The fatal factors affecting the turnover rate of Taobao merchandise

Taobao merchandise turnover rate of the article, I believe that we look at the most must be how to improve the conversion rate. But you know, on the one hand, in a desperate effort to improve the conversion rate, on the other hand affect the conversion rate of factors this loophole how much? How widespread is the harm? Have you been concerned?

In fact, Taobao shop to sell things, almost all the purpose of the work is simply: to improve the turnover rate (this point is a bit of a turtle, but definitely on the nail on the face), before you cut to the chase, please read a picture:

　　

What do you think of your conversion rate if your Product Evaluation Details page is the same as the evaluation content shown above?

As we all know, users who shop on Taobao (especially high quality high-grade users) have been accustomed to looking at the evaluation content before deciding whether to buy it. In particular, the evaluation of the assessment of the content, if there is a negative assessment of the quality of goods, the user's purchase psychological impact is quite subtle, do not know you Taobao shopping, Is it going to be a concern? If the content in the praise of the good, it is easy to drown, but the difference in the comments on a few, the user is very easy to glance at.

Then when your product appears as shown in the evaluation of the assessment of the difference in the content, as the treasurer of you or shop chief has attention and attention? Big Bird can be proud to say, at least more than half of the shopkeeper or shop chief ignored this small link, so the turnover rate to bring immeasurable losses.

Taobao flow increasingly expensive today, the cost of attracting users has no need to say, affecting the turnover rate of many factors, but other factors compared to the beginning of the article in the image of the factors caused by the impact is dwarfed. Because whether it is online under the commodity trading, the quality of goods is the most basic protection, there is no guarantee of commodity quality, and then good service, fast logistics, and then the experience of the cool, and then low prices, for users, are floating clouds.

I have a Taobao fair women's clothing friends and I said one thing, he said that there is a commodity daily sales of more than 300 pieces, but suddenly one day dropped to about 150, the turnover rate in a straight line decline. Their team desperately looking for reasons: commodity flow, quality of goods, Logistics Express, sales season, and so on, there is no problem, almost all the reasons for the investigation have been checked, but only the product evaluation content has not been checked, and later found that there is a top of the poor quality of the evaluation of the content, at this time from the assessment of production has been 10 days, Contact after the customer expressed reluctance to modify, the time is too long, and then the sales of the goods gradually fell, until no sales.

It is estimated that similar situations have occurred in many people, many people may not find the specific reason, this is normal, do Taobao need to pay attention to all aspects of too much, ignoring a few items is also the common sense, so from now on, it is not too late. So, I'll tell you how to do a good job of prevention and remedial measures in the evaluation of high risk assessment.

First, the operational team, especially the management team's crisis awareness to strengthen

Do a good job in the day-to-day assessment of the cause of the statistical analysis, the similar quality, attitude, color and other important factors as a priority solution.

　　

such as the quality of goods, picture chromatic aberration can not be resolved, it is necessary in the commodity Details page to focus on explanation, to minimize unnecessary misunderstanding, to avoid the buyer to produce excessive psychological expectations (as for the explanation of the writing skills, read the text of your foundation)

The aim of strengthening the crisis is to focus on prevention beforehand, which can greatly reduce the number of ex-firefighters.

Second, how the first time to find the negative evaluation of high-risk content, especially in the evaluation of the difference.

For the evaluation content, because Taobao does not provide related functions, so need to use Third-party seller tools to achieve. As shown in the following illustration:

　　

It is a prerequisite to quickly and efficiently solve the content of high-risk pages to find out the content of high risk negative evaluation by searching the keyword of evaluation content by using the third party sellers tool.

Iii. how to deal with high risk negative middle-level difference evaluation content efficiently

First of all: the establishment of daily evaluation inspection and monitoring system, mainly has the following: the assessment of monitoring, the main push commodity evaluation monitoring, the latest evaluation monitoring, can be easily realized through the evaluation of content keywords monitoring.

Second: This kind of medium difference evaluation after the processing task classification and tracking processing results, such as the purpose of the After-sale service to the work of priority, with priority to deal with priorities. The types of groupings can generally be set up for priority handling, general handling, and difficult disputes.

Once again: orders after the after-sale service and the customer communication result is lets the customer revise, deletes the speech parity content, or lets the customer add the comment.

Finally: How to communicate with customers without fruit, should start negative evaluation to deal with contingency plans, through a system of preferential measures and methods, release the remaining evaluation as soon as possible, the top of the high quality evaluation, the negative evaluation pressure down.

Iv. How to do a good job of customer visit and comfort

When it comes to customer visits, I believe the vast majority of sellers do not do the job or say that there is no such awareness. When sellers are doing customer management marketing, is nothing more than blunt SMS or Wang Wang mass message, and the content is basically advertising nature, advertising nature of mass information, unless it is a large price message, otherwise the effect is very small, I often received Taobao sellers promotional messages, the first impression is tired of tired.

Then found a negative evaluation of the content, customer visits to appease the work is the best reason and excuses, of course, communication skills is also very important, do not get to the point of the customer to revise the evaluation content, this will backfire. In addition, many people will ask, negative evaluation to deal with contingency plans how to do? In fact, it is very simple, when found that the risk of negative evaluation of the content of the customer negotiations with no results:

Method One: To arrange customer service for the buyer to confirm the receipt of the order of the unpaid orders to return a call, a return visit at the same time to carry out a review, and strive to allow customers to evaluate as soon as possible and write more comments, again stressed to pay attention to communication skills.

Method Two: To confirm receipt of goods not evaluated orders, SMS or Wang Wang message mass, promising preferential measures to carry out reminders, this method, preferential strength is very important, relative to save time and effort.

I personally still suggest method one, after all this return visit can have sentimental color, if the communication skill use reasonable, can even put some potential after-sale dispute to kill in the tooth state. In addition, personal advice:

1, communication tools or mainly by telephone, express intuitive and vivid, and establish the relevant assessment system, improve customer service enthusiasm, and as a day-to-day implementation.

2, the use of Third-party sellers tools, such as finding the right software, can greatly improve efficiency.

Finally, I use a picture to summarize the main line of this article:

　　

Original link: http://bbs.paidai.com/topic/115962