《跨境电子商务典型工作任务》课件-1.3跨境电商的运营逻辑 - 英文

1.3

Theoperational

logicofcross-border

e-commerce

QUESTIONS:2Whycan'tweselltheproductseventhoughtheyareverypopular?1Howcanweensurethattheproductsinourstorewillbepopularandsellwell?Theoperationallogicofcross-bordere-commerceContents5.15.2Trafficthinking5.11.3.21.3.1FunnelprincipleTheprocessofaproductfrombeingseenbyconsumerstofinallyforminganorderusuallyincludesthefollowingthreelinks:FeedbackClickExposureTheproductappearsontheconsumer'ssearchresultspageorcategorybrowsinglistpage,etc.Consumersclickonthesearchresultspageoradvertisementpagetoentertheproductdetailspagetobrowseproductinformation.Afterbrowsing,consumersmayinquireaboutproductinformation,resultinginfeedbackbehaviorssuchasinquiriesandTMconsultations.跨境电商的运营逻辑TrafficthinkingFromtheoperator'sperspectiveConversionAttracttrafficByattractingtraffic,wecangetenoughexposureforourproducts,andthenthroughvariousmarketingandpromotionmethods,wecanpromoteconversionandturntrafficintoactualorders.1.Searchmechanism2.Recommendationmechanism跨境电商的运营逻辑TrafficthinkingItscoreiskeywords.Matchingkeywordscanattractrealtraffic.Mismatchedkeywordswillbringfalsetraffic.SearchmechanismRecommendationmechanismItscoreisthebuyer'shistoricalbehavior.Thesystemcanrecommendproductsorcontentsuitableforbuyersbasedontheirhistoricalbehavior,whichcaneasilypromoteproductconversion.跨境电商的运营逻辑Trafficthinking跨境电商的运营逻辑Funnelprincipleexposurevolumeclick

volumefeedbackvolumeordervolumeThechangefrom

exposurevolumetoclickvolume,tofeedbackvolume,andfinallytoordervolumepresentsagraduallydiminishingfunnelmodel.跨境电商的运营逻辑FunnelprincipleIncreaseexposureincreaseordervolumeInsummary,theprimarytaskofcross-bordere-commerceoperationistodoagoodjobinattractingtraffic.跨境电商的运营逻辑FunnelprincipleWithacertainexposurevolume,thegoalistoincreaseordervolume,andinthefunnelmodelof"exposurevolume-click

volume-feedbackvolume-ordervolume",eachstepshouldexperienceslowerdecay.跨境电商的运营逻辑FunnelprincipleInsummary:Graspingtheinfluencingfactorsofeachstepofdecayinthefunnelmodelandtakingtargetedmeasurescanreducethedegreeofdecayandseizemoreorders.Toslowdownthedecay,weneedtoreduceconsumerbounceratesandincreaseclick-throughrates.Moreprecisekeywordmatching01Moreattractivemainimages02Maintainpriceadvantage03payattentiontotheconversionrateoftheproducts.Comparedwithcompetitors,weneedtofindthegapsandreasons,andtakeimprovementmeasures.Howtoensurethehotsaleofproductsinthestore?attracttraffictotheselecte