The use of express trains in stores to create popular items is one of the main purposes of promotion and the main content of operations. A store with popular products will attract more free traffic, generate more conversions, and bring more revenue to the store.
As a promotion tool, through trains only play a supporting role in the process of creating hot products, providing more opportunities for products to be displayed. Whether a product will convert depends mainly on product selection, pricing, shipping costs, and product information description. When many novice sellers use through trains for promotion, they often blame the through train for poor promotion results. In fact, the main reason is that the basic work of the product itself is not done well. This is also a misunderstanding shared by many novice sellers. As a tool for through-train promotion, some basic operations, such as data analysis, optimization, word selection and other promotion setting skills, need to be fully mastered. At the same time, a certain promotion budget needs to be prepared, and sufficient promotion funds can be successful. Create hit products.
In addition to the through train, other marketing promotions in the store also need to work together to accelerate the creation of hot products. The products promoted by the store can also be promoted by joining the affiliate marketing single product marketing plan. In addition to gaining more exposure, orders placed through the alliance will also be weighted on the main search, helping the products gain more traffic. When it comes to store setup, associated templates are essential. Sellers can add this main product to the associated templates of some products in the store that have similar attributes to the main product, or are compatible, and introduce some traffic to the main product through the association settings of the products in the store. In addition to associated templates, this can also be done for matching activities set on the wireless terminal. In terms of store homepage decoration, it is necessary to focus on displaying the main products in a prominent position on the homepage, with corresponding promotional activities and copywriting, to enhance exposure in in-store traffic.
During the entire promotion process, sellers should not miss popular official resources, such as Flash Deals, Russian Group (short for “Russian Group Buying”) and other relatively high-quality fixed channel activities. Secondly, there are promotional activities or some super sales held by the platform every month, such as “3·28” and “Double 11”. Sellers can try to sign up for these activities and use official resources to further increase product exposure.
The entire operation process of through-train promotion:
The first step is to promote selected products.
Promotion selections can be selected from different angles. First of all, the product has been on the shelves for a period of time (more than 30 days), and the product data (including search click-through rate, collection and purchase data, etc.) is performing relatively well, orders have been placed, and product ratings and reviews are very good. If this kind of product is uploaded through the analysis of hot-selling product attributes on the analysis platform, it can be directly added to the key promotion plan for trial promotion. Products with better performance generally meet the “potential” recommendation reasons in the through-train product selection tool. Secondly, select a product with the potential to be a hit among the new products on the shelves for main promotion. This requires screening with “hot sales” or “hot search” as the recommendation reasons in the through-train product selection tool, and joining the quick promotion plan. Carry out a product testing activity for no less than 7 days, and then combine the testing data to decide whether to promote the popular product. Promotional product selection is the most important part of through-train promotion. Once the products are selected, the subsequent promotion will be smooth.
The second step is product testing. To create a hot product through a through train, sellers need to invest a certain amount of promotion expenses. Before any product becomes a hot product, there will be many uncertainties, such as the product is not popular in the market, the market demand for the product is not large, etc. There are certain risks when sellers directly use through-train promotion. Not only was the hit product not successful, the corresponding promotion expenses were also wasted. Therefore, in order to avoid such a situation, sellers need to test the product before determining the main product to reduce the risk of future promotion.
Testing models is the second stage of creating popular models. Throughout the testing process, sellers should focus on rate and collection and purchase data, which directly reflect the popularity of the product among buyers. Only those who are interested in buying will click on the product. The higher the click-through rate, the higher the corresponding click volume. There will be subsequent transaction conversions and collections and purchases. Compared with buyers directly browsing and placing orders, collections and purchases are a manifestation of indirect conversion, which needs to be analyzed from the buyer’s psychological perspective.
(1) Add to favorites. With the rise of the AliExpress wireless terminal, many buyers open the AliExpress App not for the purpose of purchasing goods, but more for recreation and entertainment, with no clear purpose for what kind of products they want to buy. There are two main reasons for wandering aimlessly: The first situation is that a product is not needed now, but may be needed in the future. For example, pregnant mothers see corresponding maternal and infant products, Buyers who are ready to buy a car see corresponding car supplies. Another situation is that there is no purchasing power for the time being. For example, a young buyer who has just started working sees a product that he likes but because he is short of money, he does not have the spare money to buy it yet. He needs to wait until his salary is paid or he saves enough money before he can buy it. This means that the buyer likes the product very much, but will not buy it for the time being. After meeting the purchase conditions at some point in the future, he will open the favorites and place an order.
