Teach you how to analyze the traffic of online stores.

Teach you how to analyze the traffic of online stores.

How to analyze store traffic? Some shopkeepers are not satisfied with the overall strength table, but want it to be more detailed and accurate. It's best to be accurate to the day and hour. In fact, this is not difficult, and listen to the online store network I slowly break down.

If you want to make the traffic more accurate, you can also analyze the traffic of the store through time. Shows the analysis of traffic by day and by hour. According to the daily passenger flow analysis of normal shops, the overall passenger flow of shops should show a steady growth trend, which can be called chain-on-chain growth. For example, in August, a store saw that the data of the last six months showed that the store's traffic increased month-on-month. This kind of shop is relatively healthy, and it is a healthy and upward direction. On the contrary, when some abnormal shops are active, when analyzing the passenger flow by day, we will look at the peak of some curves, that is, the peak point of passenger flow, which is almost the time for shops to do activities. Many stores in shopping malls have such a flow curve. These peak points are the time points for doing activities, but the traffic did not increase after the activities. This is an abnormal and unhealthy shop.

There is another situation: the traffic of a store has been slowly increasing. But on Fridays and weekends every week, the traffic will drop. Then on Monday, I worked hard to climb up. The seller thinks it's because the customers in the store are white-collar workers and don't surf the Internet on weekends, which leads to a decrease in weekend traffic. In fact, this store sells high-end goods, most of which are above 300 yuan. In fact, shops can do some activities to change this situation. For example, weekends can attract some other traffic and introduce low-end customers. For example, the store holds a weekend shopping spree, during which low-end customers are attracted by products that are different from the original style of the store and are not popular with old customers. After doing this for several weeks, the seller found that the effect was very good and the traffic line tended to be healthy and stable. In the weekend promotion package, you can also put some small cards, and write some recent activities in the store on these beautiful cards to thank customers, which are all desirable. There can even be some bigger discounts and promotions, which can be conveyed to customers through this page, so that people who are sensitive to these prices can also come to the store.

There are many such situations, such as selling plane tickets. For example, economy class is to attract people who are price-sensitive. The same plane will have different prices. Therefore, we must attract low-end people to the store, so that the group that our store can cover will be larger and the traffic curve will be healthier. Through the analysis of traffic data day by day, we find that there is still a lot of work to be done.

For the abnormal traffic data map of the store, it is necessary to analyze the reasons. First of all, we should analyze the basic flow of the store and do activities if the natural drainage situation has not stabilized. You can also see if the introduction of free traffic and the loading and unloading time are perfect. In addition, it depends on whether the tools of through train and taobao guest are used properly, and whether the basic flow of shops is rising steadily. If this operation team only signs up for activities everywhere, it is difficult to sign up for an activity, and everyone in the team is turning around the activity. For example, to participate in a cost-effective activity, the team may be very busy when busy, and the team is very idle when there is no activity. As soon as the activity comes, the turnover rises and the team needs a lot of people. Once the activity is over, these people will increase the expenses of the store. So such a store is unhealthy. And after many big events, some teams with poor skills may close their stores because of the events. If there is a problem with the product supply chain, the team and the store rating, it may affect the store itself.

According to the peak hours, we can promote the through train and diamond booth peak hours. Not only that, but also through hourly traffic analysis, we can scientifically arrange the scheduling of customer service personnel and accurately arrange the time for the baby to get on and off the shelf. At 9 o'clock, the number of visitors was close to 1.5 million. At this time, some pre-sales Want Want will go online. When the traffic reaches two peak points, all store personnel should be online. 18:00, the traffic is low, and the customer service can rest in shifts during this time period. Before 2 1:00, there is still some traffic. At least part of the customer service stays online, and these traffic cannot be wasted. Both the through train and diamond booth advertisements can be promoted according to the rush hour schedule. Usually, the peak of traffic should also be the peak of trading. At this time, if we focus on promotion, we can achieve the purpose of accurate traffic.

Let's give an example of traffic analysis in a time period.

This is a seller of women's wear. When he made the explosion through train, he designed all the schedules during the explosion. For example, what kind of keywords to use, what kind of promotion plan, and what kind of customer service arrangements. After designing these tasks, he also shared a very good experience, that is, always pay attention to the weather forecast. For example, when the temperature in Hangzhou is below 20℃ today, he will put all the down jackets offline or online. This shows that the seller accurately controls the time and flow, in fact, it accurately grasps the needs of buyers. Therefore, whether it is the introduction of traffic or accurate traffic, it is actually designed for the needs of buyers.

Doing a good job of real-time traffic analysis can make our traffic more accurate.

In the example shown, the customer enters the store through direct access, and we can check the page that the customer is currently visiting. For example, at 1 1 am, you can know which page the customer "1 194" in Shaoxing, Zhejiang Province has viewed. Combined with the customer's specific visit to the baby page and customer consultation, targeted promotion can be increased.

Sometimes when a buyer enters the store, Want Want will show which baby the customer entered from. However, some customers contact the seller by clicking Want Want on the homepage of the store, so Want Want won't show where he comes from. At this time, we can check what customers are looking at through the real-time follow-up data function in quantum constant channel statistics, so that our targeted promotion is more accurate.

You can recommend some activities and packages for him, so that you can better understand the needs of customers. Through these data, we can make our shopping guide hit rate higher and the customer unit price higher.

In fact, many sellers may not know that it is better to stagger a store with multiple activities at the same time, add a trapezoidal matching activity in the middle, and then match a feedback theme, so that it is easy to level the traffic. In addition, sticking a thank-you card on the package can do a good job in marketing activities and close the relationship with customers.

