How to efficiently carry out AliExpress wireless terminal operations?

Since the AliExpress wireless terminal has been in operation, the purchase rate of wireless terminal users has been increasing day by day. There is a popular saying in the cross-border e-commerce industry – “Those who get wireless will win the world.” Wireless terminals are a powerful “weapon” for cross-border e-commerce. On Double Eleven in 2017, AliExpress’s wireless transactions accounted for 62% of transactions in a single day, and more and more sellers began to pay attention to the optimization of wireless operations.

Required preparations

AliExpress store in normal operation.

Operation skills

1. Understand the visit time and frequency of AliExpress wireless buyers

Due to the convenience of mobile devices and the fact that they are not often in front of the PC during outing time, the distribution points of user visits are mainly concentrated on weekends and evenings. In addition, after users switch from PC to wireless, the frequency of purchases will greatly increase. At the same time, users’ access to wireless products is frequent and short-term, which requires sellers’ content to catch users’ attention immediately.

2. Understand the experience of AliExpress wireless terminal

Currently, the AliExpress wireless terminal includes 3 clients (iOS client, Android client and iPad client) and 1 Mobile Site. We take the iOS client as an example to introduce the customer’s browsing process on the wireless side. Foreign buyers generally download the client through the App Store. After entering the client, they will see the wireless homepage. Through wireless search and wireless category, they can reach the wireless product details page, wireless store homepage, etc. There are collection and sharing functions on the wireless product details page and the wireless store homepage. If buyers feel good about it, they can share the store to social networks.

The current main content of AliExpress’s wireless homepage includes: platform activities, All Categories, Super Deals and Quality Picks. Under the search and Categories paths, buyers can individually filter and view products with mobile-exclusive prices.

3. How to obtain wireless traffic

Acquisition of wireless traffic includes two channels: on-site and off-site. On-site channels include wireless search, wireless categories, activity resources, personalized recommendation resources and PC terminals. Off-site channels include BNB and materials, etc. In the same dimension, the system tends to use data from the wireless end.

The results of wireless search will be affected by many factors, such as single product factors (single product views, click-through rate, conversion rate, collection volume, sales volume, anti-customer rate, price, whether to set a mobile exclusive price, second QR code marketing, BNB promotion), service factors (order positive rating, order DSR, Top-rated Seller, Free Shipping, overseas warehouses, return and exchange services), store factors (store reputation level, collection volume, conversion rate, sales volume) and text factors (product category matching, attribute matching, attribute completion rate, product description).

When selecting wireless categories, you should study which categories are highly matched with customer searches, and fill in the product attributes as accurately and completely as possible so that customers can find your products smoothly. Pay attention to the event registration in the backend marketing center, and try to register for PC and wireless events at the same time. Since the personalized recommendation block only displays the main image and price of the product, the main image needs to be better optimized. Use QR codes to guide customers from the PC to the wireless terminal.

It is very convenient to take pictures and share wirelessly. Try to guide customers to use SNS through wireless terminals, which can increase traffic. In terms of logistics, express boxes or shipping orders can be used to print QR codes to guide customers to share and quickly reach wireless stores or product pages.

4. Improve the conversion of wireless traffic

The wireless terminal details page mainly contains pictures, titles, descriptions, and reviews. These elements are crucial to the conversion of wireless traffic.

• Main image: The main image of the product should be clear, with multiple images, and pay attention to details and control the puzzle to attract customers’ attention immediately.
• Title: The title display space of wireless products is limited, so the keywords that customers are concerned about should be put in advance, and the key descriptions should be placed first.
• Description: There will be great changes when the PC side details page is converted to the mobile side. The key point is to separate pictures and text. Make sure the pictures on the description page are clear, such as clothing size pictures so customers can see them clearly. In addition, on the wireless side, related pictures should be divided into key points, and the related marketing module should be placed near the bottom.
• Reviews: Guide buyers to write some positive reviews and post orders, preferably with pictures.