Decrypt drill-level children's wear operation skills
When the promotion effect tends to be stable, grab key conversion words of various models, maintain good position, conduct regular data analysis, add industry hot search words for flow replacement, and combine the actual conversion effect of various styles with low style control and promotion efforts. Optimize click conversion rate.
First, develop adjustment strategies
After straight-through optimization and adjustment, the overall sales of the store also rose, and continued to prepare for Double 11.
to sum up
Choosing the right source of supply, coupled with the right operational thinking, can be the savior and rescue the stagnant operating state.
1) Operation ideas
A main push baby test
Took over when the sales are very low, almost all new products, so can only warm up the sweater and dress early autumn and winter models baby, because there is no sales in the previous period, so are the way to take the stress test data comparison and observation.
Analysis of results: After the test, due to seasonal problems, the hit rates of the previous 2 sweaters were not as high as those of other categories, and the hit rate of dresses and coats was better. It is better to temporarily lock the target in those click feedback situations. On the baby, focus on strengthening drainage, observe the transformation, and then formulate the next adjustment direction.
B raises popularity
Pre-heating for the fall season is gradually realized through promotion strategies focused on keywords, wireless end-points and crowd segmentation, preheating autumn keywords in advance, and strengthening drainage to improve overall quality scores and click-through rates. Ppc, gradually optimize the adjustment and increase the click conversion rate.
C optimize the promotion effect
1) When the effect of promotion tends to be stable, grab the key conversion words of each style and maintain the good position
2) Perform regular data analysis, replace some words with low CTR and low collection efficiency, and add industry hot search words for flow replacement
3) Combine the actual conversion effect of various styles and low styles to control promotion efforts and optimize click conversion rate
D area drainage
In addition to focusing on key word adjustments, the three traffic portals should not be ignored. Data analysis and feedback should be done regularly. In the range of acceptable daily limits, the number of clicks converted to high, outstation, and directed ppcs should be appropriately increased after testing. Low, but the number of transactions is not very high, the proportion of appropriate adjustments; the most prominent is the wireless end of the shop this effect is very good, high click-through rate and high yield, the number of transactions far exceeds the pc-side, the main focus is Wireless side here.
Second, the sun fruit
2) Through train promotion effect
After taking over the promotion, our overall click-through rate is climbing. The trend is very good. There is room for improvement. Moreover, the ppc is very low. As a result, the flow that can be bought at the fixed-quota promotion cost is even more. The roi is very Nice.
3) Store situation
A traffic trend graph
With the assistance of the through train, the overall traffic situation of the store is obviously on the rise, plus the purchase index is also increasing, the overall business trend is climbing, and the proportion of wireless is very large, the potential business opportunities are also very strong, continue to maintain good Data feedback also requires in-store wireless fittings to increase wireless click conversion rates.
B trading trend
After straight-through optimization and adjustment, the overall sales of the store also rose, and continued to prepare for Double 11.
to sum up
Choosing the right source of supply, coupled with the right operational thinking, can be the savior and rescue the stagnant operating state.
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