I have been doing online promotion SEO for half a year. First I was working on corporate websites, and now I am working on online shopping mall sites. I hear words like conversion rate and PV every day. Sometimes I feel very distressed because every webmaster is thinking about how to improve these various indicators. Especially for online shopping malls, a high conversion rate means high sales volume, which means more bonuses at the end of the year. But have we really paid attention to the deep sources of those indicators when we are doing it? Have we ever thought about the reasons for these data? Today I will share with you some of my thoughts on website conversion rate.
Before talking about this, we need to talk about a concept first, what is conversion rate? Every website has a purpose, no matter what type of site it is, then this purpose is the result of conversion. For example, this article I wrote naturally exists because I want to share my experience with everyone, which means that the more people read it, the more successful my writing will be. This means that more strangers will read this article, that is, It shows that the conversion rate is high. Looking at other types of websites, including online malls, vertical websites or enterprise websites, their existence has a very clear purpose, and this purpose is also the result of their pursuit of transformation.
Let’s talk about some of my understanding of conversion rate.
First, the website lacks clear goals. Careful netizens may find that when you browse the website, you will find that no matter how many times you read some web pages, you still don’t know what thoughts they want to express. This shows that he did not know what his purpose was when he created this web page. If the goal is not clear, he naturally does not know what to do. For an online shopping mall website, what you are pursuing is naturally high sales volume and high performance. But what factors drive the reflection on the website? Looking at the long tail theory recently, everyone knows that often 80% of sales come from 20% of products. If you want to increase performance through these 20% of products, then you have to focus on this part of the conversion and find ways to improve the conversion of this part of the product. If you want to expand your influence and capture customers through a large number of visitors to your website, then you should focus on how to increase website traffic, which means you need to have clear goals.
Second, the website entrance does not match the landing page. People who frequently surf the Internet will find that the Internet is full of tempting links such as "Click here to get 100 QQ coins", "Beauty Videos" and so on. Whether they are in the form of text or pictures and animations, you must have visited them. This happens when, for example, when downloading software on some websites, there are many clicks to download, but when you click on it, you will find that it is not the case. What would you think at this time?
Of course I was cursing in my heart, haha. This is normal. Of course it's unpleasant to be lied to. But many of our webmasters also have this situation when they are building websites. Whether intentionally or unintentionally, when others find out, you will hurt others. He will exit your website immediately and will not come back, which is why your site's bounce rate is so high. But there are also some abnormal situations. For example, one of my sites has a page that is about marriage tests. The bounce rate is 88%, but it is very popular. I was very puzzled. It turns out that this page is what he is looking for. Once something is found, it will go away naturally.
Third, the recording page design is unreasonable. You must often receive promotional emails from Taobao or Vancl. You will find that when you go to their website through those emails, there will be some encouraging words on those promotional pages, such as "Special Offers Limited Time" and so on. of. It’s called call to action! But many of our websites don’t have this idea when designing this kind of login page. If you look at those famous shopping sites, you will find that their promotional information is definitely placed in the most conspicuous place, and it is also The most eye-catching design.
Then there are some friends who like to use flash or high-definition pictures, although I admit that the expression of flash is indeed very vivid and rich. But I believe that with the current Internet speed in China, many people are still unwilling to wait for that minute of buffering time. Therefore, you must design a reasonable login page, otherwise others will be scared away when they come to your website. The conversion rate of such a site is definitely not high.
Fourth, the website structure design is unreasonable and there is no reasonable process. Everyone knows that conversion rate is actually a funnel. The more steps you go through, the fewer customers will stay in the end. This is why many shopping websites have two settlement processes during the final settlement. One is without logging in, and the other is after logging in and then settling. You can see that many news websites now have voting functions. However, when you want to click to vote, some websites have a very disappointing "Please log in" prompt. I don't have that much time to register an account? Perhaps it is due to the consideration of accumulating the number of users. But just in doing so you've lost one. This means that your conversion rate for the voting function is not high.
Okay, that’s it for today. Next time I will talk about the conversion rate. Thank you all and welcome to exchange!
Author peil's personal space This article only represents the author's views and has nothing to do with the position of Webmaster.com.