For e-commerce websites, the most important thing is probably the conversion rate. Unlike other types of websites, e-commerce websites are supported by traffic and need to convert traffic into effective consumer customers. The main factors that affect the conversion rate of e-commerce include the positioning of the target geographical location and customer group for publicity and promotion, user experience, product attractiveness, customer service, and website branding. If you can do the above positioning well, I believe that your platform will convert Rates will increase soon. Many friends still don’t know how this conversion rate is calculated. Here I will briefly explain the conversion formula to you. The conversion rate of the website = (number of people browsing the product/total number of people entering the site) × (number of people entering the purchase process/number of people browsing the product) × (number of orders/number of people entering the purchase process), which is the conversion rate. In short, all types of websites can be monitored, and there are good and bad methods. It mainly depends on practice.
Geographical location and customer group positioning
The following is a detailed analysis of how to improve website conversion rate. First, let’s talk about geographical location and customer group positioning. If you want to improve the conversion rate of the website itself, you must first choose the best-selling place for your product and the people the product is suitable for. This is particularly important. Only by clarifying this point can you carry out subsequent website promotion and marketing. If your product is aimed at consumers across the country, I suggest you first find a best-selling city to carry out promotion and marketing. The advantage of doing this is that you can save part of the cost of early promotion and marketing. If the model successfully improves the conversion rate, you can copy the model to other cities. This is easy for everyone to understand, so I won’t go into details. Regarding how to do Internet marketing and Internet promotion, you can follow my Weibo. In the near future, I will send out my collection of precious information on Internet marketing and Internet promotion on Weibo. I believe it will be helpful to everyone.
User experience
User experience mainly includes seven aspects, namely website access speed, website ease of use, website design aesthetics, purchase process, rationality of product display, site search and navigation bar, and website bottom information. There are more and more e-commerce websites, and at the same time, viewers and customers are becoming more and more picky. The most important thing about a good website is the speed at which the website page opens. If a website cannot be opened in 10 seconds or 20 seconds, I believe you Customers will not trust your platform in terms of integrity and think it is informal. On the other hand, the speed of website opening directly affects website SEO optimization. Therefore, it is particularly important to choose a good virtual host, such as Wanwang, Xirang, 59 Internet and other large agents. Don’t lose orders just to save a few hundred dollars. If you don’t understand the issue of space selection, you can add me on QQ. I Will share with you in detail.
Improving the usability of online stores is to make the process of finding products and purchasing products simple and fast for customers. Sometimes even small changes can bring significant purchase conversion rates. The ultimate goal of an e-commerce website is to sell, but if buyers cannot find your website products or the website is not easy to use, then profit will not be achieved. Therefore, in the early stages of building a website, you must first consider the usability of the website. The beauty of an e-commerce platform website is its facade, which is like a salesperson in a shopping mall. We will stop and look at a good-looking salesperson. Whether we buy her products or not, at least we pay attention to what she sells. There is a memory in the subconscious mind. In the same way, when a visitor comes to your website through your promotion, if he sees a mediocre website, I believe that the customer's credibility of your website and the quality of your products will be greatly reduced. The e-commerce website platform itself is single, and there are no eye-catching articles and content. If the aesthetics are not enough, then there will be no conversion rate.
I have seen that the purchase process of many e-commerce platforms is very cumbersome. From the user's perspective, if your website does not have any brand effect and product aesthetics, users will not spend time to register and fill in some irrelevant information. information, then visitors may leave because they have to register, so I suggest that it is better to allow buyers to add products to the shopping cart and complete checkout without registering, and at the same time provide registration options for them to choose, which will improve Sales, customer retention and other benefits. For small online stores, direct consumption is more meaningful than registering as a member.
The quality of product display directly affects whether consumers can consume it. Reasonable display of products can play various important roles such as displaying products, stimulating sales, making purchases convenient, saving page space, and beautifying the website for shopping environment. Issues that should be paid attention to in product display include product classification, color matching, product homepage display design, product focus area design, etc. I have limited knowledge about product display, so I can only share this experience with you. If If there is a friend who knows better, we can discuss it together.
