手机淘宝店铺运营技巧分享

手机淘宝店铺运营技巧分享 发布时间:2015-07-07 手机淘宝现在的流量增长速度已经超过了PC端，成为增长最快的流量来源，其中在2014年手机淘宝的UV达到了近8000万，因此手机淘宝也成了商家们的必争之地，从商家运营角度必须密切关注手淘的流量构成以及用户的购物习惯，以此结合店铺，类目的实际运营情况去规划，提升转化率。 就目前的用户行为分析，手机端有以下几个显着的运营特征: 1.长尾词流量高 由于手机端输入文字不方便，用户在手机端搜索商品时会使用下拉框提供的备选词。这种造成手机端的关键词长尾词的流量要比PC端的长尾词流量多。系统推荐的搜索长尾词会带有空格，这也是与PC端有所区别的。 2.购物车或收藏转化率高 手机端用户喜欢使用收藏夹和购物车功能，页面停留的时间越长，用户会添加购物车或是收藏的概率也会越大。 3.个性化展现商品 investigators carefully to verify that such credit party authenticity, when necessary, to the borrower unit verification and should strictly distinguish between regular employees, temporary employees, categories and on the job, retirement, early retirement, etc. Purpose to verify investigators should require borrowers to provide proof of use data and verified to ensure that lending purposes should be consistent with the relevant laws and regulations and national policies. Bank ban on issuing personal loans without specified uses. Personal loans should be a sharp distinction between consumer and business uses, management personal loans should refer to working capital loans required to verify authenticity, consumer loans should ensure a clear, true and reasonable. Strictly guard against borrowers will loan money to the stock market, real estate, loan-sharking, private fund raising and other high risk areas or used for illegal business strictly preventing borrowers loans capital private public or misappropriated ... Understand borrowers ' credit business credit situation of the parties. Strict precautions against 手机屏幕比PC端小，单屏展示的宝贝数有限，如何让用户在手机端更快更方便的找到自己想要的商品也是非常重要的目的。这需要利用淘宝大数据，个性化的将商品展示给消费者，在商品布局上手机端比PC端的要求更高。 还有一个不容忽视的特点是，对比PC搜索手机端权重更关注单品的权重。再结合以上行为特征进行细化，可总结出影响手淘搜索权重的因素有:商品的搜索转化率丶手机端成交量丶产品价格带丶页面加载速度丶用户在页面的停留时间丶搜索的点击率(主图质量)丶宝贝创建时间丶宝贝名称设置丶手机专享价丶淘金币折扣丶个性化推荐等。 以下，就针对这些细节，来介绍具体的注意点有哪些: 卡住流量入口 在优化流量入口之前，首先要明确，哪些成交属于手淘成交。官方规定的订单来源主要有: 1.在手淘添加购物车的商品(即使PC提交订单，手淘结算也算在PC端)。 2.通过二维码扫描的商品。 在此基础上，商家可以优化的流量来源有: 手淘下拉框的关键词排名优化 这部分主要是针对宝贝文本的相关性优化，包括标题丶属性丶文字说明等。发布新品的时候可以刷选属性与下拉框长尾标签词最匹配的关键词investigators carefully to verify that such credit party authenticity, when necessary, to the borrower unit verification and should strictly distinguish between regular employees, temporary employees, categories and on the job, retirement, early retirement, etc. Purpose to verify investigators should require borrowers to provide proof of use data and verified to ensure that lending purposes should be consistent with the relevant laws and regulations and national policies. Bank ban on issuing personal loans without specified uses. Personal loans should be a sharp distinction between consumer and business uses, management personal loans should refer to working capital loans required to verify authenticity, consumer loans should ensure a clear, true and reasonable. Strictly guard against borrowers will loan money to the stock market, real estate, loan-sharking, private fund raising and other high risk areas or used for illegal business strictly preventing borrowers loans capital private public or misappropriated ... Understand borrowers ' credit business credit situation of the parties. Strict precautions against 甩手工具箱官网 www.shuaishou.com 进行设置。例如“连衣裙 长袖 短裙 中长款”这个词，所选的都是与宝贝描述很接近或者相关。 