Many businesses want to wash their hands more, saying that my products are so good that they are all gadgets with new ideas, and the quality and cost performance feel very competitive in the market. However, after the introduction, it was discovered that the cost of advertising push is so expensive, which may not be effective and the conversion rate is not good. After the exchange, I found that some business friends didn't even do the most basic preparatory work, so they just found a painter and made some pictures. They didn't even know the most basic drawing, so they put it on the shelves directly, and then they criticized it. The result can only depend on luck.
Most friends also know that the quality of a picture is very important to a product, which directly affects its click volume, conversion volume, visitor volume and so on. How can I make a good picture? That is, surveying and mapping, which is an important and crucial step before all new products are put on the shelves.
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So how much effect does the mapping operation have on the explosion?
"Clothes make the horse lean on the saddle" is introduced by borrowing a proverb. As we all know, a main picture with high click-through rate can directly lead to a comprehensive search outbreak.
Everyone knows a new product. There must be a display first, then a visitor/click, and then a conversion/transaction. The introduction of traffic pictures is very important. Taobao will decide how much exposure to allocate to you according to the baby's weight, but Taobao can't control your clicks, and there is no way to control whether you are willing to click. The main picture is the biggest core indicator that affects your click intention. Whether the click-through rate is high or not is indispensable for your whole product to explode. Without the support of this data, everything will be impossible! Its function is self-evident.
Let's make a click rate formula, so it's easy to see the impact on the outbreak period.
Click rate = click volume/baby exposure times (Taobao assigns you exposure according to the baby's weight.
Then why is click-through rate so important? Let's look at two sets of example formulas:
10000 (exposure) * 1% (click rate) = 100 (visitors)
10000 (exposure) *5% (click rate) =500 (visitors)
The same exposure of 10000, different click-through rates and completely different visits (for example, when doing nothing, the visits are even five times different), so the click-through rate becomes very, very important. Whether the click-through rate can be optimized is an important factor that directly determines whether our products can break out.
As long as the average collection purchase rate >; 10% or more, the click-through rate of the main picture is more than 1.5 times of the industry average click-through rate, which is a potential of money explosion, and you can do it with confidence and boldness in the future; On the other hand, even in a good way, under the condition of low click rate, it is difficult to complete the expectation of detonation, but it is not absolute, at least not a long-term good result.
The importance of mapping has been mentioned before, so let's share the specific practical steps. How do we operate?
1. Drawing preparation.
Determine a good model with profitable space, then go to the map and remember one sentence: without a good model, there is no map! Then find at least three pictures with similar styles. For example, I searched "purse" and found some pictures here. Let's take a look at this case:
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The first sheet: packaging+product drawing+decorations
The second picture: red ribbon bedding+product picture
The third one: not intuitive enough, I feel that what the merchants want to express is mainly wear resistance and scratch resistance.
Last one: product drawing+decorations
As can be seen from the above cases, it is good to express what you want in an intuitive and effective way. Hit the main points and highlights directly, and then test similar pictures to achieve the best effect, which is a better picture. Whether the effect is good or not is the customer's choice, not what we think is really good!
There are similar tests in the copy, and similar colors will not be displayed. Everyone should try more, and then they will have more experience.
Second, the basic operation of surveying and mapping
1.？ Make plans.
Basic settings (daily quota, region, time discount, marketing scenario, platform)
A. daily limit: set 100-300 yuan.
B. region: remote areas are not selected, and only postal areas are set up.
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C. release time:
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30% from 23: 30 to 08: 30; (There is little traffic at night, so try to set it lower.)
08: 30 to 10: 30, set 80%; (People flow up in the morning)
10: 30-13: 30 time period is set to105%; (During lunch break, there is a large flow of people)
13: 30-18: 30 is set to100%; (Normal proportion setting in the afternoon)
18: 30-23: 30 time period is set to110%; (In the evening rush hour, the flow of people is the largest, so set it higher. )
D. Platform: Select the mobile station and turn off all other mobile stations.
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E. Marketing scenario: Select a custom scenario and nothing else, and then enter the promotion settings!
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2.？ How to add a baby
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Add baby, write creative title. This creative title had better be the same. Creative titles are generally written in the form of "marketing words+creative related words+". For example, monthly sales of XXX pieces+real men's purses ... and so on.
3.？ flow distribution
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A remember to choose carousel before, because if you choose optimization, the system will give priority to high click-through rate, so choose carousel!
B.there is also the problem of creative title. A creative title contains a word, which will only appear in the exhibition of this creative title.
For example, "2020 new leather bag" has no data at all! ! Creative Title: Simple men's wallets, creative titles of men's fashion brands! Keywords: men's fashion brand 1000 times to show different pictures or styles to ensure consistent creative titles! It's crucial!
C. When mapping the map, it will be played in turn. After investigation, the optimization system will show the best map to buyers, and the click rate will increase, so the display will not be wasted.
4.？ Add words, bid
A. Choose 7- 10 precise keywords that match your product attributes. This word must be displayed appropriately.
As shown in the figure below:
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Keyword bidding can't grab the first place on the mobile terminal, but the bidding bottom line can't be lower than 10- 15. The higher your ranking, the higher your click rate.
B It doesn't matter to control the display as much as possible. Focus on 2000-20000 [not a fixed standard, depending on the flexible change of categories], and ensure that every word is evenly displayed: 10, in which 2000 displays 5 words and 1000 displays 5 words.
C. The higher the bid, the higher the ranking and the higher the display.
1. According to the understanding of thousands of people, if you score 7 points, you will definitely enter the top three! But in a few cases, if the first three data are lower than 8 9 10, it is reasonable to judge according to different products!
