How Shopify operates-----Herman from Newblom Team
How Shopify operates
Everyone knows that for Amazon sellers, if they want to do a good job on Amazon, they will create explosive models; then if they want to do a good job on Shopify independent stations, what are the core key points? The following will share the operation mode of Shopify independent station.
1.Products, products are always the most important and most important, clever women can't cook without rice. Whether you are a Shopify stand-alone station or a platform, you should pay attention to product selection. At present, there are two operating modes for independent stations, one is a vertical boutique website, and the other is a comprehensive website. Generally speaking, vertical boutique websites are more conducive to cross-border sellers to build brands.
2.Materials, including advertising campaign materials, product materials, website materials, etc. The material is the key point to determine success or failure in the process of doing an independent station. The platform material is generally based on products, which are generally white background, basically all are the same, but the material in the independent station is more diverse, the material is seized It’s important for customers’ eyeballs, especially the video material, not to affect the conversion of the website because of the material.
3.Drainage, on the platform, drainage is divided into three types: natural traffic, off-site drainage and in-site advertising. On independent stations, the drainage methods are more diverse. You can optimize the drainage through search engines or bring traffic through social media operations. You can also use EDM email marketing to attract traffic and so on.
It is worth noting that on the platform, the performance of the platform is equal to the sales volume, but on the independent station, the performance of the independent station is not only equal to the sales volume. In addition to the sales volume, the independent station can also precipitate its own users. These users can be Owning your own can be used for remarketing to cultivate loyal fans of the brand, which is more conducive to cross-border sellers to create their own brands.
Characteristics of high conversion independent stations
What kind of independent station is a good independent station? You can measure the quality of an independent station from four perspectives: SEO, user experience, website share, and brand influence.
SEO
SEO means "search engine optimization", which refers to the technology and process of obtaining website traffic from natural search results. It is an internal and external adjustment and optimization of the website on the basis of understanding the natural ranking mechanism of the search engine to improve the website in the search engine. The keywords in the ranking are natural and get more traffic, so as to achieve the goals and uses of website sales and brand building. SEO can never be done overnight. First of all, you have to think about what content you want to produce, figure out your content positioning, and then you must consistently produce content so that your SEO ranking will be high.
User experience
Optimizing the user experience generally starts from the server architecture, website opening speed, retrieval logic, product material, shopping process, promotional activities, and policy terms. As mentioned in the previous article, if you need to understand the content of user experience optimization, you can click how user experience Optimize article understanding.
Website share, brand influence
Website exposure rate will also affect your influence on customers. The higher the exposure rate, the deeper the influence of customers on you. If customers need to buy products, the first thing you think of will be you. You can enable multi-channel sales through Shopify. In the Shopify background, you can connect to Amazon, eBay, Facebook Store and other sales channels, so that customers can see you on multiple channels, and your products and brand impression will also be deepened. If users can see your brand or product content in many places, then your brand influence will certainly rise.
3. The five dimensions of traffic growth
The five dimensions of traffic growth are the increase in natural traffic, the increase in audience range, the increase in conversion rate, the increase in ROI and the increase in sales. Let's talk about how to improve these five dimensions.
Increase in natural traffic
The growth of brand traffic is closely related to the increase of natural traffic. The growth of natural traffic is closely related to the growth of SEO. Through SEO (search engine optimization), your website ranking will be high. When users search for keywords, your products will appear. , You can get a lot of free and effective natural traffic in this way.
Increased audience reach
Everyone knows that in Facebook advertising, the audience is divided into core audience, custom audience and similar audience. By changing the selection methods of the three audiences, the scope of the audience is improved.
In the early stage, we generally choose the core audience. With the accumulation of user data, we can choose a custom audience, because the custom audience is someone who has acted on our website. Choosing a custom audience will make our website conversion rate better; After a certain order is generated on our website, we circle the audience according to the characteristics of the user who purchased it. The advertising cost of similar audiences is relatively low, which is also a better choice for our later advertising.
Note: Three audiences
The core audience is the audience that marketers make based on demographic data, regions, interests, and relationships. Is the main way to acquire new customers
Custom audiences are based on advertisers providing information in their own database (websites, mobile applications, customer lists, interactive custom audiences), and matching existing users in the system to find existing audiences
Similar audience is to use the generated custom audience to create a similar audience similar to existing customers
Increased conversion rate
The increase in the core audience will bring about an increase in the conversion rate. The increase in the core audience will bring the increase in the custom audience and the increase in the custom audience. The core audience will become more and more accurate, which will form a virtuous circle.
Increase in ROI and sales
When the audience becomes more and more accurate, the ROI will increase, and the sales will increase as the ROI increases. It is worth noting that the ROI in the early stage of the independent station is generally not too high. The early stage of the independent station is a trial stage. Through the comparison of the data, you need to find out your problems, so that the sales of the independent station will rise.
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Herman Shen from Newblom team