What are the traffic promotion techniques for the new store?
Most people will find it difficult to run a new store, it is difficult to attract traffic and make transactions, but the most difficult thing is that there is no direction. You can only explore step by step by yourself, which will undoubtedly increase the trial and error cost of the new store.
Today, let’s share what should be paid attention to when building a new store? How should the new store better improve traffic?
- Analysis of traffic types ============================
For a new store, it is difficult to break through the initial traffic flow of the store. Except for those big brands with their own traffic, most new stores are difficult to compete with their competitors without promotion.
At present, the main types of traffic on the JD platform are free traffic, paid traffic, active traffic and off-site traffic. The core of free traffic is search traffic and recommendation traffic.
Paid traffic includes all the main products of Xingtong. The overall input and output of paid traffic will affect free traffic.
Event traffic and off-site traffic should also be paid attention to for new stores. Although there are not many event resources available to new stores in the early stage, activities on some platforms must be reported.
- Exposure indicators ======================
The store traffic is slow to increase, and the first thing to consider is the exposure and click-through rate. The exposure is the amount of exposure. The first thing to analyze is the main promotion channels of the main product. What affects the exposure of the search channel is the search ranking of the product. The higher the ranking, the greater the exposure.
The main factor affecting the exposure of the express channel is the bid of keywords. The higher the bid, the greater the amount of impressions. The amount of exposure, that is, the amount of impressions, is the first element to obtain traffic.
At the same time, the market demand of the product and the weight of the product also affect the product display. If the market demand of the product is low, the display level will be low.
The level of weight also directly affects the display effect of the product. For new stores, their own products and stores have no weight, so the exposure that can generally be obtained is very small, so new stores must do a good job in the early stage of the store. optimization.
- Click-through rate indicator ===============================
Display and exposure are the first links for products to reach buyers. The second link that directly affects traffic is the click-through rate factor. We can understand why buyers want to enter the store for click-through rates? Why do buyers click on our products?
Most operators believe that the poor click-through rate is the reason for the main image and creative image. In fact, it’s not that simple. The main image and creative image have a very high impact on the CTR weight, but the CTR is also affected by the price of the product, the number of reviews, the favorable rate, JD Logistics, and the ranking position.
If you think about it from a different perspective, you can understand that if you are browsing products as a buyer, will you only look at the main image? Will it also be affected by the psychologically expected price?
Multiple dimensions affect the click-through rate. If you want to improve the flow of the store, you must also optimize the click-through rate data indicators while the product gets enough exposure.
Fourth, do a good job in traffic acceptance
While optimizing the display volume and click-through rate, the new store must also optimize the internal strength of the store, so that the traffic can be better converted.
For new stores, it is very important to choose the traffic channel that is suitable for your main promotion. According to the actual store, you can judge the promotion method suitable for your store, set the investment capital, and set the return effect you want. In a word, do a good job Plan to start investing again.
The operation idea of the new store must be clear. Many operations that seem to have no obvious effect at the moment are actually laying the foundation for the store. These efforts will be presented as a return after the store reaches a certain level. It is not difficult to start a new store, the most difficult thing is lack of experience, methods and perseverance.
