速卖通黑名单查询助手插件

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*内容: <span style="word-wrap: break-word; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> 很多商家对静默下单的客户如何提升复购率很困惑，这主要是静默转化率的客户购买行为习惯和对商家的接触点减少，通过比价和搜索等方式直接下单购买，对商家印象减少，二次购买率的比例也会相对减少。<br style="word-wrap: break-word;" /><br style="word-wrap: break-word;" /> 另外一方面日益增加的客服工作量是很多商家挥之不去的成本压力，但是望眼欲穿的转化率却不见好转，客服从早到晚，旺旺沟通不停，很多顾客百般纠缠，客服小妹只恨手和大脑不够用，但是好多顾客问着问着，聊着聊着就没音了，辛苦做事却订单不见涨。<br style="word-wrap: break-word;" /><br style="word-wrap: break-word;" /> 我们可能会经常羡慕嫉妒恨别人家的客服一天到晚很闲，但是默认订单却很多！自己的详情页，无论在美观上还是文案上，实在是看不出有什么差距，为什么转化的差距这么高呢？<br style="word-wrap: break-word;" /> <br style="word-wrap: break-word;" /> 下面我们通过分析一家天猫店铺的实操案例，描述如何针对老客户提升静默转化率具体操作步骤：<br style="word-wrap: break-word;" /> <br style="word-wrap: break-word;" /><span style="word-wrap: break-word;">1、行业静默转化率数据分析</span><br style="word-wrap: break-word;" /><br style="word-wrap: break-word;" /> 首先并不是所有类目商品都适合，一般低价引流的款和均码的款，相对来说静默下单率就会很高，也就是这样的款买家没有太多疑问，基本都能够实现自助下单。<br style="word-wrap: break-word;" /><br style="word-wrap: break-word;" /> 通过分析行业数据，可以了解这个类目竞争对手的普遍能力水平。从而可以预估出我们需要在这个领域需要投入的资金和精力，从而预算会达到的水平和带来的回报。<br style="word-wrap: break-word;" /><br style="word-wrap: break-word;" /> 因为在目前官方的店铺后台数据指标中，无法直接查看静默转化率的行业数据，所以我们可以通过店铺的转化率行业均值，结合自己店铺其它相关数据指标所处的级别，估算自己店铺的目前所处行业水平。<br style="word-wrap: break-word;" /> </span></span></span><span style="color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 13px; line-height: 16.003px;"></span><div style="word-wrap: break-word; margin: 0px; padding: 0px; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 13px; line-height: 16.003px; text-align: center;"><span style="word-wrap: break-word; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> </span></span></span></div><div style="word-wrap: break-word; margin: 0px; padding: 0px; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 13px; line-height: 16.003px; text-align: center;"><span style="word-wrap: break-word; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> 图1 一周店铺所在类目与店铺转化率对比区间值</span></span></span></div><span style="word-wrap: break-word; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> <br style="word-wrap: break-word;" /> 通过图1可以看出，本店铺在该类目下的全店转化率水平处于偏上位置。综合销售业绩和TOP卖家的页面文案表现分析，本店的静默转化率在该类目下，应该也在中上位置。这对于我们进行静默下单的优化非常有利。因为竞争对手还没有很好意识到这块的重要性。当然也有遗憾，就是暂时找不到可以模仿的对象。<br style="word-wrap: break-word;" /> <br style="word-wrap: break-word;" /><span style="word-wrap: break-word;">2、店铺静默转化率分析</span><br style="word-wrap: break-word;" /><br style="word-wrap: break-word;" /> 让我们先了解什么是静默转化率？指定时间区间内，静默转化率即指静默成交客户数占访客数的比重，公式：<br style="word-wrap: break-word;" /><br style="word-wrap: break-word;" /> 静默转化率 =静默成交人数/访客数<br style="word-wrap: break-word;" /><br style="word-wrap: break-word;" /> </span></span></span><span style="color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 13px; line-height: 16.003px;"></span><div style="word-wrap: break-word; margin: 0px; padding: 0px; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 13px; line-height: 16.003px; text-align: center;"><span style="word-wrap: break-word; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> </span></span></span></div><div style="word-wrap: break-word; margin: 0px; padding: 0px; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 13px; line-height: 16.003px; text-align: center;"><span style="word-wrap: break-word; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> 图2 店铺静默转化率变化趋势图</span></span></span></div><span style="word-wrap: break-word; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> <br style="word-wrap: break-word;" />如图2所示，可以看出，如果没有特殊情况，一般店铺的静默转化率和对应的全店转化率趋势变化相对会比较平行。<br style="word-wrap: break-word;" /><br style="word-wrap: break-word;" /> 对于提升老客户复购率，尤其是对静默下单的客户群来说，对这些客户进行适当的优惠活动刺激是必不可少的方式，那选择什么时间段比较适合呢？当然最好的时间就是客户刚购买后，因为这个时间段是客户关注度最高阶段。也是最容易产生好感的时间短。<br style="word-wrap: break-word;" /> <br style="word-wrap: break-word;" /><span style="word-wrap: break-word;"> 3、选择适合的优惠活动方式</span><br style="word-wrap: break-word;" /> <br style="word-wrap: break-word;" /> 这个时间段做什么活动好呢？这个是比较考验运营策划能力的，因为不同的商品对应的活动方式会不同，这里介绍几种比较通用的玩法。