To use a popular metaphor, a corporate website is like a friendly and user-centered convenience window, like a canteen in a community. It can better meet the needs of surrounding residents than a mall or supermarket in the city center, and it is faster and more direct, and can help people understand. The value proposition of the enterprise is to find the products or services you need. Only when the corporate website construction takes into account both usability and beautiful interface can it be called "attractive".
After the website atmosphere problem is solved, the second important issue to improve the "conversion rate" must be discussed, which is to build an "online marketing platform". Generally speaking, the "online marketing platform" is a systematic project, including " WEB instant messaging tool, text message, email, online phone call, voice and video, CRM system" and other functions.
WEB instant messaging tools mainly refer to online customer service. Online customer service is a two-way communication tool. Visitors can actively communicate with corporate customer service, and corporate customer service can also ask questions and pay attention to visitors, or actively send invitations to chat to help visitors solve problems. Through continuous communication between corporate customer service and visitors, high-quality regular online services such as product information, corporate news, holiday greetings, and promotional information are used to promote order signing.
According to relevant survey data, 85% of visitors actively contact the company and obtain the required information. Survey data also shows that more than 98.5% of potential users on the website have been lost because visitors cannot communicate online in a timely manner. Just passively waiting for visitors to call and visit, the website can only capture 1.5% of visitors. It can be seen that building an online marketing platform and improving online customer service can effectively increase the conversion rate.
After building the "online marketing platform", it is necessary to formulate a complete "online marketing plan". Practice has proven that a tailor-made "online marketing plan" can greatly improve the company's traffic conversion rate and actually convert traffic into formal orders. At the same time, it also established a good brand image of the enterprise in information management. Now some domestic companies have provided one-stop services of "online marketing plan" and "marketing platform trial".
China Nuo.cn (www.nuo.cn) business experts suggest that when companies formulate online marketing plans, they can consult a professional network planning company to obtain systematic website diagnostic analysis, website operation, and online marketing personnel training and other services. At the same time, it can assist enterprises in tracking and monitoring the effects of the entire online marketing implementation stage.
At present, enterprises of a certain scale have hired full-time network talents to operate their internal e-commerce platforms. Some companies hire industry veterans to work part-time as online marketing consultants on a long-term basis. Professionals who are good at website production, online promotion and advertising, search engine optimization (SEO), and website operation are the first choice of enterprises.
A website is like a person. The reasonable information architecture is the skeleton, the rich and vivid information content is the flesh and blood, and the interface is the skin. The user experience such as ease of use throughout is the inner cultivation temperament. A complete and diversified online marketing platform. Can directly guide visitors to the transaction. All these are mutually reinforcing and indispensable. Therefore, the charm of an attractive person is not only due to his bright and dazzling face, but also the inner temperament that is inadvertently revealed in his movements.
China Nuowang business experts believe that the same is true for websites. If there is no good skeleton, no flesh and blood, and only a good appearance, it will eventually be abandoned by people. How can it be said to be "generous"? Corporate websites It's "generous" enough, but without a complete online marketing platform, how can visitors quickly find and purchase your products, let alone increase the conversion rate of website traffic. I believe everyone should be very clear about the rationale.
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