Optimization is the process of spiraling up and overcoming a little problem.

This case is not very smooth, is not very successful, but very typical, I would like to express is: optimization is a spiral rise, a little problem to overcome the process. The software mentioned in the article involves several vendors that have been hidden away.

Saint-Amily flagship store Cao always found me before, respectively, tried to outsource the promotion and self-built team, has lost more than 1 million. "Sellers" magazine has an interview with him, typical embodiment of a traditional enterprise into the cat's helplessness and the next.

At that time the shop Foundation is very poor, almost nowhere to start. But there is a no steel ring big size bra evaluation is good, customer rate is good. We decided to start with this, a new breed to improve the situation of the shop.

After a period of efforts, now this paragraph has been preliminarily made a small explosion, in the data Demon Fang chest best-selling single product stability ranked 20-30, no rim bra, large size bra, such as the main keyword long-term search first to second place.

Let's share the initial process of doing this section and record the successes and failures of each step in detail.

(Red dot is the breakthrough point)

Because this baby is still in the promotion, please forgive some specific details of the data can not be posted.

I. Transformation bottleneck Analysis

At that time, this baby customer evaluation is good, but the transformation is poor. Conversion at least 3 bottlenecks, these 3 bottlenecks in many shops can be seen:

1 The price is not appropriate. High prices, shop decoration and baby description is worse, the customer perceived value and price mismatch.

2 Baby base Sales low, lack of convincing "gas field", no follow the effect

3 Description of the product "There is no Soul interface", no emphasis on the basis of boasting, lack of credibility and impact of

Two. Phase I: Preliminary preparation

1. Describe optimization (failure)

Store in accordance with our suggestions, with a lot of descriptive optimization work, but the description of the changes did not bring a significant change in conversion rate. This step did not achieve the desired progress. This may be because we do not understand the customer enough, it may be that the credibility of the sale of the baby is not enough. This link was jammed up.

Comment: While it is necessary to optimize the description before the promotion, in fact many times the optimization description does not achieve the desired result. This may be due to the lack of skill in the optimization description, such as a lack of understanding of the customer and product, and not enough differentiation with the opponent. It is also possible that a single dimensional optimization itself does not necessarily achieve good results.

2. Drilling exhibition test (Success)

Since the description is temporarily unable to improve the conversion rate, we decided to first increase the monthly sales figures, to the baby to build a better gas field, try to improve the transformation from a perspective.

Because baby competitiveness is too weak, and through the through train competition is too strong, baby only to make a foil for others, in the short term is unlikely through through train significantly increase sales. There are a lot of ways to increase sales, and we decided to try the drill show first.

The following figure is the first time to test the diamond show, very ugly very direct:

In order to truly feedback the market demand, the test uses the straightforward text way, accurately locks the demand. Adopt the "... Tracking test results, found that the click of the entry, although not many, but there is a significant transformation. The obvious transformation force indicates that the drilling exhibition has the opportunity to become an important promotion channel, bypassing the through train, and rapidly enlarging the sales volume.

Discussion: Drilling exhibition is a "weak competitive channel", facing the impulse consumption, customers are not like the through train, customers open a number of similar links to compare. So if the product competitiveness is weaker, but easy to lock the crowd or induce the impulse, may wish to try the drill show.

3. Price Test (Success)

In the early stage, a simple round of price testing, prices in different locations to test the transformation. At the end of the selection of the current level of a slightly better rate of conversion: a single piece 39.9 yuan, lower than the original sales price, a little higher than the main opponents.

Cao always later summed up the reason for the baby Take-off, that the price adjustment has played a big factor.

Discussion: Prices are usually the biggest killers of many varieties that don't open up sales. Before deciding to promote, it is best to test with different prices first.

Three. Phase II: Early Promotion

The main objectives of the initial promotion: 1. Expand Sales, raise the baby's gas field; 2. Observe the changes in the search with sales.

Because the through train transformation is very bad, this period we simply abandoned the through train this path, only to do the drill show.

1. The Drill Exhibition official promotion

1 Drilling Show to find Shentu (success)

Before the formal promotion of drilling exhibition, the optimization staff everywhere to find material, do a variety of materials for comparative testing. The best effect is found in the shell net inspiration, the effect is good:

Discussion: This figure is "curious to", without pointing out that the bra is causing suspense. According to past experience, curious to, emotional to (for example, we have done a middle-aged and old clothing drilling exhibition: "Mother said to wear anything, you believe?"), easy access to higher clicks. Drilling exhibition is based on the display fee, the click rate is the king, in the direction of the crowd on the basis of the first to pull people to the shop to say.

2 Find the best conditions (success)

Find the direction of the material, set up a number of independent planning, drilling show the best conditions for testing, including picture location, crowd orientation, shop orientation, time, regional orientation.

