should pay attention to the excessive discount promotion, which often attracts low-end consumers. Is this consistent with the product positioning? If not, this kind of promotional activity, which was originally intended to reduce sales, will also successfully disrupt the label of the store for example, for skin care products of a certain brand, you can launch a limited purchase activity. You can give a trial package, buy one piece with 50% discount, and purchase one piece with each ID. because these products are products with a high re purchase rate, the purpose of launching such activities is to provide customers with a trial experience and improve the return rate of customers on the other hand, if the average customer unit price of a clothing store is between 50-190 yuan, the store can launch the activity of "buy two get one free" to improve the customer unit price of the store and attract some customers with higher consumption levels in short, there are many similar in store activities, but the principle is unchanged. At the same time, when you go to some Taobao activities, you should also pay attention to the fact that shops with high customer unit prices do not offer any special price every day. It is cost-effective to gather, because even if there is traffic, it is difficult to transform, and customers will be scared away when they see the price estimate 3. Correct the through train orientation function the correct use of the through train orientation function is a sharp tool for correcting the crowd tag. As long as the number of clicks under the correct tag is greater than the number of inaccurate visitors, you can lock in the high-quality and accurate crowd. As for the driving direction of the through train, we still need to start with the keywords. If the keywords are not selected correctly, the crowd labels of the store will be disrupted. If you drive the train for a period of time and find that the display volume and click volume are good, but the conversion rate is still very low, you should pay attention to the factors that affect the conversion rate, except those factors in the early stage, such as selection, creative map, detail page, evaluation, pricing, If there is no problem in excluding these, we should consider whether the keyword is not accurate enough. We have shared a lot of simple methods to catch keywords with you before. If we still can't remember them, we should search for the key words of similar products of other companies with the same location and screen them one by one 4. Focus on the marketing of old customers the larger the store, the more attention it pays to the maintenance of old customers. I think these methods, such as holiday greeting messages, warm greeting cards, and daily small gifts, can no longer stimulate the nerves of old customers. These conventional moves have been spread to thousands of stores. As long as they are stores and want to maintain old customers, I think they can do these things, and the service that attracts people's hearts, It always depends on the uniqueness of each person, just like the search mechanism of thousands of people and thousands of faces, so does the service of old customers. The cost of developing a new customer is seven times that of maintaining old customers. The maintenance of old customers also needs to be alienated by business trips. Increasing the repurchase of old customers is an indispensable step to stabilize the shop crowd according to the repurchase status of old customers, the Taobao system will capture the value of old customers and allocate the weight (the weight of old customers is twice that of new customers). We will specially formulate some preferential activities for old customers to guide them to buy back for the second time, and the weight of store labels will become higher and higher 5. Don't miss the details of the enhanced label depending on the completeness and correctness of the product attributes, each attribute word is a product label, and behind each label is a group of potential visitors. It is important to complete the product attribute words, and it is consistent with the product title and the main diagram, which is the enhanced basic label the title keyword of a product must have a strong correlation with the product. If customers click in and find that the product is different from their search expectations, it will only result in high jump loss rate and low conversion rate.
Now the whole Internet environment emphasizes users and personalization. The search engines of many user platforms are built under the mechanism of thousands of people and thousands of faces. On Taobao, thousands of people and thousands of faces can be understood as providing personalized services and recommendations for users, which also means that sellers who do a good job in store labels can obtain more accurate traffic and achieve high conversion
then, what are the main types of labels that affect the weight of the store
1. The so-called buyer tag is to mark and classify the buyer according to the buyer's gender, age, preference, region, economic strength, purchase method, etc. for example, if customer a bought a Korean version cocoon type black coat with a price of 300 yuan, then customer a's tag is black, Korean version, coat, and the customer unit price is 200-400 yuan. The system will automatically recommend products that meet these words
2. Store labels are divided into gender, age, region, and visitor behavior.
the data in the above figure already reflects the store labels. Store labels are formed according to the category, attribute, price, style, style, and information of the products on the shelves of the store. Therefore, the store owner must not sell many and miscellaneous products in the early stage, and try to buy products of the same category, This is the preparation for accurate drainage without disturbing the label of the crowd in the later stage
3. Industry tag: it is mainly divided into gender, age, region, occupation and naughty value
if you want to know the industry labels and data, we can refer to the business consultant, the professional version of market situation, the crowd portrait, and the buyer crowd
for some categories of products, we should pay attention to the industry label and find the accurate passenger flow. This is the true feedback of the market and is more conducive to our accurate customer delivery
how to optimize store labels
we all know that the labels of stores are formed according to the attributes of buyers, so the most accurate way to target the crowd is to introduce accurate traffic. The specific way to introduce accurate traffic is through train drainage. I won't say more about how to operate the through train here. There are abundant resources on the Internet
today, we will mainly talk about several common misconceptions that can easily lead to label confusion. After all, optimizing the operation of store labels is a hard work, and it takes minutes to disrupt the labels...