I like to make websites smart. A good website will consider many aspects when designing the on-site search and navigation bar. Take on-site search as an example. Users use our on-site search tool to find products of a certain category. We can use Use the things he searches to judge his preferences and recommend similar products to him. This is also an important way to increase PV. It also uses statistics to recommend products with high search frequency, so be sure to To improve the search engine on the website, its calculation and filtering technology design must be precise, and it must present usable and reasonable results so that users can more easily find the information they need. It is recommended to use icon navigation for top navigation. Compared with simple text links, icon navigation is more friendly and easier to identify. Because people's ability to perceive images is far greater than their ability to perceive text. The auxiliary column on the left should also pay attention to clear categories. Try not to have too many categories. Just make your existing products good. A web page is not a dead framework, but a living platform that can communicate with users, so users should feel friendly. The auxiliary column on the left should also pay attention to clear categories. Try not to have too many categories. Just make your existing products good.
There are many e-commerce websites that do not pay attention to the optimization of the bottom page of the web page, which gives people the impression that your website is informal and unprofessional. The information at the bottom of the website mainly includes copyright, name of the organizer (including registration number), company address and contact information, and traffic statistics. In addition to adding icons such as the Internet Society, website registration, and Internet police, such pictures are placed at the bottom to attract attention. After being perfected, it gives people the first impression that this website is a formal commercial operation type website, giving customers a good impression and promoting promotion. Selling is much easier.
Product attractiveness
An e-commerce website relies on having good products and good customer service to gain a foothold. Only by packaging your products well can you attract customers. Let me give you my own real-life example. We are now giving our own Looking for products on the Changbai Jipin website, I got a product a few days ago, Lekelly Rana Oil. This product has won many honors and qualifications, and the quality is very good. However, it has not been doing well in the market. The main reason is the product. There is a problem with the packaging, which gives the impression that it is a low-end product. This is where the manufacturer makes a mistake and does not pay attention to the outer packaging of the product. The most important part of the product's appeal is to do the part that attracts the customer's attention. Product attractiveness can be summarized in the following aspects: product quality, product features, price advantage, product pictures and descriptions, discount promotions and group purchase points activities.
First let’s talk about the quality of the product. The quality of the product is the basis for determining whether your platform can survive. The quality of the product is very important. Customer reputation marketing is very important, so you must be careful when choosing a product and check whether the product is qualified. Complete, food products cannot be ignored. Be sure to check whether the manufacturer has a food production license and check whether the license number is authentic. If necessary, you can take it to the quality inspection department for inspection. Only a distinctive e-commerce platform can attract customers, so what kind of e-commerce platform is distinctive? Make products that others do not make, choose industries with few competitors to do them, verticalize them, segment them, and make effective products. Products with high quality and characteristics can be positioned well in terms of website crowd positioning and promotion, and the conversion rate will naturally not be a problem.
Price is the key to the profitability of e-commerce websites, and it is also one of the important means to compete with competitors. Choose an appropriate pricing strategy for your products based on your own advantages, so that your products have a price advantage, such as bundling. Style sales, doing more tricks will help promote sales and increase conversion rate.
The e-commerce platform itself is a virtual trading platform. Customers will pay you without seeing the real product. The reason for the transaction is their trust in your platform. The product pictures and descriptions are attractive and stimulate them immediately. consumption desire, so product pictures and descriptions are particularly important. This is the key to the conversion rate. Product pictures must be pictures of the actual product. If there is a big gap between the items consumers get and the pictures online, we will lose the trust of consumers in us, and it will also influence some potential consumers not to choose our products, and protect their rights. Conscious customers will pursue the matter to the end, and we cannot escape our responsibility. We also need to put a lot of effort into taking pictures and find professional photographers and studios to ensure the shooting angle and light perception. Well-done pictures can also bring popularity to the product. Carefully crafted pictures will be remembered. Consumers, consumers know that we are really selling our products with care, and they feel that we are formal and professional, so they will trust us, and they will have more chances to choose our products regardless of other factors. The description of the product is also particularly important. You must introduce the product truly. If the description does not match the product you received, it will be very troublesome and will cause disputes. If things go on like this, your reputation will be lost. Regarding product pictures and descriptions, I will post a detailed article in the future. Here is the article for everyone. There are too many issues to be discussed here and cannot be summarized in one or two sentences.
