E-commerce marketing can not be ignored the main line and details (i)

The construction and planning of E-commerce platform based on customer is the precondition and foundation of E-commerce success.

Never let go of any market opportunities in China's entrepreneurs have recently been pondering, even shirts can be played on the internet so many ads, sell so fire, my products directly to the Internet to sell, can also sell on the internet in full swing?

The reality constantly tells us, the advertisement can do on the net fill, the thing can sell the raging fire is not necessarily.

Or take the men's industry as an example, let's look at a set of publicly available data:

P Brand: Chinese shirts retail innovators 07 years to complete 300 million sales, but the cost of advertising 300 million, online orders in 07 on average only 20%, after the reduction of advertising, sales declined massively;

V Brand: Currently the most successful online men's clothing retailer, the number of sales in the peak period of more than 10000. The proportion of network orders reached 80%, advertising costs accounted for only 30% of sales;

B Brand: A famous clothing group to invest in the shirt direct marketing site, once the cost of advertising and B brand difference, but the size of sales and B brand difference is close to 100 times times

Why do the same things, with the same strong strength, the cost of investment is not much different, and the result of so many differences?

The reasons for unsuccessful are different, but the reason for success is probably the same.

From our long extension interaction to assist a large number of enterprises in the field of E-commerce marketing practice, the basic can draw the V brand beyond a brand, far ahead of the B brand three key marketing factors, that is, I have formally summed up the three major E-commerce marketing core tasks:

E-commerce website construction and network store planning, brand promotion and network advertising, customer management and sales organization.

In all the other work and resources, including production resources, logistics resource advantages, especially in the network advertising strategy does not occur significant errors and close to the situation, the location of similar shirt-type consumer Web site can obtain the attention of the target customers should not be too much difference, The corresponding traffic of the Web site should not be too big gap. But why is there such a big gap in sales, including direct sales?

It is the prerequisite and foundation of successful e-business marketing to build and plan the electronic commerce platform completely with customer as the center.

Can the real customer is the network advertising and promotion of the potential buyers of the perspective, feel as the starting point to plan the network of the various pages and process links, to meet and facilitate the customers a variety of browsing, search, purchase needs, to maximize to avoid every page and every link on the loss of customers. In other words, the entire store visitors to order the success of the conversion ratio (bag rate) is caused by the flow of the introduction of similar but the final turnover is the most direct reason. Just as in reality, the same shopping mall, with the same passenger flow similar to the mode of shopping malls, because the display of goods layout, the difference between the guide services will also have a great difference. At this point, compared to this should be familiar with the traditional marketing of a deep foundation of the B brand and has a foreign marketing background of the P brand, v brand more implementation of the clear and thorough, it is precisely this, so that three brands stand in different starting line.

This, many successful traditional brand retail enterprises are very clear, terminal shops, stores and counter shelves layout, sales process will play a decisive role in sales success rate. And will be to the store planning as a very important work to continuously study and improve, and accumulated a large number of empirical laws, and even have a specific operating manual, its core is to promote customer purchase as the goal, customer-centric, from the customer's psychology to design, arrange and develop a variety of visual performance, Product display and shopping guide process and other main content.

For most network direct marketing platform, customer-centric store planning is:

The process that the customer has made from looking for goods → finding goods → ordering goods is the base of the whole network store, as the main operation Clue of the website.

Continuous optimization of the entire site to raise the bag rate has a decisive impact on the content of customer browsing, search and shopping, and other aspects of the page displayed on the various details.

And can really find the problem, planning and implementation of the site in the main line and all the details of good performance, and constantly improve the entire site bag rate is the key is whether the real time to your customers as the center, from the customer experience point of view, so that the site's ease of use to continuously optimize.

Many people think that doing a shopping site, especially clothing and other categories of consumer goods shopping site is to do a beautiful website, gorgeous web sites, even gorgeous or cool sites (most of the case, and most of you look pretty) to attract consumers, is the user experience, you can have a good sales performance.

The actual situation is basically the contrary, the practice of our multiple projects and authoritative data at home and abroad indicate that the main factors that affect the customer experience and the corresponding proportion of the shopping site are roughly the following:

Search category navigation, such as accessibility: 42%; key information: 19%; task support: 14%; page planning: 13%, Fancy design: 8%, other: 4%.

At home and abroad, any successful business-to-consumer, Consumer-to-consumer Web site is based on this basic rules and parameters to carry out their own web site planning and design. By opening up the three brands of clothing outlets that we're talking about, each of them has a different understanding and performance that is supporting the ups and downs of their business progress.

This shows that the convenience and usability of the shopping website design is the most important factor to determine the customer experience, not a website that you think looks beautiful. Implementation to the implementation of a simple saying is: The core page is friendly and clear, shopping flow is concise and smooth, key commodities how to organize sales, store rules whether intelligent reasonable, critical information is strictly.

It's kind of complicated. You will find that the complex shopping site, its main page is nothing more than the homepage, search results list page, category page, topic page, Product Details page and cart process related pages, as well as the registration process to close the page and so on page, returned to the heap of 10 or so pages. The above mentioned so many seemingly mysterious "whether and how" that is, a few pages of customer experience do a good job.

Because time is limited, more afraid of as my article customers look bored, look tired, experience bad, they do not adhere to the customer-centric credo. So here we go, and then the next article, I will start with the article mentioned a, B, C three brands as an example, detailed discussion of the exchange from the core pages, registration process, shopping process and other links in the impact of bag rate factors, how to consider and improve customer experience.

The above content is basically from the Dragon Extension Interactive (longtuo.com) E-commerce Marketing Customer Training consultancy Services Information, welcome letter advice, sharing, exchange.