手淘综合排名的优化 最主要的是优化单品的搜索转化率，手机成交量，搜索点击率，产品价格带的选择，以及如何根据个性化的推荐去做优化。 销量入口卡位 提升手机端的销量，可以是付费推广的方式，或者手机端的活动，一定要注意哪些销量是被淘宝计入的。可先设置一个参考值，评估目前竞争环境如何。例如有款雪纺衫的店铺销量是1500件，那么搜索“雪纺衫 女 中袖”，这个词排在第一页有2230件，相对来说可以试着卡这个关键词，为提高效率创造条件。而“雪纺衫 女 长款”这个词流量更高，要排到第一页销量需求是6844件。如何选择符合自身需求的词，去参加卡位和竞争，就需要依靠生意参谋丶数据魔方丶江湖策等多个数据分析的工具来支持。 淘宝分类筛选 设置一些与类目相关的权重，但有些是受店铺类型制约无法改变的。那么可以通过价格区间，折扣和商品类型，是否免运费，还有服务保障类的提高排名。这些都是商家可以选择的，但是相对来通过这些参数优化的流量没有前三个入口的大。 investigators carefully to verify that such credit party authenticity, when necessary, to the borrower unit verification and should strictly distinguish between regular employees, temporary employees, categories and on the job, retirement, early retirement, etc. Purpose to verify investigators should require borrowers to provide proof of use data and verified to ensure that lending purposes should be consistent with the relevant laws and regulations and national policies. Bank ban on issuing personal loans without specified uses. Personal loans should be a sharp distinction between consumer and business uses, management personal loans should refer to working capital loans required to verify authenticity, consumer loans should ensure a clear, true and reasonable. Strictly guard against borrowers will loan money to the stock market, real estate, loan-sharking, private fund raising and other high risk areas or used for illegal business strictly preventing borrowers loans capital private public or misappropriated ... Understand borrowers ' credit business credit situation of the parties. Strict precautions against 基本参数进阶 在完成了流量入口的优化后，再来看下基于商品本身和手淘活动的运营优化方案: 产品价格带设置:先了解自身产品类目的整体数据，得出哪个价格带在手淘上的搜索次数最多，以此确定一个手机端类目下最优的价格。当然商家无法获取整个类目的数据，只能在不同地区丶使用不同的手机型号丶不同时间去搜索同类商品，看多少价格带排名靠前。但这样获取的数据也有一个不确定性，因其受个性化的影响较多。 宝贝文本相关性的编辑:因手机端与PC端的关键词相同，且最长为30字，因此在优化时要参考相关工具提出的关键词设置建议，以及手淘下拉框中搜索次数丶转化率好的关键词。当然前提是这些词与宝贝本身的产品属性相匹配。原先能带来流量的词可以通过江湖策查看，部分词可保留。 页面加载速度和用户停留时间:不断优化宝贝详情页，可以通过生意参谋里的宝贝温度计数据来优化。此外，关注页面加载速度，加载速度快说明用户搜索后的打开较顺畅，可提高用户体验。 搜索点击(主图质量):借鉴开直通车的方式，测试主图的点击率，并以此提高转化率。淘宝系统没有可判断主图好坏的工具，只能通过数据分析来看哪类图较受欢迎。 investigators carefully to verify that such credit party authenticity, when necessary, to the borrower unit verification and should strictly distinguish between regular employees, temporary employees, categories and on the job, retirement, early retirement, etc. Purpose to verify investigators should require borrowers to provide proof of use data and verified to ensure that lending purposes should be consistent with the relevant laws and regulations and national policies. Bank ban on issuing personal loans without specified uses. Personal loans should be a sharp distinction between consumer and business uses, management personal loans should refer to working capital loans required to verify authenticity, consumer loans should ensure a clear, true and reasonable. Strictly guard against borrowers will loan money to the stock market, real estate, loan-sharking, private fund raising and other high risk areas or used for illegal business strictly preventing borrowers loans capital private public or misappropriated ... Understand borrowers ' credit business credit situation of the parties. Strict precautions against 甩手工具箱官网 www.shuaishou.com 手机专享价设置:该活动刚推出的时候效果较好，现在商家的使用频率比较高，竞争也较激烈。