山东百度爱采购运营代理

　　昨天还爆单的产品，今天突然没人买了？

　　The product that was on high demand yesterday suddenly went unsold today?

　　当转化率下降，先别急着熬夜改主图、调价格，转化率这事儿还得从长计议，可能根本不是你的问题。

　　When the conversion rate drops, don't rush to stay up late to change the main image or adjust prices. The conversion rate issue still needs to be discussed in the long run and may not be your problem at all.

　　影响转化率的因素，说复杂也简单，就这四个点：

　　The factors that affect conversion rate are complex and simple, just these four points:

　　一：市场因素

　　1： Market factors

　　市场因素是影响转化的第一因素，就是当我们发现整个市场在上升趋势的时候，产品的转化率一般都不会太差。

　　Market factors are the first factor affecting conversion, that is, when we find that the entire market is on an upward trend, the conversion rate of products is generally not too poor.

　　但是，如果市场属于下滑期或者平稳期，那我们就要在商品的内功上做优化了。

　　However, if the market is in a period of decline or stability, then we need to optimize the internal strength of the product.

　　而且，市场因素分为两种：第一个大盘因素，第二个季节因素。

　　Moreover, market factors can be divided into two types: the first is market factors, and the second is seasonal factors.

　　当我们发现流量在下滑，转化率也跟着下降，即使我们做在做推广，也没有起色，这时说明我们是没有办法控制的，这时我们要做的就是维护好这个链接，降低这个链接的投入就可以。

　　When we find that traffic is declining and conversion rates are also decreasing, even if we are doing promotion but there is no improvement, it means that we cannot control it. At this point, what we need to do is to maintain this link well and reduce the investment in this link.

　　所以，下滑期间，就不要想着维护转化率，要把它提升多高多好，这是不现实的。

　　So, during the downturn, don't just focus on maintaining conversion rates. It's unrealistic to aim to increase them as much as possible.

　　那要怎么判断市场是下滑的呢？

　　How can we determine if the market is declining?

　　因为，现在生意参谋的市场大盘已经不让你看了，所以，我们只需要分析七、八家同行的链接，看他们的流量、销售额、转化率有没有波动就可以，这也能去判断市场有没有下滑，这是最简单的。

　　Because the market overview of Business Advisor is no longer available for you to view, we only need to analyze the links of seven or eight peers to see if their traffic, sales, and conversion rates have fluctuated. This can also help determine whether the market has declined, which is the simplest way.

　　二：店铺权重

　　2： Store weight

　　如果是一个纯新店，那店铺权重你可以不用去考虑、不用去关注，因为你没有累计足够的人群标签，导致人群资产不够多，那你的店铺是不够垂直的。

　　If it is a pure new store, then you don't need to consider or pay attention to the store weight, because you haven't accumulated enough audience tags, resulting in insufficient audience assets, and your store is not vertical enough.

　　所以，如果你是新店或者老店新开，在没有确定类目时候，这个人群标签，我们是不用考虑的。

　　So, if you are a new store or an old store opening, we don't need to consider this demographic label before determining the category.

　　而当我们店铺已经有稳定出单的产品，或者我们店铺准备都是做同一个类型的产品。

　　And when our store already has stable product listings, or when our store is preparing to produce the same type of product.

　　比如：我的店铺卖雨衣的，那我整个店铺的产品布局就是围绕儿童雨衣、成人雨衣这类的产品，那人群标签才会影响到我们，才会影响转化率。

　　For example, if my store sells raincoats, then the overall product layout of my store revolves around products such as children's raincoats and adult raincoats. Only then will the audience label affect us and the conversion rate.

　　三：店铺内功

　　3： Internal strength of the store

　　店铺内功中：销量、价格、图片都会影响到转化率。

　　In the store's internal strength, sales, prices, and images all affect conversion rates.

　　1：销量

　　1: Sales volume

　　首先，在众多电商平台中，你会发现只有淘宝对销量才是非常看重的。

　　Firstly, among numerous e-commerce platforms, you will find that only Taobao places great emphasis on sales volume.

