What is the traffic situation of the store? Where does the traffic come from? The answers to these questions can be found in the traffic panel. The summary and collection of many basic data also start here. Merchants usually use the traffic panel to summarize and analyze various traffic situations, and then find ways to solve the problem.
The first part is the detailed information of the traffic.
Traffic Overview: View some traffic data of the store in the recent period. There are more specific data below the three key indicators. By selecting a time interval, you can view relevant data within a specified time range.
Total Traffic: the number of customers who have viewed your store (including the store and all product pages)
Traffic to Proucts: the number of customers who have viewed your store The number of customers on your product page
? Conversion: The number of customers who placed orders among visitors
Visitors: The number of customers who have browsed your store (including Store and all product pages)
Pageviews: The total number of times customers browse your store (including store and all product pages)
Followers ): Store fans
?New Followers: The number of new fans in the store
?Unfollows: The number of fans who have unfollowed your store
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Another component of traffic details is Traffic by Page. Here you can view the data on mobile phones and computers respectively. Merchants need to pay attention to the fact that the traffic status of the page will also follow certain analysis data:
?Store Homepage: the number of customers who have browsed the store homepage
?Product details Page (Product Detail Page): The number of customers who have viewed the product detail page (click this area to view the traffic of a specific product)
Other Store Pages: The number of customers who have visited other store pages (Including Profile, All Products, Promotion Page, Feed, Category, Search)
Since most customers come from default searches and will arrive at the product details page first, most stores have a certain amount of visits to the details page maximum. However, there are too few visits to the store’s homepage, which means that the homepage is not very attractive, there is no strong promotion plan and advertising, or the store has not accumulated enough basic fans. Suppose a store is in the Double 11 promotion or other special promotion period. The reason why the store has low visits to other pages is the same as the reason why the home page has low visits. The solution is to strengthen related sales and guidance in the details page. purchase collections and increase attractive advertising, marketing programs and content.
The second part is traffic source (Traffic Structure).
Unlike the domestic Taobao platform, although the access time of Lazada platform customers is also fragmented, the entrances of traffic are basically concentrated in a few large places.
(1) Lazada Guided Traffic: Traffic that leads customers to products or stores through Lazada functions and tools (such as search). There is no doubt that the more traffic, no matter where it comes from, the better. The source of Fced (Lazada version of Weitao) for many stores is basically 0, which proves that Feed, the free traffic, has not yet started operating, which is a pity. Everyone knows that you don’t need to spend much on promotion on Lazada, and even if you want to spend money to buy traffic, there are no relevant tools. Many people think that the improvement of traffic data indicators is a good thing, and it is easy to ignore the timely analysis of the reasons for the improvement of indicators. In fact, when the default search fluctuates, the reasons must be analyzed.
(2)Customer-Initiated Traffic: Traffic where the customer finds the product or store themselves (for example, from the shopping cart or order page).
(3)Extermal Traffic: Traffic from outside Lazada. Such as social media, other websites and search engines. Tip: You can promote your store on social media or other websites and use SEO to attract customers (external traffic data is being created and will be released soon).
Finally, there is TrafficAdvisory, which is a summary of the store’s traffic performance. You can see data such as “the source of most store traffic” and “the source with the largest number of visitors”. You can refer to this summary to optimize your store and products.
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