Note: "Today's Analysis" is a column of analysis articles focusing on the problems faced by e-commerce. So please look at this column from the perspective of e-commerce.
Where does the traffic come from?
We are clamoring for traffic every day and hope to get traffic, so how does the traffic come from? Some conclusions can be drawn from the traffic analysis chart of a store:
Search engine traffic is higher than other traffic sources, which can reflect several problems: 1. The website does not do anything like traffic promotion at all, and it is not well operated. The result can only be that search engines become the largest source of traffic. 2. The information keywords and content of the website are well done. Yes, you have good enough SEO applications to get the best search results for your website. Search engines are a long-term and extremely low-cost traffic portal, but this traffic will be relatively stable, so what the store needs to do is to adjust the store’s product names, content effects, product pictures, etc. construction.
The flow of through trains is higher than other flows, and the effect of its delivery can be judged based on its proportion. If the flow of through trains increases greatly, then the effect of through trains is obvious. If the traffic of the through train is relatively small, it only means that there is a problem with the delivery effect, whether the effect of the picture is not good, the location is not good, or the traffic brought by other parts of the website is so large that the effect of the through train is relatively inferior. Weakened. Marketers need to make relevant adjustments to the delivery according to the traffic characteristics of the through train. How to make full use of the effect of the through train. In addition to the price, the selection and application of pictures also affect the delivery effect of the through train. The through train is a high-cost promotion plan. The traffic brought by this investment is unstable. Once the promotion of the through train is cancelled, its traffic will inevitably disappear. Therefore, the important thing is how to digest this kind of traffic that is easy to disappear and transform the traffic into a relatively stable aspect.
Although the flow of through trains is unstable, this flow is a warm flow, which means that this flow has the most nutrition and the visitors have the strongest desire to buy.
Website jumps, jumps from other websites, mainly publish activity information in relevant communities, or link to some websites. Or links to media reports. The traffic in this part is relatively stable compared to through trains, but there will also be a process of decline. It depends on where the link is located. If it is in the community, the popularity of this post will be used to judge the stability of the traffic. The most classic case here is the “Taobao First Floor” marketing plan. By building the first floor to increase attention, this kind of community website jump traffic increase and work is maintained. If it is a friendly link on a blog, it also depends on the popularity of the blog. If the blog continues to improve the quality and update speed of its blog posts, then the redirect traffic from the blog will remain relatively stable.
In comparison, the traffic from blog jumps is of higher quality. Most of these people have relatively good purchasing power and like to read blog posts, which shows that their knowledge and cultivation are at a slightly higher level. This is very important in product positioning. To whom you want to sell your product, you have to consider what kind of people I want to invite.
Where does the traffic go?
The flow will go away after it comes, just like the warm current in the sea, it will not be fixed in one place. So once you come, you will leave. The important thing is where the traffic comes from and why it goes from that place. We all know that if the traffic goes away from the home page, this is our biggest failure. Customers will run away before we can let customers see the details of the product.
Of course, a lot of traffic is not directed to the home page, but to specific products. If you jump out immediately after entering, then this problem arises. Why do our product single pages attract them, but they jump away? This cannot simply be said to be poor design. Whether the design is good or not depends on the dwell time. If the average stay time on this page is less than ten seconds, then this product is a failed product page, because there is not enough time for users to understand the product in depth, and the product has not attracted customers. Why is it short? I think there are several problems: first, there is something wrong with the product itself; second, the design is too poor and does not provide a good shopping experience; third, the content is too little and you can scan it at a glance without looking carefully; fourth, the content is not what customers want. The concern is that there are too few product pictures, and there are too many sales pictures and qualification information; fifth, there are too many words and too few pictures;
Therefore, an important indicator of retaining traffic is residence time. If your product page can keep users staying for more than one minute, your transaction rate will definitely increase greatly. As long as you make customers start thinking and struggling whether to buy, you It's already half done. If you fail to give customers enough time to think about whether to buy or not before letting them go, then the product's closing rate will naturally drop.
Even so, the traffic will still flow. So even if they want to leave, it’s best to let them jump around the store a few times before leaving. It doesn’t matter if you don’t buy it, you can go shopping and find out how much it costs, right? The more products you see, the more exposure opportunities you have. But how to divert this traffic? Everyone’s method is similar, which is the recommendation area for other products. It's just that the location of this area is different for each company. Some are placed on top, some are placed below, and some are placed in the middle. Why put it on top? Will this cause traffic to jump prematurely? Is it a blow to the transaction of the current single product? If it is placed at the bottom, will customers see the bottom? Reduce the chance of store redirects?
At present, it is inappropriate to put it on top. It's also inappropriate to put it at the bottom. The reason is quite obvious. It is more appropriate to place it under the description of the current product image. 1. It does not affect the transaction rate of the current page. Second, use excellent product pictures to provide a natural guide below to improve the success rate of in-store jumps. Third, make a horizontal supplement to the current products.
In addition, after the customer completes the transaction, is the customer service staff obligated to provide the customer with more information about other products? For example, recommend other sales areas to visit, or send product brochures to enhance customer return rates?
Article source: http://www.andymao.com/andy/post/136.html