Six strokes teach you to improve the customer conversion rate of the Business-to-business website

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The operators of every business-to-business website want a lot of target customers to call each day, QQ, online message and other ways to advisory fees and charges services, each month after the active consultation after the transaction of customers accounted for the total number of transactions, the more the site may be operating more successful, this should be a comprehensive evaluation index. In the daily QQ consulting service, a lot of people ask me: "Xuejiang, why my business-to-business industry site has tens of thousands of IP every day, but every day through the telephone, QQ, online messages and other ways to consult fee-charging services are few people?" Sometimes even a week without consulting. I have also been told that the sales staff call to registered users to recommend the site of the charging service, many potential customers do not know that the site has this charging service, even if you know, also understand not much, they are very repulsive to us to introduce them, directly hang our phone.

These problems, of course, may be all aspects of the problem, in addition to the site's profit model design may have problems, the most critical or website design may have problems, did not analyze the user's psychology, do user behavior research, the maximum to free users to promote fee-based services. A business-to-business Web site can operate successfully, the details are important, each link can not be negligent, is a systematic project. Here are some brief explanations.

1 to promote the charging service when users need it most

Visitors to the site with a variety of purposes, have to buy products, have wanted to release information, free to promote their products, have to understand the industry dynamics, there are want to learn industry knowledge and so on. From user behavior analysis, website toll service promotion, only when users need most, promotion is the most effective, because the user is very busy, most of them are with the purpose to complete their own want to do, and soon left. For example, a purchase information, a list of buyers, only want to pay members to see, all users can point, can log in to the buyer after 3 times, but to see the other party's contact, must become a fee member, this time should be shown in the place of contact, full display of the introduction of fee-based services link, For example: The VIP service Introduction, the success case and so on link, and must use the very attractive advertisement language, attracts the target customer clicks. Let free members read, there is a desire to consult our impulse, through this way to a potential paid users told the site's sales staff, increased the possibility of promoting sales, this is a lot of people see. At the same time in order to allow more people to leave contact, generally can not be registered before the charge to tell the fee to see, the first only told the user to log in to view, login before the display fee service introduction. This can be called to enhance the user registration conversion rate, is to promote the conversion rate of one of the methods, in this chapter does not do detailed introduction.

For example, in the first page of an important location to show the products of the charging enterprise information, free members see will think, how can I appear here? This time to the right of the title bar or an important position to show: "I also want to appear here?" and other guides, and link to the billing service introduction, the number of clicks on the link, may be more than in an important place to do the charging service ads click More people.

2 to promote the charging service after the registration of the user

A lot of business-to-business portal registration after the completion of the general membership is still the prompt to operate, and the gold members of many functions, ordinary members can not operate, but some features they are very needed, but do not tell ordinary registered users, they do not know. So the best way is to register after the completion of the user selection, is registered ordinary members or charging members, and the specific functions of each member reflected. This basic can make the charging service let all the free members know, the intention of potential customers will be through the telephone, QQ, online message and other means to consult. Even if you do not actively consult, at least let the site sales staff to call the past, the other party has been in advance to understand some, will not be so repulsive to us, telemarketing work better to do, to reach a greater likelihood of cooperation.

At the same time, the target user just finished registering, he is at a loss period, this time to him to promote the charging service, more can play a preconceived effect, but this method must pay attention, not to the ordinary members of the service introduced completely no effect, can only say that fee members more effective, from the function, marketing value and other aspects to increase service items. Otherwise, it will affect the enthusiasm of ordinary members to send information, as well as the interaction of the whole website and the contribution amount of the ordinary member content. If the user chooses the charge member service, also must tell the user to become the charge member's specific service item, the application process, how pays, the contact method and so on.

3 Service Content plus sign and charging member function operation upgrade Tips

Users in addition to focus on their own, but also very concerned about their own similar enterprises, in all fees and charges enterprise service content of the prominent position plus the tag members, so that all the target customers understand the content of the charging service items. For example: Search results show fee-based service Enterprises, after the enterprise name plus a small icon, that this member is a charging enterprise. For example, only the charging enterprises have the function of building shops, will be in all shops prominent position, plus the icon of the service, and show that is the first few years, this aspect of Alibaba do well, when the company's peers or competitors to see, will pay more attention to more understanding of the fees of members of the service, to achieve the effect of promoting fee services.

For example, there are 4 ads in a row, 3 of them have put the customer's ads, the 4th can put an advertisement for rent, the vacancy of the advertisement, and write on the phone, link to the Advertising Service introduction page, to attract customers who want to advertise to click to understand the introduction of fee-based services, to provide potential users with convenience, Maybe 3 other ads are free in the early days. Again for example, when the free user to the Member assistant, there is a module is dedicated to the charging member operation, ordinary members Click, will be prompted to upgrade, and timely indicate the benefits of membership fees, this aspect can refer to the QQ member's Operation method, we should be very familiar with. According to the "Business-to-business industry portal to promote actual combat cheats" is: business-to-business industry portal to do a good job in the internal promotion of fee-based services, we in peacetime promotion work, may pay more attention to external promotion, in fact, internal promotion is to promote the conversion rate of one of the important methods, such as to allow new users to convert to loyal users, We have to put the quality content, and they are interested in the functions and services to them, they may be in-depth understanding of us, become loyal users.

