How does the shopping name station achieve the high conversion rate?

Absrtact: I saw an interesting e-commerce research article from a market researcher, SeeWhy, who did an interesting survey, and based on AC Nielsen's data and interviews, listed 10 online stores with the highest conversion rates they could find. The so-called turn

I saw an interesting e-commerce research article from a market researcher, SeeWhy, who did an interesting survey, and based on AC Nielsen's data and interviews, listed 10 online stores they found with the highest conversion rates. The so-called conversion rate is the highest, that is, the flow of these stores is not necessarily larger than others (but at least one months 5 million do not repeat visits to qualify to be included), but they can let each netizen come in as if the devil, the turnover rate is particularly high!

They say the average conversion rate for online stores is about 2~3%, which means that every 100 people who come in only 2~3% pay the bill; before comparing the two major shopping sites in the United States to target, the version of the great, and also mentioned that the conversion rate of the two shopping sites has only fallen to about 7%~8%, Anastomosis seewhy observation.

And SeeWhy listed ten famous stores, the average conversion rate is around 23%, is the usual shopping site 10 times times! How can we not study carefully, in the end how these shopping station is to achieve such a high conversion rate?

Let's look at the names of these shopping stations. Ranked first is "schwan ' s", is selling food, as high as 41.7% conversion rate, call people speechless! The second is often used in Net-mba (now called Fb-mba) courses in the case, online flower shop "proflowers", its conversion rate is also as high as 26.5%. Also include the vitacost of selling vitamins, conversion rate as high as 24%, there are woman Within, conversion rate as high as 22.4, there are selling clothes blair.com, conversion rate as high as 20.5%. These are the top five. The sixth to tenth place are Lands ' end (selling clothes), Lands ' End (also selling clothes), drsfostersmith.com (selling pet supplies), office Depot (selling office equipment), Roaman ' s (selling clothes), QVC (selling jewellery), the conversion rate fell between 18.3% and 20.5% respectively.

See this list of ten famous stores, the whole person must be excited to boiling! Why? Because we will think that the high conversion rate of the shopping site, it is possible to focus on a certain industry, for a certain ethnic groups, this industry characteristics because of competition or consumer habits, so that its conversion rate is particularly high, but see seewhy top ten list, even across all industries! From selling clothes, selling supplies, selling food, selling nutrition, selling jewelry, selling flowers ... are on the list. Interestingly, the world's largest shopping mall "amazon" conversion rate of about 16.5%, in fact, is also high enough, but is the top ten famous stores to defeat! Visible, they are too strong! In the end, what are the common features of these disparate online stores?

Tell me quickly, tell us quickly!

First of all, they were very surprised that the features of these shops completely overturned the idea we had previously thought. We all believe that to allow consumers to pay online, at least, at least, at least, the checkout process of shopping cart must be shorter and better, the simpler the better? Americans even love to see a name "shopping Cart Abandon rate" (SAR) to estimate whether their website can let consumers take out credit cards smoothly. Therefore, we will design more and more advanced, very short shopping flow, in particular, members of the processing, only stupid shopping websites, will ask consumers to fill a large pile of information to join members, and then let him pay the bill; should let him borrow that wild shopping impulse quickly, as soon as possible, the input card number, the first checkout, the rest later Isn't it?

No!

They found no! These ten famous stations of the checkout process, and no other than the special simple or very short, instead, there are a few shops even really made a big bogey, asked to fill in lengthy information, membership, to really start shopping. We all thought that these shops will certainly let the consumer in the purchase process (sales process) very smooth, unexpectedly, they are not very kind!

Conversely, seewhy researchers found the following two, very simple key:

Long-term process vs. Transaction process: First, they found that the top ten stores enjoy a conversion rate of up to 23%, they are really different from others, not in the shopping process, but in the long-term process (lifetime customer value). When a shopping site is designed for a long process, it is no longer the deal, but the experience of the--seewhy in the interview also joked that these ten famous stores do not like to play with customers one night stand, and like to build long-term feelings, so, Some intimate gestures are what they pay attention to. For example, when the old client came back, he could see what he had bought last time and could have been taken to the last thing he had done before.

