Store diagnosis is an aspect that sellers and friends need to pay attention to during the operation of AliExpress, because doing store diagnosis can promptly discover some problems within the store, formulate plans based on the problems, and then check for omissions and fill in the gaps to improve the store. Make the store healthy. Operate and get good returns.
Understanding the situation of the store is the process of store diagnosis. So how do we diagnose? First look at the overall performance of the store, which is mainly divided into daily service points and monthly service levels. The following details the daily service points and monthly service levels.
(1) Seller service level.
The seller’s service level is evaluated at the end of each month and updated in the background before the 3rd of the next month. It is calculated based on the average service score of the previous month. Based on the calculation results, the seller is divided into excellent, good, passing and failing sellers. Sellers at different levels will receive different platform resources.
(2) Daily service points. The daily service score adopts a hundred-point assessment method. There are 8 assessment items in total, which are updated every day. The daily service score is equal to the sum of the 8 individual assessment scores, that is, the daily service score (full score 100) = auction-not-sale rate score (full score for each individual item) 5) + Score for the filing rate of disputes about goods not received (full score for each item: 5) + Score for the filing rate for disputes about goods not received (full score for each item) (full score for each item: 10) + Score for the arbitration responsibility rate for goods not received (full score for each item) (full score for each item: 15) + Score for positive praise rate (full score for each item) 10) +DSR product description score (single full score 30) +DSR seller service score (single full score 15) +DSR logistics service score (single full score 10).
(3) The impact of daily service score on stores is as follows: the higher the daily service score, the more beneficial it is to search ranking (the ranking is affected by multiple dimensions, and service is divided into one of the influencing factors); sellers The service update cycle is daily.
(4) The daily service assessment period is as follows:
As of the end of last month, sellers with an assessment order volume of <60 in the past 90 days will not participate in the seller service level assessment;
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As of the end of last month, sellers whose stores have been open for ≥180 days and have assessed 60 orders in the past 30 days will have an assessment period of 30 days; for other sellers, the assessment period will be 90 days.
Sellers who do not participate in the seller service level assessment will have the same rights as passing the assessment by default. Sellers in this group should work hard to increase their order volume to qualify for the assessment.
(5) Daily service points assessment orders.
Assessment orders refer to orders that occur within the assessment period at any of the following time points: the time when the seller’s delivery times out, the time when the buyer selects the seller’s reason and successfully cancels the order, the time when the buyer confirms or confirms receipt. Timeout time, buyer’s dispute filing time, arbitration initiation or end time, evaluation taking effect or timeout time.
(6) Grading standards and resource rewards for service levels.
The service level of the current month is calculated based on the average daily service score of the previous month, which is used to give more rewards to sellers with consistently good daily service scores; sellers of different levels will be ranked according to the number of windows, Platform activities, store activities, etc. enjoy different resources. The higher the level of sellers, the more resource rewards they will enjoy. “Excellent” sellers will receive the TopRated Seller logo. Buyers can quickly discover excellent sellers when searching for products and choose products from excellent sellers to place orders. Sellers with poor indicator performance will not be able to sign up for platform activities, and their search rankings will be affected to varying degrees.
The 1st to 3rd of each month is the service level calculation and resource distribution cycle. During this period, the distribution of various reward resources will be gradually completed. Please wait patiently. Check the daily service score, monthly service level, and orders or products that caused bad experiences on the seller’s backend homepage or the seller’s service level page.
Note: Search ranking exposure is affected by daily service points and has nothing to do with the service level of the month. Enjoy the highest percentage of early loan privileges and are no longer linked to service levels.
For AliExpress sellers who have already started operating stores, what data do we need to pay attention to during daily operations? It can be analyzed from the store level and single product level.
Novice sellers are more suitable to use simple dimensions, such as the first-level dimensions, to build data tables for analysis.
At the same time, in addition to paying attention to data, it is best to conduct data statistics every day. The following is a brief introduction to the functions of each major module in AliExpress data vertical and horizontal
(1) Real-time storm: a tool for real-time observation of store traffic dynamics.
(2) Product analysis: Provides 13 dimensions of product data download for the past 30 days; analysis of single product traffic sources, product conversion, transactions and other dimensions.
(3) Transaction analysis: Provide data such as store operation status (GMV, UV), store global visitor distribution, store core indicator analysis and other data.
(4) Store traffic source: Provides store traffic source data.
(5) Store decoration: Provides data on store visits from various countries (number of pageviews, visitors, average depth of visits
etc.).
After understanding the role of each major module data in the data vertical and horizontal, let’s explain the ideas of novice sellers in analyzing store data. Let’s first analyze it from the store and single product levels:
(1) The store level includes the store’s exposure, number of visitors, page views, and number of orders.
Exposure: The platform determines the performance of the store in all aspects and gives opportunities for display
Click-through rate: The probability of a buyer clicking on the product after it is displayed in front of the platform buyers Number of visitors: Buyers click Views of people entering the store: the number of times all pages of the store are viewed by buyers entering the store. Conversion rate: the proportion of buyers entering the store who successfully place orders. Number of orders: the number of orders placed by buyers.
(2) Single product level: Similar to the store level, the data of a single product is analyzed.
Take the exposure of a single product as an example. To quickly place orders for a new product, it must have continuous exposure, the cooperation of activity resources, and the investment of advertising costs to continuously increase the number of page views and increase the number of single products. Click-through rate, ultimately achieving the purpose of increasing conversion rate.
Store diagnosis needs to be done frequently by sellers. Sometimes we need to analyze it from different angles and formulate plans to improve the store based on the R problems discovered. Below we analyze from different question modules:
1. Account performance
Account performance needs to be judged by the service level of the current month and the level estimate of the next month. In the account performance, it is found that the store score is still far from excellent, which can be solved through the following methods:
(1) ODR (Online Dispute Resolution, e-commerce online non-litigation dispute resolution) exceeds the standard and is created one by one Popular items increase order volume (increase the denominator).