4 website head, bottom and important position to promote the charging service

and the Web site for free registration, publishing information buttons, Fee Member Service Introduction button, to be placed at the bottom of each page, the head, regardless of the user to that page, can find a fee service link, business-to-business vertical site fee services generally divided into members and ads introduced two pages, users click Later, is to an independent website, Two types of services are specifically introduced. Toll member independent website, Personal space Homepage bottom and top can not be put on the introduction link of fee member, especially the charge member Enterprise website. At the same time in the commercial column of the first screen to the right important position, display fee members of the description, is generally not in front of the display to guide users to register the content of free, when the user login, the content into a fee-based service introduction link and charging services have the function of the import and export. As well as some important or unimportant idle positions on the site, the placement of promotional services to promote the image of advertising, animation ads, text chain ads, soft text promotion links, etc., the introduction of the site's fee membership services, to allow the introduction of fee membership in the user experience does not affect the situation everywhere, in limited traffic, to obtain the largest customer conversion rate, Increase sales of business-to-business portals.

5 Show fee member success stories, more convincing

Compared with the simple introduction of website charging service, the successful case is more persuasive, can not let the user experience the product, the success case appears especially important, the case is the best proof. Specifically include: introduction of fee-member enterprises, the promotion of the results obtained after those, there are those experience worthy of reference, show the brand and the advantages of the service, display the development prospects of enterprises. And to the site's fee membership success stories in many places on the site to display, all enterprises Browse, search the page is not important location, to show the success of the case, the success of the case of the enterprise and the site are mutually beneficial, mutual promotion, as long as the site can really give effect to enterprises, the general enterprises are more willing to cooperate with the site interview. Site in the early days without customers, successful cases are more difficult to do, generally start without doing this column. Upfront can set up more than 100 customers, and free of some customers vigorously promote, such as these customers have achieved some effect, invite them to write successful cases, these customers, can provide long-term free service, when someone calls them to demonstrate, they are willing to cooperate.

In the late conditions ripe, can also take the door-to-door interview, shooting some video class success stories, more convincing, Baidu's video class success stories do a good job, it is worth learning from. In addition to the article class, video class success stories, can also be expressed in the form of a sentence, invite customers to the site to write a fee service, to do a brief evaluation, 20-100 words can be easier to operate, with a variety of forms to show the evaluation of the site, you like Taobao buyers to the seller's evaluation form, It is worthwhile to learn from business-to-business portals.

6 from the marketing point of view to build charge service introduction Home

Member Introduction page and advertising introduction page to completely separate, because this is two different ways of promotion, the customer base in the face of many times is not the same. I am in the "Business-to-business Industry portal Planning Research Report" On the two home page planning has a special exposition, Member services mainly highlight those unique rights, as well as ordinary members of the comparison, but also include success stories, application procedures and payment methods. Advertisement Promotion main Prominent: Website visitor analysis, website strength introduction, animation advertisement Promotion Introduction, Text advertisement promotion Introduction, soft text advertisement Introduction, successful case, advertisement position and so on. Two pages to guide visitors to contact customer service, such as QQ rolling customer service, professional customer service system, etc., in this page can be used, as far as possible to open this page of visitors, can take the initiative to get in touch with us, by professional sales staff to go with them one-on-one communication, lobbying customers to establish cooperation with us , the conversion rate of the target customers has been increased by one level.

So much for this article, we can in the actual operation of the process to sum up and research, the most critical is to analyze the user's psychology, as well as browsing and operation of the time, his needs and behavior research, and then from the point of view to meet user needs, provide a link to the introduction of fee-based services, so that target customers can In need of the moment convenient and quick click on the link to understand. Through a variety of ways, do a good job in charge of members and advertising services in the internal promotion, make the greatest efforts in limited traffic to improve customer conversion rate.

The higher the conversion rate of business-to-business websites, the stronger the profitability, the more customers the unit visitors produce. Increase the conversion rate of the Business-to-business industry website can increase the profit of the website without increasing the traffic, so the conversion rate of the website is the index that we must pay attention to. At the same time, pay attention to and study the conversion rate of the site, can be targeted to analyze the site in what areas do not.

This article extracts from: "Business-to-business industry portal to promote the actual combat Cheats" The second edition of the 12th Chapter 3rd section of this article original author: Xuejiang, welcome the Exchange guidance consultation. qq:1580658565.