2. The higher the ranking score, the higher the presentation! !
3. If the data is abnormal, add a few more keywords and wait until the audit period is over! 4 words, 6-8 words, come in and bid normally! The daily quota mode was changed to normal promotion.
D surveying and mapping for at least two days, usually every day 100-200 yuan, depending on the category and specific situation.
E. data comparison, compare your click rate with the industry average click rate of this word in a week. If the new product is mediocre, it is basically qualified.
F. Quality score comparison, when measuring payment, if the quality score is getting higher and higher or can be kept at 9/ 10, then the click-through rate is qualified.
Summary: 1. You need to observe the data during 3-5 days of drawing. If the display is not up to standard, wait until the data is up to standard before making a choice. 2. Mapping data: mainly depends on display volume, click volume, click rate, collection volume and purchase volume;
3. Drawing should be carried out for at least 2 days, and each drawing should display at least 3000+. The bigger the data, the more obvious the gap between pictures. Then the more objective the data is!
4.7- 10 is better, and the word display should be as uniform as possible.
5. If 3-4 pictures are measured at the same time, the main picture with the lowest click rate can be gradually eliminated. If the click-through rate of the last two main images is almost the same, you can keep two main images at the same time, collect the converted main images and replace them with the first image!
6. If your current map product has natural search traffic coming in, then choose the related roots or attribute words of the drainage words you naturally search for to map. Natural keywords with high click-through rate in the main picture can be added to the title.
There is another situation. If you sell seasonal products, it is enough for you to map two batches. Don't wait until the product sales season has passed before continuing the measurement. This is not desirable. If your products can be sold all year round, you can always change pictures! ? Remember! Again: there is no best, only better!
Precautions:
1, the tested pictures should also reflect a certain differentiated style among peers, which is more attractive;
2. When mapping the map, the replacement map should be placed in the positions of 2, 3, 4 and 0 of the main map. Because the main picture 1 needs to be tested, it can't be placed in the position of the main picture 1, and the buyer can't put it in the position of the main picture 1 when he looks at it for the first time, because the main picture 5: c is a white background picture;
shop
This is suitable for through train sellers without local upload function and through train sellers with local upload function, just change the picture directly!
Finally, the conclusion is that the click-through rate of pictures must reach the average level of peers. The higher the click rate+conversion rate, the higher the display, the greater the search weight and the shorter the product outbreak cycle.
So how can we better improve the click-through rate of pictures?
Let's distinguish between standard products and nonstandard products. First of all, you need to know what a picture is made of and what customers want to see most. Knowing this, we can better find the right direction and optimize the high-click graphs one by one.
One: Style shooting
Standard: 1. Modeling proportion affects 20%.
2. Brand factors account for 80% of the impact, while offline brands are influential brands, and offline brands are not well-known brands.
Non-standard products: 1. Style itself accounts for 60%, no matter what style is the most important, no money, no explosions.
2. The proportion of models affects 20%, including foreign models, domestic models and celebrity endorsements.
3. The photo scene accounts for 20% of the impact, and the indoor scene is changed to the outdoor scene.
Second, the main layout
1. typesetting/color composition: the proportion affects 30%-40%.
2. Copywriting: Proportion affects 20%-30%
3. Background: Proportional influence 10%-20%.
You can go to the boutique of the through train. It is recommended to look at the hottest car maps at the moment, such as dresses.
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Please emphasize here: the click-through rate of pictures directly affects the conversion rate, but it does not mean the conversion rate. The former refers to the picture, while the latter refers to the product itself, which is mainly determined by several factors such as price, quality and brand power. The conversion rate is high and low. Look at the pictures in the early stage and look at the user experience in the later stage. If the product itself is generally bad. Later, due to the product itself and customer acceptance, it led to various after-sales and bad reviews, a vicious circle, and the results were unknown.
Send a case here;
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The above is the main picture of a business friend of ours: categories, men's purses, which were changed after being pasted on April 6th. The effect changes in a week, in which the conversion rate is obviously improved, which not only can quickly detonate the traffic explosion, but also can drive the whole store to carry out transformation and upgrading!
We can assume an example to illustrate.
For example, Zhang San: Every day 100 transactions, the number of visitors is 2,000, and the customer unit price is 80 yuan, then we can know that the conversion must be 5%. If you change the graph and increase 1%, the result can be imagined. The turnover has become per 120 single/day. Not to mention the increase in sales, profits have also come up, and more importantly, over time, competitiveness and weight have also gone up, thus forming a virtuous circle!
Writing here, I sincerely and kindly remind everyone that although we have quite a lot of experience in operating this piece, in the final analysis, we still need to know where our shortcomings are and how to solve them. This is the last place on the road to e-commerce! No matter from product development, screen production and methods, it is an important place that we should pay attention to. This is the pattern thinking that senior operators should have!
Finally, the conclusion is that the exhibition * click rate = visitors, visitors * conversion rate = the number of orders, and the improvement of internal strength is the goal of all our electric businessmen, and the method is only a guiding and auxiliary means. Products such as high display, high click and high conversion are easy to explode, so how to maintain them later; This is another big topic. Let's share it later.
Let's talk about it at last. Today, I elaborated the knowledge points of mapping, how to get the key points of high click-through rate and the methods to improve the conversion rate, hoping to help everyone.
Above, I am a sea cucumber, and I will share it here today. I hope this article will be helpful to you who are preparing to be an e-commerce. Please help me forward it for more people who are doing e-commerce. Thank you here!
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