Orientation, shop orientation than crowd orientation effect is good, especially directed to our shop. But shop orientation cannot bring us the desired flow size, so only as a fine flow supplement.

The test once again verifies that the best time point is 8:00-9:00 every morning. This time the big shop promotion has not been to work, the customer has already sat in front of the computer, is the flow biggest competition lowest time, the drill show clicks the price most cost-effective. Unfortunately, this shop needs a relatively large flow, time positioning can not get enough flow, can only give up.

Adopt the "... Tracking the launch of the 7-day effect, confirmed that the baby's drill show effect evaluation should be transformed on the day to 140%. It is clear that this ratio can prevent us from misreading the drill show effect.

Discussion：

1. To our shop is particularly worth the long-term, as a stable return contact Source: familiar with the generation of trust, every day to see your ads, not repeat customers will become a repeat.

2. "Provides 1 days, 3 days, 7 days effect data, the data show that the baby's diamond display ads for 3 days, 7 days of total conversion, for the conversion of the day 120%, 140%. The through train is similar.

3) with the increase in sales, the conversion rate gradually increased (success)

After the best conditions are found, the drilling exhibition begins to stabilize and increase the ladder shape.

The monthly sales number on the baby page exceeds 1000, 2000, 3000 ... , although the description is still not progressing, the conversion rate has significantly increased.

Discussion: for medium and low price "factory-type Products", the monthly sales increased substantially brought about by the "gas field", can bring about a significant increase in conversion rate. So if the description does not improve the short-term, and confidence in the product, you can try to put the monthly sales volume to a higher order of magnitude to see.

2. Determine search growth (success)

The search traffic increased with the increase in sales, but not the growth we expected. Check found that the baby in the search rankings show the number of recent transactions, with the actual number of turnover is very far, the actual sales of thousands of pens, search out only hundreds of. The question is singular and deadly.

After repeated investigation, finally, with the help of friends to find out the reason, the original is the seller has been using Taobao official "favorite Price" settings, this setting is very pit dad, will let the sales Taobao search ignore (this problem has a certain universality, later this friend wrote a post http://bbs.paidai.com/topic/138129, loved).

When the mine is set up, the search is in the normal state and the traffic is stabilized with sales. This is a practical, can be around the promotion of search for follow-up promotion.

Four. Phase III: Preliminary optimization

1. Through-Train initial optimization

1 The through train to find Shentu (successful)

After the monthly sales increase, the conversion rate increased, the through train began to have a certain degree of competitiveness, can be replicated.

The through train needs to solve the picture problem first. Since the image of the bra class has been highly visualized, we decided to start with the idea and avoid the pure photo-visual competition. By comparing the tests, we selected a graph:

In search results, the form and color are significantly different from all opponents, which can easily cause clicks, and use title hardening to avoid delays. The use of this picture, the click Rate greatly improved, the quality of the overall lifting.

Discussion: through-train promotion map not only in the picture layout, but also can jump out of the merchandise picture itself, from the simple creative efforts, comic map, schematic, gimmick text, the effect is very good. In search results, unlike others, is the king.

2 The through train to find the starting words (success)

Through the first use of the key words, we took a coincidence, no brains to guess, but:

1. First Use the ... "A large number of mining potential keywords. And then through the ... "Check the main number of the same opponents, respectively, put these keywords in which, and ranking position." Choose the key words of common launch as the starting words.

2. A separate "Historical conversion" scheme has been established, in which the search term (from "...") has been transformed. "), added to the plan in a precise manner.

The first batch of words clicked and transformed very well, and laid a good foundation for the plan. Later add keywords to the plan, the quality of the starting point is relatively high.

Discussion: Keyword launch test is to spend money. You can use your opponent's data and your own search to transform your data to save initial test costs.

3 keyword bid optimization (success)

Key words to bid completely to the ... To automatically optimize the target ROI setting to 3.

This ROI is not difficult to achieve, as conversion rates have increased and initially there is no requirement for a through train flow scale.

Discussion: Through-train bid optimization automation has been more mature, there is no need to put time into such a detailed operation. The effort of the promoter should be shifted to something more important.

4) Directional Promotion optimization (success)

The crowd specificity strong baby, the orientation is easier to do. As expected, the baby's directional transformation can also be close to the drill show.

Several plans were set up to test the benefits of the baby's targeted promotion in different locations. The final decision is to keep only the position of the investment.

Targeted delivery in the initial test price, determined the range of bids, the adoption of the "... To optimize bids, automatically downgrade bids at low competitive times, and reduce the average click cost.

Discussion: The nature of directional promotion is the same as the drilling show the passive display flow, with the through train of active search flow difference is very large. Directional delivery accuracy is sometimes not very stable, in order to reduce the system directional error to bring the wrong clicks, the direction of the title and pictures than keyword delivery more attention to highlight product features, to avoid delays.

