wish流量剖析:增加Wish流量的重要环节

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与其他平台不一样的是,Wish主要以推送为主,而不是搜索。许多Wish卖家也十分苦闷自己的店铺虽然产品有成百上千个,但真正有流量的产品却寥寥可数。那么Wish流量提高的重要环节是什么,卖家该如何抓住每个重要环节来增加流量。3月29日公开课上,Jimi老师与学员们分享增加Wish流量的重要环节。

Unlike other platforms, wish focuses on push rather than search. Many wish sellers are also very depressed. Although there are hundreds of products in their stores, there are few products with real traffic. So what are the important links to improve the flow of wish? How should sellers seize each important link to increase the flow. In the open class on March 29, teacher Jimi shared with the students the important link of increasing the flow of wish.

为了提高Wish店铺的流量,首先要了解这个平台,Wish是一个移动端平台,Wish平台的产品是通过行为习惯推送的,读取产品数据也可以从用户的行为来看。商品资料也可称为转换资料,商品市场表现如何,是通过流量逐步体现的,而流量则是通过检测用户行为来重点转化的。

简而言之,Wish流量转换环节主要体现在wish浏览量、点击次数、收藏次数(wishes)、购买次数、结账支付次数五个环节。每个步骤都会有流量引入,这五个步骤是一个倒金字塔,前端流量最多,后端流量逐渐减少。为了使终端流量增加,可以使源头流量尽可能增加,在中间环节,可以尽量减少用户流失,提高每个环节的转化率。

每个环节向下一个环节转换的影响因素是什么?在客户浏览后提高点击转化率的过程中,依赖于主图(首图),这是流量的第一次转换。如果第一次转换失败,流量就不会再进入。因此,图片在Wish中非常重要,是客户信息的主要来源。

收藏,在手机端里面,收藏是反映产品市场受欢迎度的重要指标。收藏首先看附图,紧接着看标题,标题主要是起到辅助说明的作用,再就是产品评分,还有最近的三个评价,最后就是运费。在正常情况下,毋庸置疑附图是最重要的。而产品评分只要不太差,让客户产生反感就行。最近三个评价一定要保持好评,如果差评就会影响很大,特别是对刚出单的新品,第一、第二个就是差评,那么产品的曝光度就会下降甚至直接死掉。

用户是否把产品加入购物车,一般都认为附图有特点,产品评分好评、正常,最近三个评价为好评,价格在一个合理区间,运费在一个合理的区间,加购物车概率就比较高。

结账也可称为购物车的存活率,产品要在购物车里活下来,用户关心的是包含运费在内的总价格,这时候比的就是一个性价比的问题。

时刻明确一点,Wish运营中量是基础,率是关键。浏览量到购物车的转化最主要体现为购买按钮点击率=购物车数/浏览量,这个数据高于0.1%,说明产品就不错;如果低于0.1%,说明产品前面几个步骤的转化很糟糕,就要考虑到主图附图的原因。结账转换率=支付订单数/购物车数,在20%-30%比较合理,如果低于说明产品竞争力不够,卖家要考虑运费是不是设置太高了;如果运费合理,那么就说明产品本身有问题。这个时候,如果wish加价,wish前台降价不一定能成功。(本文完)

To be clear at all times, volume is the foundation and rate is the key. The conversion from view to shopping cart is mainly reflected in the purchase button click rate = number of shopping carts / view, which is higher than 0.1%, indicating that the product is good; If it is lower than 0.1%, it means that the transformation of the previous steps of the product is very bad, so we should consider the reason of the main figure. The settlement conversion rate = the number of orders paid / the number of shopping carts, which is more reasonable between 20% and 30%. If it is lower than that, it means that the competitiveness of the product is not enough, the seller should consider whether the freight is set too high; If the freight is reasonable, then there is something wrong with the product itself. At this time, if wish increases the price, the price reduction of wish front desk may not be successful( (end of this article)