This means that all previous efforts have been in vain. Under such circumstances, most businesses will start again and continue to blow money.
However, we have to understand that a store should do well for a long time, not just make new products forever, and the maintenance of old products is also very important.
Especially for those tenders with few styles, it is imperative to maintain the old links. What I want to say is, how to explode second-hand goods?
Before optimizing, please explain an important question: will the old products be put back on the shelves?
If your old product has only dozens of search visitors recently, such as less than 50, then you can delete it manually without any negative impact on the product.
If your old customers' search visits exceed 100, or even 200300, you should think carefully.
When you delete the re-shelf, the weight accumulated before the product disappears. So if the link traffic is not bad, you can use it directly.
The problem of deleting old links cannot be generalized, but must be analyzed in detail. Next, we will redo the old link.
Data analysis of products.
If you want to smash old links, product data analysis is essential. Just like seeing a doctor, you can prescribe the right medicine.
Product data analysis can be considered from the following aspects:
First, keyword analysis.
With the help of third-party software, you can check whether the existing keywords are ranked, and if they are ranked, they will not move, and if they are not ranked, they can do title optimization.
If you don't have this software, you can check the hot keywords in the market in the background of the merchants, and at the same time check whether the keywords in your title have accurate popularity.
Product quality evaluation and circulation.
Old links will have a certain sales volume and evaluation, but they can be added again if they are less. This is the explosion of the new product.
If the basic sales volume is ok, such as several thousand pieces, we can analyze the specific links of the goods. For example, seasonal changes or trend orientation will lead to the shortening of product life cycle.
The third is four important data.
The first is the harvest rate.
The collection rate is an intuitive performance to prove whether the goods are popular, and collecting popular goods is easy to be popular.
Ordinary standard products receive 8%, and all the products sold throughout the year are standard products, mainly depending on pictures and internal strength, with no recession and strong competitiveness.
About 10% of non-standard products are collected, and there are many seasonal products in the clothing bag. The most important thing is style. If there is nothing wrong with the picture, there is something wrong with the style.
Favorite = Favorite/Visit.
The second is the conversion rate.
Business background-promotion tools-search market analysis, you can find the industry average level such as click conversion rate of a product.
The average click-through rate and conversion rate are all 1.2- 1.5 times of the industry average, which shows that the product performs well. But ordinary old products can't meet this standard.
What if the conversion rate is low? Look at the title, price, main picture, details and evaluation.
Title-Attribute words are inaccurate, and there is something wrong with keyword positioning.
Price-If the price is too high, the conversion rate will be lower. Try not to surpass your competitors too much for the same product, and find your own selling point.
Those who want to sell at high prices must be differentiated. This differentiation must be reflected through the main picture and the details page of the copy, so that consumers can understand the differences of your products. Main picture-packaging our products for people of different ages.
Details-specify the focus of buyers' attention.
Evaluation-when making evaluation, we must pay attention to the places that customers are most concerned about, such as the quality of products and the color difference of clothes.
Third, product rating.
The product grade directly affects the activity of the product. The old chain has accumulated a certain amount of sales and evaluation, and the score is more basic than the new chain.
The reasons for the low score may mainly be the high rate of bad reviews, service attitude and so on. Optimize based on these points.
Fourth, the number of clicks.
As mentioned above, the conversion rate and click-through rate are not up to standard, please refer to the market average. The explosion index is 0.5 times of the industry average of 65438+.
Second, increase the flow of old products by means of activities.
Homepage activity accounts for 60% of the platform traffic, so if you want to redo the old link, you must report the activity.
For example, time-limited spike, 9.9% discount, coupon center,10 billion subsidy, love shopping, bidding activities, new clothes exhibition, big promotion, coupon center and so on.
In the next 30 days, the participating goods will be reduced again at the lowest price, usually 30% to 20% off.
Therefore, it is best not to blindly reduce prices to increase sales before signing up for the event, otherwise the event will lose money.
Third, get traffic in real time.
Live broadcast is very popular now, especially in Pinduoduo. We can control the flow of the straight ventilation shaft.
Old stores can open goods in real time, improve the conversion rate of goods, and the system will naturally give traffic when goods gmv go up.
Broadcast products are suitable for clothing, bags, jewelry, food, fruit utensils and so on. Broadcasting can get more traffic support and improve the conversion rate.
Fourth, paid promotion.
Although the old link has a basic audience, we can't guarantee that everyone will like it.
Whether the style is popular or not, and whether the keywords are accurate, all of these need to be tested by multiple searches.
At the same time, the promotion of the old link open scene is also an indispensable promotion means, and the scene promotion can quickly increase the exposure in a short time.
Scene promotion is aimed at all the promotion people on the platform. Under the mechanism of "thousands of people and thousands of faces", the system displays products according to personal preferences, which is conducive to improving the click and conversion rate of products.