(I) Sources of traffic
Store traffic is divided into two channels: on-site and off-site according to the behavior of buyers. On-site traffic is further divided into free traffic, paid traffic and self-visit traffic. Free traffic is the most popular traffic for sellers because it is free and is generated by buyers’ active searches. When buyers are very purposeful, it is easy to generate orders. Paid traffic is the traffic that sellers get by paying, such as placing a through train. Buyers click once to bring one traffic, and sellers need to pay for this click. Self-visit traffic is the traffic generated by buyers actively opening the product details page of the store from shopping carts, favorites or purchased products. Off-site traffic refers to the traffic that enters the product details page through links outside the platform.
(II) Traffic data analysis
The four types of store traffic have different meanings for sellers. The larger the self-visit traffic, the more old customers the store has, indicating that the seller’s store has a certain brand effect. Usually, the conversion rate of self-visit traffic is relatively high. It is for this reason that many sellers encourage buyers to collect their own stores or products in their stores.
Free traffic is large, which means that the seller’s AliExpress SEO is well done, and the store’s rating and product ranking are very good. Free traffic usually accounts for the largest proportion of all types of store traffic.
Large off-site traffic means that the seller has put a lot of effort outside the e-commerce platform, and this type of traffic is relatively cheap. However, since most of the off-site traffic is from some channels outside the site, such as forums, emails, Facebook, Twitter and other chat tools, the conversion rate is often relatively low. Sellers need to pay attention to not letting this part of the traffic account for too large a proportion, because this is likely to result in low conversion rates, and low conversion rates will affect the store’s comprehensive ratings and cause the product search weight to decrease.
Paid traffic is paid by sellers, so if this part of the traffic accounts for too large a proportion and the conversion rate is relatively low, the seller’s marketing expenses may be overspent.
When sellers find that traffic is declining, they should check the data of various types of traffic, analyze the data trends of different types of traffic, find out the problematic traffic, and then think about the factors that may cause fluctuations in this type of traffic, find key issues and optimize them.
The above ideas seem simple, but they can greatly improve the efficiency of sellers in solving problems. Moreover, this idea is only one of the main lines of problem solving, and there are many subdivision ideas that can be expanded. For example: the seller checks the traffic data and finds that there is a problem with the free traffic. Then the factors related to the free traffic include keywords, product titles, store ratings, market changes, etc. The market changes alone can expand many problems: market changes are due to seasonal and weather influences, or promotion dynamics changes, etc. Not only that, the change in traffic may not only be a single traffic change, but also a change in multiple traffic, which means the occurrence of different problems. For example: the store’s free traffic and autonomous access traffic have changed. The factor related to the autonomous access traffic is the old customer factor, and the factor related to the free traffic is the new customer factor. Then the seller has to consider whether it means that some changes in the store make old and new customers dislike it, or whether it is caused by changes in the store’s overall style, models, etc.