(Picture source: Tuchong Creativity)
If there is a "black screen" in the game, the weight is the biggest "black screen" in e-commerce platforms such as Shopee.
I What is weight?
For Shope, the weight refers to whether a product can meet user needs, promote the conversion rate of orders, and bring intuitive benefits to the platform. More simply, weight is a scoring mechanism for commodities and stores, which is also a scoring system. The higher the score, the higher the weight, the higher the relative ranking of goods and stores, the more obvious the display position, and the more traffic can be obtained.
II How is the weight divided?
Shopee and other e-commerce platforms divide the weight into two categories: Commodity weight and Store weight 。 The classification of shops from the Shope official: New seller<potential stock seller<preferred seller<mall seller
It can be seen that the Shope seller should focus on improving the weight of goods when it becomes a new seller at the beginning. Because the new sellers themselves are in the state of flow to be developed, and customers do not have certain brand recognition of their products, the stores cannot have enough flow to compete with the big sellers.
III What improper operations will reduce the weight and make our goods and stores fall into darkness?
The following five points are the operations that are most likely to lead to power reduction. See if you have been hit.
1、 Frequently modify the title
The title has a very close impact on the product exposure and click rate. Frequent modifications will make the search engine or Shope think that your listing is not stable enough, leading to a decline in trust and thus a decline in power.
2、 Frequent modification of main drawing
Replacing a good main map that can really attract buyers' attention will not reduce the weight of the product in essence, but it will affect the click and conversion of the product, and the weight will naturally become worse after a long time.
3、 Frequent price changes
Sometimes the sales volume of products is not good, and the merchants want to reduce the price to gain advantages, but unfortunately, the cost rises, so they raise the price to avoid losses. This price fluctuation will not only lead to a decline in the repurchase rate of consumers, but also the loss of regular customers. In addition, frequent price adjustment will also affect the enrollment of promotional activities.
4、 Duplicate products on the shelves
Homogeneity is very common in the market now, but consumers of the same product will only choose the one with low price and high cost performance, and other traffic of the same product will also be shared. Therefore, the existing products on the platform have great competitive pressure, and will fall into an endless price war.
5、 Delivery delay
Logistics is indispensable to e-commerce. Now cross-border e-commerce is developing faster and faster. However, the local infrastructure in Southeast Asia is not perfect, which has brought many obstacles to sellers. The speed of logistics directly affects the sales of stores.
Once the order is delayed in delivery, even if the package is delivered, consumers will also give travel reviews due to logistics delays. If the consumer takes this as a reason to request to cancel the order and exchange goods, it will also bring direct losses to the seller, which will affect the store's score.
III How to improve the weight of goods and stores?
First Commodity weight A high-quality goods listing can bring a lot of free traffic to goods. Listing includes title, main map, pricing, goods discount, goods attributes, etc.
How sellers can capture customers' hearts through these intuitive information needs to be pondered.
about title , when the daily click volume of the commodity is less than the ideal value, the commodity title needs to be adjusted according to the flow source analysis. The number of words to be modified at a time should not exceed three, and the peak period should be staggered.
In addition, the title of the goods that customers can see only displays 20 characters. If the seller only names them by keywords, it is inevitable that other goods with higher weight will take the C position. To avoid this situation, we can adopt Four Tibetans and One Rule To name, that is Four hot search keywords+one unpopular attribute word The sudden cold is often a shortcut for sellers to turn the tide.
As for the main picture, it should be clear, exquisite, neat, and reflect the functions and use scenarios of the goods to the greatest extent, quickly catch the eyes of consumers, and extend the stay time of consumers' eyes.
A total of nine pictures can be placed in a product in the Shope. The basic planning of the nine pictures is the front view, side view, scene view, and material map of the product. The seller should use the form of picture presentation as far as possible to reduce the reading amount of customers and achieve transformation.
besides Store weight The main factors affecting the weight of the store include the level of the store, the dynamic sales rate of the store, whether there are violations, and the service of the store.
IV How to improve the weight of stores?
1、 DSR of the store
DSR by Product description matches 、 Store service attitude and Logistics services It consists of three parts. What we need to do to improve DSR is to improve the customer's purchase experience, including providing customers with the right products, doing a good job in pre-sales and after-sales work, making sure that the logistics timeliness is controllable, and reducing the customer's transaction costs.
2、 Store violation record
Familiar with Shopee rules, it is inevitable that there will be violations. The main factors that will affect the weight of stores are the abuse of keywords, repeated distribution and false transactions.
Inconsistency in the description of goods will bring customers a bad purchase experience, which will neither promote the transaction nor leave customers a bad impression. Shope will not condone this operation, or even impose penalties. It is conceivable that Shope will reduce its power. For those with similar commodity attributes, more differential descriptions should be made to avoid being judged as repeated distribution leading to reduction of rights, while false transactions are simply scalping orders.
3. Dynamic sales rate of store products
The dynamic sales rate of the store=the number of dynamic sales varieties ÷ the total number of products operated by the store * 100%, and the dynamic sales rate of the store is also within the reference range of the store weight. For some products with no potential, the seller should be decisive and directly off the shelf. Simplifying the number of products is conducive to improving the dynamic sales rate.
4、 Store newness rate
New sellers need to pay special attention to this aspect. For novices, how to quickly and efficiently launch new products is absolutely the first lesson of Shope. It is a great question to launch a new product. The title, main map, attribute settings, etc. need to be studied by the seller. The best way is to learn from successful cases, such as looking at which products are more popular on the home page of the site, and extracting keywords.
For more details, please consult the customer service of Keyou Cloud, scan the QR code and remark Hugo.
(Editor: Jiang Tong)
(Source: Keyou Cloud)
The above content only represents the author's own opinion, not Hugo's cross-border position! If you have any questions about the content, copyright or other issues of the work, please contact Hugo cross-border within 30 days after the publication of the work.