(2) Issue threshold-free coupons to increase orders (increase the denominator).
(3) Focus on correcting negative reviews (narrowing down the numerator).
(4) After 90 days, the negative reviews will be changed to those with negative reviews of more than 5 US dollars.
(5) Send a group message to customers asking for positive reviews, and the positive review rate will reach 97 by the 3rd of the next month. %.
2. Seven-day transaction orders
View the number of transaction orders from the product analysis of Data Zongheng and sort them. Check whether there are new products sold in the seven days, whether the best-selling items are the same every day, and whether the types of products sold are the same. If the answer is no, you can refer to the following solutions:
(1) When the limited time limit is used up every month, set three categories of products: products with the top 80 traffic; newly launched products; store-wide discounts Successful product. We will ensure that three groups of products are discounted for a limited time and in a long term.
(2) The entire store will have discounts for one month without interruption, and each event will last for 3 days. At the end of each month, set up all store-wide discounts for the next month.
(3) Set up instant discount activities.
(4) Various coupons to try: $2 off for purchases over $8, $3 off for purchases over $15, $5 off for purchases over $30, etc.
3. Price per customer
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Check from the store profile in the data aspect. If the customer unit price is low, you can improve it in the following ways (1) The store sets an immediate discount that matches the customer unit price, such as $2 off for orders over $15.
(2) The store should set up coupons that match the customer unit price. The customer unit price is 6.4 US dollars. The coupon should be set to get 2 US dollars off for purchases over 8 US dollars. To use up all 5 activities in a month, you can set it to get $2 off for purchases over $15, $3 off for purchases over $30, $4 off for purchases over $50, $5 off for purchases over $80, and $6 off for purchases over $100.
(3) The store setting supports wholesale, with a 5% discount for purchasing 2 or more items (other sellers generally keep 25% of the profit).
Note: Coupons and instant discounts can be used in combination.
4. Store marketing
In AliExpress’s marketing activities, reasonable setting of store activities is an important form of optimization. It can be flexibly used to use limited-time limited discounts, store-wide discounts, and store-wide discounts. Four tools, instant discounts and coupons, are used to attract traffic and convert.
(1) Limited-time limited discount is a store marketing tool that allows sellers to independently select event products and event time, and set promotional discounts and inventory levels. Using different discounts to promote new products, create explosive products, and clear inventory is a favorite tool for sellers.
Warm reminder: Use the “Popular Products” of “Data Aspect” to select event products, and optimize the product information in advance before creating an event.
Advantages: The main image of the product has a clear discount mark; additional exposure to the buyer’s shopping cart and favorites on the buyer’s search page for Saleitems (discounted items) will provide discount reminders.
(2) The whole-store instant discount is a promotion rule where the seller sets an automatic discount of US$
on orders exceeding X US dollars based on the seller’s own unit price, which can stimulate buyers to buy more. , a store marketing tool to increase customer unit price. Warm reminder: Using the “Product Interlinking Tool” to recommend related products can greatly improve the effect of instant discounts. Advantages: additional exposure of the instant discount logo on the search page; clear logos on the store homepage attract buyers’ attention; logos on product details pages further stimulate buyers to download. one.
(3) Store coupons are set by sellers in terms of discount amount and usage conditions. Buyers can use coupons within the validity period after receiving them, which can stimulate new buyers to place orders and old buyers to return to purchase. Increase purchase rate and customer unit price.
Warm reminder: Multiple store coupon activities can be set up at the same time period to meet the needs of buyers with different purchasing power and obtain more orders.
Advantages: Special area promotion of AIl Coupons (all discounts) on the buyer page; clear logo on the header of the product details page and platform email directly recommending it to buyers.
(4) Store-wide discount is a discount tool that can set different discounts for the entire store in batches based on product grouping, which can help sellers quickly increase traffic and sales in a short period of time.
Warm reminder: Set different discounts according to the profit margins of different product groups. Products with a 10% discount or more are easier to order.
Advantages: Bulk discount logo on the main image of the entire store; Sale items (special offer items) on the buyer search page
Exposure; There will be discount reminders in the buyer’s shopping cart and favorites.
5. Platform activities
In marketing activities, pay attention to the information about platform activities and see what suitable activities are available. AliExpress is a platform that has a very good effect in attracting traffic, so if you can apply for platform activities, you must apply; there are three main points for selecting products for platform activities, including high cumulative product sales, high product praise rate, beautiful product pictures and the first picture It is best to have a white background without watermark. The timing of registration for platform activities is also very important. The beginning of each month is when there are the fewest competitors, so you should seize this good time to register for activities.
6. Check for leaks and fill in the gaps
After diagnosing these problems, the last step is to check for leaks and fill in the gaps:
(1) Store performance needs to ensure that it reaches TOP (top), account performance and sales complement each other, and the difference in order volume between good and poor performance can reach 30%.
(2) The four major marketing tools of the store must be fully utilized, and there should be no balance quantity or duration.
(3) The store ensures that 10 new products are put on the shelves every day, and the price is set as a hot product, a traffic-drawing product
or a profit product according to the store planning.
(4) All the platform activities that can be applied for have been applied for. Products with high sales volume, beautiful pictures and high praise are preferred. By making full use of the above points, seller friends can achieve healthy operation of the store and realize profits. The above are some methods of store diagnosis, as well as some solutions. When we perform store diagnosis, we must formulate some targeted plans based on the actual situation of our store. No matter what method, we need courage and time to experiment, and it will suit us. is the best.