The translation of the provided Chinese text into English is as follows:
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**Factors Affecting Traffic Conversion for Taobao Direct Express**
How to open an online store? First, keywords should be chosen based on the search behavior habits of the target customer group for the product. Second, precise optimization of product keywords is necessary. Third, product images must be clear and shot from angles that meet visual marketing requirements. Fourth, if there are discount details for the product, it's best to display them numerically on the product image. Fifth, the store's quality score should be high.
2) **Diamond Exhibition**
Direct Express is one of the most widely used promotional methods on Taobao currently. It operates on a keyword bidding model where users pay per click to obtain traffic. Keyword optimization and product image display are key factors affecting traffic conversion rates. There are various methods for selecting precise keywords. We can use Quantum to view 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 aims to provide priority ranking and display opportunities for products. Understanding user search habits and needs determines whether products are accurately displayed. Therefore, merchants need to carefully consider the search demand habits of their store’s customer base. The more the product image resonates with customer psychology, the higher the click-through rate, but this does not necessarily mean high-quality clicks. First, optimize the Direct Express keywords, then combine them with main keywords for integrated graphic and textual displays, highlighting key points.
1) **Direct Express**
The calculation formula here is Orders / UV, which means dividing the final number of completed orders by the total number of visitors to the store. The decisive factor influencing this data lies in the strength of the store's operational foundation.
**Conversion Rate**
As previously mentioned, stores bring in traffic through paid advertisements managed by promotion personnel. Here, we only consider the traffic as being of high quality for self-testing purposes. When high-quality traffic enters the store, store operators need to implement a series of activities and promotions to improve the conversion rate of quality orders.
The Diamond Exhibition (commonly referred to as "small hard ads") acquires traffic via image-based display advertising on Taobao. Its primary purpose is best suited for promoting brands and events. Creative picture materials and text are crucial factors affecting traffic conversion rates. The creative pictures should align with the objectives of the Diamond Exhibition. If it's for an event, it’s best to feature the store's best-selling products while simultaneously disseminating event information during exposure. In terms of text, it's ideal to highlight the discount levels numerically (data analysis shows that numbers with greater impact tend to generate higher click-through rates).
The conversion rate of an online store is a direct standard for measuring the effectiveness and benefits of store promotions. How can an online store improve its conversion rate?
The store conversion rate is an important indicator of a store's health, evaluated through four dimensions of data to determine if the store is functioning normally. Here, we analyze the factors influencing the store's conversion rate by categorizing the store's operations by position. Combining store data with industry average data allows merchants to conduct self-assessments of their stores. The four dimensions include: traffic conversion rate from promotions, operational transaction conversion rate, customer service order conversion rate, and payment conversion rate. Simply put, the traffic conversion rate refers to the ratio of UV/PV obtained through all promotional methods to drive traffic to the store. Here, we only discuss the引流 (traffic-driving) aspect of Taobao's most widely used paid advertisements.
Factors affecting the traffic conversion of Diamond Exhibition:
1. Average traffic analysis of Diamond Exhibition placement positions.
2. Analysis of Diamond Exhibition投放 (placement) times.
3. Content analysis of Diamond Exhibition (demand points).
4. Visual layout of image materials.
5. Degree of textual appeal.
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This comprehensive translation covers the key aspects of managing and optimizing an online store's traffic and conversion rates using tools like Direct Express and Diamond Exhibition on Taobao.