Electric dealers slash online focus on improving conversion rate to boost sales

After the domestic e-commerce industry entered the "capital winter", more than engaged in the electricity business advertising marketing services company's head revealed that since the second half of 2011, the company has significantly reduced the number of home appliances companies to put on the strength of the investment in the more inclined to the effect of higher conversion marketing channels, in the compression of operating costs on the basis of Boost sales and profitability figures.

Purple Bo Blue coo Xu Xiao said, the overall delivery of domestic electric power is indeed shrinking, on the internet on the average drop of 30% or so, "the reason is that the first is because the electric companies to deal with advertising more calm; second, because the new entry of limited funds, enterprises need to strictly control the operating costs Third-line advertising prices rose rapidly, and some companies have chosen to put under the line brand advertising or input-output than the effect of higher advertising.

Xu Xiao revealed that the current pure electric platform of the repurchase rate is very low, the user loyalty is not enough, before the online advertising way we are enthusiastic ROI even less than 1:1, so the company pay more attention to choose the right path, in the corresponding customer base to put the appropriate ads.

Chen Jun, director of the Marketing center of the traditional electric business of Yili, agrees with this view, "However, the company currently cut off are brand budget, such as the launch of the portal, but in the effect of marketing investment is still increasing, in order to continue to promote the growth of sales, need to put more money into the effective place.

From the search engine, navigation site changes in the data from the side confirmed this change, a number of group buying sites and vertical users significantly reduce the launch of the navigation site, just because of Taobao, Jingdong Mall and other major customers continue to invest in the company's income from the electric companies have not shown a significant downward trend.