[Background of the problem]
The wireless terminal of AliExpress has been in operation since 2013, and the purchase rate of wireless terminal users has been increasing. In the cross-border e-commerce industry, there is a popular saying that “whoever has wireless terminal will win the world”. The wireless terminal is a powerful “weapon” of cross-border e-commerce. In the Double Eleven of 2017, the daily transaction volume of AliExpress wireless terminal accounted for as high as 62%. More and more sellers pay attention to the optimization of wireless operation, and Liu Jing is no exception.
[Preparation required]
A normal operation of AliExpress store.
[Operation skills]
1. Understand the visit time and frequency of AliExpress wireless terminal buyers.
Due to the convenience of mobile devices and the fact that they are not often in front of the PC terminal when going out, the distribution points of user visits are mainly concentrated on weekends and evenings. In addition, after users switch from PC to wireless terminal, the purchase frequency will increase greatly. At the same time, users visit wireless terminals with multiple frequencies and short time, which requires sellers’ content to catch users’ attention at the first time.
2. Understand the AliExpress wireless terminal experience.
Currently, AliExpress wireless terminal includes 3 clients (iOS client, Android client and iPad client) and 1 MobileSite. We take iOS client as an example to introduce the browsing process of customers on the wireless terminal, as shown in Figure 1-144.
Foreign buyers generally download the client through AppStore. After entering the client, they will see the wireless homepage. Through wireless search and wireless categories, they can reach the wireless product details page, wireless store homepage, etc. There are collection and sharing functions on the wireless product details page and the wireless store homepage. If the buyer feels good, he can share the store to social networks.
Currently, the main contents of AliExpress wireless terminal homepage include: platform activities, A11Categories, SuperDeals and QualityPicks. Under the search and Categories path, buyers can filter and view products with exclusive mobile phone prices separately.
3. How to obtain wireless traffic.
The acquisition of wireless terminal traffic includes two channels: on-site and off-site. On-site channels include wireless search, wireless categories, activity resources, personalized recommendation resources and PC terminal, and off-site channels include BNB and materials, etc.
Under the same dimension, the system tends to use data from the wireless end. The results of wireless search will be affected by the following factors, such as single product factors (single product views, click-through rate, conversion rate, collection volume, sales volume, customer conversion rate, price, whether to set a mobile phone exclusive price, QR code marketing, BNB promotion), service factors (order praise rate, order DSR, Top-atedSeller, FreeShipping, overseas warehouse, return and exchange service), store factors (store reputation level, collection volume, conversion rate, sales volume), text factors (product category matching, attribute matching, attribute completion rate, product description).
When selecting wireless categories, you should study which categories have a high matching degree with customer searches, and fill in the product attributes as accurately and completely as possible, so that customers can find your products smoothly. Pay attention to the event registration of the backend marketing center, and try to apply for PC and wireless events at the same time. Since the personalized recommendation block only displays the main picture and price of the product, the main picture needs to be better optimized. Use QR codes to guide customers from the PC to the wireless end.
Taking photos and sharing on the wireless terminal is very convenient. Try to guide customers to use SNS on the wireless terminal, which can increase traffic. Logistics mainly uses QR codes printed on express boxes or delivery orders to guide customers to share and quickly reach wireless stores or product pages.
4. How to improve the conversion of wireless terminal traffic.
The wireless terminal details page mainly includes pictures, titles, descriptions, and reviews, which are crucial to the conversion of wireless traffic.
(1) Main picture: The main picture of the product should be clear and have multiple pictures. At the same time, pay attention to details and control the puzzle to catch the customer’s attention at the first time.
(2) Title: The title of the wireless terminal product has limited readability, so the keywords that customers pay attention to should be put in front and the key description part should be placed in the front.
(3) Description: There will be a big change when the PC terminal details page is converted to the mobile terminal. The key is to separate the picture and text. Make sure the pictures in the description page are clear, for example, the size pictures of clothing should be clear for customers to see. In addition, the related pictures should be divided into key areas on the wireless side, and the related marketing module should be placed near the bottom.
(4) Evaluation: Guide buyers to write some positive evaluations and post their orders, preferably with pictures.