For products in the growth stage, product sales should be in a steady increase stage, which requires continuous resource investment. The product also has a certain foundation in sales, good reviews, star ratings and other indicators. Product traffic and product conversion are the focus of operation at this stage. Product traffic can generally be directed through 5 methods: store high-level resource traffic, paid promotion traffic, official event traffic, content channel traffic, and off-site community forums/video websites and other channels. Product conversion is the biggest threshold and bottleneck in the product operation process. Product conversion involves relatively more factors. The product style, style, packaging, marketing pictures, positioning price, customer experience, customer evaluation and reputation, etc., will have a direct or indirect impact on product conversion. In summary, product conversion can be carried out in 3 ways, including obtaining accurate traffic to build customer trust and optimizing product details. The accuracy of traffic depends on the matching of the labels behind the product/store. When the product label and the target population label match, the traffic will be relatively accurate.
Match the target population according to the core features of the product, and then find the right target population. Therefore, product conversion requires a set of “combination punches”. First, we should conduct marketing to the old customers of the store, or organize activities for high-quality and matching people, to carry out the early product label creation and sales accumulation, and then further strengthen and consolidate the labels through the intervention of paid traffic such as P4P, so as to obtain more accurate traffic and finally obtain good results. Accumulating high-quality evaluation content can build customer trust, thereby further ensuring the stable conversion rate of the product. In addition to excellent product titles, search pages, and detail pages, the accumulation of high-quality evaluation content is also an indispensable part. High-quality evaluation content has a great impact on the conversion improvement of products. In addition, the bad reviews of products can sometimes help further improve potential products. In addition to traffic and evaluation, it is also very important to follow up on competing products and learn from competitors in a timely manner. The cross-border e-commerce platform is a relatively transparent competitive environment, and buyers can make full comparisons at the front desk, so competing products are an important reference for operations. The data of competitors that need to be paid attention to include real-time traffic data and transaction conversion data.