2. Search Initial optimization

1 The next Shelf time optimization (success)

Since the baby's transformation to improve the trend is obvious, this baby into the flow of money should not be a problem, sales weight will certainly gradually improve, can participate in high competition.

We use the "E Sutra" of the next shelf time setting, the baby's next shelf time from the weak competition, adjusted to the flow of larger, more competitive Wednesday night 22:30.

2 Title Segmentation Optimization (Success)

Adopt the "... "Continuous tracking title participle efficiency of a week, replaced a few inefficient participle, search traffic and the cat has a certain rise.

3 Master Diagram Optimization (success)

After discussing with the seller, the seller has improved the master plan. The main diagram uses the way of background light, with the surrounding search results have a significant difference, grab sight.

Discussion: The main map hit rate increased by 10%, the equivalent of the search traffic increased by 10%, and the keyword high clicks will bring a further weighting of search. Therefore, Master graph optimization should be treated as the most important part of search optimization.

4 Category Search optimization (failure)

Baby in the category of search performance is very bad, on the one hand is the category of search to C shop tilt, on the other hand the algorithm has defects, clearly customers choose big chest conditions, tofu piece out of the day cat is small chest products.

A variety of property attempts did not succeed, the final approach is to adopt the same category of opponents to perform the best of the baby's attributes, the whole copy. The effect is better than the original setting of the seller. This baby's class-head optimization compared to failure, the category of traffic has not made a big breakthrough.

3. Related sales optimization (failure)

This baby brings a big chest crowd. From this baby seller saw a subdivision of the crowd is worth digging, and gradually increased the number of large chest products, store positioning delivery and the baby is also gradually moving closer to the big code.

The products and forms of related sales have been tested and improved, but the improvement of customer unit price has not been obvious.

4. Describe the re-optimization (success)

The drill-show test gives us a lot of information about what customers are interested in.

According to these findings, Cao always find a more reliable art outsourcing, redo the description of the baby. The new description reinforces the concept of "big chest annoyance" and blends it into the comics. The customer is also placed in an important position. The new description is much better than it used to be.

For the new description, almost satisfied, in addition to a big problem: This bra target customers are large crowd, but, the model is a flat chest! It is speculated that if another model will significantly improve the transformation? The seller is ready to repeat the test later (talk later).

Five. Phase III: Depth optimization

1. Rapid growth attempt (failure)

After the Spring Festival, the transformation is getting better. We discuss the decision with the seller, increase the intensity of advertising, in the overall ROI does not exceed the health scope of the premise, the pace of a larger number.

But due to miscommunication, sales increased more than the store endurance, some important color size of the goods, warehouse delivery speed is not keep up, the backlog of orders began to accumulate, the refund order processing is not timely and decisive. The failure of the "physical growth to keep up with digital growth" has emerged, said the wheat bag old leaf.

The failure of the major losses: rating reduction, delivery speed, refund dispute rate and other search optimization indicators lower than the industry average, has increased the search traffic lost half. After one months of efforts, the indicators are basically restored.

Discussion：

1. After this incident, the store's physical ability has been a certain improvement, we can understand the pains of growth.

2. This incident is also a great lesson to us, and we have not quantified the match between digital growth and physical growth, and have a great responsibility for this failure.

2. Drilling show continued to optimize (failure)

Drill show begins to test more pictures. But basically no progress, not audit was not the effect is not good.

3. Title again optimized (successful)

May 3, "... "Just on the line, through the search for the weight of the baby to evaluate, readjust the title."

The new title to the use of weight than the original full, Taobao search and cat search traffic on the 2nd day has significantly improved.

Discussion：

1. In the promotion of maturity, the category, attributes, and the shelf time has been fixed, the main search optimization method is: Improve the weight-optimization title-Improve the weight-optimization title ... Title optimization is a main line that always needs to be concerned.

2. Baby's different weight stage, can get ranked the main keyword is not the same. Therefore, with the increase in sales, you can not regularly use the ... Re-evaluate the weight, replace the main keyword promotion.

4. Through-Train region optimization (success)

《。。。 The statistical code has been hanging on for quite some time and has accumulated sufficient data for the conversion capacity of various regions.

The original master plan to only put on UV capacity (per UV generated sales) than the national average city, the original deputy plan to put only UV capacity lower than the national average city. Two program keywords, like the goal Roi, using the ... are optimized separately.

Discussion: In the past, regional optimization was generally done by removing areas that might be low or low, and could actually be finer. High-conversion areas can increase bids, get more traffic, low conversion areas if lower bids, there will be good flow supplement, ROI is not bad.

