(1) Direct Express Advertisement
The traffic obtained by the direct express is paid traffic. Sometimes, even if the bid for the direct express product is high, if the click-through rate is not good, it cannot get a high ranking. The placement of direct express ads has a time limit. If the seller does not consider the needs of buyers in different regions for different products and arbitrarily places direct express ads in a scattershot manner, the final effect will definitely be very unsatisfactory. Research the delivery area through “Industry Intelligence”. Sellers can select the industry of the products to be promoted in the “Data Vertical Industry Intelligence” interface of AliExpress, and select a certain time to see the distribution of the number of visitors and distribution data of the industry in various countries in the “Industry Country Distribution”.
Explore the delivery area through “Search Word Analysis”. Sellers can select the industry and set the time in the “Data Vertical > Search Word Analysis” interface to view the top 10 search terms for the industry products and the hot search countries for each search term.
Google Trends Research Delivery Area. Sellers can add search terms to Google Trends to view search results for each country, analyze the search frequency of each country, and determine the advertising area for the through train.
(2) Pay attention to the flow of new and old customers
The composition of store traffic can be divided into new customer traffic and old customer traffic according to customer type. Sellers need to pay attention to customer traffic at all times. A small change may indicate a problem in some aspect of the store.
Cultivate a healthy customer traffic ratio. Whether the traffic of the online store is reasonable has a lot to do with the traffic composition ratio of new and old customers. If the traffic of new customers is too large, and the traffic of old customers is basically nonexistent, it means that the buyers who enter the store only make one transaction and then stop coming. Analysis shows that there is a problem with the seller’s store or products, which causes buyers not to come back to buy. If the traffic of old customers is too large, and the traffic of new customers is very small, it means that the seller has no new customers. The decline in traffic of old customers of the store may be due to changes in the style and product style of the store, which makes old customers unable to adapt to these changes and no longer enter the store. It may also be that the store has held discount activities and greatly reduced the prices of the recently popular products, making old customers feel that the prices they bought before were not cost-effective. It may also be because there are problems with the quality of the products, which makes old customers no longer trust the store. The decline in the flow of new customers of the store may be due to a downward trend in sales of the industry to which the store’s products belong, or a change in the flow trend. It may also be that the store has been demoted, the ranking of the store’s products has changed, and the click-through rate of the product display pictures has decreased.
Sellers all know the order formula of AliExpress: number of orders = flow x conversion rate. It can be seen that the size of the flow is directly related to the number of store orders, and the new customer flow in the flow accounts for a large proportion of the flow, so sellers naturally have to find ways to increase the flow of new customers.
Match the product category well: After the product is put on the shelf, the seller observes the flow data of the keywords in the title every week and replaces the words without flow in time. In addition, it is also necessary to pay attention to whether the title is consistent with the product and whether it is related to the category. Make good use of marketing activities: Sellers can allow products to participate in activities to attract new customers. Many new customers will be tempted when they see words such as “discount” and “buy one get one free”. Make good use of window recommendations: Sellers will give priority to key products with high sales and conversion rates in the window position, making full use of the window position.