Pinduoduo's internal optimization ideas

Internal optimization is the core that determines the success or failure of a link. Pinduoduo e-commerce should focus on internal optimization. This article starts from Pinduoduo's internal strength and introduces in detail the specific methods of internal optimization. It is recommended for students who want to learn about e-commerce.

I once asked everyone in an e-commerce group: What is the most difficult thing about running Pinduoduo? Some people said it was the supply chain, some said it was exposure, some said it was the investment-production ratio, and some said it was just refunds. There are all kinds of answers, right? Anyway, it’s not wrong.

Because everyone's answer must be the most difficult problem they are facing at the moment. Doing e-commerce is not that simple. It is definitely not an ordinary person to be able to manage an e-commerce operation with a market value of 20 million.

There are too many links involved in e-commerce. When I was working on a brand, I was only responsible for selling point extraction, material production and marketing promotion. To do e-commerce, you need to understand the market situation, user psychology, platform rules, and the ability to formulate rules and procedures for cross-departmental coordination , as well as other links that affect product ratings.

No matter you are a small team of four or five people, or a large company of hundreds of people, these work links are indispensable. It is not easy to master one module in e-commerce, and those who are proficient in all of them are indeed the best of the best.

Having said so much, let's get back to the topic of this article. Why do you ask what is the most difficult thing about Pinduoduo? In fact, after so many years of doing e-commerce, I gradually understand that the most difficult things are often the simplest, and the simplest things are often the most difficult to do. There is a saying that goes like this: great things in the world must be done in detail. If you really want to do Pinduoduo well, the word "detail" is enough.

Internal optimization (main image details, etc.) is a delicate job, and it is the core of the core that determines the success or failure of a link. If you are a very careless person, don't do e-commerce, you are not suitable. If you are a very meticulous person, do e-commerce, there is a golden house in e-commerce, waiting for you to dig.

So how should Pinduoduo optimize its internal strength to create a great link?

1. Optimize the main image first to solve the click-through rate problem

E-commerce optimization is a linear idea, following the process from user seeing to clicking to interest to conversion. Don't try to do everything at once, optimizing here and forgetting there, or pressing down on the gourd to make the ladle float.

Whether you are launching a through train or signing up for an event, first look at the click-through rate of exposure. Generally speaking, a 5% click-through rate is the entry level. If it is lower than this number, don't say that the target audience is not accurate or the material is not good, just optimize it directly. How to optimize? The simplest, direct and effective way is to write down what problem your product can solve for users in one sentence and put it on the main picture .

For example, the copywriting of a functional scented tea is: It scares her! He is really a genius in copywriting. I really suspect that this operation is from Durex. There is also a female driver who reverses the car into the rearview mirror; 15 meters without mosquitoes on the whole body - mosquito repellent; buy five kilograms and get five kilograms free - fruit; no more splashing - faucet extension tube; don't eat it with black hair - purple rice cake;

In the eyes of e-commerce operators, what they see is a plain picture, which is very low-quality, but real buyers see it as a solution, which is the long-awaited good thing. When everyone has a feel for making the main picture and knows how to make a main picture with a high click-through rate, the idea is considered to have graduated.

You can take a look at more pictures made by experienced people. They may seem ordinary on the surface, but they have a very high click-through rate. This is the depth of their understanding of user needs and their foundation.

2. Optimize 10 main pictures to solve conversion problems

Pinduoduo can put 10 main pictures, which gives us a lot of room for operation. However, one thing is that the more main pictures, the better. It still depends on the product. For some products, five or six main pictures will be better than ten. Of course, this is an individual case. For regular products, ten pictures should be filled.

The arrangement rules of the ten main pictures are: the first three are different header pictures, followed by selling point pictures, efficacy pictures, material pictures, endorsement pictures, usage effect pictures, and white background pictures .

The main pictures should be arranged in a certain order, according to the user's browsing process, first look at the whole, then the part, and then the details, step by step to guide the user to the last page where the buyer witnesses the part. A good main picture can make users place an order after reading it. The main picture is a simplified version of the details.

If you are promoting a new product, you can refer to the main picture layout and copywriting of the top-ranked products. I once took down a very high-end main picture of a competitor, replaced the product with ours, modified the copywriting, and launched the scene advertisement. The effect was really great. I am grateful to the competitor for helping me plan the main picture style and layout.

3. Sales and reviews must be

After viewing the main image, users will most likely go to read the comments and take a look at the sales. If the sales are only a few, and if you are selling a functional product, users will think: OMG, I don’t want to be a guinea pig. Then they will close your link.

If your link shows sales of 20,000+, can it eliminate consumers' concerns about being guinea pigs? Some people will say, my link has no sales, but can't I still get orders? It is not ruled out that there are such buyers, but most buyers are followers. They will buy what others buy, and there are not many buyers who are early adopters.

Evaluations can still be done now, but sales are a little difficult to operate. I won’t go into details about the specific market situation, but no matter you use a third party or your own software, sales and evaluations are a must .

4. Optimize SKU to improve conversion rate

A good SKU layout can save a link or turn a loss into profit . Don’t just write a SKU and put it up. For example, if you sell shoes and give away socks, write the SKU as “buy shoes and get socks”.

It’s better to write a set of sneakers + socks. The price is a few cents higher than selling the shoes alone, and the user experience will be different.

There is also a pair of socks for 9.9 yuan, two pairs of socks for 16.9 yuan, and three pairs of socks for 19.9 yuan. It is better to write a pair of socks for 9.9 yuan, buy two pairs and get a pair for 19.9 yuan. The experience is also different, with all kinds of subtleties. You can feel it with your heart. Since ancient times, routines have been left in the world. It depends on whether you can use them .

5. Optimize details to improve conversion rate

Some e-commerce platforms have begun to downplay details. I don’t know what they are thinking. Anyway, from the buyer’s perspective, when I decide to buy a product, I will read the product introduction carefully.

For example, last time I bought a caulking glue, I would read the details of each product from beginning to end to see if there is any environmental certification and usage instructions.

Since the main picture carries limited information, the details can supplement this point very well. The details of the camera I bought last time are comparable to the instructions. If you are not a prospective buyer, you will not read it, because the words are many and small. But as a real buyer, I will read it word by word, because I have to follow the steps he said, otherwise I can't use this product.

If your product has no details, there will be three results: either the user is confused when seeing the product, does not know how to use it, and leaves; or the user becomes interested and asks customer service, but you are too busy to handle it; or the user asks after-sales service, which is even more terrible. What if the buyer is not satisfied and asks for a refund? What do you think you will do?

VI. Final

When you optimize the main picture, comments, sales, details, and SKU to near perfection, do you know what will happen next? Sales will explode!

Only good links can bring in huge orders , and what is a good link? It is the link after these internal skills are optimized. Here I would like to advise everyone again, instead of spending time on driving, it is better to spend some time on internal optimization, which is the main battlefield of e-commerce operations.

Author: Tiger Talks Operations

Source: WeChat official account: "Tiger Talks about Operations (ID: laohujiangyy)"