Talking about the years operation experience of mechanical products station

Abstract: Say not afraid of everyone jokes, the author of this mechanical products station, 2 years in the past 3 months to turn around. During the site's SEO also done well, the main key words, such as parking locks are ranked in Baidu and other home page, the launch of the bidding ads many words are Samsung

Speak out not afraid of everyone jokes, the author of this mechanical products station, 2 years in the last 3 months to turn around. During the site's SEO also done well, the main key words, such as parking locks are ranked in Baidu and other home pages, the launch of the bidding ads many words are Samsung, its thesaurus and creativity is absolutely ahead of most peers. The problem is that the company is not profitable and has been losing money for 2 years. Here, I would like to talk about these 2 years of experience, I hope to be useful to you.

Small Business, all-inclusive = dead

The website makes the fine, does specially its profit level only then will raise, this sentence speech everybody understands, 2 years ago author also understood. But most of the time, the site is becoming bloated, often inadvertently happen.

The author of the company's main car parking lock, but the boss has to make car perfume friends, and its friends have to do car ornaments friends. My boss originally thought so, buy parking lock consumers are mostly car owners, car owners will certainly have demand for other automotive supplies, if the car supplies also put on the site, the formation of cross-selling, so that not only improve the site's flow value, more can let the site's performance to rise a grade.

The idea is good, the reality is cruel. Through more than 1 years of data comparison, the author found that the company's website has never sold 1 single other automotive supplies, but the company's Taobao shop in January can sell more than 30. Moreover, because the site placed a large number of other automotive supplies, but instead of distracting, dilute the main parking lock, and thus lost some orders in vain. Second, the so-called cross-selling, not simply put a few products to a piece, is cross-selling. Cross-selling is based on more professional data analysis and user consumption analysis, and product recommendation.

Summary: Enterprise website operation, do fine, do professional, do your most advantageous products, only recently.

Second, do not envy competitors, to establish their own comparative advantage

Every successful enterprise has its own different success factors behind it. In the car parking lock industry, there are manufacturers, agents, distributors, OEM brands, Taobao personal shopkeepers, wholesalers and network companies and so on. This industry, there are so many players, certainly each have their own comparative advantage, in order to be profitable.

The author of the company is OEM brand, compared to the factory, the author of the company's products do not have price advantages, and small inventory has no quantitative advantage; compared with Taobao personal owner, the author company must ensure that the product has a greater profit can be profitable; compared with agents or distributors, I do not have a physical shop There is no product brand visibility advantage, compared to network companies, the author of the network team personnel configuration is poor, there is no promotion and network marketing advantages. In the face of Nanchang so many competitors, the author of the company is how to break a step by step?

Car parking Lock is a need to install and maintain, that is to say, after-sales service products. The author of the company also from a number of consumers in Nanchang to understand that many brands of products are basically no after-sales service, consumer complaints to manufacturers are only network technical support. Many peers are doing one-time, not only the product sales to customers after collecting money, is not responsible for the quality of products such as after-sale problems. The author of the company from the product after-sales service this point into, in Nanchang, many parking spaces lock players, the first push downtown door-to-door, providing installation maintenance services, and product warranty 1 years. Of course, installation and maintenance are to be charged, this is only its marketing slogan.

Facts have proved that the author of this installation, maintenance of the relative advantages of a short period of time to win the overwhelming majority of local customers. A few months later, the author of the company's products in Nanchang, won half of the individual consumer. Therefore, the establishment of this comparative advantage is relatively successful.

Conclusion: You should not envy your competitors, but should strive to build your comparative advantage, so as to not be eliminated in the competition.

Third, on the flow, the customer's personal opinion

1, about the error of flow

The former author has said that this station of SEO, sem done relatively good. The author uses the statistic tool to discover the website day IP also to have 50-80, but the conversion rate is extremely low.

At this time, improve the profitability of the site has two main aspects. The first is to improve the quality of traffic, the second is to improve the conversion rate. Improve the conversion rate, the author of the company has a corresponding revision, such as the removal of poor sales of car perfume, car ornaments, professional sales car parking lock. Second, add the Project section, the night will be the company's landline call to the sales of mobile phones, to avoid the night unattended on the loss of potential orders.

And traffic, the author does not focus on improving the flow of traffic, but mainly to improve the quality of traffic. The typical example is, the author company's main keyword parking lock has been ranked in the top 5 Baidu, the author did not have a lot of energy to upgrade the word. Because Jiangxi Nanchang, Baidu's first 2 pages on the author's website, and outside Jiangxi Province, the purchase of the author company's products are few customers. Rather than to improve the ranking of the word, I would like to Nanchang parking spaces such as precision long tail words optimized to better position, thus bringing orders.

And regarding the SEM aspect, the author decisively will drop the account area from the whole country to the Jiangxi, to the Nanchang parking space lock This precise word, the author strives to keep it first, but for the key word, the author diligently lets it maintain the first three or the top five. For months, less than 2000 of the price has been burned, but it has brought tens of thousands of of orders to the company.

Summary: Flow is a cloud, profit is the hard truth.

2, about customers

The author uses a simple example to explain to the customer's view. The author collated some of the company's invoices and other data, found that the first half of this year the company's operating income, 70% from 12 customers, while the other 30% from hundreds of customers. Therefore, the author's suggestion is, rather than chatter with the small customer bargaining, discuss after-sales service, such as a pile of problems, but also spend time studying, and follow up big customers. Of course, signing a big customer is not easy, this needs to see you sell the advantages of the product and the business level of the salesman.

Iv. writing in the final

Of course, in addition to the above mentioned above, these 2 years there are some other gains and insights. such as about Taobao platform, about the documentary, about the big customer closure and so on. Some knowledge and experience, beginning to see who understand, but a practice is silly. Therefore, the paper on the end feel shallow, know this matter to preach, the practice of speech is often the most weight.