</span></span></span><span style="color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 13px; line-height: 16.003px;"></span><div style="word-wrap: break-word; margin: 0px; padding: 0px; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 13px; line-height: 16.003px; text-align: center;"><span style="word-wrap: break-word; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> </span></span></span></div><div style="word-wrap: break-word; margin: 0px; padding: 0px; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 13px; line-height: 16.003px; text-align: center;"><span style="word-wrap: break-word; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> 图3 提升静默转化率的活动列表</span></span></span><br style="word-wrap: break-word;" /> </div><span style="word-wrap: break-word; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> 如图3所示，这些通用的玩法可以根据自己的所售商品情况进行选择，我们选择流量钱包为例，该活动相对成本低，适用买家群体比也较普遍。<br style="word-wrap: break-word;" /> <br style="word-wrap: break-word;" /><span style="word-wrap: break-word;">4、店铺后台导出静默下单客户名单</span><br style="word-wrap: break-word;" /><br style="word-wrap: break-word;" /> 我们可以定期导出静默客户名单，选择全店静默下单客户，进入客服绩效管理软件系统后台，成交 > 静默销售明细，可以看到全部店铺的静默下单客户名单，如图4<br style="word-wrap: break-word;" /> </span></span></span><span style="color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 13px; line-height: 16.003px;"></span><div style="word-wrap: break-word; margin: 0px; padding: 0px; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 13px; line-height: 16.003px; text-align: center;"><span style="word-wrap: break-word; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> </span></span></span></div><div style="word-wrap: break-word; margin: 0px; padding: 0px; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 13px; line-height: 16.003px; text-align: center;"><span style="word-wrap: break-word; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> 图4 静默销售明细</span></span></span></div><span style="word-wrap: break-word; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> <br style="word-wrap: break-word;" /> 也可以根据具体的宝贝商品进行客户名单选择。具体宝贝就需要更细的筛选步骤了。见图5</span></span></span><span style="color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 13px; line-height: 16.003px;"></span><div style="word-wrap: break-word; margin: 0px; padding: 0px; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 13px; line-height: 16.003px; text-align: center;"><br style="word-wrap: break-word;" /><span style="word-wrap: break-word; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> </span></span></span></div><div style="word-wrap: break-word; margin: 0px; padding: 0px; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 13px; line-height: 16.003px; text-align: center;"><span style="word-wrap: break-word; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> 图5 静默销售商品明细</span></span></span></div><span style="word-wrap: break-word; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> <br style="word-wrap: break-word;" />这里我们可以通过【自定义导出excel】导出我们需要的客户名单。<br style="word-wrap: break-word;" /> <br style="word-wrap: break-word;" /><span style="word-wrap: break-word;">5、发送优惠活动</span><br style="word-wrap: break-word;" /> <br style="word-wrap: break-word;" /> 通过淘宝官方ECRM客户关系管理系统，我们将标记为静默下单标签的客户进行群发优惠活动，如下图6：</span></span></span><span style="color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 13px; line-height: 16.003px;"></span><div style="word-wrap: break-word; margin: 0px; padding: 0px; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 13px; line-height: 16.003px; text-align: center;"><br style="word-wrap: break-word;" /><span style="word-wrap: break-word; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> </span></span></span></div><div style="word-wrap: break-word; margin: 0px; padding: 0px; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 13px; line-height: 16.003px; text-align: center;"><span style="word-wrap: break-word; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> 图6 客户列表中选择标签</span></span></span></div><span style="word-wrap: break-word; color: rgb(34, 34, 34); font-family: 'Microsoft Yahei', '冬青黑体简体中文 w3', 宋体; font-size: 16px;"><span style="word-wrap: break-word; line-height: 32px;"><span style="word-wrap: break-word; font-family: 微软雅黑;"> <br style="word-wrap: break-word;" /> 我们可以在标签名称中，选择我们需要筛选投送的客户名单，比如已经标签为静默下单的客户，也可以将客户群按时间周期，进行更细化的标签分类投放。</span></span></span>
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