(2) Add to shopping cart. Compared with adding to favorites, buyers who add to shopping carts show hesitation in purchasing products, which mainly comes from comparing multiple similar products. The same product has different prices and different selling points, making it difficult to decide which one to choose. Most buyers will go through a comparison process when purchasing products and want to choose the best one. Since it is a comparison, it will be more convenient to add all the products of interest to the shopping cart. In addition to the huge price difference, the final decisive factor is often the difference between different products. Buyers need to understand these differences through the introduction on the details page or consulting customer service. There is also an additional purchase behavior, which is to purchase multiple SKUs of the same product and compare them before placing an order.
In general, adding to favorites directly reflects the buyer’s love for the product – they are very interested in the product, but do not need to buy it yet. The additional purchase reflects the buyer’s desire to buy and is ready to buy, but needs to compare prices and styles before deciding which product to buy. The above two situations also reflect the problem of “purchase distance”. Buyers who add to collections are farther away from the purchase, while buyers who add purchases are closer to the purchase. Both reflect the buyer’s love for the product, so the test model is important for the purchase. It is crucial for a store to successfully create hit products.
The third step is data analysis.
Data analysis mainly uses the product report data in the through train data report to analyze the data of the product being tested.
The fourth step is to screen products.
Through periodic data analysis (more than 7 days), we can check the main data of the tested products such as click-through rate, collection and purchase.
Select the products with the best data performance and transfer them to the key promotion plan for main promotion. If there are no products with better data performance in the same batch of tests, then the main product cannot be determined for this test and needs to be re-tested. Carry out promotional product selection and test items.
The fifth step is to focus on promotion. Transfer the best-performing products in the test data to key promotion plans.
The sixth step is promotion and optimization.
When a product is transferred to the key promotion plan, it will be transferred together with the keywords previously set in the quick promotion plan. Therefore, corresponding promotion optimization needs to be carried out for the key promotion plan, which mainly includes the following two aspects. .
(1) Keywords. According to the word selection strategies of different promotion plans, sellers need to adjust the keywords in the key promotion plans. The key promotion plan focuses on product transactions. Through the through-train keyword tool, more high-quality and accurate keywords with “high traffic”, “high orders” and “recommendation by waiters” as the recommendation reasons are selected. At the same time, some key keywords are “good”. “Word push “Excellent” to get better keyword rankings.
(2) Promote creativity. The creative title and creative main image in the promotion idea can enrich the product promotion information, so that the promoted product covers more keywords and gets more exposure. Two different promotions can be made focusing on the main selling points or main functions of the product. creativity to achieve better promotion results.
The seventh step is data analysis.
Sellers can check whether the promotion settings of relevant promotion plans are reasonable through through-train data analysis. If the data performs well, orders continue to be issued, and input and output can form a positive ratio or remain the same, then continue to maintain it; if the promotion data does not improve and continues to be in a loss state, relevant optimization will be carried out based on data feedback. The analysis of through train data mainly depends on the click volume and click rate. The click volume data is so small that it has almost no reference value, let alone plays a big role. In this case, the click rate data must be looked at. Finally, a comprehensive comparison is made between the promotion expenditure data and the input-output ratio of the products. The promotion effect under the key promotion plan is mainly based on the input-output ratio. This is completely different from focusing on click-through rate and collection and purchase data when testing. No matter how good the click-through rate is, it is meaningless without conversion.
The eighth step is to increase promotion efforts.
Increase promotion efforts only for product data under the key promotion plan. Only when the performance is good will we consider increasing investment, and the specific amount depends on the seller’s economic situation. Increase the daily limit, high-quality keywords or Lingxi recommended bidding combinations. At the same time, the daily limit should correspond to the bid to ensure 24-hour coverage of the promotion. As the investment increases, more exposure will be obtained, providing opportunities for creating popular products. Certain flow support; do not step on the “throttle” until the data is unstable.
The development of anything requires a process, and through-train promotion is no exception. As the saying goes, “If you do it step by step, success will come naturally; if you try to encourage the growth of the seedlings, haste will lead to waste in haste.” From the perspective of the entire store operation, the through train is not a must-do content. From the perspective of creating hot products, the through train only plays a supporting role. In layman’s terms, it means “paying money to buy traffic”. How to perfectly absorb the imported traffic? The formation of conversion mainly depends on the product – “product is king”. Pay attention to the essence of the product and provide good services, and the increase in traffic will be a matter of course.