The explosion is so simple: outside the station drainage + Station GUIDE = Sales

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The retail seller's judgment of sales generally comes from his own sales experience, directly according to the sales trend chart to determine sales, the use of mean, turnover, promotional evaluation can give the overall sales figures, if the flow from each channel and the main module in the station to subdivide, can more accurately predict the relevant sales. Each link can do things perhaps more, each module play is also different, the specific play depends on the temper of each website, team formation, the choice of goods, the user groups. Sales of the general will be divided into two parts: Station outside the drainage, station guidance, if the corresponding company department is the marketing department and category department, and some companies may be a department marketing department. By the station inside, outside the station module to decompose.

Outbound sales evaluation is mainly the use of marketing personnel, in doing related estimates, generally only consider the relative macro data, on the basis of their own promotional channels, promotional products, discount intensity, season and cycle factors to evaluate sales. Without regard to the corresponding shortage, refund, oversold situation. With the sales of the market to assess the general optimistic, and many of the electronic business of unpaid orders accounted for almost half of the time, when the market reminders, discount reminders and other movements will have a great impact on the stock of a single product.

Active push

Formula：

EDM: Sales = number of messages * Send number * conversion rate * Customer order Quantity

SMS: Sales = SMS Quantity * conversion rate * Customer order Quantity

Resolution】

EDM is the nature of the mail marketing, different countries, the use of mail is not the same, the general use of mail users are in the 1-2 days of the order, and then 1-2 days to pay more, that is, 3-4 days to see an EDM complete marketing results. General reference to the last 2 days under the single volume and payment success rate to basically determine the sales. And EDM marketing is the main problem is the type of user selection, with the data center provided by the user group will only consider the region, whether to buy, customer average price to be accurate, that is, the conversion rate is high, and the user does not need to harass the least. EDM users of the group is often the use of mailboxes, as if it is nonsense, if the extension point, in the domestic not so use the user characteristics of the mailbox, most of the office is a family. And leave the QQ mailbox is not a student clan? Everyone look at their own data.

Search

Formula：

SEM: Sales = number of Banners * arrival Rate * conversion rate * Customer order Quantity

Natural search: Sales = Natural Flow * conversion Rate * Customer Single quantity

Resolution】

Search engine over the flow of a lot of people say is not good, see what is the case, the domestic electric dealers generally set up a good brand, the general will think that the transformation is not very good, in fact, do a hot word control, landing page optimization, transformation is not imagined so bad. The domestic only in Baidu ads, in fact, far less than the site to do keyword recommendation good. For the classification of the SEM hot words, automatic delivery and so on, can save a lot of manpower, can also establish a brand, especially for a class of goods and a region, the effect is very obvious. And to do to occupy a class of keywords, in addition to long-term own keywords, more important is the professionalism and quality of goods. If the product preparation is sufficient, in the advertisement can put a lot of, there are more activities page, better transformation. Because each search engine has different attribution model to the channel source, SEM also affects the data of other channels.

Direct flow

Formula: Sales = Direct Flow * conversion rate * Customer Single quantity

Resolution】

Direct flow is generally a collection of URLs, such users of the high proportion of old users, familiar with the site, a slightly higher conversion rate. Here said the old user is not registered, is purchased, most of them have come. If you have to do a Web site logging, you can according to the log behavior to make relevant recommendations.

Referral Flow

Formula：

Forum: Sales = Forum posts * Number * conversion rate * Customer order Quantity

Video: Sales = number of videos * Viewing number * conversion rate * Customer order Quantity

Resolution】

The forum and video over the user, in the long term as a forum and video marketing people, but also good understanding of the commodity, it is easy to estimate the flow of natural promotion, if the forum is more familiar with the large size is more easily estimated flow and conversion rate. However, the core is the choice of goods, price control. Have seen a lot of electric dealers directly to the mobile phone home of a variety of merchandise reviews, it would be a good idea to put it in a foreign social forum or to put it in a description of your product, which would reduce the internal evaluation of a lot of companies.

The website is the shopping process place, it carries the shopping flow realization, its entrance level is the search, the Special area, the topic, the drainage page, this several important entrances cooperate with the station outside the flow shunt, achieves a reasonable shopping flow, causes the user to find the commodity quickly, completes the shopping.

