How to solve the abnormally low click-through rate of Taobao new store through train mapping?

When the new store used the through train to measure the map, it was found that the click-through rate at the beginning was low (even only a few tenths), and then everyone would think that they had already followed the online tutorial, why is the click-through rate still not high?

Then I began to suspect that there was something wrong with my image, and then I frequently optimized creative images, but found that no matter how I optimized it, the click-through rate could not be raised. Some people even optimized the click-through rate.

I believe that many new store merchants have encountered this problem, so how to solve this problem ?

I sum it up in three aspects.

First, the keywords are not precise.

Use precise words and semi-precise words for through-train keywords, do not use broad words.

So how can we choose more accurate words? Generally, we use the "search word analysis" function of e-commerce pioneers to find them. Enter the search words here to find the relevant words with higher data such as display index, competition, and click-through rate. words, and then filter the appropriate words from it.

In addition , the selection criteria for through trains in different situations are different.

1. When the budget is sufficient, we give priority to selecting words with a high display index and suitable for the product, looking at the click-through rate and conversion rate.

2. During the drive-thru to improve Quality Score , we look at CTR.

3. When the direct train drives natural search , pay attention to both the click-through rate and the conversion rate.

( Generally, the click-through rate exceeds 3%, and the conversion rate exceeds 1% . )

Second, the system cannot identify the precise population of the new store.

In the current Taobao algorithm with thousands of people , it is very important for us to let the store identify accurate crowd tags !

How can we identify accurate tags?

The selected keywords are analyzed through the "crowd portrait analysis" function in the e - commerce pioneer search word analysis to obtain the gender distribution, age, region, consumption amount, etc. After the test, select 3~4 more popular labels for dimension combination test.

After a single operation, the accurate crowd labels of general stores are basically out.

At this time, some people may say that it can be solved by using smart pull new , but it is so troublesome to test it alone, and it can also tap the interested visitors of potential stores and expand users, but in the case of inaccurate store crowds, we can only use pull The new population is already inaccurate, and the population data is also invalid at this time .

Third, creativity must be highly unified.

Many people generally have a misunderstanding when making creative pictures, choosing a few or even only two creative pictures.

This is not right, the click-through rate of the same image is also different, which is caused by different titles.

Therefore, it is recommended that you try to use all four ideas when doing creative placement , and then write different titles. Through different titles, you can test which point buyers care more about, and then focus on optimization.

Secondly, many businesses may analyze the effect of creative ideas with dozens or dozens of clicks due to low daily quotas when measuring maps. In this way , the amount of data is too small and the randomness is too strong, which is not useful for reference. It is recommended that at least 200 clicks per image be considered as the completion of the test. Of course , there is a lot of click data for different categories, and you can consider them according to your own categories.

Finally, I want to tell the owner of the topic and the friends of the new store that the road of mapping is endless , there is never the best, only the better , so there is no need to be anxious and discouraged. The mapping is constantly improving. Every time we keep the best data map, and then design a new map, we will always achieve the desired effect.

Small partners who have problems with mapping and do not understand can come to communicate and learn from each other and make progress together.

I believe that one person may go fast, but a group of people can go further. Accompany your e-commerce and move forward together!