Finally, in the daily traffic analysis, a concept-traffic comparison is involved. This tool is often used by sellers, from which we can see whether the traffic contrast between today and yesterday is high or low. Many careful shopkeepers find that when the passenger flow today is lower than yesterday, they will adjust the promotion and increase the promotion. When you choose to view traffic by day, you can see the daily traffic trend. When you compare the flow by hour, you can see the difference between today and yesterday through lines of different colors. For example, we can observe whether all the data of this week's today and last week's today increase or decrease month-on-month, so we must make good use of this tool.

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Online shop photography skills

As an online shop seller, everyone knows the importance of product shooting. How to present the goods truly and clearly in front of buyers is an important information that sellers must know.

Different from artistic photography, product photography does not need to reflect the artistic value and high aesthetic taste of photos, but this does not mean that the final image is boring.

Because most sellers have not received photography training, most of the photos taken are unsatisfactory, so in order to improve everyone's understanding of product shooting, we should pay attention to the relevant professional knowledge of product shooting.

First, the characteristics and requirements of commodity shooting

In a broad sense, the object of commodity shooting refers to everything that can be sold, including flowers, trees, fruits, vegetables, daily necessities, handicrafts, historical relics and so on in nature. What we want to talk about is that, in a narrow sense, the scope of shooting is indoor decorations, flowers, utensils, handicrafts and other small objects that can be placed manually.

Commodity photography is different from other subjects photography, it is not limited by time and environment, and can shoot 24 hours. The key to shooting lies in the organic organization of goods, reasonable composition and proper use of light, so that these goods can be displayed quietly and vividly, and give buyers real feelings through your photos.

The characteristics of commodity shooting:

1, the object is still: the biggest feature that distinguishes commodity photography from other photography is that the objects it shoots are all static objects.

2. Arbitrary shooting: Arbitrary shooting is another remarkable feature that distinguishes it from other photography. You don't need to rush to shoot on the spot, you can grasp the photographer's intention at will and finish it slowly.

3, restore the truth: you don't have to pursue artistic conception too much and lose the original appearance of the item.

General requirements for commodity shooting:

The general requirement of commodity photography is to fully express the shape, quality and color of commodities without exaggeration.

Form refers to the form, modeling characteristics and picture composition of goods.

Quality refers to the texture, quality and texture of goods. Product shooting is very strict with quality. The shadow level that reflects quality must be clear, delicate and realistic. Especially in subtleties, highlights and shadows, the performance requirements for quality are more stringent. Appropriate light distribution angle and light contrast can better complete the performance of confrontation.

Color, commodity shooting should pay attention to the unity of color. Color and color should be in contrast to each other, not in opposition, and they are a unified whole. "There is no need to be elegant in the room, and there are not many flowers." Color processing should be as simple, accurate and pure as possible to avoid complexity, disorder and confusion.

Equipment preparation:

1, since it is an online shop to shoot goods, it is necessary to have a camera suitable for still life shooting, preferably with macro function.

2. The tripod is an indispensable main accessory for shooting goods and other objects. In order to avoid camera shake and ensure the clarity of the influence, a tripod is needed.

3, lamps and lanterns, is the main tool for indoor shooting, if conditions permit, there should be more than three lighting. It is recommended to use three-color white energy-saving lamps with a power of more than 30 watts, which are relatively cheap and have a good color temperature. Perfect for home shooting.

4. The commodity shooting platform is necessary for commodity shooting, but it can also be used flexibly. Desk, family coffee table, square table, chair, large cardboard box and even smooth ground can be used as shooting table.

5, background materials, if you go to the photographic equipment store to buy regular background paper and cloth, the cost is very high, and it is not necessarily convenient to use in a small room. You can go to the stationery store to buy some completely opened white cardboard to solve the problem of no background. Never use copy paper. You can also buy some fabrics with different textures (pure wool, chemical fiber, silk) in the market for background use.

Mild use

Commodity photography is different from other photography subjects in the use of light.

Most of the objects of commodity shooting are things that can be put on the shooting platform. The texture of the object and the composition of the picture are more demanding than other photographic subjects. However, lighting is used more and natural light is used less in shooting, so the picture layout and lighting processing are more complicated.

1, indoor natural light:

If you use indoor natural light to shoot goods, you should know the characteristics and requirements of this light. This seemingly simple and easy-to-use lighting condition is very likely to lead to the failure of shooting. Because indoor natural light is the light that comes from outdoor natural light through doors and windows, the direction is obvious, which is easy to cause the contrast between light and shade of the light-receiving part of the object. That is, it is not conducive to the pursuit of the texture of the article, and it is difficult to complete its color expression. For photographers, the freedom of using light is limited.

In order to change the problem that the contrast between light and shade of the subject is too large, first, we should try our best to adjust our shooting angle, improve the lighting conditions of commodities and increase the distance between the subject and the doors and windows. The second is to make rational use of the reflector to make the dark part of the subject receive light, thus narrowing the difference between light and shade of goods. Using indoor natural light to take photos of goods, if the lighting is reasonable and accurate and the shooting angle is appropriate, not only can the lines of goods be clear and distinct, but also the brightness of the main body can be uniform and the picture atmosphere is realistic.

In terms of lighting for commodity shooting, if conditions permit, it is recommended that you use artificial light sources and practice shooting according to your own understanding of commodity shooting.

2, artificial light source:

Artificial light source mainly refers to the light emitted by various lamps. This kind of light source is widely used in commodity shooting. Its luminous intensity is stable, and the position of light source and the irradiation angle of light can be adjusted according to your own needs.

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