Problems and experiences in the practice process of network sales conversion rate

Before we do the network sales, we must first know what we do this network sales, what is the purpose, to achieve a kind of effect, the problem of each network to carry out the sale of enterprises, institutions and individuals must face. The answer may be diverse: sell products, promote brands, develop a new sales channel, cultivate loyal users, and so on. While most people know the purpose of their online sales, they tend to overlook the fact that the "conversion rate" exists. Some sites, although only hundreds of IP visits per day, but can get several effective customers or orders, and some sites every day thousands of people visit, but most of them are just a passer-by, promotion costs went up, but did not bring a few willing to pay the Lord.

Now how to promote the network is the topic of people keen to exchange, but few people understand that improving the "network sales conversion rate" is a more important than the network promotion, more difficult things. It is because of the lack of this understanding of conversion rate, send spam, buy window ads, plug-in/virus promotion, crazy to buy online ads, and so the wrong way to sell the internet every day. The end result of the commercial website Burning money is a bubble, the result that the enterprise website blindly popularizes is not received effect, lose confidence to the network sale. This is the author for the company's website (Shenzhen City CTS) in the practice of the process encountered problems and some experience to communicate with you.

1. From the customer's point of view to design the site's structure and visual navigation design

A lot of corporate web sites, a considerable number of still stay in the "Company introduction, product display, online orders, contact us" this old routine. The Times is constantly moving forward, the user-centric should not just be a slogan, but through the user's perspective to see how to first time the site to reflect the most important content, and through the characteristics of products or services to attract users to in-depth understanding.

Most Web sites do not do enough to introduce information about the product/service, which results in no user interest. It's like coming to a decorated stage where the audience is most expected to perform. The performance is not good to see, the stage again beautiful viewers do not buy the account. And as a tourist site, has a wealth of products is the basis, product introduction, the title to write not from the theme, but also write the desire to create a click. For example, the recent fire of the Hangzhou crash, titled "Hangzhou Cadres, rich families downtown crazy car racing killed people" and "Hangzhou crazy racing to kill passers-by" compared to the same thing, the first title is obviously more sensational than the second title. This virtually also has a lot of clickable opportunities. In addition, some surveys show that in the various measures adopted by online retailers to improve customer conversion rate, it is obviously helpful to improve the customer conversion rate of online stores.

2. Install authoritative network security signs and have legal network preparation-case information.

Survey shows that the site preparation-case information, business qualification display, complete contact information, authoritative network security certification mark, etc., can enhance the user's degree of recognition. Only users feel safe under the premise, will further generate Business contacts, online purchase behavior.

3. Design reasonable promotion and limit purchase

For example: Shenzhen China Travel Service Limited held such an event: "(1) East China line bulk passenger line except (G.H.I.D2) line, can enjoy the advance registration discount, the concession is: 20 days in advance, 400 RMB/person, 15 days in advance, a discount of 300 yuan/person, 10 days in advance, Discount 200 yuan/person, five days in advance, 100 yuan/person, (2) to gather at McDonald's. A day trip to the parent-child music, only 2 times a month. And so on activities, have achieved good results.

The user's transformation process mainly manifests in the browsing process, the purchase process, the registration process, the interactive process and so on. We must not take for granted, we must not test the patience of the user, but should try to make the user happy to do every step of the operation, and quickly get the results he wants. Simplifying a process is a malt and needs to be tested and figured out over and over again.

4. Effective use of online customer service tools

The Online Customer service tool is a two-way communication tool. The Professional level of customer service personnel is quite important, users in the same site customer service Exchange, site customer service can also be the user's access behavior to pay attention to, and actively send invitations to talk to help users solve problems. Data show that most of the visitors to the corporate web site are unable to interact and communicate online, and more than 97.3% of potential users will be lost. Just passively waiting for the caller and the door, the enterprise can only seize 2.7% of the visitors.

Search Engine bidding advertising is an effective way to improve the conversion rate of users. This is some of the strength is more prominent, there is the pursuit of short-term results of the enterprise's only choice. In the analysis of user retrieval behavior and based on the selection of the most effective keyword combination, optimizing the relevance of landing page content, can effectively improve the conversion rate.

5. Convincing Customer Testimonials

Customer testimonials are effective sales techniques, but many sites do not take full advantage of customer testimonials to online sales. In the product/product display at the same time, show the product/product customer service evaluation, use experience, can enhance product/service persuasive, increase user interest and confidence in buying.

In this regard, some travel sites do quite well, they have in each route under the guest message and evaluation system, when you observe this route, if you have doubts about the trip, you can first look at the bottom of the guest evaluation, similar to Taobao credit scoring system.

The use of network sales to guide the old customers to introduce a referral than the traditional sales method also has advantages. Usually, for the sold customers, we can through the integration, discounts, gifts and other forms to promote the old customers again consumption, at the same time, for the old customers to introduce new customers, in addition to new customers can get more favorable prices, the old customers will get points or gifts and other forms of return.

6. Attach importance to the application of email sales (follow up on potential customers)

E-mail sales do not mean sending spam ads. e-Mail sales in addition to the development of new customers have their role, a greater role in the follow-up to the potential customer care above. Through our own platform of electronic magazine subscription users, registered members of the mailbox, award-winning event participants mailbox and partners to provide the relevant e-mail and other forms of access to potential customers mailing list, the use of electronic periodicals, promotional activities introduced, site essence recommended, free resources, such as a variety of e-mail forms, To attract potential customers to continue to focus on our network platform and products (services), and ultimately realize the transformation of potential customers.

Every person who carries on the network sale, should realize the network sale conversion rate importance. Improve the network sales conversion rate and there is no secret, the need is to stand on the user's point of view, to improve their own network sales ideas, optimize the network platform and process, pay attention to user experience, good at guiding users to participate in interaction, and actively maintain the relationship with potential customers, the pursuit of sustainable development of

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