How does the first purchase promote consumer trust?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

[Core Tip] make a commitment and fulfill a promise you can win trust. If the consumer has had a successful purchase experience, the next time the purchase of trust will improve some, after several successful purchase experience, the consumer's trust in the electrical quotient will be greatly improved.

Jack Ma in the 10 anniversary of Taobao's outgoing speech, repeatedly mentioned the word trust, he pointed out that Alibaba was not likely to succeed, because employees, buyers and sellers trust, so Alibaba became the first major electric platform. I deeply thought that, here also share a little bit of this aspect of some ideas, improper place also hope a lot of advice.

The trust of consumers is the basic condition for the existence of electricity dealers

First from my personal Taobao shopping experience, in Taobao, I have a few years of shopping experience, I most value the three aspects are: the seller DSR ratings, commodity brands and evaluation, price. In fact, the first two is about trust, I need to be based on these two aspects to decide whether to trust the seller and merchandise, I believe there are many people like me.

From the electrical business user shopping process, from see the product introduction--Submit an order-pay purchase-Confirm receipt. Every step, trust is indispensable. In the introductory stage of the commodity, if the consumer does not believe the content of the introduction, then he will not submit the order. If the consumer feels that the payment is not safe, the money may be two empty, even if he submitted an order he will not pay. If consumers do not trust logistics distribution, feel not safe on time to receive goods, then he will not choose from the beginning to buy online. Throughout the process, trust throughout, the lack of trust in any one link will result in transaction failure. From the general sales process, trust is the establishment of the entire sales process can not be missing. Aitdas model, trust in the electricity quotient, like air and water to people, once lost can not survive.

Consumer's trust degree is one of the core competitive power of the electric quotient

Consumer trust can not only help the electrical business survive, but also can bring a huge return to the electricity business, become one of the core competitiveness of the electricity business. For example, even if jingdong may be more expensive than Taobao sellers, but a lot of people are willing to choose Jingdong, because they believe that Beijing East sales must be genuine licensed. From the point of view of the operation index of the electric quotient, it is the core of promoting the conversion rate of the electric quotient website to enhance the trust degree.

When consumers feel a lack of trust in a website, the most basic impact on online shops is the reduction of the conversion rate of the website. Typical ecommerce sites have only percent conversion rates, which means that 970 to 980 visitors per 1000 online stores leave without purchasing. This is a huge opportunity to cost--97%-98% potential buyers to leave a store without purchasing it. Although consumers do not buy for many reasons (such as: not find the right product, the price is not appropriate, bad user experience, etc.), a key reason is the lack of consumer trust.

If online shops can boost the trust of their visitors, even a little bit--meaning that an increase in purchasing behavior occurs for every 1000 visitors--which will have a huge impact on the sales and profits of the shops. Furthermore, the conversion rate of the website can be diluted to a thin flow cost, the average per user income unchanged, you can significantly improve the net profit. For example, you would have to spend 100 dollars to bring in 10 visitors, 9 of 10 visitors don't trust the loss of the site, and eventually only 1 people generate a deal that gives you 200 dollars in revenue, so the net profit is 100 dollars (regardless of other costs).

However, if we win one more trust from 10 visitors and successfully transform a deal, then the advertising cost per capita is only 50 dollars. In this way, on the basis of the same cost, the net profit is increased by 50% by increasing the trust of consumers. Enhance the trust, but also the key to upgrade the customer unit price in the real world, the relationship between the iron friends, can borrow more money. The same is true for electric dealers. Consumers are more likely to spend more on each order if they win the trust of consumers. The rationale behind it is also very simple, the higher the consumer's trust in the electricity quotient, the more willing to spend more money and take greater risks in the transaction. From the actual electrical business customer price data can also prove this point: Taobao < day cat.

How to enhance the consumer trust of the electricity quotient?

You can win trust by making a commitment and fulfilling a promise. If the consumer has had a successful purchase experience, the next time the purchase of trust will improve some, after several successful purchase experience, the consumer's trust in the electrical quotient will be greatly improved.

Contribute to the first purchase behavior

Use Commitment + guarantee and other credit mechanisms to reassure consumers of shopping concerns:

Information security: Can my personal information and financial information be secured effectively? (Give a promise when providing information, third party information security authentication)

Merchant Reliability: Does this business look believable? (Seller's DSR score, third party sellers evaluation certificate)

Money security: Will my money be lost? (Alipay guarantee Transaction, C.O.D.)

Cargo safety: Is the product genuine? Can I get it on time in good condition? (Commodity evaluation, Taobao Protection plan, limited delivery)

Is it convenient to return the goods. (Door-to-door return, 7 days to 15 days to change)

Raise the initial trust degree of the electrical quotient

To use the trust of well-known brands to enhance their trust, such as the flagship brand of the Sky Cats and brand special sales.

The use of brand advertising to create electrical goods brand. For example, before the Beijing-East has been propaganda: online shopping on the Jingdong, ease and ease.

Web page design is very professional, looks very familiar.

Lower first Purchase Trust threshold:

For the first time buy the user recommended low customer price products.

For the first time buy the user recommended trust degree is low, quality requirements are not high commodity.

Special offers to attract new users to buy for the first time.

Promote trust throughout the shopping process

Let the user on your site just to enhance the trust level of the beginning, then purchase and after the purchase of the experience is also critical. The trust model in the purchase process, we can according to the above trust model, to ensure that every consumer shopping can be smoothly, and ultimately reach even beyond the expectations of consumers, to win trust.

Written in the last

In the process of trust in the meaning of the electrical business, I have a more profound understanding of several issues, because the text is limited to the content of the body is not mentioned, here left to everyone to think about.

Liu Why in the field of logistics continued exerting force, has launched the delivery of goods to pay, 211 limited, door-to-door return goods and other services?

Why Taobao will be the seller of brush drilling and professional evaluation of the teacher and other phenomena such as severe blow?

Why the cat has been emphasizing the brand, emphasizing the quality of the city? Last year's double 11 in addition to sales, back to the sky cat what?

What are the most important assets for Taobao and the cat?

Original address: http://www.geekpark.net/read/view/197112