Today we are speaking about store specific data - click-through rate, click-through rate Why? Because click-through rate directly affects our entire program right weight, or to enhance an important factor in keyword Quality Score.
Whether natural or search traffic, scenes, and other activities to promote the final analysis, to the product or shop is just increase the amount of exposure.
We look at the visitor's formula: = CTR * show visitors the amount
We can clearly know from the formula, even if we have to spend money to do promotion, increasing the amount of exposure of the product, if the hits do not, want to increase traffic into the store is all in vain.
So we have to share with you today the main factors that impact click-through rate, so that we will have a clear idea of when to optimize click-through rate. Will not two of a smear is dry.
No direction and goals reckless, mostly self-comforting efforts.
First, the rankings
We often say that the ranking position of standard products is important, but sometimes we have to ask yourself, non-standard unimportant? We look at the scene of the search and advertising.
Location search advertising is 6N-5, advertising merchandise category pages is 1 + 6N, commodity details page ad in bit 3,9,15,21,27.
We open the screen, your eyes are not the focus of these positions and also have great relevance.
It is not in the prime location of the product will be more attractive sight. So we sometimes minor, many times, not as good as doing something to fight for a good product to show the location.
Second, the creative map
This sentence I could say more than ten times, but said many times, creative map directly related to the click-through rate, its influence weight, can go beyond rankings, with a very vivid words to sum up is - that figure in dim light.
But good ideas drawings are not necessarily click-through rate is high, after all, creative map is only one dimension of the impact click-through rate, but the link high click-through rate, he certainly attractive creative map.
We can fancy map, the first map of a good product into usage scenarios, and male hormones overflowing, meet consumer expectations of customers.
The second map, highlighting the differences in product selling point.
Third Photo, into usage scenarios, not too reactive, the main demand.
Footprint fourth graph, outstanding products, with beauty to attract attention, do not think only men like to watch beautiful sister, sister likes beautiful sister.
This is for everyone to sum up, a good idea map, must have these three points.
Click ② ① prominent selling point seduce simple and crude Promotions ③ focus attention made the difference
Third, title
Starting from the main title keywords, to optimize the precision control products to show, in other words, if the core of our product keywords problems, do you think we'll find our users precise product?
For example, I recently did a baby shoes, toddler shoes core word may be, it can be baby shoes, if we ourselves are not clear to product positioning, will choose the wrong core keywords.
Keywords should focus on our core product attributes and selling points go, like I mentioned above that shop, the characteristics of the final product, the core keywords positioned as baby shoes.
In addition to the title keyword, the rest is a lot to promote the search for key words, here to remind you that the selection of keyword relevance must be good to show this will be more accurate.
Fourth, the product
Why would it comes to product? Because the range of products directly related to the size of the audience crowd. Especially non-standard, a very high value style, style is also directly determines the product can become a cycle and burst models explosion models, these are the final product to decide.
Of course when it comes to products, they can not simply just say style, there are many factors that the product contains, such as product features, price, sales and promotions. Next we come to anything in detail.
Features: This fight can cause the core competitiveness of our products and do differentiate similar products.
Price: This is no way to fight a lot and Taobao, Jingdong, the biggest competitive is cheap. Basically products in the active resource-bit, the whole network is the lowest.
Price of the product itself is very low, we can do is increase the value of a single UV flow, that is, a single visitor customer price.
Customer buying go into stroll into the store, then you want to order more products more than to go back.
So here we are required to do a good job related sales, optimize internal strength and make good use of the official marketing tools, such as pieces of concessions and so on.
Although a lot of the fight is directed at low prices to consumers, but as long as we reasonably priced and optimized, there is still profit margins.
After all, consumers now pay some really not to buy the cheaper, but in order to take advantage of.
Five brand
We look at, a lot of fight ten billion subsidy layout, version 1.0 now has begun reputation, changed some consumers to fight a lot of brand recognition, 2.0 tens of billions of subsidies, the platform is to increase efforts to support the waist brand, traffic to support these brand products, is no longer bound to the high cost of daily necessities, but high customer a single electronic products and even luxury.
This part of the newly added traffic, they will be higher brand loyalty, brand recognition will be more, they do not believe in low-priced products, but if the store is the official flagship store is bound to discourage their orders concerns.
Sixth, service
In addition to 15 days no reason to return, seven days no reason to return to these basic guarantee, I would like to remind everyone that good customer service. There are a lot of fight part owner, to do their own customer service, but there is no guarantee who the mood of the United States and the United States every day, and the customer communication process, customer abuse or even hate, is really intolerable.
Why is it so say, because to me this is a business friends, customers also some analities, causing his temper up, back straight curse, leading to the official shops were locked up in dark room, forbearance and tolerance calm, take a step backward.
Then how can I do? Of course he is forbearance, and run their own businesses, and gas wealth, not to shut out the future customers.
Seven, labels
There will be a lot of fight on many labels, such as "Editor's Choice", "return package shipping", "Speed refund", "genuine risk" and so on.
The role of these labels, on the one hand to attract the attention of consumers browse the other hand, it is a platform for product back through the books, reducing the customer's order concerns.