　　因为同样的产品，在拼多多、抖音，即使是零销量、零评价，去推广时，也能出单，但是在淘宝，你是零销量、零评价，做任何推广，是拿不到数据的。

　　Because the same product can be sold even when it is promoted with zero sales and zero evaluation in Pinduoduo and Tiktok, but in Taobao, you have zero sales and zero evaluation. You can't get data for any promotion.

　　所以，做淘宝，只有在销量慢慢在累积时，转化率才会越来越高，然后趋于稳定。

　　So, when doing Taobao, the conversion rate will only increase and then stabilize as sales gradually accumulate.

　　而且，销量的累计，在运营初期时，我们是要对销量做人工干预的，但是人工干预，又可能会被清洗。

　　Moreover, in the early stages of operation, we need to manually intervene in the accumulation of sales, but manual intervention may also result in cleaning.

　　比如，我们做最基本的基础销量，基本上做了三天、四天，第五天开始，就可能直接清洗了。

　　For example, if we do the most basic basic sales, we basically do it for three or four days, and starting from the fifth day, we may directly clean it.

　　所以，要累计销量单纯靠人工干预是不行的，需要同时做好销付费推广，慢慢累积更多的销量。

　　So, relying solely on manual intervention to accumulate sales is not enough. It is necessary to also do a good job in sales and payment promotion to gradually accumulate more sales.

　　所以，对于大多数商家，你想一上来就把销量做到多高，在短时间内时很难实现，需要配合推广或者托管才行，但是可能就会存在亏损的情况，但是，只要你确定这个产品没有问题，而且亏损的额度自己也能接受，加上我们的目的是想稳定转化，短时间内拿到快速成交，这样的亏损操作，其实是必然要经历的。

　　So, for most merchants, it is difficult to achieve high sales from the beginning in a short period of time, and they need to cooperate with promotion or hosting. However, there may be losses, but as long as you are sure that the product is not a problem and the amount of loss is acceptable, and our goal is to achieve stable conversion and quick transactions in a short period of time, such loss operations are actually inevitable.

　　所以，要提升转化，首先就要提升销量。

　　So, to improve conversion, the first step is to increase sales.

　　2：价格

　　2: Price

　　同样的产品，有卖高价，有卖低价，只是利润不同，而这就取决于我们在运营定位时候，是想要单量？还是要利润？

　　The same product can be sold at a high price or a low price, but the profit margin is different, and it depends on whether we want the order quantity when positioning our operations? Do you still want profits?

　　这个是两个思路，而且这两个思路的运营方式也不一样。

　　This is two different ideas, and their operational methods are also different.

　　比如：我们前期运营时候，我们想快速拿到真实成交，那我们以不亏或者少亏一点的方式。

　　For example, in the early stages of our operations, if we want to quickly obtain real transactions, we can do so in a way that does not result in losses or reduces losses slightly.

　　去拿真实成交，是能接受的。

　　It is acceptable to go get the real deal.

　　比如：有些商家前期以稍微低于行业均价拿真实成交。

　　For example, some merchants may make real transactions at a slightly lower price than the industry average in the early stage.

　　而当真实成交稳定了后，把价格提升到正常定价后，产品的转化也没有变化，所以，这就是真实成交的好处。

　　And when the actual transaction stabilizes and the price is raised to normal pricing, the conversion of the product does not change, so this is the benefit of actual transaction.

　　但是，一定要明确我们运营的目的，如果你想短时间内拿到真实成交，那在亏损一点的情况下，你需要有个心理准备。

　　However, we must clarify the purpose of our operation. If you want to get real deals in a short period of time, you need to be mentally prepared in the event of a slight loss.

　　所以，价格对于前期运营是比较重要的，但并不是说我们非要说做低价，或者亏本去卖，就只是做几十单就行，知识把初期销量累积上去。

　　So, price is quite important for early operation, but it doesn't mean we have to say we want to offer low prices or sell at a loss. We just need to do a few dozen orders and accumulate initial sales with knowledge.

　　而且，带来的好处是：当你在一周内通过这种推广做到20-40单的真实销量的时候，在裂变计划后，你的第二个计划，第三个计划的转化率会慢慢趋于稳定，这就是因为销量上去了，通过真实销量带来的真实人群，而这些人群的实时行为也会反映到你的链接上去。

　　Moreover, the benefit is that when you achieve real sales of 20-40 orders through this promotion within a week, after the fission plan, the conversion rate of your second and third plans will gradually stabilize. This is because sales have increased, and the real audience brought by real sales will also be reflected in their real-time behavior on your links.