不建议全部宝贝都设置手机专享价，可以是70%的商品设置，折扣在PC端促销价的9折~9.5折左右。 淘金币折扣:淘金币折扣只有集市店铺可以使用，在相同条件下，折扣越多的搜索排名越靠前。淘宝官方数据显示，安卓用户特别偏爱淘金币商品。 个性化 这是手机端非常重要的特点，淘宝是根据:用户的基本特征，购买的偏好，宝贝情况，卖家特征等维度来筛选正常排序搜索结果。因此，卖家也需要针对这些因素来设置商品。以下是个性化推荐导致在买家端的商品呈现特点: 1丶用户在某类目下购买或浏览次数越多，个性化结果越精确。例如某用户购买过数码丶运动丶男装类目，在搜索这些类目的时候个性化结果越精准。可设置一些手机专享价或者手机店铺的优惠券丶手机闪购丶手机特供款等来增加手机端的转化率。 2丶个性化的宝贝，同店铺可以展现多个。例如用户在某男装品牌店有购买记录，搜索男装的时候可以看到该品牌2~3款的商品推荐。 3丶同品牌多类目推荐商品:还是以购买过该男装品牌的用户为例，其在搜素女装的时候，也会推荐该品牌的女装商品(如该品牌有女装店investigators carefully to verify that such credit party authenticity, when necessary, to the borrower unit verification and should strictly distinguish between regular employees, temporary employees, categories and on the job, retirement, early retirement, etc. Purpose to verify investigators should require borrowers to provide proof of use data and verified to ensure that lending purposes should be consistent with the relevant laws and regulations and national policies. Bank ban on issuing personal loans without specified uses. Personal loans should be a sharp distinction between consumer and business uses, management personal loans should refer to working capital loans required to verify authenticity, consumer loans should ensure a clear, true and reasonable. Strictly guard against borrowers will loan money to the stock market, real estate, loan-sharking, private fund raising and other high risk areas or used for illegal business strictly preventing borrowers loans capital private public or misappropriated ... Understand borrowers ' credit business credit situation of the parties. Strict precautions against 铺)。因此，单品牌多品类的店铺，在大促时可对非主营类目商品进行推荐，增加商品推荐到客户手机端的几率，而相对成本也不会太高。 4丶宝贝或店铺浏览的时间越长个性化权重越大:比如用户经常逛某一品牌店铺，对其关注度高，那么用户在搜素该品牌同类商品时，被推荐的概率会更高。因此，店铺可开发一些签到或是小游戏，加强与用户的互动，增加客户的浏览次数和停留时间。 5丶PC上的浏览可被个性化到无线端:针对这一特征，商家可以在PC端多发一些店铺优惠劵，引起用户关注。 目前个性化推荐的位置是在搜索后前三个位置，这是近期调整后的变化，除了直通车都是购买过店铺的宝贝。 最后需要强调，优化是一种思路，没有最好的方法，每种方法都需要商家不断测试是否有效，只有适合自己的才是最好的方法。 本文出自:www.shuaishou.com/school/infos11414.html 转载请注明 甩手网-让你成为网商高手 investigators carefully to verify that such credit party authenticity, when necessary, to the borrower unit verification and should strictly distinguish between regular employees, temporary employees, categories and on the job, retirement, early retirement, etc. Purpose to verify investigators should require borrowers to provide proof of use data and verified to ensure that lending purposes should be consistent with the relevant laws and regulations and national policies. Bank ban on issuing personal loans without specified uses. Personal loans should be a sharp distinction between consumer and business uses, management personal loans should refer to working capital loans required to verify authenticity, consumer loans should ensure a clear, true and reasonable. Strictly guard against borrowers will loan money to the stock market, real estate, loan-sharking, private fund raising and other high risk areas or used for illegal business strictly preventing borrowers loans capital private public or misappropriated ... Understand borrowers ' credit business credit situation of the parties. Strict precautions against