Diagnosis involves the entire store and a single product. If there is a problem with the entire store, diagnosing a single product is meaningless.
The first is to diagnose the market share and market volume of the store’s products. If the market share or market volume is small, even if the product data is good, the store’s monthly sales will not be too high. The second step is to diagnose the relationship between the product selling price and the nature of the product. The product and selling price need to match. If there are unreasonable differences between the store market and selling price, there is no need to diagnose the quality of individual product data. Therefore, you should diagnose the store’s individual product data when there is no problem with the store’s market and selling price.
First check the daily report of the entire store (stores with less than 60 orders in 90 days cannot view the daily report).
1. Product capabilities
Sellers mainly check the “number of products on sale”, “number of new products”, “dispute filing rate for incorrect goods”, “DSR product description score”, “product dynamic sales” 7 data including “rate”, “new product sales rate” and “non-sold rate”, and compared with the average data of peers, as shown in Figure 3-3-2. If the store data can reach the average data of peers, it means that the store’s product capabilities are still good.
(1) Number of goods on sale: Generally, the average quantity is sufficient. After all, AliExpress has gradually become a small and beautiful store, which should focus on refined operations.
(2) Number of new products: It is recommended that new stores upload an average of 10 products a week, and old stores upload 2 to 3 products a week.
(3) Dispute filing rate for incorrect goods: When sellers deliver goods, frequent communication with buyers can reduce the dispute rate. If the unit price per customer is low and the product can be given to the buyer, it is still worthwhile to get a good review.
(4) DSR product description points: When uploading product information, it is recommended not to over-process the pictures and just beautify them normally. Similarly, more communication with buyers can improve the description points.
(5) Product sales rate: Sellers must learn to organize store products and decisively delete products with no data, no visitors, and no orders, otherwise it will affect the sales rate of the entire store.
(6) New product sales rate. When sellers upload product information, they choose products from the perspective of buyers. Only by doing more data analysis can we understand what types of products buyers like and what prices they can accept. The product.
(7) Transaction and non-sale rate: Sellers should eliminate force majeure factors. If the product is out of stock, look for the same product first; if there is no buyer who has selected the product, communicate with him more and try another product; if you cannot contact the buyer, you can send the same product to the buyer; If the price of a product is too high, you can give the buyer a gift, and then leave a message asking the buyer to change the product. After all, the impact of a sale or failure on the store is greater than a normal dispute, so I would rather have one more store dispute than a sale or failure.
2. Traffic channel capabilities
Sellers mainly check the “number of visitors searching for stores”, “number of through train clicks”, “number of alliance visitors”, “number of off-site visitors” and “number of visitors to store activities” “Number of visitors to platform activities”. Bringing a little traffic from all aspects can add up to a lot.
(1) Search store visitor number: Mainly focus on product titles, create monopoly keyword titles, and “bury words” on product pages to improve title matching. This can increase search exposure. Only exposure The higher the volume, the more visitors will come.
(2) Through train clicks: Sellers with investment can appropriately open through trains to increase the number of store visitors.
(3) Number of alliance visitors: It is recommended that sellers open an alliance and open store-wide marketing for new products, and single-product marketing for products with acceptable data.
(4) Number of off-site visitors: Sellers who do not know how to promote off-site can also get off-site traffic by opening an alliance.
(5) Number of visitors to store activities: There is no limit to store activities, so it is recommended that various store activities should not be interrupted.
(6) Number of visitors to platform activities: For old stores, it is recommended to participate in more platform activities without losing money on the product; new stores can generally only participate in trial activities, and only if the product can be sold. , you can consider participating in trial activities to accumulate sales and store fans.
3. Traffic carrying capacity
Traffic carrying capacity refers to the data performance of the entire store’s products. Since the products are divided into traffic models, ordinary models, and profit models, the data of the entire store is for reference only. The object of product diagnosis is limited to the first 20 products in the store. Because the main product data has improved, the data of the entire store will also increase. It is normal for the data of ordinary models and profit models to be unsatisfactory.
4. Logistics capabilities
Sellers mainly check the two data of “DSR Logistics Service Score” and “Average Delivery Time”. If these two data are processed well, other data will be Then it improves.
(1) DSR logistics service points: It is recommended that stores try multiple logistics channels for early shipments and select the best logistics channels. It is best for new stores to choose online delivery, and for stores with a large number of orders to choose offline delivery, they should also test more reliable freight forwarders. The higher the logistics score, the lower the dispute rate for unreceived goods. Of course, for orders that have not been received, sellers must reissue them to buyers in a timely manner and handle them properly.
(2) Average delivery time: When selecting products for a store, it is recommended to choose local sources of supply. If there is no local supply of goods and the delivery cycle is long, you can choose to stock up a little when the store steadily places orders, or choose a dropshipping supplier, which can deliver goods to buyers faster. Faster delivery can increase product weight.
5. Service capabilities and customer operation capabilities
Service capabilities and customer operation capabilities mainly refer to the nature of the product and customer service capabilities. In other words, if the product quality is poor, no matter how good the customer service is at communicating It doesn’t help either. If the product quality is acceptable, coupled with customer service communication and service, most buyers will give positive reviews and become regular customers and purchase store products many times.
6. Business Consultant – Store Source
After sellers check daily reports and understand store and industry data, they also need to check the store’s traffic sources to further understand the traffic structure and specific needs. What are the directions for improvement? In the business advisor, click the store’s “Traffic Source” in the left navigation bar.
(1) Search: Visitors enter the store through AliExpress’s on-site search.
(2) Product page: Enter the store through the recommendations on the product page.
(3) Home page: Visitors enter the store through the AliExpress home page.
(4) Buyer’s backend: Visitors enter the store through the buyer’s backend, such as entering the store from the order list page of the buyer’s backend.
(5) Shopping cart: traffic brought by clicks on the shopping cart.
(6) Favorites: Traffic brought by website favorites.
(7) Shopping guide channel: Enter through the shopping guide channel, such as FlashDeal, newcomer area, low-price channel, good goods, industry pavilion, etc.
(8) Venue: Visitors enter the store through the event venue page, such as “3·28” and “Double 11” sub-venues.
(9) Content: Enter the store through content-related pages such as Feeds, Freebies & Reviews.
(10) Store page: Visitors enter the store product page through store-related pages that are not product details pages.
(11) Independent access: Enter the store directly by entering the store address or through browser favorites, etc.
(12) Off-site traffic: Enter through AliExpress outside the site.
Store search traffic and product page traffic are the main entrances to the store’s free traffic. Other traffic entrances can be increased in a targeted manner based on the number of visitors.
7. Types of products that require diagnosis
General stores have more than 100 products. Does every product need to be diagnosed? Of course not, under normal circumstances, you only need to diagnose the top 20 products with high exposure in the store, because after the products with high exposure are adjusted, the data of other products will also increase accordingly.
If the store data is poor and only 5 to 8 products have more than 1,000 exposures every day, then only these 5 to 8 products need to be diagnosed. Other products do not have data support, and product deficiencies cannot be found based on the data. place.
Similarly, new products do not require diagnosis, or products that have not been tested do not require diagnosis. Products need to be tested by buyers after the information is uploaded, because all products will be given certain exposure by the platform. Only with exposure can buyer data be obtained. Only with the support of buyers’ data can the problems of the product be intuitively shown.