In addition, more clearly said that the top ten stations of the entire site is relatively easy to browse. The ease and sophistication of their browsing is much higher than their shopping process. Other shopping sites are full of thinking about money, money, money, like to put a big purchase button on the screen deep fear that others can not see, but the focus of the top ten stations in the general display page of the prevention mechanism. They know that not every guest is the brain is clear on this site, many just not careful to look around the guests, can enjoy a smooth, happy stroll (window shopping) experience, do not buy things, do not feel pressure; Want to call the eyes to see things casually, Find out where they are.

Second, "to the first customer discount"vs." To the old customer benefits ": In addition, the top ten stations are also very focused on concessions, interestingly, there is such a faction of marketing staff is actually used to give preferential treatment for old customers, because they believe that the creation of old customers visit habits is very important, isn't it? No! These 23% conversion rates of ten famous stations obviously don't think so! SeeWhy found that these stations are more emphasis on the preference for the first customer, because, the 1th, they think that the old customers because of the first time the happy shopping experience and return visit, and not because of preferential return, so, how to let the first time in the customer really become customers, but is more important thing To become a customer does not necessarily have to buy things to become, or even the first deal, the site is actually small compensation, but, to obtain this customer list, you can "remarketing", and constantly send information to customers, let him come back.

Don't underestimate this little gesture! SeeWhy found that the average U.S. E-commerce site only 25% of the old customers will send EDM, but the top ten stations, each will send EDM to customers. They are not afraid to annoy their clients at all. Strangely enough, their customers really feel very OK, and seewhy found that the top ten stations of the EDM is to do completely unlike the EDM, their EDM unexpectedly let customers feel as if in the service (customer service) part, so that their open letter rate can be maintained high, Their rate of withdrawal is also low.

How are you feeling? I have some thoughts and some additional comments:

Often hear online stores are constantly looking for some kind of magical method, can let their products can magically improve sales. They don't always have to be red every time, but each time they want to have an effective boost in sales. This study once again proves one thing: the focus of the promotion is not how to find the Magic sales promotion method or marketing activity, but how to build a cycle, high conversion rate, the yuan came from the recycling of the old guests, these successful 23% conversion rate of the online store guests, like the blood in healthy people, Unobstructed circulation, the new visitor immediately becomes the old visitor, the old visitor also wants to return a visit, some relies on the remarketing EDM to instigate a return visit.

However, I think the above is just a small loop, seewhy only tells us the importance of building this small cycle and about the direction, next, who is going to tell us, how to build this small cycle?

This is not difficult, but, why only the ten famous stations, successfully established their small cycle?

Is the rest of it not understood?

This will not be made clear in the report. To be clear, I have a website, long is this kind of, it and the top ten famous station of course not very much the same, in fact, the top ten famous stations themselves also grow very different. What can I do to produce this little cycle?

Who's going to tell me?

In fact, netizens will say.

The answer is already in your visit file. To find the trick, in addition to reading a great article, you can find the answer from the dozens of people and hundreds of people on your website. To find the answer, the key is not to find a way, not even how to design the cycle, but the site, whether it is possible to make this cycle itself into another endless cycle, regular and long-term maintenance of this cycle?

It's a small circulation, large intestine bag.

Read this article, may convene a meeting, will write down these points, and then began to change the site, to find a way to build this small cycle. However, if there is no success, or even just in the way of the station to encounter some obstacles, may not try to wait until tomorrow and see a new trick, quickly to use, this is the lack of a large cycle. The cycle is to ensure that even if not once on, so to and fro run for several months, there will be results. But, if this time after the modification, also conveniently put in the very precise flow tool, and arrange to have a regular review, periodic report, regular follow up, then, this company is a big cycle, let this big follow the run several times to create just a small cycle. Similar to this meaning.

Most marketers or entrepreneurs, creatives, and enterprising people are looking for the magic formula, the magic trick, including reading this article, learning something, and when it comes to reality, where do you start? Where's the trick? In fact, there is no secret, the trick is in the big circle. The cycle is to give yourself more opportunities, all the power should be put on give themselves more opportunities to know customers, but also to check whether they really know these customers, and then let these customers into a small cycle.

This article is actually only about half a small cycle, as with all articles, the next half of the circulation, must be found by the entrepreneur themselves.

Article Source: http://mr6.cc/?p=4356