What is the reason for the sudden drop in store traffic? Many sellers are sometimes confused. The store has no violations, why does it drop? What is the problem and what causes the store traffic to drop? In fact, the store traffic It is impossible to guarantee that your traffic will always be stable. The Taobao market is constantly changing, and your competitors are also changing. If you don't follow up and adjust the status in time, your traffic will be taken away by your competitors, and there will be no business at all. Here, the editor summarizes several factors based on the current market situation and shares them with you.

1. The confusion of store product labels leads to reduced search engine display support

For example, in your store, there are all kinds of products, such as sexy ones and campus styles. There are also European and American styles, and even simple-style women's clothing worn by middle-aged and elderly people. At this time, your tags will be very confusing, and search engines will not know what style you are. As the more personalized matching traffic becomes, the less you will get, and your traffic will continue to decline. The suggestions in this regard are as follows:

(1) The product labels in the store should be as unified as possible

You must pay attention when you first launch a new product or when you adjust the product later. Products should be as unified as possible in many aspects, such as unified style, targeting the same group of people (only for college students, or only for young women, the latter only for pregnant women, etc.), unified price range (not for I want to buy high-end and low-end ones, but this is the most taboo. They are all shirts. The cheap ones are 9.9 with free shipping, and the expensive ones are 400 to 500 per piece. This is a very unreliable thing).

(2) Products with a small proportion of the main category should be given up

If your store already has many products with different styles and labels due to historical reasons, you You need to take a look at the proportion of your store's main categories, because you will definitely have a type of product that accounts for a relatively large proportion, and learn to discard products that account for a small proportion. In fact, the concept of optimization should be larger. For example, your store has both high-end products and low-end products, and then you find that the sales of low-end products account for 90%. Then, no matter how high the profit of high-end products is, you cannot feel bad about it, either. It should be given up. Because it will affect your store tag later, and then your search traffic will gradually decrease.

2. The emergence of strong competitors causes you to lose your competitive advantage

Because Taobao must continue to optimize and introduce new products, every product will have a life cycle. , there is no doubt that the difference is only the length of the cycle, so what does it depend on? It's simple: your competitive advantage. The more obvious your advantages are, the longer your cycle will be. Taobao adjusts its rules and development strategies every year. What you have to do is to discover the detailed changes in operations from these adjustments to rules and strategies. Therefore, the editor teamed up with the sellers to form a learning and growth circle, starting with 330, then 807, and then 381, to communicate and learn

When you lose your competitive advantage, your natural search Traffic will continue to decline, which proves that your product life cycle has arrived. This kind of traffic decline is sometimes reflected in a drop in rankings, sometimes in the form of reduced traffic on the Taobao homepage, etc.

The best way to deal with this kind of traffic decline is to have a continuous and stable new release plan, and then you can launch new popular products in the second half of the life cycle of the popular products. In fact, this itself is the essence of consumption development: new goods continue to replace old goods.

3. The performance of various indicators such as refunds is very poor

Under normal circumstances, your refund rate does not affect the search weight, but if for a certain period of time, your The refund rate has increased so much that large-scale refunds (normal, excluding those from your competitors, which are abnormal data and will be monitored) will definitely be affected. This is also the reason why many people’s search traffic continues to decline after participating in the event. It’s because of a large number of refunds and negative reviews, and that’s it.

An even more critical point here is your new product refund rate, which you must control. If your new product refund rate is higher than the industry average, it will be difficult for this new product to Explode.

　4. When the store level rises, the traffic begins to decline

This kind of decline sometimes makes you very depressed, because generally, as the store level rises, your free natural search traffic It should rise, because it means that the ceiling of your traffic has been broken through. However, in the following two situations, your traffic may not increase but decrease.

　(1) Your new level is not competitive enough

For example, when you move up from the second level to the third level, it means that your competitors have changed. , this is like the Chinese Professional Football League. You are very good in the Chinese League One, even the champion, but when you are promoted to the Chinese Super League, you may have to work hard to avoid relegation, because the competitors you face are those more awesome Chinese Super League teams.

So, when you rise to a high level, if your product competitiveness cannot be simultaneously improved, your traffic may actually decline. Therefore, in order to minimize this possibility, here is an idea for everyone:

When your store level rises, you must try your best to ensure that the comprehensive weight factors of other stores also get corresponding improvement. On the one hand, you can increase investment in through trains and try to maintain the store level. On the other hand, you can continue to improve the DSR score through strategies such as gifts.

(2) When you move from the bottom level to the high level, the requirements for the sales rate will increase

This situation is more common in upgrades below the fourth level, such as 1 to 2, 2 to 3, 3 to 4. Because as a new store, a few popular items can still support the store, because for Taobao, they know that you are still young and do not have so much energy to take care of all the products. , so as long as you have a few products that sell well and other products that don’t sell well (that is, the sales rate is relatively poor), it doesn’t matter much. But when you move up the level, Taobao's requirements for the comprehensive weight of the store will increase, the first of which is the sales rate. For example, if you upgrade from 2 to 3, if you find that the traffic has dropped, you should immediately check whether there are too many slow-moving goods in the store. Such a large number of slow-moving goods can easily affect your search ranking.

That’s all the editor said about the influencing factors of the decline in store traffic. Of course, the decline in store traffic may also be caused by other factors, such as store decoration, store optimization and other internal factors. The foundation of the store must be done well, otherwise there will be no need to talk about later development, so do a good job in the store The basics are important. Nowadays, Taobao is developing rapidly and is changing at any time. We must keep abreast of market development trends, implement store operation policies, stabilize store traffic, and strive for more market share!