　　当你做推广时，系统也知道你的产品适合哪些人群，怎么推广，这样才会带来持续的正向反馈。

　　When you do promotion, the system also knows which audience your product is suitable for and how to promote it, so as to bring sustained positive feedback.

　　3：标题、图片、SKU

　　3: Title, image SKU

　　我把这三个因素放在一起说，就是说明，这三点必须是保持一致。

　　I put these three factors together to illustrate that they must be consistent.

　　比如：

　　for example

　　我们搜索“马年公仔”：

　　We searched for 'Year of the Horse Doll': 

　　我们看到，这个公仔在主图、标题、SKU上都描述了一个核心卖点“马上有钱”，这四个字就是这三点因素的主要卖点，只要主卖点在这三个因素打通了，那系统才会给你推荐精准人群，才能真正做到词、图、人匹配。

　　We can see that this doll describes a core selling point of "getting rich right away" in the main image, title, and SKU. These four words are the main selling points of these three factors. As long as the main selling point is connected to these three factors, the system will recommend precise audiences and truly achieve word, image, and person matching.

　　所以，产品卖点的最低要求就是主图、SKU，标题的主要卖点描述一定要保持一致。

　　So, the minimum requirement for a product's selling point is the main image SKU， The main selling point description of the title must be consistent.

　　特别是对于有明确搜索目的的搜索流量，当三个点都保持一致，那成交概率是最大的。

　　Especially for search traffic with clear search purposes, when all three points remain consistent, the probability of a transaction is the highest.

　　所以，一定要抓住产品的核心卖点词，这是SKU、标题、图片优化的核心点。

　　So, it is essential to grasp the core selling points of the product, which are the key to optimizing SKUs, titles, and images.

　　所以，产品的内功因素其实就是销量、价格和图片SKU。

　　So, the internal factors of a product are actually sales volume, price, and SKU images.

　　四：商品体验分

　　4： Product Experience Score

　　不要忘了，当店铺在运营期间，还要看看商品体验分，看看分数够不够。

　　Don't forget, during the operation of the store, you also need to check the product experience score to see if it is enough. 

　　因为，在官方的说明中，当你的分数达到多少值，它会给你对应的流量。

　　Because in the official instructions, when your score reaches a certain value, it will give you corresponding traffic.

　　其实，对于运营老司机来讲，哪怕你得到100分，也不会给你流量的。

　　Actually, for experienced drivers in operation, even if you get 100 points, you won't receive any traffic.

　　但是，如果低于60分、70分的，它会减少你的流量，并且转化率有明显波动。

　　However, if the score is below 60 or 70, it will reduce your traffic and there will be significant fluctuations in conversion rates. 

　　所以，从这个影响因素，我们可以延展分析下，就是如果你是老链接，本身大盘也很稳定，你没有做什么活动，而且对手也没有比你更好，但是，转化率突然下降的话，那你可以看看你的商品体验分有没有掉。

　　So, from this influencing factor, we can extend our analysis. If you are an old link with a stable market, have not engaged in any activities, and your competitors are not better than you, but your conversion rate suddenly drops, you can check if your product experience score has dropped.

　　主要是判断什么原因导致你分数降低，然后做对应调整，而且如果分数降低，这里还会告诉你分析降低原因。

　　The main purpose is to determine what causes your score to decrease, and then make corresponding adjustments. If your score decreases, we will also tell you to analyze the reasons for the decrease.

　　所以说，当你转化率下降，不要去分析单一的维度，也不要靠着提升某一维度去突破，从这些点逐个分下，只有当每个维度提升一点，转化率才会提升一个档次。

　　So, when your conversion rate decreases, don't analyze a single dimension, nor rely on improving a certain dimension to break through. Divide these points one by one. Only when each dimension improves a little, will the conversion rate increase by one level.

　　所以嘛，转化率从来不是一个单一维度，而是系统能力的最终呈现。

　　So, conversion rate is never a single dimension, but the ultimate manifestation of a system's capabilities.