The operation of an e-commerce website must be planned in many aspects, and regular promotional activities should be carried out to interact with website visitors. I personally think that the integration of forums on e-commerce platforms is very effective. You can organize activities in the forum to interact with viewers. If the forum is well operated, it will be very effective. It is easy to stick to users, and the conversion rate will naturally be greatly improved. Forum points are the same as website points. Forum points must be opened with reasonable arrangements. Regarding the forum points strategy, you can follow the personal blog of Jiang Likun, the founder of Pushdown. If you don’t know the address, Baidu Xiajiang Likun or Pushdown for children’s shoes, there is an article in it. The article mentioned forum points and was very practical. The use of e-commerce to operate group buying is developing rapidly in some large and medium-sized cities in China. The group buying model is still very popular at present. Regularly come up with a platform product for group buying. Don’t think about how much money you can make through group buying. Think about what group buying can bring you. What is the late effect and conversion rate? The main purpose of group buying is to let everyone know about your product and your brand, so as to achieve the effect of word-of-mouth marketing. To put it bluntly, it is free advertising. You can choose phpWIND forum system, phpwind We have just developed a community group purchasing system, which is more convenient for our e-commerce friends.
customer service
A good e-commerce platform is inseparable from professional customer service. The quality of service directly affects customer word-of-mouth marketing. One sentence can often promote or lose an order, so nuanced customer service is essential. We can often hear empathy in our lives. As an e-commerce platform, we need to think from someone else's perspective. We look at the shortcomings of our own services from the position of ourselves as users. It is necessary to provide regular training to customer service personnel and formulate a complete set of customer service strategies. At the same time, we must also understand the current services of our competitors and learn from each other's strengths to be even better. What kind of customer service is considered professional? The website has professional WEB online customer service, 400 or 800 nationwide toll-free phone numbers, online messages and product reviews, website help, delivery range and logistics costs, diversified payment methods, return and exchange standards, and inquiries. Communicate with customers immediately if there are any problems with tracking orders, and we must satisfy customers even if we acknowledge our own losses.
Build website brand
Brand communication is a process in which brand manufacturers find their own advantages and values that satisfy consumers, continuously communicate with consumers in appropriate ways, promote consumers' understanding, recognition, trust and experience, and generate the desire to continue to purchase. Communication is a bridge between brands and customers and an important means of establishing brand image. For corporate websites, the conversion rate of the website can be improved through two major communication methods: traditional advertising media and online media. Here I will focus on the ways in which online media builds brands, which can be accomplished through soft article marketing, event marketing, news marketing, forum marketing, Weibo marketing, etc. Regarding these marketing skills and methods, you can add me on Weibo, Weibo name: Wang Changhe , every week in the future I will sort out these marketing materials and share them with everyone. Through the above marketing methods, your brand will be displayed overwhelmingly on the Internet. In this way, when strangers go to Baidu for your brand, they will find that there are tens of thousands of them. The information about your products gives customers a sense of security and they feel that this website is a brand with high credibility. When doing brand communication, you must pay attention to negative information, find the source of negative information in a timely manner and deal with it properly. When doing brand packaging, you must pay attention to the authenticity of the articles and information published to the outside world. If there is any behavior that deceives consumers, it will be counterproductive.
Finally, I would like to give a word of advice to my friends who are engaged in e-commerce. Building a website is like being a human being. Only by doing business with integrity can our e-commerce platform go further. Only when customers recognize you will they give you word-of-mouth marketing and referrals.
Author information: Wang Changhe, founder of Jiji.com and Changchun Internet Promotion Director of Qinglan Culture Media. Let me give you some advice. If you want to see more articles by the author, please search Jiji.com or Wang Changhe, or log in to www.wangchanghe.com . Weibo name: Wang Changhe Jiji.com QQ communication group: 57926114, welcome to join.
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