Analysis of key factors for improving e-commerce Conversion Rate

The conversion rate of e-commerce in China is low. data shows that the industry is generally 0.1%, Dangdang is 1%. According to a report released by Nielsen in January this year, the conversion rate of proflowers.com, a flower and gift-selling website, is as high as 30.6%, and the conversion rate of metrostyle.com, which sells women's clothes, is also as high as 23.6%.

The conversion rate is actually a whole data. If we segment it, we can see several key factors:

1) browsed product users/insite users, that is, shoppers/visitors. Pay attention to the shopper definition here, and do not include people with the wrong door.

2) number of people entering the purchase process/number of people browsing the product, that is, buyers/shoppers.

3) number of orders/number of people entering the purchase process, that is, orders/buyers.

Each of the above three points is affected by multiple factors.

The third point is relatively simple. Its main factor is the ease-of-use of the website purchase process. This ease-of-use is related to both design and industry. For example, if you buy a book, you do not need to enter the ID card number as you do when buying a ticket, you do not need to fill in the express address as you do when booking a hotel. Dangdang's reference value is said to be 30%.

Second, there are two main influencing factors: Product attractiveness and product display methods. To put it bluntly, you must have a good product and make it easy for users to discover your product.

There are also two main factors influencing the first point: traffic composition and website design. If the traffic of a website is mainly for old users, it will be high. If Seo of a website is well done and the main traffic is for new users, it will be low accordingly. For another example, if we work with rogue software, the traffic increases sharply and the performance also increases, but it will definitely drop sharply. Therefore, unlike the previous 2.1 cases, it is not just about heroes. If you can get different values based on different traffic sources, it is more helpful for Decision-Making reference.

Well-known smart e-commerce application platform service experts, Hong Kong Marine Technology reminds the majority of e-commerce websites, pay attention to improve the website conversion rate, in general, an increase of 0.5% or even 0.1% means a huge increase in revenue.

How can we increase the conversion rate? You can consider the following aspects: website access speed, website design professionalism, strong copywriting or blog promotion and writing, provide detailed information to answer all possible questions, increase the trust of the website to users, ease of use of the website, shopping cart process optimization, promotion supporting comprehensive use, guiding users to take actions, and providing zero-risk purchase.

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