Как мы запускаем магазин одежды в ВКонтакте и на Wildberries с нуля

Опубликовано Апр 30, 2024

От пустой группы до полноценного магазина.
Так уж исторически сложилось, что с 2018 года я съел собаку на оффлайн бизнесах, магазинах. Помню, первый мой магазин был популярный бренд, по тем временам, DIM
Но, тут ситуация другая, магазин полностью с нуля, неизвестный и главная задача была это эффективный трафик из ВКонтакте (да, ВК ещё жив, там ещё есть люди)

Давайте перед этим познакомимся. Я — Эдуард, занимаюсь трафиком в ВК, Яндекс Директ и РСЯ, а так же Telegram. Занимаюсь с 2018 года, работал с Ёбидаёби, Суши Love, Wazzup, Конкретика, Loten и др.
На VC делюсь своими проектами, успешными связками, результатами. Смело можете подписываться, так же мой Telegram — канал, мой сайт, группа в ВК
Заходите, не стесняйтесь, подписывайтесь

Воронки

Не буду отнимать время, дорогих читателей, о том, как мы делали анализ целевой аудитории, конкурентов и прочим — прочим, просто имейте в виду, что это сделано
Критически важно, было определить куда вести трафик. Выделили несколько посадочных:

Группа в ВКонтакте
Боты в ВКонтакте
Товары в ВКонтакте
Wildberries
Ozon

💼 Группа ВКонтакте:

Прежде чем вести куда-то трафик, нужно тщательно подготовить посадочные страницы к приёму трафика. Есть у нас текущий проект, где CTR под 18% без кликбейта, без байта, но не совсем доработанная посадочная и какие классные результаты не были бы по рекламе, трафик конвертироваться не будет. Запомните этот момент, он важен, позже к нему вернемся

Как бы хорошо не была бы настроена реклама, если посадочная или продукт плохой, вы будете сливать бюджеты

💼 Боты ВКонтакте:

Не совсем типичная стратегия для товарного бизнеса, но решили протестировать, как пойдёт. Собрали 2 бота:

Бот — геймификация: подбери свою капсулу
Гайд: секреты по уходу за одеждой

Рекламные креативы — объявления, которые использовали для трафика на бот «Гайд по уходу»:

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Рекламные креативы — объявления, которые использовали для трафика на бот «Подбор капусулы»:

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Да, использовали различные варианты объявлений и креативов, от мемасов до видео. Результаты, можете посмотреть на скриншоте ниже

Аудитории, которые использовали:

Не давно вступившие в группы шоурум
Не давно вступившие в группы WB
Конкуренты WB

Взяли именно эти таргетинги по следующим причинам:

Не давно вступившие — это самое горячая аудитория в ВКонтакте, особенно если вступили в течение 1-2 дней в несколько одинаковых групп. Как правило эта аудитория максимально заинтересована в продукте и находиться на 4-й ступени Лестницы Ханта. Готовность к покупке
В группах WB и Шоурум с большей долей вероятностью сидит целевая аудитория, которая заинтересована в нашем продукте

Из скрина выше, мы видим, что больше у нас сработали видео — креативы, а именно объявление «1 конкурент WB», там самый высокий CTR = 0,614%

Честно говоря, когда я увидел CTR 0.3%, 0.2% не много в ступор встал, но по практике знаю, высокий CTR не гарантия конечных KPI
Может быть объявление и с CTR 0.1% и приносить конечную конверсию в нужную цену, а может быть CTR и под 19% и не приносить конверсий вообще

Сейчас читают

Как написать хорошее холодное предложение b2b–клиенту

Аналитика рекламы для взрослых: как не слить бюджет из-за…

Было принято мной решение двигаться дальше, по аудитории конкурентам WB и больше делать видео объявления:

И вот наконец то, что хочется видеть. CTR = 0.9% — почти 1% и подписки начали идти по цене 100-120 рублей. На выходных цена увеличилась

Купить рекламу Отключить

Всё было не плохо, как вдруг приходит заказчик и говорит «Давайте больше сосредоточимся на подписчиков и будем вести людей на WB и Ozon»

Ну, не особо критично, нужно на WB, Ozon, будем значит на него, но…. кое что очень смущала

Все seller, продавцы знают, насколько всё плохо со статистикой по Wildberries. Статистика по внешнему и внутреннему трафику подтягивается на протяжение 21 дня, метки плохо отслеживаются, что бы оценить как работает трафик, нужно отключать все каналы трафика и смотреть на общие показатели. В общем сложно, поэтому вначале запустились на OZON

Рекламные объявления, которые использовали для трафика на OZON:

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Статистика по данным объявления:

Опять мы видим очень низкие CTR = 0.3% 😱 И так же мы видим подтверждение гипотезы, что видео работает лучше. Но, действуем по правилу: высокий CTR не ровно хорошая цена за конечную конверсию. Запускаем только видео и видим взлет CTR до 1.9%

Но….. что было дальше — это просто крышеснос

Коротко о том, почему нужно делать анализ конкурентов. Мы подсмотрели у конкурентов одну не плохую идею, суть её в следующем:
Делаем объявление — отзыв, а-ля «Девочки, нашла прикольное худи на WB. Забирайте»

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И началась фантастика. Если ранее «выстреливало» 1-2 объявления, то сейчас каждое второе объявление начало приносить показатели в 0.9%

А затем CTR перевалил за 1%, даже когда просто запускали картинку + текст

Выводы, которые можем сделать:

В товарном бизнесе можно и нужно вести трафик на чат-боты, но будьте аккуратнее, по опыту работает не у всех
Если стоит выбор запускать видео или картинку отдавайте предпочтение больше видео формату, так как человек видит, как одежда сидит в движении на другом человеке
Девушка, в первую очередь покупает не одежду, а то как она будет выглядеть в этой одежде. Девушка хочет быть похожа на ту девушку из видео, поэтому если у Вас магазин по одежде, используйте этот рычаг, он очень хорошо работает
На WB сложно отследить статистику по корзинам, продажам, поэтому оценить лучше всего верхние этапы воронки: переходы, цена за переход (CPC), цена за 1000 показов (CPM) и CTR. Но, помните, что высокий CTR не ровно конечная конверсия, поэтому оцениваем статистику по общему объёму продаж
Карточка, реально, решает 😁 Если запускаете внешний трафик, да и любой другой, нужно вылизывать карточки до мелочей.

Если хотите больше статей, подписывайтесь на мой VC
Подписывайтесь так же на Telegram — канал
А если сидишь ВКонтакте, то лови ссылку на группу в ВК

Нужно таргетированная реклама ВКонтакте, Яндекс Директ и РСЯ? Пиши мне в личку:

Эдуард Скутарь You can contact @Madara0264 right away. t.me 60 показов 26 открытий

Источник: vc.ru