The conversion rate of China's e-commerce websites is about 1%, which means that 100 people go to the shopping website, but only 1 person actually makes a purchase. Why can we only capture one of the 100 visitors?! The website spends a lot of advertising costs to find the traffic, but fails to capture it in time. It’s no wonder that most domestic e-commerce companies don’t make much money and spend a lot of money on publicity. While making money, you must also allow those who increase the number of visitors to purchase.
And if you say that the customer experience from the appearance is already very good, do you need to find other problems? Then it can only be the habit of visitors and use data to find problems.
Traffic source analysis: Are you targeting your target users?
From where the visitor knows the website to entering the website, this is a process. The company places advertisements and places relevant online advertisements from major portals and videos. So, among these advertisements, which ones are more effective and which ones are more attractive? These analyzes are a major direction for cost control. You can also check the location where the traffic comes from and analyze to determine which channels are easier to find target customers and increase the amount of delivery. Knowing your own positioning does not mean that you can fully understand the user's access situation. From some data analysis, it is easier to discover and find out the reasons.
Visit in-depth analysis: whether your website can attract users to view it
Visit depth ratio = users who visited more than 11 pages/total number of visits, visit time ratio = number of users who visited more than 10 minutes/total number of users. These two indicators represent the attractiveness of the website content. The higher the data ratio, the better. .
Here, the most important thing about the depth of access is the design of the page, and the second is the description of the product. Take the editor as an example, when viewing a shopping website, first of all, the website page is the first impression, just like a person's first impression. Only a good first impression can lead to the possibility of conversation and understanding. Therefore, the first impression a website gives users is very important. A formal website not only needs to be careful about product emissions, but also must consider the selection of "Madou", main products, etc. Accurate emissions are the key The most important thing. Furthermore, whether the introduction of each product can attract users to watch is also a question. I don’t remember reading a report before. It talked about the “1.5 meter” explanation policy. It talked about a successful Taobao seller who photographed his products in kind. The description of each product was so detailed that it could be as long as “one meter.” Mi five”. The most important thing for today's customers is not a dense text, but to bring real things to the eyes of customers, so that customers can make online shopping as real as traditional shopping. Then, naturally, the product can attract users and the depth of access will deepen.
Analysis of registration rate: Where to improve website registration rate
Affiliate marketing is the most commonly used Internet marketing method in China. Most e-commerce companies use affiliate marketing. How can new visitors become your members and create value? So, in addition to the design of registration information, there is also what kind of preferential policies I can enjoy as your member. The most attractive thing about online shopping is not only the convenience, but also the cheapness. And if you become a member, you can get even cheaper, and in the shopping process, you can highlight the advantages of membership. Similar to some super discounted products, which can only be purchased by members, it is likely to attract new users to register, or You can use website active points to redeem products, which is also an attraction for online shoppers. Then, we have to analyze how to make website visitors become members, and which policies make better use of the generation of members.
Analysis of order conversion rate: why only place an order without paying
In traditional supermarkets, we often see a situation: when a user approaches the checkout counter, he checks the items in the shopping cart and takes out items he does not think he needs. Well, this is also common on the Internet. A considerable number of shoppers also put products in their shopping carts, but at the end, they exit directly without paying. This order cannot be closed. What is the reason? Are customers just not buying for the time being and paying tomorrow, or are they just giving up on buying? Or are they buying other products? How much is the order quantity? These data directly let us know what the customers need. , what can be better purchased will convert the goods in the shopping cart into money in the merchant's pocket.
Many people say that e-commerce is made with money. But when an e-commerce website becomes famous, it is more important to improve the conversion rate of the website. In terms of details and data, it is better to understand the users, so as to increase sales at the same cost. That is a successful e-commerce. website.
Source of this article: School of Electronic Commerce http://edu.ok.net.cn/blog/author-6.html Please indicate when reprinting, thank you!
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