In fact, there is a lot of data behind every store. We need to learn to collect this data, and then analyze the data. If the data is not good, we must find ways to optimize the data. This article will introduce how AliExpress University looks at industry click-through rate data? How to improve?
1. The ratio of exposure rate to click rate varies from industry to industry. In some unpopular industries, search popularity is low and exposure rate is low, but product click-through rates are high. It depends on the product, but generally speaking, one click in 100 impressions is normal.
Through an overview, we observe the data according to a 7-day cycle (to avoid high data fluctuations in a single day affecting the overall data judgment). The golden formula is as follows: payment amount = number of visitors * views – payment conversion Rate * customer unit price.
2. The transaction formula can be transformed into the following more intuitive equation through a simple transformation, so that the corresponding data fluctuations can be optimized more specifically.
Payment amount = number of visitors * browsing – payment conversion rate * customer unit price = search exposure * search click-through rate * (number of orders placed / search exposure * search click-through rate) * customer unit price (one cycle Average payment amount per order within the period). In this way, when the seller’s payment amount decreases, or if the seller wants to increase the payment amount in a more targeted manner, he can intuitively increase a certain influencing factor, which can be broken down into the following points.
1. Search exposure.
Specific ways to improve: Product title, price, attributes, freight template optimization, through-train promotion and store content activity center (gold and silver sellers), store homepage, related modules, wireless independent image scanning can be effectively improved Product wireless exposure, editing and application of small language pages (increasing exposure to small language countries), platform activities, etc.
2. Search click-through rate: product main image, price, shipping template, ranking (buyers prefer free shipping, cheaper main images, and more attractive product details pages. Of course, the ranking must be reliable enough. Before that, buyer traffic on the first page of the search page accounted for 80%).
3. Number of orders placed: After buyers who are interested in purchasing click in, the product details page becomes very important. It needs to be more intuitive and clear to expose more features of the product that are worth buying. Buyers are encouraged to place orders, and Q&A is added to answer sellers’ common questions, which can better facilitate buyers to place orders.
4. Price per customer: product association modules, package combinations and matching packages. What needs to be noted here is that the degree of association and combination of products must be fully considered. The association module at the top of the details page can associate alternatives with different price models to prevent some customers from missing the products they are browsing that do not meet their expectations. The lower part can associate some complementary products to encourage customers to consume deeply, and the packages combine complementary products. Then corresponding price concessions and improvements can be appropriately given.
In every industry, its click-through rate is different. As long as it is not lower than the average click-through rate, it is normal. Sellers must do every detail well. If the seller wants to increase the click-through rate of the store, he must work hard on the main product image and title. If these two are done well, the click-through rate will also increase!