Scale of sellers used: small and medium-sized merchants
In 2022, the "subscription" in Taobao has changed greatly from subscription to search subscription. What is search subscription?What's the difference between the two?
Question 1: What is search subscription?
As shown in the figure below, search subscription is called "search subscription" under the subscription column and "search" under the recommendation column.To switch, you only need to click the subscription and recommendation at the top, and then search in the search box. The operation is very simple.
(Picture source: Handout Group, please specify if reprinted)
(Picture source: Handout Group, please specify if reprinted)
Question 2: What is the difference between search subscription and search?
If the customer searches under the recommendation, all the related products will be displayed, but the products related to the subscription store will be preferentially displayed under the subscription.In short, search subscription is to quickly search the products in the customer's subscription store.In addition to subscription, browsing, Taobao group and members, this is a new private domain weapon.
This function can quickly find the products you like in the store, greatly improving the search experience of customers.However, because this function has just come out, there will be some users who have not updated Taobao, and there will also be users who do not understand this function, resulting in a small number of searches.But this is the perfect opportunity for us to overtake on the curve.When users become familiar with this search method, it will definitely bring about a good increase in traffic conversion and store sales.
(Picture source: Handout Group, please specify if reprinted)
Question 3: What should we pay attention to when subscribing to search?
■ You must subscribe to the store to search for the desired product in the subscription search.
■ Improve the properties of search keywords.The category keyword attribute of user search is very important.
■ The search attributes should be as perfect as possible.You can search the big words of your own products to see which popular properties match your products, and fill in as complete as possible.This not only has an effect on search and subscription, but also makes it easier for the system to identify products and place them in the customer groups with demand.The higher the accuracy of the keyword attributes of the search, the greater the probability of click and conversion.
For example, the daily attention includes gift coupons. Official activities and their own activities can do some lottery. It is set that only when you subscribe to the store can you participate in the activity. In this way, you can guide the subscription.
■Style positioning
Good style positioning and category planning can better retain customers and improve customer stickiness.Generally, customers will subscribe only when they like the style of the store, not just because of a product. If they are interested in a product, they will only collect it or add it to the shopping cart.
■ Lifting flow
Only when the traffic is large, the probability of subscription will be large.On the premise of better styles, you can pay more to improve product competitiveness, so as to obtain more traffic, and also can do some off-site drainage operations.
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