E-commerce lifeline: increasing the conversion rate

In the industry, the general e-commerce site conversion rate is 3%, but many sites have achieved a conversion rate of 10%, and a few top retailers have achieved a conversion rate of 15%. How did they achieve this?

Bryan Eisenberg, the best-selling author of The New York Times, revealed the secrets and implementation methods of high-conversion websites in a personal speech. The following is the essence of his speech:

What is conversion rate? Basically, the conversion rate is a measure of your ability to persuade visitors to make the expected sales results. It is the expected result of any e-commerce company after making efforts. It reflects your marketing results and customer satisfaction in order to achieve your desired goals.

However, to reach a conversion rate of 10% or even 15%, it is the result of continuous exercises just like Mike Jordan's shooting. for e-commerce, the results are not the most important, it is the result to continuously practice your "shooting" methods and skills and adjust them to the same level as Mike Jordan, because none of them are born shooting experts.

Three principles that affect conversion rate: relevance, reliability, and website navigation.

Relevance

Relevancy refers to the percentage of mutual association between two things. Relevance theory is a very complex theory. mizzaro proposed a relatively successful theoretical framework, which mainly involves the construction of representation time for information requirements of dimension information sources. Considering this major factor, we can accurately describe the correlation between two things. Relevance is a subjective concept. Different people give different relevance to the same word. Therefore, the relevance of words or words stored in the biological dictionary is given by experts in the field, the value is between or representative query terms are extracted to form a biological dictionary. A document can fully express its content by several or some words or phrases. The relevance of these words to the field becomes a key factor in determining the document or domain-related factors.

For consumers, the brand and department store positioning you sell are consistent with the search results, and you can find the products that consumers need on your platform, there is a chance to increase the conversion rate or generate two or three visits. In addition, the relevance is also reflected in the style, image, and design of the platform, even the relevance of a text connection, an advertisement, and a sign all reflect the sales result of relevance.

For domestic e-commerce platforms, the higher the relevance, the difference and core competitiveness are bound to be stronger than other platforms. Therefore, we should learn more about platforms that sell well.

Relevance also directly affects credibility. We can also regard it as credibility.

About credibility

Credibility is related to many things. Generally, the work history of the Information transmitter is closely related to the current situation, which affects the strength of information. Leaders often analyze threats or potential threats, making it necessary to take risks and make sacrifices reasonable to achieve long-term goals. At this time, the rationality of information content is crucial. In terms of trustworthiness, the reputation and group relationship of Information reporters are also very important. Of course, the most important feature to test the honesty of leaders is the consistency of words and deeds.

For consumers, after entering the site, the more tags on payment, industry tags, and industry recognition, the more trust they will generate. In addition, the longer the brand is, the higher its credibility is. It also forms a powerful word-of-mouth effect because of its long-term care for the brand. This is also the best way to improve its credibility.

As a result, we will find that offline stores sell better, and online stores sell better. They do not even need to make any advertisement, as long as they are marked with "official direct sales" on the platform. For example: jack Jones, bosideng, and baili shoes.

Website navigation

E-commerce platforms do not mean that the higher the traffic, the better. We do not do news or entertainment, nor play games. Large traffic may not necessarily lead to large sales.

Find some websites related to your own industry and advertise, link, and navigation on well-known websites in the industry. The traffic is unsatisfactory, but it will get twice the result with half the effort.

In addition, intra-site navigation is also the key to affecting whether consumers stay and whether to continue browsing. For an e-commerce platform, consumers will not stay because of the beauty of your text. Their purpose is clear and time is precious. If you cannot find what you want within a certain period of time, or the navigation process is too cumbersome, it is difficult for consumers to continue browsing.

We can learn and refer to overseas sites. Why do we think they are doing well and interested in browsing? The reason is actually very simple: highlighted, simple, clear, and professional design.

For consumers, what they want to browse is also such a site. We are e-commerce practitioners and customers. The purpose, motivation, and habits of your shopping will be sorted out and the results will be found.

Summarize 21 secrets for increasing conversion rate

1. They all convey unique values. There are clear demands for advertising. No product or brand is customized. If the user cannot find the reason for the purchase, they will leave.

2. the products they provide are highly convincing and relevant to the main website. Understanding the product can stimulate the customer's desire to purchase and generate the purchase behavior.

3. All of their websites are persuading customers to buy them. Each page should be advertised and persuasive.

4. Deja vu-to ensure that no visitor is lost, the similarity between pages must be maintained. Efficient online marketing can maintain continuity and meet expectations. Each webpage element needs to be connected to the overall process. Therefore, if you have innovative designs on a page or advertisement, they should also be reflected in the next conversion process.

5. They are well versed in the customer's purchase process. Consider the problems that customers may encounter during product purchase and give a clear prompt.

6. You must satisfy customers of different personalities. Different people make different decisions-some people are left-brain-some are right-brain-some are rational and some are emotional. Due to personality differences, the purchase model is predictable.

7. They do not perform isolated segmentation optimization. This is a tool that vendors use to test multi-variables, but in many cases it is wrong. Consider these four personality patterns: spontaneous (looking for top sellers), human (focusing on comments), system (search by category), and competitive (search ). If you can understand your customers, your tests will be more effective. Test impact rather than change.

8. Increase social influence: leverage customers' reputation. Amazon bookstore is a good example; they ask customers to help promote products.

9. They use comments to navigate to products-such as displaying scores and comments (top-level products, sorted by ratings, etc ). This can directly increase the conversion rate.

10. They use Word of mouth to increase the conversion rate

11. They increase their feasibility through word of mouth: they add social guarantees to products (others think they are good, and you will also think they are good)

12. They used word-of-mouth testing to test users. They thought it was too expensive, but now everyone can perform the test.

13. Adopt various persuasion elements such as scarcity, interaction, authority, consistency, consensus, preferences and urgency. You can use the thanks page for eye-catching and related marketing activities

14. They even make forms more attractive. Don't make your form as boring as a motor vehicle form to increase the conversion rate. Do not allow others to register before purchasing the service. You are prompted to register the service on the "thank you" page after the transaction is completed.

15. They ensured that the reply was fast. The longer the customer gets a response, the faster the customer will disappear. Let the customer know the time for the reply.

16. They let you know at any time where you are. Let the customer know the transaction link clearly. This method is used to induce customers to complete the entire process.

17. They use email preview.

18. They increase investment in improving customer experience. Traffic is not a problem for most people, but the conversion rate is. Take the time to complete the customer experience. That is the secret of Amazon. At any time, their website is performing 200 tests.

19. They have established an optimization system. If you want to place 75 items in a directory on your website, you should first put them in a simple way, rather than the top priority.

20. Their decisions are based on data. The secret to completing the analysis is to create a task table. Find the challenges facing marketing or websites.

21. They run the command quickly. The Internet is changing rapidly. The execution is not only a process, but also the website's life.

Source: the original Article of the barley blog.