In 2019, the performance of many platform sellers has generally declined, and the cost of platform traffic is getting higher and higher. At the same time, the way of off-site promotion to divert traffic to the platform has mediocre conversion effects, no user retention, improper operation and the risk of store closure. This is the current situation of many platform sellers. An embarrassing situation. So many sellers began to think of independent websites.
But not all sellers are suitable for independent websites? How to achieve good off-site traffic drainage? Read on and you will know.
1. Are you suitable to be an independent website?
First of all, independent websites should avoid opening up a new world from scratch. If your official website itself has accumulated a lot of traffic that has not been converted, and your brand and products have a certain degree of popularity and fans, this will be a good idea. Foundation. But if you start to build an independent website when the brand is still blank, it is actually a waste of money.
Secondly, positioning is very important, because all subsequent website building and marketing promotion work will follow this rhythm. Independent stations are divided into the following categories.
? A full-category independent website, similar to Amazon, DX, Global E-commerce, etc., requires at least tens of millions of funds.
? Independent websites for vertical categories, maternal and infant categories, 3C categories, fishing gear, sex toys, etc., also require tens of millions of funds.
? Brand-specific independent websites have a large number of SKUs and focus on brand output. This type is what is most needed now and can be implemented quickly for most sellers. Therefore, small and medium-sized sellers with certain sales volume in the United States can be said to follow the trend by establishing independent brand websites.
2. What are the basic tasks for independent station operation?
In fact, each module of an independent website needs an independent team to operate it. Building the website is the first step. The following are the most important basic modules.
Regarding the on-site experience, it includes payment methods, SKU retention reviews, social media sharing, points redemption, member rewards and other implementation methods. Take Review as an example. After accumulating certain data, it can be used for event marketing. For example, we can regularly push a collection of five-star products, or recommend the top 100 most popular products of the year. On Women’s Day, we can launch the “Ten Products Most Favored by Moms” and so on. Some customer messages will also be good communication points.
DX previously held an event on Mother’s Day – “The Product You Want Most”. A mother left a message saying that she only wanted a teddy bear because her daughter had always wanted it, but her family was having difficulties. Then we responded with a very emotional letter and sent it to women aged 25-35 through EDM, telling them that we helped the mother realize her wish. This is actually an emotional marketing.
Regarding daily maintenance, in fact, EDM sending is a promotion method with the lowest cost and the highest conversion rate. Therefore, the most obvious advantage of an independent website is that it is a closed loop and can retain its own customers, which is something that the platform cannot achieve. Here you need to pay attention to the time difference and open rate.
3. What is the most effective way to attract traffic outside the site?
There are many force majeure factors in operational promotion, and a big misunderstanding in off-site traffic drainage is that many companies like to let operators do part of the work of obtaining traffic for free. This can be said to be a fantasy, because obtaining free traffic could only be achieved on Facebook 7 years ago. Now the cost of attracting traffic has increased at least ten times, unless there is an explosive event and you are lucky enough to hit a hot spot. Nowadays, one of the fastest, most effective and best ways to see changes in data is paid marketing.
The following are the main ways to attract traffic off the site. In fact, the cost of acquiring customers is also very high, and it is a continuous content release.
There are a few more points to note:
? The presentation of promotional content through different types of channels needs to be different. For example, the official website display is more serious and digital, and websites such as Blog, BBS, Facebook, Youtube, VK, Yandex, Instagram, etc. will be biased towards interesting, interactive and creative content.
? It is not recommended to choose a traditional video company for video marketing. If it is not a company promotion but a product promotion, it is recommended to choose a video company in the e-commerce industry that can produce batches quickly for this type of conceptual video. The cost is lower because product updates and iterations are very fast.
?Not all products are suitable for discount coupon marketing. For issuing discount coupons to old customers to stimulate secondary consumption, the key is whether the product repurchase rate is high. For example, fast-moving consumer goods such as paper towels have a relatively high repurchase rate. For some products that may not need to be purchased repeatedly for a long time, this is not applicable.
?About press PR release. This is a good window for spread. You can choose this method when there is a lot of brand support, such as new product launches, cooperation with a certain star, etc. It is not recommended for daily use. In addition to the high cost, it is difficult to clearly see the traffic conversion. Because data analysis is not provided in the later stage of the PR draft.
?Distribution alliance, affiliate (commission model). Generally speaking, large sellers with a large number of SKUs may have more fun with this, especially vertical independent websites that are more suitable.
? It is better to stand alone in countries with strict tax restrictions and small language groups. In English-speaking countries, it is the most difficult to do. For example, each person in Brazil can only buy 35 US dollars per year. Once this amount is exceeded, your sales will drop significantly. But if you have good channels in Brazil, you can enter it on a large scale. This is a huge market, and its ROI (input-output ratio) is relatively high.
?About discounts and price comparison websites. The ROI is as high as 10 or more. You can find discount websites in different countries to publish content, such as:
http://www.myshopping.com.au (relatively large, relatively high conversion)http://kelkoo.eshttp://www.shopbot.com.auhttp://shopping.comhttp://getprice.com.auhttp ://www.nextag.com.au/http://www.nextag.es
au.shopping.com
shopping.com
getprice.com.au
shopbot.com.au
Basically, the effects of many traffic diversion methods can be viewed in the background, or the data can be viewed with the help of Baidu tools.
Finally, a stand-alone system is a must, which is an effective management method. DX has a self-developed system, which is very costly. The IT team has at least 60-70 people. If you are a small and medium-sized seller on Amazon or eBay and you are running an independent website, you can import the orders from the independent website into the cross-border ERP. In this way, orders inside and outside the site can be summarized to facilitate unified purchasing and avoid shortages.