In the early stage

The promotion of new products in a new store is a great test of operational capabilities, because new products have no foundation and you need to start from scratch. To make a good new product, you must start with product selection. The selection of new products is very particular. When selecting products, we should not promote any products we have, but see what type of products are recognized by both the industry and customers? That is to say, we should look at the feedback data of the market, so that new products will have a greater chance of explosion. So how should we dig out this type of product? We can analyze the hot-selling elements of hot-selling products in the Shangzhi product list and the new product list, disassemble and analyze them, and combine them with our own product line to dig. If you really don’t have this type of product, then you can only test the model, and the probability of the product’s explosion will become very low.

One direction of product selection is actually "crowd", "crowd" means products recognized by everyone. The two data indicators that affect "crowd" are traffic and sales. Products recognized by "crowd" will definitely become hot-selling products. Products with novel and unique styles can often only attract a small number of people, so if new products want to be sold in large quantities and explode, we must work hard on the "crowd".

Product selection is to solve the problem of the target audience of the product from the essence. Then the test is to test the acceptance of the crowd for the product, to test whether your product is recognized by the "crowd"? Is your product really good? So first of all, we need to make it clear that the test needs to test the search channel, not the recommendation channel, because the conversion rate of the search channel is higher than that of the recommendation channel, and the shopping intention of the crowd in the search channel is stronger. So we need to use express or full-store promotion to test the model.

Express tests single products, and full-store promotion tests the whole store. If you want to test keywords at the same time, you can use express customization. If you only want to test the final data performance of the product, then you can use express smart bidding, which is more convenient to operate. The test cycle is arranged in about one week, and the more click data, the better. For new products, the initial conversion is relatively low. We need to use the test to dig out products with high display, high click-through rate and high purchase as the main products for the later stage.

Mid-term

In the mid-term of new store optimization, we need to optimize the "conversion rate" indicator of new products. Everything that can be seen by customers will affect the conversion rate. Everything that can be seen by customers is defined as "public eyes".

"Public eyes" is a concept of general optimization of conversion rate. From the exposure of the main picture page of keyword search to customers browsing the business details, we need to optimize all the places that customers can see in the mid-term. Because conversion rate is the premise of receiving traffic. To optimize "public eyes", we can analyze the hot products in the industry, search for industry big words, and analyze the top ten products.

To optimize the conversion rate indicator, we must learn to compare, because most customers will also compare when buying. You have to be more refined than the customer's comparison. When optimizing, you must dispel the customer's purchase doubts, do a good job of product endorsement, refine the product's selling points, and explain the customer's reasons for buying. These all require effort. Many people focus their operations on traffic indicators rather than conversion indicators, and ultimately fail to make products. This is also the reason.

After the conversion rate index is optimized, we need to determine the product's traffic channels. Search traffic, recommended traffic, activity traffic, competitor traffic, off-site traffic, homepage traffic, you need to determine the product's main traffic channels and secondary traffic channels. Each channel can bring traffic to the product. Traffic introduction is a very simple thing. The difficulty lies in thinking about how to introduce accurate traffic to improve the accuracy of traffic. Products do not need to be expanded in all traffic channels, which will only lose sight of one thing while focusing on another. You only need to focus on the core traffic channels and do a good job of conversion in the core traffic channels.

Late stage

In the mid-term of optimization, we need to continuously guide the product. When the traffic is stable, we need to do a good job of product maintenance. At this stage, we need to focus on ppc to reduce the product's customer acquisition cost, so as to effectively improve ROI.

In the late stage of optimization, we need to focus on ppc and ROI indicators, and maintain the stability of various data of the product. On the basis of stability, continue to tap potential customers, tap new customers in the category and competitor traffic, and do a good job of harvesting advertising remarketing crowds. To achieve stable conversion in the core channels with high traffic and high ROI.

To tap into potential customers, we can work hard on content marketing and off-site traffic. These traffic channels cannot give you timely help, but they can definitely give you icing on the cake. Some stores have not yet done a good job of converting on-site traffic, but they are trying to do off-site. In fact, this is wrong, because the conversion on the site itself is higher than that off-site. The characteristics of off-site traffic are huge traffic, but low shopping intention. People who really have shopping intentions must be on the site, so we can consider doing off-site after the on-site conversion and ROI indicators are stable.