Talking about the essence of e-commerce from sales

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

No matter how you do the electricity business, the final data to see or sales, this formula we all know: Sales = flow * conversion Rate * customer price. So today I want to share with you the content is this formula, from sales began to talk about E-commerce.

I. Flow

Traffic is currently the most discussed on the network, whether it is Taobao electric or independent e-commerce, a variety of articles and posts around how to do a good job flow expansion. SEO, drill Show, Taobao Guest, through train, big promotion and so on, and so on. Of course, there is no flow on the conversion rate and the customer unit price, but said essentially, whether it is natural search or Taobao guests, nothing more than the way of drainage.

Drainage is actually willing to spend money is not a question, there is a saying, "The problem is not to solve the problem," so there is no need to talk about how to drainage. If you are not willing to spend money and have a short time to make a difference, then sorry, better start talking to the boss, because few operations and promotions can give the boss a guarantee that they can get the flow quickly without money. To pay for the flow will be paid to promote, spending a lot of traffic we need to monitor and analysis, how to control the quality of flow and eliminate garbage flow, which is designed to the problem of conversion rate.

Ii. conversion rate

On the issue of conversion rate I've shared an article before, and here's a simple one. Want to improve the conversion rate of the shop is a comprehensive, the whole thing, from products, pages to services need all-round control and optimization, not just do the home decoration on it.

1, Product

Your page decoration and services are built on the product, no matter what you are engaged in the industry, the management of which category, the end of everything around a theme: products. When it comes to products, many electric traders will pay attention to product development, sales, inventory above. In fact, I would like to correct the point of view.

Have a friend to operate an electric commodity card, transfer from the line to the electric business, the purpose is very clear, is clear inventory. Online sales are over the season, there is no good style, and have been selected for the remaining money, there is no choice, inventory pressure. Product development, sales, inventory can not be changed, is not to do it? There is no sales at all?

There are also friends are husband and wife to do Taobao C shop, now is 4 crown, all the way to master a lot, is an expert, although sales are good, but often choose the paragraph also sell very bad. But this one of the inventory pressure is very large, so they try to use the way to do the explosion before pushing, through train, drilling exhibition, first Coke, the same money to smash it out, so sales very good. The fact here is that a different style can be successful in the same way.

So this time is not the question of the selection, but how to sell the problem. So don't complain about no choice and good products, no selling products, only those who can't sell products. All products have their own selling points and characteristics, we need to do is to dig up the selling points, how to package it, enlarge it, promote it, on the basis of page optimization to cause the user's desire to buy.

2, page

Then above said, we dig and refine the product selling point should be to package it, optimize it, the best way to present in front of the user, the page decoration is the top priority.

Recently in Weibo to see such a joke, very impressive: a Jew opened a gas station very lucrative, the second Jew came to open a restaurant, the third Jew came to open a supermarket, so the place soon prospered, and a Chinese opened a gas station is very lucrative, the second Chinese people will open another gas station, The third Chinese will also open a gas station, from now on to the vicious competition ...

This micro-blog implication is very profound, we sell what, how to sell, how to decorate is not to see what others do to follow, but should change the angle to stand in the user's position to think about the problem. What users want to buy, what they like, what they need, and then through the layout of the page, decoration presented. Want to buy: is not required in the first screen class navigation, search bar; What do you like: Is it necessary to pay attention to shop style, color matching and product presentation; demand what: is not to pay attention to related sales, bundled sales, click-through data analysis and so on.

3. Service

Product selection, traffic came, the page is also beautiful, the product sold out, is not our operation on the end? Obviously not. Hard choice and packaging, spent the real money in exchange for the source can not be at the end of the naught ah, so we still have a very important point to do: services.

Customer consultation, the question to be good attitude, the package of the product to be packaged, package logistics to achieve fast, after the after-sale to be patient and so on. We do not know the cost of developing a customer is not known, so you have to be aware of our development of customers to try to become a repeat customer, rather than buy a no longer will not patronize your customers, so the service is particularly important.

Third, customer unit price

The customer unit price manifests mainly in two places: the product price and the purchase quantity.

1. Product Price

Product price composition is very simple: Cost + Profit. The profit is relatively simple, and the cost of production, materials, rent, manpower, promotion, logistics and so on, and as the operation of you to ask the boss, he may not be able to answer, or the answer is not willing to tell you these secrets. But for the moment we can not control so much, our pricing should be very clear: follow the market rules, consider the medium price only objective profit.

such as selling t-shirts, network survey showed 52% of women accept 34-93 yuan T-shirt, so our product price range is best between 64-89, if such a price is not profitable or very little profit, then this requires the boss to reduce the cost of all.

2. Purchase Quantity

The purchase quantity not only buys the quantity of this product, more refers to the total purchase quantity in our shop, therefore the importance of the related sale highlights. We want to get a customer to buy as many different products as possible and to tap the maximum value of a customer. You let a person to buy a ticket is very simple, but buy 10 tickets is not easy, but if let a person buy a ticket, stay hotel a few nights, order attractions tickets, buy local specialties? So we need to use related sales, bundled sales to the user needs of the product more presented and recommended to their eyes, Let them buy more products.

From the sales began to talk about E-commerce is nothing more than this: flow, conversion rate, customer unit price, of course, all based on your understanding of users and the control of their own products.

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