there are many factors that lead to the confusion of crowd labels, such as: Bill brushing, Taobao customers, wrong in store activities, wrong through train driving labels... In short, as long as the consumption level of incoming visitors is inconsistent with the unit price of products in your store and accounts for a large proportion, Generally, we believe that this situation is the confusion of store labels
if two-thirds of the store's consumption levels are concentrated in the range of 50-190, but the customer unit price of the store's products is 200 yuan, it can be seen from this that the flow into the store is not accurate enough, which will lower the conversion rate and will inevitably disrupt the original labels of the store. Because from the Taobao system, there may be tens of millions of people labels in the background, and the flow to you according to the original label has not been converted, The system does not know what kind of traffic it should give you, or it may not give you any more traffic
How can I pull back the correct crowd label
1. Correctly position the product customer group and analyze the consumption level of visitors.
such behaviors as Bill brushing and Taobao customers can only be used to make basic sales in the early stage of the store. The bill brushing itself has risks. Once caught, the points will be deducted and the right will be reduced, and even the store will be closed. It is really difficult to do so. Although Taobao customers are also one of the drainage methods, what they bring is not the accurate flow of the store. Over time, they will disrupt the crowd label of the store, making the store label and the buyer label unable to match, and the store will lose the accurate passenger flow
we can analyze the consumption level of visitors in the store through the data in the business consultant. If the incoming visitors do not match your customer unit price, we can judge that the crowd labels are confused
the so-called consumption level refers to the customer unit price preference of customers visiting the store, which should be matched with their own customer unit price
2. Formulate events according to the product positioning
many stores regularly launch some in store promotional activities, such as how many free items are available and how many pieces are limited. However, when conducting activities, we should pay attention to the excessive discount promotion, which often attracts low-end consumers. Is this consistent with the product positioning? If not, this kind of promotional activity, which was originally intended to reduce sales, will also successfully disrupt the label of the store
for example, for skin care products of a certain brand, you can launch a limited purchase activity. You can give a trial package, buy one piece with 50% discount, and purchase one piece with each ID. because these products are products with a high re purchase rate, the purpose of launching such activities is to provide customers with a trial experience and improve the return rate of customers
on the other hand, if the average customer unit price of a clothing store is between 50-190 yuan, the store can launch the activity of "buy two get one free" to improve the customer unit price of the store and attract some customers with higher consumption levels
in short, there are many similar in store activities, but the principle is unchanged. At the same time, when you go to some Taobao activities, you should also pay attention to the fact that shops with high customer unit prices do not offer any special price every day. It is cost-effective to gather, because even if there is traffic, it is difficult to transform, and customers will be scared away when they see the price estimate
3. Correct the through train orientation function
the correct use of the through train orientation function is a sharp tool for correcting the crowd tag. As long as the number of clicks under the correct tag is greater than the number of inaccurate visitors, you can lock in the high-quality and accurate crowd. As for the driving direction of the through train, we still need to start with the keywords. If the keywords are not selected correctly, the crowd labels of the store will be disrupted. If you drive the train for a period of time and find that the display volume and click volume are good, but the conversion rate is still very low, you should pay attention to the factors that affect the conversion rate, except those factors in the early stage, such as selection, creative map, detail page, evaluation, pricing, If there is no problem in excluding these, we should consider whether the keyword is not accurate enough. We have shared a lot of simple methods to catch keywords with you before. If we still can't remember them, we should search for the key words of similar products of other companies with the same location and screen them one by one
4. Focus on the marketing of old customers
the larger the store, the more attention it pays to the maintenance of old customers. I think these methods, such as holiday greeting messages, warm greeting cards, and daily small gifts, can no longer stimulate the nerves of old customers. These conventional moves have been spread to thousands of stores. As long as they are stores and want to maintain old customers, I think they can do these things, and the service that attracts people's hearts, It always depends on the uniqueness of each person, just like the search mechanism of thousands of people and thousands of faces, so does the service of old customers. The cost of developing a new customer is seven times that of maintaining old customers. The maintenance of old customers also needs to be alienated by business trips. Increasing the repurchase of old customers is an indispensable step to stabilize the shop crowd
according to the repurchase status of old customers, the Taobao system will capture the value of old customers and allocate the weight (the weight of old customers is twice that of new customers). We will specially formulate some preferential activities for old customers to guide them to buy back for the second time, and the weight of store labels will become higher and higher
5. Don't miss the details of the enhanced label
depending on the completeness and correctness of the product attributes, each attribute word is a product label, and behind each label is a group of potential visitors. It is important to complete the product attribute words, and it is consistent with the product title and the main diagram, which is the enhanced basic label
the title keyword of a product must have a strong correlation with the product. If customers click in and find that the product is different from their search expectations, it will only result in high jump loss rate and low conversion rate.