This time we will discuss a more typical issue, that is, after a website is completed, or a Taobao store is completed, whether to focus on traffic or conversion rate first.
What is conversion rate? Simply put, it is the transaction rate, which means that among the visitors who come to your website (or store), the proportion of visitors who complete transactions accounts for all visitors. In my opinion, conversion rate is the most important thing in all online marketing. Why do you say this? Just think about it, if your website is badly made, ugly, and unprofessional, giving people a very distrustful feeling, and the conversion rate is very low, then even if there is a lot of traffic coming to your website, or it is all targeted traffic, what will happen? What to use? This is the fundamental reason why your website or store has traffic but does not make money. I would rather only have a small amount of traffic a day, improve the conversion rate, and make one transaction after another.
I once made the same mistake. I hurriedly built a website and then promoted it. The traffic came, but no sales were made. That means the conversion rate was very low. Later, I began to focus on studying conversion rates, studying user habits and psychology, and studying myself as a user. After the website has been researched and modified, the conversion rate has been greatly improved, and if you promote it again, you will get twice the result with half the effort. This is a common mistake not only for newbies, but also for veterans. The mistake is to spend one day building the website and then nine days to promote it. The correct approach is to use nine days to improve the conversion rate, and then use one day to promote it. The results of these two approaches are completely different.
Customers are people too. If you don’t treat him as God, you should at least treat him as a human being. Human beings can think. Never treat your customers as fools. Even if you are smart, they are not stupid either. When a customer enters your website, enters your store, sees your products, and sees the services you provide, he has three questions on his forehead: 1. Are you a liar? 2. What is the effect? 3. What should I do if I am not satisfied with my purchase? We need to think about problems from the customer's perspective, understand their concerns and needs, and provide solutions to these problems, thereby increasing the conversion rate. According to the statistics of a friend of mine, the conversion rate of websites equipped with online consultation and online customer service is 40% higher than those without! This is also needed to improve conversion rates. Online customer service is similar to Taobao and Alibaba's Wangwang. You can chat with a click and solve customer concerns and problems at any time. This is very necessary. If you need an online customer service code, click on the online customer service system of my website to contact me immediately.
Here I would like to remind you, don’t just focus on your traffic and products, sharpen the knife without losing sight of the chopping wood, and improve the most important conversion rate first. What customers really need are products and services that make it easy to make decisions. The process of customers placing orders is a decision-making process. If you make it easier for customers to make decisions, customers will make it easier for you to make money! Transaction volume and conversion rate depend on customer trust! The truth is so simple that many people ignore it. That is because there is no thinking and no introspection. We must develop a habit of introspection. When problems arise, we must think about where the problem occurs. Only by finding out where the problem lies can we solve the problem. Without further ado, let’s talk about a few key points to improve conversion rate.
1. Product functions
2. Benefits of use
3. Price advantage
4. Customer testimonials
5. Risk handling
Among them, two, four and five are the most critical. Let’s take the product descriptions of Taobao stores as an example. We can find that the description information of the most sold products is very detailed, and without exception, there are a large number of positive screenshots. Most merchants write a promise at the end of the product, guaranteeing a refund if it is fake. , invalid refund, 7-day replacement, consumer protection, etc. It can be seen that in today's highly competitive e-commerce transactions, allowing consumers to bear "zero risk" and providing strong customer testimony is a "competitive weapon" to improve conversion rates. In the final analysis, improving conversion rate is to solve the problem of customer trust.
Finally, to summarize, your wealth = traffic Ⅹ conversion rate. No matter you make products or services, you must first improve the conversion rate and then make traffic.
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