At the beginning of the New Year, the atmosphere of our foreign trade community has also begun to be active, so more students who have asked me questions in the past few days have begun to become more!
Today, a traditional business owner who produces small household appliances in Wenzhou, Zhejiang Province communicated with me. Traditional foreign trade is becoming more and more difficult now. This year, the company officially established a cross-border e-commerce team to focus on the development of the cross-border B2C retail market, and has just entered the Alibaba AliExpress platform. She asked me: How to drain a new AliExpress account in a short time, and how to do a good job in AliExpress cross-border e-commerce platform!?
I think her question is very typical, and it is also the most confusing problem for many newcomers to do cross-border e-commerce, so Harris will share it in detail in this article today!
"Flow and conversion"
Harris has been engaged in e-commerce for more than 10 years. The company operates 1688 e-commerce platforms, Alibaba English website Google, Taobao Tmall, eBay Amazon, etc.
In fact, if we want to do a good job in any e-commerce platform, we must first find out the core of e-commerce operation. The e-commerce business model is unpredictable and the operation system is complicated.
But the road is simple. Most of the time, the principles of business are figured out. I have been operating e-commerce for more than 10 years. I think we will grasp two cores when we do a good job in e-commerce:
Flow and conversion
The same is true of the operation principle of cross-border e-commerce. If a new store wants to operate in a short period of time, the core of success is drainage. The flow is like the blood of a store. Just like a person can only live and embrace life with healthy blood.
Therefore, the rapid drainage of the new store in a short time is the key to the success of a store.
Before discussing how to divert the topic, let's analyze in detail the traffic sources of AliExpress cross-border e-commerce platforms. Generally speaking, AliExpress traffic sources can be divided into the following channels.
1: On-site search traffic 2: Category browsing traffic 3: drainage of platform activities 4: shopping cart traffic
5: Favorites traffic 6: Through train traffic 7: Old customers directly click traffic 8: Other traffic on the site 9: Traffic outside the site (Facebook Google, etc.)
How to guide the new store correctly!
The flow sources of the AliExpress platform are analyzed. The drainage work in our store operation should focus on these traffic terminals. As a new cross-border store, we should also do the following points.
1: Continuous and systematic learning AliExpress platform rules
In fact, the rules of the continuous and systematic learning platform are the basic requirements for us to do a good job in any e-commerce platform, because you want to play the platform well. Familiar with the rules of the platform game is the prerequisite. My personal suggestion is to maintain continuous learning ability every day.
Through the video of AliExpress University and the habitual learning of AliExpress Forum, you can also add some well-known AliExpress communities to discuss and communicate. Platform rules, especially platform support, are not only related to the traffic introduction of stores, but also about being familiar with platform regulations and even determines the development of stores to a certain extent.
2: Adequate number of products on the shelves to increase store exposure
At the beginning, there were not many goods on the shelves for cross-border e-commerce operators. The reason is very simple, because the newcomers to cross-border e-commerce operators lack experience in resource and fund operation, but according to our experience, the number of goods on the store, especially the number of new stores, is directly related to the exposure of the store.
The small home appliance owner in Wenzhou initially put 30 products on the shelves. According to my suggestion, it has expanded by more than 130, and the store exposure and conversion have increased a lot.
Of course, behind the expansion of product categories is a test of the supply chain ability of cross-border e-commerce sellers, and it is related to the strength of each cross-border e-commerce operator, but our suggestion is not to be less than 100 goods.
3: Product factors core competitiveness attract traffic
Because Harris himself is a traditional manufacturing factory, I have always emphasized that the store is really successful. "7 points depend on products and 3 points on operation."
Specifically, the theme of our article is that new stores attract traffic. We think good product selection, attractiveness, differentiated advantageous products, and good prices of products actually really determine the traffic of stores, such as those popular products in the blue sea market, because there is a huge rigid demand, and such stores search for the flow naturally. The quantity has always been very high.
I have written an article on "Cross-border e-commerce selection" in my previous article. You can focus on it. The second is the price of the product. Although AliExpress's current overall tone is branding and enterprise, under the premise of the same quality, price is actually an important product factor to attract customer traffic sources.
4: Optimize the flow advantages brought by non-product factors
AliExpress mainly needs to do the following points to optimize non-product factors. Although it is a common topic, many new cross-border e-commerce people often do not perfect.
1: High-quality product titles increase store traffic
A high-quality product title is an important factor in our natural search traffic source. It is generally recommended to determine the most accurate core keywords of our products through through train search term keywords.
Reflect the core keywords in your own product title. The composition of a high-quality product title generally also includes "commodity style + materials + characteristics + core keywords + sales advantages (free shipping, etc.)
There are also cross-border e-commerce foreign trade newcomers who can also pay more attention to the store titles of leading high-quality peers in the industry. As the saying goes, the power of role models is infinite. By learning and observing the title setting of role models, we can standardize our own titles, but remember to copy them!
2: Category of goods, product attributes
As I just said at the beginning of the article, the core of store operation is "traffic and conversion". The correct product category and complete product attribute settings are aimed at importing the most accurate and matching customers to our store. The more targeted and accurate the customer, it will not only bring valuable Traffic, what is more important is to really improve the conversion rate of the store.
We generally recommend that everyone seriously fill up AliExpress product attributes, because this allows the most accurate customers to find our products more efficiently and truly increase the exposure, thus improving the traffic of the store.