Search: Sales = Search Hot word * Show Number * arrival Rate * The conversion rate of the unique identity browse quantity * Passenger order

Resolution】

Station heat word play a lot, you can search for hot words related to the hot word recommended, and hot words corresponding to the background of the commodity show is a mathematical model of good, directly to achieve the results show. So as long as the control algorithm, can control the relevant commodity exposure, or to control the exposure of a certain type of goods, and those long tail words, did not prepare, the model will generally do some similar keyword recommendations, such practices in the domestic electric business to do more, reference when. And for the mathematical model is to minimize such a word, advanced point of view is a self-learning algorithm. In the eyes of category personnel, no matter what the model, the end is a goal, control the exposure of goods, and the goods are no more than a few: push new products, increase profitability, increase the transformation of the popular goods, clearance of the dull goods. The primary stage is one of the goods in the push, and did not do the classification of goods, thus unable to master all types of merchandise sales, sometimes grasping gross margin, lost the gross margin;

Area: Sales = Area Flow * Arrival Rate * conversion rate of unique identity browsing volume * Passenger order

Resolution】

The area is generally placed in the navigation bar, must have a strong theme, such as new, hot, tail goods, such as very clear, and very clear navigation name, do not use Mother's day and so on, there are time limit words. This name is generally used as a topic name. Area page of the product highlighting the concept of new products must be strong, do not put the concept of fuzzy goods, also do not put non-mainstream goods, because such a page general browsing volume is larger, will waste traffic, sometimes may give users a feeling is not professional.

Topic: Sales = Thematic Flow * arrival Rate * The conversion rate of the unique identity browsing volume * Customer order

Resolution】

The project is usually a combination of inside and outside the station. Similar to the domestic 1111 festivals, businesses are anxious every day is a holiday, this can be more than a lot of sales, the festival is not a direct cause, but because the festival to promote the reasons, but also to the user to buy the reason, for example, Valentine's Day flowers than the average time more than 1 time times more expensive, it is still someone to buy, why? Because women need flowers to feel happy, and men have to buy. The price is secondary. Before only 2.14, now the lunar calendar 7.7 Flower sales also good. Understand this demand, you can do a lot of characteristic sales. Holiday sales are not necessarily promotions, there may be price increases. For example, look at the red Rice mobile phone, weekend seaside travel, hotel prices.

Drainage Details Page: sales = key commodity pages associated with * arrival Rate * The conversion rate of the unique identity browsing volume * Passenger order

Resolution】

Details page in the middle of Taobao often add a few items of links, mostly pictures of the link, then the Details page has a part of the navigation function, still can not be counted beside such as "Guess You Like", "special Recommendation" and so on. Such a page is not much, generally are some of the main sales of old products, may be in the website sales for several years, or so hot, there is the market promotion of the long-term push commodity, such merchandise can do point navigation role. Sometimes the user comes in just because you have a discount here, not because you have a discount, he wants to buy it, but just to see what you have on sale. Such a drainage product page can be placed on several other related discounted items.

Details Page: Sales = unique Identity Browse quantity * conversion rate of the unique identity browsing quantity * Customer order

Resolution】

Taobao details page is often added in the middle of a few merchandise links, mostly pictures of the link, then the Details page has a part of the navigation function, still can not be counted beside such as "Guess You Like", "special Recommendation" and so on. Such a page is not much, generally are some of the main sales of old products, may be in the website sales for several years, or so hot, there is a long-term market promotion of goods, such merchandise can do point navigation role. Sometimes the user comes in just because you have a discount here, not because you have a discount, he wants to buy it, but just to see what you have on sale. Such a drainage product page can be placed on several other related discounted items.

Conclusion: From the point of view of the business can do many things, in each point to do fine, can be in the conversion rate of this very long, very complex chain results, to promote the transformation of a node, you can improve the conversion rate. The entry of any one of the indicators is a front-line business personnel long-term experience accumulation, plus a strong data center system to give reference data, and then according to the actual situation of enterprises to make decisions. In both business and data, there is a point to do well, there can be no small promotion. But these can only solve 20% of the problem, the other more important is how to do retail, how to control goods, how to understand market demand, and these are often not data can answer, nor is the general line operators can answer, need a long time of industry experience and precipitation.

Article Source: Lou Blog original address: http://lusongsong.com/reed/810.html