Many operators only focus on the daily fluctuations of traffic and orders when processing the traffic report of the listing. Once the link traffic is found to be declining, they will rush to advertise and promote. It is a good thing to pay attention to the traffic changes, but doing so will fall into inertial thinking, because in the actual store operation process, the fluctuation of traffic is not irregular. This involves the general law of the retail industry, that is, sales are cyclical with a weekly cycle. The operation team with retail experience will use the weekly weight index to estimate the actual situation. If you don’t realize this, you will often be exhausted and fail to solve the problem fundamentally by relying solely on the daily traffic report to judge the link status.
Ordinary operators may notice that there were small peaks in traffic on the 4th and 12th, and sales also increased slightly. At other times, traffic changes are normal fluctuations. Some should also notice that there is a difference of 7 days between the 4th and the 12th, and guess that link A also meets the law of cyclical changes in traffic and sales. These are numbers on the surface and are not difficult to understand. The purpose of data-based operations is to use this table to guide the operation of the next cycle, and to see what problems exist in link A from this table. If statistics are taken on a weekly basis, a chart can be obtained.
If the weekly traffic statistics chart is not used, and only the data of a single day is compared, it is difficult for the operator to find the downward trend of the link. If statistics are taken on a 7-day basis, it can be clearly found that although the sales volume of link A is basically stable within 14 days, the traffic has dropped significantly. The reasons for this situation may be the product evaluation, price, competition within the site, FBA inventory, life cycle, and some festivals or promotional activities. At this time, the operation needs to conduct further analysis to find out the core influencing factors, so as to carry out targeted operations. If the trend of traffic changes cannot be grasped from a macro perspective, and operations are only carried out “by feeling”, it will often fall into a vicious circle of blindly pursuing traffic or order volume, or even random operations.