3: Refined the production of the details page
Regarding the detailed page optimization of cross-border e-commerce, I have seen many cross-border e-commerce lecturers share them in detail, which shows the importance of the details page for cross-border e-commerce operations.
The reason is actually very simple, because compared with Taobao Tmall in China, cross-border e-commerce retail customers prefer to place orders directly through the details page without communicating. According to an accurate statistics of AliExpress, in this way, the proportion of orders placed directly through the details page exceeds 80%. ,
A good details page can not only better help customers place orders independently, but also the most important thing is that a good details page can deepen the traffic depth of customers browsing pages, increase customer traffic adhesion, improve the weight of links, and finally improve store traffic. Generally speaking, the following are the following popular details page.
1: Standardize the title of the high-quality details page
2: Greeting welcome
3: Associated marketing promo
4: High-quality commodity pictures with strong visual impact, including product pictures, scene pictures, application pictures, etc.
5: Associated Sales Images
6: Regular transaction Q&A template
7: Packaging pictures of cross-border logistics, through such cross-border logistics pictures, customers have great confidence in our cross-border logistics capabilities. The most common practice is to stand alone on cross-border logistics packaging.
8: Cross-border payment tools are selected, because customers in each country will have cross-border payment tools they are used to, such as
PayPal, international bank card, we should detail the cross-border payment methods we currently accept on the details page, which we do not accept at present.
9: After-sales processing details process, we should explain in detail on the details page. If there are after-sales problems with products, including product damage and product quality problems, how to solve the after-sales problems of these products, so that customers can really eliminate their concerns and place orders with confidence.
10: Strength display pictures. We often see this method on the details page of Taobao Tmall, such as showing the strength photos of the factory, the workshop photos of the factory, the sample room of the factory, or the international demonstration of products passed on the details page.
11: Encourage positive comments 5 to explain pictures. At the end of the details page, we can guide customers to receive promotional pictures that are satisfied with goods and encourage customers to rate 5 points. Of course, you can have some preferential policies.
12: If possible, you can make some videos, and the effect of displaying goods through video will be far more effective than text and picture descriptions. And we can put these products on the video sharing website for off-site drainage communication later.
To summarize the details page, the core of the conversion rate and traffic improvement of our stores. In particular, newcomers to cross-border e-commerce should continue to optimize their own cross-border e-commerce details page description.
4: You can participate in some official training courses of AliExpress, understand the sorting rules of AliExpress, and increase the improvement of natural traffic through SEO.
5: Be sure to make full use of the "Window Recommendation" function
Many newcomers of cross-border e-commerce operators can't really understand the value of window recommendations. In fact, our new stores make hot models and choose several advantageous products to make hot models. The products recommended by the windows will be ranked in the advantages of the same quality, so as to further improve exposure and attract traffic.
6: Affiliate Marketing
For newcomers to cross-border e-commerce, alliance marketing will be a very good marketing tool for store traffic to improve in a short period of time.
Everyone will be a little strange when it comes to alliance marketing. In fact, the essence of alliance marketing is very similar to the "Taobao customers and Alibaba mothers" of domestic Taobao. For the specific gameplay of AliExpress alliance marketing, you can take a look at AliExpress video tutorials.
The value of alliance marketing for cross-border e-commerce newcomers is that alliance marketing is a "effect-based payment" promotion model compared with through train, and it quickly improves the store's hot models from attracting traffic.
After joining AliExpress Alliance Marketing, in addition to the exposure of AliExpress's proprietary channels, there are also exclusive additional exposures to AliExpress Alliance. In 2016, AliExpress increased the traffic of overseas off-site alliances in 2017. Joining AliExpress's alliance marketing does not require any fees. The promotion process It's completely free, and it can only be paid after the deal.
Regarding how to play AliExpress Alliance Marketing, I just said that you can go to see AliExpress's official video tutorial. Regarding the Alliance, I would like to remind you of a key point.
Once a newcomer to cross-border e-commerce joins the alliance marketing, all products in the whole store will become alliance goods. Any style of goods in the store are traded through the alliance channel, and the alliance commission needs to be paid!
7: On-site activities
Participating in AliExpress's platform activities is the most immediate way for new cross-border stores to quickly increase traffic. However, generally speaking, AliExpress's in-station activities will have certain requirements for stores, such as sales volume, DSR score, etc. First of all, stores can be marketed through through trains and friendly marketing for old customers. Increase the sales volume of the link.
For newcomers to cross-border e-commerce operators, we should continue to pay attention to AliExpress's background platform activities. The specific registration path is "marketing activities - platform activities - participateable platform activities - I want to sign up", including group purchase, second-ss activity, etc.
Step 3, off-site drainage
Off-site drainage of stores is also an important way for new cross-border e-commerce stores to quickly improve traffic. The principle of off-site drainage is actually similar to our B2B promotion. Personally, we attach great importance to Google's promotion.
In addition, we have talked a lot about SNS social media promotions such as Facebook. In 2017, the most popular is live broadcast and Netcom promotion, such as ITAO Internet celebrity live streaming, video sharing and drainage, picture sharing and drainage officially cooperated by Alibaba AliExpress.
Through Train Promotion is the most mainstream paid promotion method for newcomers of cross-border e-commerce operations. AliExpress through train promotion also has many profound operation operations. Today, due to limited time, I will write an article about the sharing experience of AliExpress through trains in detail!
Next article: AliExpress through train refinement drainage skills! Stay tuned!
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