With the serious homogeneity of products on the market, the cost of acquiring customers on major traffic platforms has soared. Cross-border sellers have found that the marketing cost of promoting on independent stations is also rising. It is not easy to obtain ideal traffic and effects through conventional channels. thing.

For this reason, sellers need to do a good job in the refined operation of independent stations, pay attention to the conversion rate, retention rate and repurchase rate of users, and increase the proportion of DC in order to better get out of the cycle of high marketing costs.

A few days ago, Hedy, the project leader of eclicktech's e-commerce operation department, centered on the "four modules of refined operation of independent stations", in the Yibang Cross-border Plus community, shared how cross-border independent station sellers can achieve the leap from 0 to 1.

Hedy said that for the refined operation of independent stations, digitization is the primary prerequisite, and only data can measure growth. Operations should be based on data and take corresponding measures. The "digitalization" here includes four key indicators: advertising clicks, additional purchase costs/page bounce rate/page browsing time, payment conversion rate/repurchase rate, and order completion.

On the basis of data-based indicators, sellers start from the four modules of product operation, resource location operation, event operation, and website detail operation to further reduce costs and increase efficiency.

In terms of product operation, Hedy pointed out that you should not follow the explosive products that have appeared on the market. Secondly, you need to create product differentiation when moving products, such as re-shooting product images and material images, so as to reduce CPC (click cost). "Strictly control the scope of the cost of goods, in line with market pricing rules, and finally optimize the details of the product, including the optimization of the shopping process of the website products and the optimization of the visual effects." Hedy said, according to the above optimization, find the corresponding audience, Create differentiated products and categories, user experience, market, brand and audience positioning, so as to achieve high-quality product selection.

In this link, Hedy emphasized: Because the Facebook platform is very strict on false reviews, sellers can use plug-ins to adopt a reward mechanism to get some real reviews. "For example, use the existing data of the website, calculate according to its own profit cost, text comments, comments with pictures, video comments, etc., set different reward amounts for different comment methods, and encourage customers to leave real comments on the website. Ways to increase brand trust and conversion rate."

In terms of resource location operation, independent station operators need to have a clear logical layout-according to the product tonality of the website and the SKU of the product design activity related, category display, primary and secondary banner (banner advertising) display methods, etc.

Hedy said: "If the website has more SKUs, you can subdivide the categories and series; if there are fewer SKUs, you can do some vertical categories and display as many product styles as possible." On this basis, using the Google Analytics extension, Detect the data changes of the resource every day, adjust website activities, reasonable product sorting, discount information, and optimization of titles and main images based on relevant data.

In terms of event operations, as the name suggests, the nodes, intensity, and conversion rate of related event planning are adjusted to the website. At present, the common activities include discounts, gifts, specials for drainage, and bundled sales of full-amount gifts. Among them, the detailed optimization of the website will directly reflect the professionalism and brand tonality of the website. "Activity operation is actually very important. You will find that every time an event is adjusted, the conversion rate is immediately reflected." Hedy emphasized in the exchange.

In the detailed operation of the website, it is divided into a test period, a drainage period and a profit period. The focus of each stage is different. During the test period, sellers mainly focus on the website shopping process, website loading speed, shipping settings, Footer (footer tag) information, main banner full reduction activities, and pop-up window full reduction discounts; the drainage period focuses on website activities, page optimization, Product optimization and supply chain; during the profit period, focus on website activities, page optimization, product optimization, product launches, new product sales ratio, supply chain, etc.

In addition, Hedy believes that in social marketing, sellers can achieve efficient cooperation between Facebook and Instagram. For example, promote Instagram likes and comment posts on Facebook, feed back products and materials with high test CTR (through click-through rate) to the social end, spread the posts, and then conduct advertising tests, thereby efficiently increasing traffic channels.

In the same way, feedback the posts that perform well on Instagram in a timely manner to Facebook for ad-side testing, and appropriately adjust the frequency and direction of the posts based on the data feedback from the ad-side. "For example, for products that are fixed in a new cycle, you can take a free test on Ins. You can get a preliminary understanding of the effect of the product through social media feedback, choose a new brand and place an order in advance, thereby saving marketing costs."

On mainstream platforms, sellers can adopt a phased traffic channel layout. Hedy further pointed out that in the advertising on mainstream platforms, sellers can adopt a phased traffic channel layout. Taking Facebook as an example, it is divided into three stages: testing period, growth period and mature period. During the test period, the seller's advertising form can be mainly regular ads and post (email ads), focusing on CTR and CPA (the actual effect of advertising), as well as the country, equipment and country of the order; in the growth period, join DABA (Facebook dynamic ads), and adjust to join 50% of similar audiences, and initially understand the indicators of potential explosions, profit and loss ROI, data growth trends, etc.; in the mature period, increase 20% of the marketing audience, pay attention to the hot explosions and potential Adjust the inventory of hot-selling products in time for new products.