I don't know if you have ever encountered such links. The conversion rate of links is not high, perhaps about 1-2%. However, the volume of links is not low, and even there will be natural links. And links with conversion rate of more than 10%, let alone natural orders, even if the daily order volume of forced payment is difficult to pull up.
There is a principle behind any appearance. According to the common sense of e-commerce, products with high conversion rate will enjoy the dividend of increased traffic. The reality is that the data of products with poor conversion rate is better than that of products with high conversion rate. Why? Later, I pushed many similar links, and gradually found the answer from the commonalities.
It turns out that the commodity conversion rate data we usually see is meaningless to judge the quality of the link only from the single dimension conversion rate value. It is valuable only in combination with the flow pool. Because the conversion rate is not only affected by the quality of the link, but also by the accuracy of the crowd.
01
High conversion products are not necessarily good
As mentioned above, the conversion rate should be considered in combination with the flow pool. For example, I sell high-end facial masks. The customer price is 1500 per order, and the daily life of the platform is 20 million. The number of users who can consume this high-end facial mask is 2000. The system has also accurately pushed this wave of users, and the conversion rate has reached an amazing 30%, that is, 600 orders.
Don't worry, 600 orders are the ceiling of our link, and the system will not exceed 600 orders even if it enlarges the number of orders. Why? Because there are no buyers who can eat our products, it's hard for a clever woman to make bricks without straw. The platform can do nothing to push you.
Therefore, we will see that the products with high conversion rate cannot be exposed. It's really not that the algorithm has a problem, but that the crowd is really small. For the 9-9 mask, you can say that the conversion rate may be only 1%, but they have a large base. For 10 million precise users, there are at least 100000 boxes.
What's the purpose of our e-commerce? It's just running water. It is not click rate or conversion rate. Even if you make the main map of top click rate in the industry, what's the use of product niche.
When selecting products, you should first evaluate the market capacity of the product and its pricing. Some products are sold at low prices. Even if the conversion rate is not high, I am not worried. I know that the user traffic of the platform is large enough.
Even if my conversion is not good, but there are many target users, it can also be magnified. The products with a click rate of 1% and a conversion rate of 2% can sell for more than 10000 yuan a day.
02
The products with low conversion rate are not necessarily poor
If I saw this sentence before doing e-commerce, I would never believe it until I ran through several such products and was convinced. I have at least 3 such links, and the conversion data is extremely poor. I thought how to do such links.
As a result, a natural order was issued. The daily visitor list of the store is the link whose conversion rate is less than 1%. You said God is not magical. In addition, the number of clicks and conversions is far lower than the pass mark (5% and 5%) when the direct train is driving. Why does this happen.
My understanding is that the single amplification is the result, and the essence is the amplification of the crowd. More people are amplified based on data feedback, and data is nothing more than conversion, click and penetration. Links with low click rates can enlarge the crowd infinitely. It is not that the platform is stupid, but that the crowd can really catch up.
What do you mean? I have a customer list link of 50 yuan. The conversion is about 15%. The exposure has been rising again. Suddenly, the exposure doubled several times one day, but the conversion has plunged. I should be happy when the exposure has risen, but I vaguely felt that the event was not good at that time.
As expected, the next day's exposure was returned to its original form. Since then, the platform has not increased its exposure. Every day, there are more than a dozen exposures.
Why not increase the exposure? As the saying goes, we can't catch this outrageous wealth, so the platform will not waste traffic on us. Although some products can't be transformed, the garbage flow of others can reach 1% of the transformation. If the garbage flow is less than 1/1000, it will certainly not increase our exposure.
03
Good conversion rate is not invariable
There was a mistake in the previous one. I thought that the conversion rate should be fixed at 5~10%. But we should understand that users are hierarchical, and the conversion rate of accurate users and inaccurate users is different.
This should be felt by everyone in the previous search and scenario promotion. Search is for people to find goods, and the purpose of purchase is strong, and the conversion rate is naturally high. The scene is to find someone to buy the goods. If you think you may need it, they will expose it to you. You have no purchase plan, will you buy it? This is hard to say.
The platform search traffic is expected to be 30%, and the scene traffic is more than 60%. If you only focus on the search traffic, your product ceiling will be there. Although the conversion is high, the single quantity is just that. For products with natural orders, the system will actively push them to potential buyers. For example, if you sell ten jin of oranges, it will cost only nine yuan.
Even if the buyer doesn't want to buy oranges at the moment, he may place an order when he sees that you are so cheap. Because the price is attractive enough, you said that the conversion rate of buyers who tap this potential demand is naturally not high, so even if the conversion rate reaches 2%, it is still high in the scene. If the conversion rate of the scene can reach 10%, it will be strange that the link does not take off.
Based on this, we can see that your link conversion rate is high or low, depending on the accuracy of the flow that the platform pours to you. The flow is accurate, the conversion is high, the flow is poor, and the conversion is low.
The system also knows the quality of its own traffic, so the evaluation criteria for conversion rate will also be lowered a lot when it fills you with garbage flow, which is why products with a conversion rate of less than 1% will continue to flow, so what's the reason why the platform should not push the products whose garbage flow can be realized?
I have done the traffic operation of the platform before, and I am doing the traffic distribution in the same way. The price of accurate traffic is different from that of ubiquitous traffic, but will I tell you about this? Certainly not. We charge by exposure, not by quality.
The high quality charges are low, we are not very poor, so we will sell good traffic and poor traffic mixed, and the data you finally see is a compromise data. For example, the conversion rate of the whole site promotion is higher than that of the scene and lower than that of the search.
04
last
After that, I basically stopped looking at the conversion rate of the link, which makes little sense. That is to say, at the beginning of a new link, it should not be too low. If the transformation is very high at the beginning, I know that it has the potential to enlarge, even if the transformation falls a lot later, because the crowd is enlarged.
Now I only see how many orders I can make per hour. If I make 10 yuan and 8 orders per hour, then I make 12 yuan and 10 orders per hour. In fact, it's about spending money to buy more. What I want to think about is how to spend less and get more. This has nothing to do with transformation, but is related to pit production and ranking. That is another topic.
Author: Tiger talks about operation
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