Analysis of five reasons for the sudden drop of store traffic

The sudden drop of store traffic is due to the influence of industry market, the rise of store level, the poor sales rate, the decline of product life cycle and the confusion of store labels. 1, the influence of industry market: reasons of off-season or special market environment. 2. As the level of the store rises and the opponent becomes stronger, then your traffic is likely to decline. 3. The sales rate is too poor, resulting in a decline in traffic. The explosion drove the sales of the whole store, and other products did not sell.

Analysis of five reasons for the sudden drop of store passenger flow;

1, the influence of the industry market.

Many categories of goods will be turbulent in the whole industry because of the off-season or special market environment.

Because of this reason, when the overall market declines, as long as your decline is less than or equal to the market, you don't need to worry about this and basically don't need to deal with it.

For example, swimwear is a category with obvious seasonality. Generally, summer is the peak season, but autumn and winter are the off-season. Therefore, after September every year, there will be a steady and declining trend of traffic.

If this trend happens in your store, it is influenced by the whole industry, so don't worry.

The level of shops has improved, but the flow of people has decreased.

It is easy for everyone to understand that when placing an order at the store level, the traffic will naturally decline.

However, some sellers and friends may have such doubts. Why is my store upgraded, but the traffic decreased? Doesn't a higher level mean that the ceiling has risen? At this time, the traffic should increase. How does the traffic drop?

This is because your competitors have changed. To be fair, Taobao can't let a newly opened store compete with top sellers. Therefore, in Taobao's competition system, only stores at the same level can compete with each other.

At the original level, the store is very competitive and gives you more matching traffic, but at a higher level, your opponent becomes stronger and your original advantage is gone, so your traffic is likely to decline.

3. The sales rate is too poor, resulting in a decline in traffic.

Needless to say, everyone should know the importance of sales rate. Compared with sales, it is unsalable.

The definition of unsalable goods on Taobao is: no sales or editing treasures in the last 90 days (now the commonly used time is shortened to 30 days). This is a unsalable product.

When the general store is in the first or second level, due to the limitation of its own resources and strength, Taobao's search engine will focus on your ability to operate a single item.

Generally, at the beginning of opening a store, although we will upload a certain amount of treasures, what we can do is often that the single product breaks through first and becomes an explosion. It doesn't matter if you can't sell other styles at this time, because this explosion can support the sales of your whole store.

However, with the improvement of your store level, if you still rely on a single explosion to drive the sales of the whole store, other products have no sales, which is very unfavorable for the growth of your store traffic.

Calculation of store sales rate = number of baby varieties sold/total number of babies on sale * 100%, unsalable rate =( 1- sales rate).

With the development of the store, you will have new babies one after another, but few babies can bring traffic and transformation to the store, which will lead to too many unsalable products, low sales rate and obvious decline in the overall flow of the store.

4. The product life cycle has entered a period of decline.

When your explosive traffic starts to decline steadily, the number and ranking of weight keywords are also declining steadily. At this time, you should be alert, this baby has entered the decline period of product life cycle.

You know, every product has its own life cycle, and Taobao always wants to bring forth new products and show new products opportunities, then powerful competitors appear (maybe style advantages, price advantages, etc. ).

It is normal and irreversible that the flow of old products will decline when they are going into recession.

When we lose our competitive advantage, your natural search traffic will continue to decline, which proves that the product life cycle has arrived.

Therefore, the best way to deal with this traffic decline is to have a new plan that is continuous and stable, and then you can launch new explosions in the second half of the explosion life cycle.

It is essential to observe the daily data. When this situation has not yet begun to appear, it is necessary to prepare new products for the shelves.

When our outbreak is about to reach the end of the cycle, the reserve fund will be pushed up. If we only rely on one explosive product, then when our explosive product cycle comes.

When the new explosive products are not ready, the situation of the store is more sad.

5. The confusion of store labels leads to the decline of homepage traffic.

With the development of wireless terminals, the traffic decline caused by this reason is more and more obvious.

Often, many times, people will find that the traffic of their store's baby from the home page of the mobile phone suddenly increases greatly, or even skyrockets, but more often, this skyrocketing traffic will soon go down.

Taobao in the matching of free search traffic, the substantial increase in the proportion of personalized recommendation traffic has become a very obvious trend.

First of all, you should pay attention to the fact that the traffic of mobile phone Taobao homepage mainly depends on store labels and commodity labels. The clearer your label is, the more traffic will come from Taobao's homepage.

For example, your store was originally full of goods suitable for low-income people, and then you began to buy some goods suitable for high-income people one after another, which would lead to confusion of labels and thus affect the traffic on your home page.

Now Taobao matching free search traffic has become an obvious trend, and the proportion of personalized recommendation traffic has increased significantly. With the improvement of personalized search technology, Taobao will give priority to recommending the most likely products to consumers.