Some experience that must be done well to play the train

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From last July took over the through train to promote to now, just is more than a year of time, and in the July promotion, the whole store invested 18,000 yuan, output of 54,000 yuan, input-output ratio to do 1:3, remove fabrics, promotional costs, management fees and other costs, basically through the through train can profit about 18,000 If the results of the new through-train is not to believe before, and now do a through train to promote only two points, one is to keep the account is always rich, the second is to control good evaluation.

From last July to this year's April, through the through train account invested 540,000 yuan, but output only 491,400 yuan, that is, input-output ratio is only 1:0.91, first do not calculate the fabric, labor, promotion costs, light from the book to see is a loss, therefore, the difference can be imagined.

At the end of April I have to learn the theoretical knowledge of the through-train promotion, joined by Taobao small second organization of the Learning group, in this period, the shop successfully created a 99-dollar package of chiffon long skirt, after the guidance of small two, I began to enable the use of directed promotion of this tool. The result is that the Rio is the highest in the 1:2.25, the Rio in May is around 1:1.6, and the Rio is 1:1.42.

The July new train on-line, through the backstage to understand the new data than the old version of the data changes, June Rio has done 1:2.04, July is raised to 1:3.01, in accordance with 1:2 is flat original accounting, equal to the month for the company to create a profit of 18,000 yuan. This achievement, in addition to the new version of the powerful, more importantly, I summed up the through train promotion of several important success factors.

The first is the choice of money. In the past, the boss thought that the paragraph can be used to create a burst, and then according to his requirements specific each day to spend the amount of money to set goals, this method is not correct. First of all you do not know whether this section will be liked by consumers, the fierce force to promote, if it is not to consider input-output ratio does not matter. All the accurate keywords are raised to bid, all ranked first page, can consume 500 yuan a day. But the hits and the quality score may not be able to achieve the desired effect, Rio can do 1:1 is already very good effect. Therefore, I summed up the experience is the first through the accurate long tail words for testing, if this section of the click Rate and collection are relatively good circumstances, will gradually increase the intensity of promotion, as a potential explosion to build.

The second is high customer price to ensure that the cost of promotion. The previous concept is that the lower the rate of customer unit conversion is higher, now seems to be the wrong idea. In the market shop to promote several sections, 19.9 yuan modal cotton skirt, 49.9 yuan of chiffon printing long skirts can not be raised to 1:1 Rio, the reason is that the style has become a past style. Chiffon long skirt is last year's explosion, and modal cotton skirt is the April, therefore, in the product has entered the recession period to promote, to detonate the whole shop is not realistic. In the latter part of the promotion, a few single goods in the Mall of the customer unit price of more than 129 yuan, the highest is 169 yuan chiffon long skirts. 129 Yuan Vest 17869.html "> Dress Rio can do 1:3.4, and this paragraph in Wednesday on the new day is not to be optimistic about, the collection rate can reach an astonishing 20% or so, July, the collection rate also remained above 10%, the conversion rate is the highest of this section. Therefore, the higher the customer unit price, the higher the loyalty of such customers, the conversion rate will also rise.

The third is that the eggs cannot be all in one basket. Take May as an example, when the whole store only one explosion as the main push, tomorrow the amount of consumption of about 2000 yuan, the highest day is the investment of 2500 yuan sold 5200 yuan, but the main deal are derived from the directional promotion, keyword promotion can only do Rio for about 1:1, When the conversion rate of a few days of directional promotion begins to decline, it can only be adjusted by lowering the bid. But once the reduction comes out, want to get before the flow is difficult, so this is the whole shop only a single product promotion of the drawbacks. If a shop has 3-5 sections can be used as a key to promote, today's conversion rate is not good, but the conversion rate of other sections can be more stable.

The Forth is to find out the high directional conversion rate of the section of the increase. Directional promotion Now the competition is relatively small, the whole network about 30% of the shop in the use of this promotional tool, therefore, if that section of the directional conversion rate can increase the intensity of promotion. Before the shop has a Siamese pants, the price of the investment is 1.12 yuan, a day of traffic up, and conversion rate is good. Some of the paragraph is to 3-7 consecutive days using uphill method will have a certain amount of traffic, so not all of the paragraph can do directional promotion, once determined that this paragraph has the potential, you can increase the intensity of the promotion. Daily use of 0.05 yuan fare increase uphill method, the peak can be a bid of 1.5 yuan in the investment can be.

The five is to control good evaluation. Every time our shop in the new promotion, the conversion rate is good, because the previous several data are made by themselves. But once the buyer received the product for evaluation, the conversion rate began to fall very badly, because the evaluation of the problem. About the fabric fade, the size does not meet the most, so, if you can not control good evaluation, no good style can be promoted and produce good results.

Sixth, the Star shop with the promotion of new products and promotional activities. Star Shop one has four locations to use, I do the plan is for the shop two, Wednesday new page, clearance Special area, each page for the content is not the same, the buyer in the search time selectivity more, sticky higher, this is the star shop July input-output ratio can do 1:13.41 reasons.

The above several points have done more in place, so in the July report has a historical breakthrough, Rio has done more than 1:3.

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