5. Baby Page again optimized (failed)

Said earlier, the main push baby for the big chest crowd, but the model is flat chest. Finally, the seller found a very good big chest model for the film, the new photos are quite quality, a sense of planning, but the baby after the full replacement of the picture, the expected effect does not appear.

The most likely reason is that the original model has an angelic face, giving customers a strong potential impact. Finally, the balance scheme was used: The main image was the original Angel face model, with the new big breasted model inside the page.

In general, this attempt did not produce significant results.

Six. Phase IV: Volume expansion (ongoing)

Expansion has just begun, is far from complete, the recent goal is: in the flow structure of the health of the premise, a single month sales million.

In order to make the product sales to a higher level, decided to continue to increase the pay flow to drive free flow and direct traffic.

Our capacity to expand operation is: According to the free flow and direct flow of the scale, control the increase in the proportion of paid traffic. Ignoring the direct ROI reduction of paid advertising, but controlling the range of fluctuations with overall ROI, the overall ROI average is always within the health range that the seller can afford.

Discussion: A lot of people care about the direct ROI of paid ads, we don't feel the need to stick to it. If the search flow and direct traffic (collection, repeat) can keep up, the overall ROI ratio is healthy, the direct ROI of paid ads is not important. This is the difference between a battle and a battle.

1. Through-Train initial expansion (in progress)

Through-train expansion is mainly achieved by reducing the goal ROI of the through train program. The target ROI of the through train programme was reduced from 3 to 1.5.

Discussion: The follow-up expansion of the Through train is: add words, adjust the matching mode, expand the through train station outside the promotion and shop promotion page, increase the delivery of inefficient areas, testing.

2 Drilling Exhibition initial expansion (in progress)

The initial expansion of the drilling show is mainly achieved by increasing the budget of the drill plan.

As the plans for the drilling show gradually improved, the "ROI of the Diamond Show" fell from 2 to 1.5, although the picture and positioning did not change.

After the increase of the cost, the orientation accuracy of the drill show is reduced, that is, the drilling exhibition system expands the scope of delivery to meet the budget. It is reasonable to increase the scale of traffic and it is impossible to maintain accuracy

Discussion：

1. Found in the same delivery scale has also appeared a drop in clicks, may be the reason: 1 The original advertising pictures used a long time after the fatigue phenomenon, need to replace the new picture; 2 The product is narrow, advertising has covered a large proportion of the impact of the off-season or opponents.

2. The follow-up expansion of the drilling show to start from two aspects: 1 gradually increase the original did not use advertising, 2 to expand the exhibition outside the station to promote, that is, "the whole network plan."

3 Search Volume expansion (analysis)

As positioning in the "big chest Show small" narrow public treasure, no doubt the search traffic will soon encounter the ceiling. To expand the search flow, on the one hand need to increase the weight of sales, on the other hand, need to adjust the selling point of the baby: weaken its "big chest small", and strengthen its "no rim comfort and health", so that the audience will expand a lot, more keywords become appropriate search optimization objects.

Baby weight enough, you need to expand the battlefield, for more search traffic, this is the baby facing the most important challenge.

Eight. Discussion

This baby Although the current sales scale is still small, April sales only about 500,000 yuan, but through this single product breakthrough, the team has been from the initial hesitation to come out, gradually build confidence, work is a little bit onto the track. The bike has to be balanced in motion, the shop has moved, this is a good start.

Spadger, spite. This case is quite typical, so we specifically write it out. Here are some small experiences:

1. If the shop Foundation is not good, can find a narrow public Tampingsian breakthrough, narrow the crowd easy to be cropped up

2. Through-train transformation is not good, perhaps the diamond show has a completely different experience

3. If the description is temporarily unable to find a breakthrough, you can first through the sales to improve the baby's "gas field"

4. Optimization is spiraling, baby page, search, through train, drill show has been constantly optimized, there is room. Optimization is likely to succeed may also fail, the east does not light the West, today is not tomorrow, adhere to the optimization, do not hold the idea of an optimization in place.

5. General promotion staff spend the most time through the through train price adjustment, title optimization analysis operations, can most of the software to complete, the computer does not worse than the human brain, may be better.

6. The promotion staff should devote most of their energies to the more core breakthrough planning and rhythm grasp. Focus on the analysis and planning of the extension staff, than immersed in the details of the operation of the data, the work may be much better-as sent to the old sentence said: The strength of the use, the ability is long.

7. Seller's cooperation is very important to trusteeship. This shop Cao is always responsible for the decision and supervision, Bing (VP) is responsible for financial and operational coordination (such as price change, change promotion), Kobayashi (new joined the design director) is responsible for page planning and advertising design. The seller is not to throw the task to the trustee no matter, nor too much interference, but always in a push + support state, more ideal.