Cross-border e-commerce paid traffic channel analysis and optimization strategy
After completing the analysis of free traffic channels, the next step is to conduct an in-depth exploration of paid traffic channels to clarify the details and trends of store traffic sources and provide data support and reference for formulating traffic operation planning plans.
Analytical ideas and methods
Combined application of dimensionality augmentation method and contrast method
After finding the two major traffic channels, free and paid, through the incremental dimension method, continue to segment, use the comparison method to find the sub-traffic channel with the largest proportion of visitors, and then further analyze its changing trends over time to understand its dynamic development. Condition.
Pivot table and chart visualization
Take a real case as an example. Starting from the data from April 1, 2020 to April 7, 2020, Excel’s “Pivot Table” function is used to filter the data, and the data is visualized through charts. Specific steps include:
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Open the data source: “Project Four Task Three Paid Traffic Channel Analysis”, select the data in the table and insert the pivot table.
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Import PivotTable: Drag the “Source details” field into the “Rows” label box, drag the “Number of visitors” field into the “Value” label box, and set the “Value Display Mode” is the “summation term”.
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Insert chart: Select “Donut Chart” in “Pie Chart”, add data labels, optimize the position and format of the legend, and modify the name of the chart to “Proportion of Visitors from Paid Traffic Channels”.
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Data analysis: It is concluded that the “facebook ads” channel has the highest proportion of visitors, reaching 80%, and is the main paid traffic channel.
Paid advertising strategy for independent websites
Product optimization and target group positioning
Merchants need to pay attention to product optimization and target group promotion, focusing on advertising areas, keyword matching, equipment differences and other factors.
Selective placement of ads
Choose appropriate advertising forms based on product characteristics and user group characteristics, and optimize the website or conduct bidding promotion through a combination of online and offline methods.
Segmented delivery and effect monitoring
Adopt grouping to publish advertisements on different platforms to facilitate rapid testing of effects, timely adjustment of strategies, and reduction of resource waste.
To sum up, cross-border e-commerce companies should consider a variety of factors when choosing paid traffic channels, and improve conversion rates and ROI through refined management and continuous optimization.