E-Business Thinking Series VI--How to get the viewer to take out the wallet

Most people stroll around the internet to find information, not to buy things. Those who are very clear about buying things online are naturally more than a few. Comparing performance prices on a website is much more convenient than http://www.aliyun.com/zixun/aggregation/38214.html "> real-life shopping."

So there is flow and sales, and there is no inevitable causal relationship. E-commerce website must work hard to improve conversion rate, guide visitors to become customers. The Guide viewer to take out the wallet process, is to be carefully designed, and can not let the viewer to do their own.

There are several areas to note.

Whether the website slogan attracts people

Visitors come to your site and you only have a few seconds to attract him to stay on your site. At this point, the website's slogan is to attract him to continue to watch the most important means.

There are too many websites to look at, looking like a portal, do not know where the most distinctive. The website slogan needs to be on the homepage, the large size special color font, eye-catching lets the first time visitor to see at a glance. The content of the slogan should be within 20 words, a word to explain why the viewer must continue to see your site. It is best to achieve such a psychological effect, if he did not look down, later will regret.

Induce viewers to take action

As mentioned earlier, your site must have a clear goal, which is what you want the viewer to do. The goal may also be to put the goods in the cart, perhaps by leaving an email or by picking up the phone.

The actions you want the viewer to take must be made clear to the viewer. If you want the customer to put the goods into the shopping cart, then the button put into the shopping cart must be big enough to be clear and the color is outstanding enough. If you want viewers to pick up the phone, don't hide the phone number.

There is a word in English that describes this process, called call action, and has not yet figured out how to translate Chinese.

The purchase process must be convenient

Most E-commerce sites are shopping carts that use third-party designs. When choosing a shopping cart program, the convenience of the shopping process is one of the conditions to consider carefully. For example, whether to allow visitors to log in before you can put the goods into the shopping cart, or need to leave the customer information first? If you need to leave customer information first, many people may give up.

The same applies to other contact sites. The actions you want the customer to take must be as simple as possible. Want to let the customer register the electronic magazine, as long as leaves the email or the name is sufficient, do not ask the user telephone work unit and so on. The more you ask, the fewer people you register.

A few months ago, Singapore New Media television launched a classified advertising site. The cost of a few months of Non-stop bombing in TV commercials should have been more than millions of dollars. Looked at this website, the feeling should be to the website runs, the network marketing has no concept person to plan. Each page says, "It's easy to post classified ads on our website, just follow these 10 steps." It's a little quick joke. Even if you really need 10 steps, you can not write it, step 1,2,3 is simple, ten steps can also be counted simple?

As detailed information as possible

One of the advantages of shopping on the website is that users can slowly view the details at their convenience. So the webmaster should put as many products and service information on the site. If the user can find the answer to each question on the website, what doubts, you have already solved first, reduced the resistance of buying.

Do not for the sake of the plan, let the user predict the details, please contact you. A lot of people won't contact you. Shopping on the website, the figure is convenient.

Persuasive Copy Writing

On the website, you have to rely on text content to persuade viewers to buy things. Users can not see you long more honest, the expression more sincere, everything is reflected in the text. Good copy writing is a big headline, and write a post discussion.

Eliminate purchase risk

Whether online or net, one of the obstacles to shopping is buying risk. Consumers will be afraid of being cheated, will be afraid of poor quality, will be afraid of the product is not suitable to exchange too much trouble, will be afraid to buy after the wife dissatisfied, and so on.

It is a matter of serious consideration how to transfer the risk of purchase from the customer to the body as much as possible. This is even more true on the Web, because users don't trust you.

The best way to eliminate risk is to have an unconditional refund. As long as customers want to return, do not ask any questions, unconditional immediate refund. Do not try to set obstacles, do not say that we can improve. Refund first and ask what needs to be improved.

Of course you have to make this unconditional money-back guarantee clearly written on the site to ensure that users can see. and to execute.

I have not sold anything on the Chinese website, I do not know the proportion of the request for refund. In my English ebook website, I really ask for a refund of less than 5%. You know, e-books require a refund is the easiest and most cost-effective, do not have to return the goods, the book can be retained, but greedy for such a small number of petty.

Author: Zac@seo Every day
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