Conversion Rate
1)直通车 (Direct Train)
As mentioned earlier, the store attracts traffic through paid advertisements managed by promotion personnel. Here, we only consider this as quality traffic for self-testing purposes. When high-quality traffic enters the store, it is then necessary for the store operators to conduct a series of activities and promotional methods to increase the conversion rate of quality orders. The calculation formula here is Orders/UV, which means dividing the final number of successful transactions by the total number of visitors entering the store. Therefore, the decisive factor affecting this data lies in the proficiency of the store's operation management. Direct Train is one of the most widely used promotion methods on Taobao currently. It uses keyword bidding to acquire traffic via user clicks on a pay-per-click basis. Keyword optimization and product image display are important factors influencing the traffic conversion rate. There are various methods to select precise keywords. We can use Quantum to check the top 500 keywords in the category, red-marked keywords on the Taobao homepage, automatically recommended search keywords, related attribute keywords, and trending keywords. Keyword optimization and selection aim to provide products with a priority ranking display opportunity. Familiarity with user search habits and needs determines whether the product will be accurately displayed, so merchants need to carefully consider the search demand habits of their store's customer base. The more a product image resonates with customer psychology, the higher the click-through rate will be, but this does not necessarily mean that these clicks are of high quality. First, optimize the keywords of Direct Train, then combine the main keywords with graphic displays. For Taobao stores, highlight the key points and build credibility.
Factors affecting the conversion rate of Zanzhuang traffic:
1. Average traffic analysis of Zanzhuang ad placement;
2. Time analysis of Zanzhuang ad placement;
3. Content analysis (demand point);
4. Visual layout of image materials;
5. The degree of text temptation.
The store conversion rate is an important indicator to measure the health of a store. It judges whether the store is operating normally through four dimensions of data. Here, we analyze the factors affecting the store's conversion rate based on job responsibilities, combining store data with industry average data to allow merchants to self-inspect their store. These four dimensions include the conversion rate of promotional traffic, operational transaction conversion rate, customer service order conversion rate, and payment conversion rate. In simple terms, the traffic conversion rate refers to attracting traffic to the store through all kinds of promotion methods and calculating the UV/PV ratio. Here, we only discuss the traffic diversion through the most widely used paid advertisement on Taobao.
Factors affecting the traffic conversion of Direct Train:
1. Keywords should target the search behavior habits of the product's target customer group;
2. Accurately optimize the product keywords;
3. Product images should be clear, and the shooting angle should meet visual marketing requirements;
4. If there is discount information for the product, it should ideally be displayed numerically on the product image;
5. The store's quality score should be high.
The conversion rate of online stores is an intuitive standard for measuring the effectiveness and benefits of store promotions. How can online stores improve their conversion rates?
Diamond Booth is a way to acquire traffic on Taobao through picture-based paid displays, commonly known as "small hard ads." The best use of Diamond Booth should focus on promoting brands and events. Creative picture materials and text are crucial factors influencing the traffic conversion rate. Merchants should choose creative pictures corresponding to the purpose of the Diamond Booth. If it’s for an event, it’s best to feature the store's best-selling products while simultaneously disseminating event information. In terms of text, it's preferable to focus on showcasing the numerical representation of the event's discount strength (data analysis shows that numbers with greater impact lead to higher click-through rates).
2) Diamond Booth