Imagine carefully selecting products that perfectly match market demand, only to watch them languish unnoticed in your Douyin shop while competitors enjoy booming traffic. Where exactly does the problem lie? This year, Douyin Shop's product card traffic has drawn significant attention, with many merchants hoping to leverage it for rapid store growth. Yet while the vision may be ambitious, reality often proves challenging—numerous sellers face stagnant traffic and sparse orders.
This analysis examines three critical dimensions—launch strategy, store experience scores, and product title optimization—to identify root causes and provide actionable solutions for overcoming traffic barriers.
I. Launch Strategy: Shifting From Sales Volume to Search Focus
Previously, many merchants prioritized sales volume activities or initial loss-leading subsidies to quickly boost store transaction rates and gross merchandise volume. While not entirely ineffective, this approach has diminished returns under Douyin's current traffic allocation policies. Understanding platform algorithm changes is essential for strategy adjustment.
Since last year, Douyin Shop has progressively increased the weight of search traffic. This shift demands a new paradigm: "First explode search, then explode recommendations." Merchants should prioritize search traffic optimization through precise keyword placement and high-quality product content to attract intentional searches and purchases.
Search traffic's value lies in its precision and high conversion rates. Compared to recommendation traffic, search users demonstrate clearer purchase intent, leading to stronger conversion. Moreover, robust search traffic can organically drive mall recommendation traffic, creating a virtuous cycle that establishes stable order sources.
Beyond optimizing product searchability, merchants can strategically use short video content to guide keyword searches through comment sections. Clever topic placement encouraging specific product searches increases exposure and search weighting. When users enter shops through the "Everyone Is Searching" portal, the platform grants additional traffic weighting.
II. Store Experience Scores: The Foundation of Traffic Growth
While most Douyin Shop merchants recognize experience score importance, operational misunderstandings and ineffective improvement measures remain common.
Product inclusion in the traffic pool is prerequisite for obtaining product card traffic. Though the platform's minimum threshold is 4.3 points, this represents merely passing adequacy. In Douyin Mall's competitive environment, exceeding baseline requirements is essential for visibility.
With hundreds of thousands of merchants—albeit fewer than traditional e-commerce platforms—competition remains substantial. Only stores with sufficiently high experience scores receive preferential traffic allocation, enhancing product exposure and conversion rates.
Practical experience indicates stores need at least 4.6 experience points to consistently secure natural search traffic . Below this threshold, competitive advantage proves difficult to maintain.
Effective experience score improvement strategies include:
- Product Quality: Ensure merchandise meets quality standards to minimize returns and negative reviews.
- Delivery Speed: Optimize logistics processes to accelerate fulfillment and enhance user experience.
- Customer Service: Provide prompt, professional after-sales support to resolve issues and improve satisfaction.
- Response Times: Accelerate customer service replies to prevent user attrition.
- Refund Disputes: Reduce dispute rates to limit negative feedback from after-sales issues.
Beyond internal improvements, merchants can leverage external resources for rapid score enhancement. Professional service providers offering high-quality external resources can quickly elevate key metrics. When selecting providers, prioritize comprehensive cost-performance ratios, security, cleaning rates, and convenience to ensure optimal results.
III. Product Title Optimization: The Key to Unlocking Search Traffic
Product titles critically influence search traffic. Titles lacking searchable keywords become virtually invisible to users. Optimization is therefore essential for product card traffic success.
A straightforward yet effective title optimization method:
- Access the Douyin Shop backend and locate the "E-Compass" feature.
- Navigate to "Hot Search List" → "Products" → "Industry Search Terms."
- Select relevant industries and categories.
- Analyze keyword heat and transaction indices in the search term analysis page.
- Identify high-search-volume long-tail keywords matching product characteristics and incorporate them into titles.
Additionally, monitoring rising star and high-potential keyword lists allows merchants to capitalize on emerging search trends. Incorporating these trending terms helps capture associated traffic.
Title Optimization Considerations:
- Keyword Relevance: Ensure terms align closely with product attributes, avoiding unrelated keywords.
- Keyword Density: Maintain balanced keyword distribution without excessive repetition that degrades user experience.
- Readability: Preserve title fluency and clarity, eschewing obscure or awkward phrasing.
- Differentiation: Avoid title duplication with competitors, emphasizing unique product advantages.
Conclusion
Success with Douyin Shop product card traffic requires comprehensive diagnosis and optimization across launch strategy, experience scores, and title refinement. By rethinking launch approaches, elevating experience scores, and perfecting product titles, merchants can effectively overcome traffic obstacles and achieve sustainable growth. Continuous monitoring of platform policy changes enables timely operational adjustments to maintain competitive leadership.
Data-driven decision-making remains paramount. Consistent tracking of store metrics, traffic sources, and conversion patterns—coupled with iterative strategy refinement—ultimately determines marketplace success.