There are generally two situations in which product exposure is low: product exposure cannot be improved and product exposure suddenly declines.
1. Reasons why product exposure cannot be improved
(1) Title: For new stores or stores with low exposure, title keywords are the main source of exposure. It is recommended to use keywords with search popularity to create titles. Therefore, if a new store lacks popular products, the first thing to consider is to modify the title.
(2) Traffic capacity: Exposure cannot be increased. The main reason is low traffic capacity. Traffic capacity refers to the data of product clicks, dwell time, collection and purchase, conversion, praise, etc. , in other words, the product traffic capacity is high, and the exposure is generally not low.
(3) Product: The product audience is small and the product data is relatively low, making it difficult to increase the product’s exposure.
2. Reasons for the sudden decline in product exposure
(1) Competitors compete maliciously, resulting in poor product data and reduced product acceptance capabilities.
(2) No paid traffic or store marketing activities were used before the big promotion, resulting in a decline in product data.
(3) Store disputes and infringement. For example, there are three types of disputes: non-sale, false delivery, incorrect goods, illegal pictures, brand infringement, etc., resulting in store points being deducted, and products receiving negative reviews, which have a great impact on the recommendation weight of the store platform.
(4) When popular products become outdated, products change seasons, or when the hot product cycle comes, the exposure of the product will also decline.
Other details
Store diagnosis only focuses on exposure, click rate, conversion rate, and page views. Improving the recommendation weight of the store platform includes clicks, conversions, page views, length of stay, Collect additional purchases, sales rate, DSR score, praise rate, dispute rate, violations and infringements, gold and silver brand stores, delivery speed, etc.
Each point corresponds to a different aspect, so sellers must pay attention to product selection, information uploading, store operations, customer service, etc.
Length of stay: It is aimed at product pictures. The selling points of the product are displayed through pictures, so the main picture, details, reviews, etc. are all aspects that buyers pay attention to before purchasing.
DRS score, praise rate, disputes: these points are related to customer service. A qualified customer service will not score too low on these three points; the other is the quality of the product itself. When the seller receives the goods, Need to pay attention.
Only diagnose the product if it has data. If there is no data, there is no need to diagnose. Store diagnosis is mainly for the first 20 products with data. If the data of the first 20 products increases, the data of other products will also increase accordingly. Not all products can be improved after diagnosis. This has a lot to do with the category or the audience of the product itself.