How to improve the conversion rate of the enterprise website?

Absrtact: Conversion rate has always been a corporate site of the mishap, some corporate web site traffic is very high conversion rate of almost zero, while some of the site traffic is very small conversion rate can be as high as 10%, what is the reason for the site conversion rate is so low, and what is the reason for

Conversion rate has been the site of the company's mishap, some corporate web site traffic is very high conversion rate of almost zero, while some of the site traffic is very small conversion rate can be as high as 10%, what is the reason for the site conversion rate is so low, what is the reason for the conversion rate so high? As a business site operator has to think about this problem, Many SEO personnel have once been caught in such a dilemma.

As a network marketing, the conversion rate is zero, network marketing is a failure, our corporate site is not the location of the need for the site IP, but the number of transactions can be sold, website sales and product sales seriously decoupled. So how can we fundamentally improve the conversion rate of the corporate Web site?

First, we analyze the reasons for the low conversion rate:

From the study found that the low conversion rate mainly for a few reasons

1: Diversity of website content

To make a simple example, our website is the sale of mobile phones, we are attracted by entertainment gossip content customers. The emergence of this problem, the main reason is that the promotion staff focused on the flow, rather than the future of the company is not profitable, the company's management of the Internet blind, do not understand the Internet to promote the channel, just ask the promotion staff, today's traffic is how much? Instead of asking how many customers there are today.

2: Inaccurate geographical orientation

"Greed" is the human instinct, some people can control themselves, and some people cannot control, originally our products are oriented to the local, but in the process of promotion has occurred a qualitative change, we aim at the national market. That doesn't seem to be a problem. But in essence we have deviated from the subject, such as we want to promote mobile phones, the word for mobile phones in the search engine competitiveness can be imagined, although his daily index is very high, but we could carefully analysis, the search for the word of the people are those, they come from all over the country, Even from overseas.

3: The user group positioning is not accurate

The same is the case of mobile phones, the search for mobile phones may be to understand the concept of mobile phones, or call "cell phone" of this movie, or to understand the function of mobile phones and so on, of course, if you are doing this kind of words in the bidding rankings that will be more than the effort, so in doing product promotion when the user group must be accurate positioning.

4: Unreasonable website design

The Chinese know that the word "façade" means, of course, a derogatory ingredient, also have a positive ingredient, but we can not expect everyone is not pay attention to other people's appearance, we want to give others a good first influence, we must modify our appearance, with good appearance, modest behavior, you can win more support, The same corporate website is the first influence that users understand about your company, the first effect is crucial, the watch is designed to look at the time, but the business age of negotiations allows the watch to carry another force, a watch wearing a value of dozens of pieces, a watch wearing a value of about 100,000, the same negotiations down, which makes the other side of the impact better, More strength?

Yes, the site is we give users the first impact, the design of the site must be reasonable, magnanimous, stylish, there is gold content, about the design of our site here is not specific discussion, there is hope to understand the relevant content can be searched.

5: No trained customer service personnel

The importance of customer service, many people marketing training has been mentioned many times, but a lot of companies to the importance of this is still not enough, through the customer service area to communicate, the intention is very large, of course, do not rule out the possibility of peer, customer and customer contact, customer service is important, if one is not trained, And in interpersonal contact with people who have obstacles to go to the service, then it is difficult to understand the specific requirements of customers, conversation is an art, some people are born to master the very good, and some people must be trained to master the relevant skills, can be competent customer service this position. If the website design is likened to a garden, then the website customer service is the garden gate. User is to come in, or not come in, is decided to spend or decided to leave, customer service with a very important role.

6: Product

The product is the core of the conversion rate of the Enterprise website, we have said too much to the product. Study the needs of users, research market demand, good products can stimulate people's desire to buy, but also bring more users, the benefits are no longer said.

Through our analysis above, we can see that the company's Web site conversion rate of a low number of reasons, then we specifically to implement to effectively improve the conversion rate of products?

One: To practice the first step of internal strength, the brand benefits of products

For any enterprise's products, no brand means losing the absolute competitive advantage, of course, the establishment of brand effectiveness is not established overnight, as the Enterprise Development Department in the product development and promotion period should be targeted at products, consciously to build brand effect, now the market is popular hunger marketing is a good way, But not every product fits this way.

We know that brand is an authority, a kind of responsibility, a kind of trust, people can believe that the power of the brand, because the product has established a long-term belief that the goods are true, people would like to believe that a large company with the strength of expensive products, also do not want to take the risk to buy a small company not well-known products.

Second: To practise the strength of the next step, talent training

We often hear the development of corporate culture in big companies, the concept of corporate culture is to integrate into the soul of the enterprise, with extraordinary guiding significance, the realization of this concept is a social responsibility, is a great idea of mankind, such as some companies to eliminate inequality as a corporate culture, and the training of talents need to start from the culture of Enterprise, The cultivation of talents must pay attention to the cultivation of personality, a person who does not have normal personality, it is difficult to become a talent, a person's personality is distorted, then his world is distorted, and now many companies do not want to hire people without employment experience, I think this is not a good phenomenon, a person's moral character is noble, With extraordinary learning ability, then we should go to the admission, give such person a chance. Birds of a feather flock together, for the cultivation of talent we need to use, with its long and inexhaustible its short.

Three: Practice good internal strength third step, in-depth market research

The purpose of market research is to understand the market demand, we can not just to rely on a few friends around, I do that how ah? Friends say, very good, that market is very big, you do I will find you. You know we have a concept in Chinese culture called scene words, Mandarin, polite. If you believe, you fail. Market research is not so simple to ask a few people on the line, to analyze the market, analysis of People's psychology, the direct response to market research is not necessarily the real response, if we do not understand what people deep inside, and stay on the surface, which is also a failure, once someone do market research, ask you like to see what kind of books, Most of the answers are chosen for the world classics. If you follow this result to print a large number of the world famous, which you are too ridiculous, people choose the world classics have his deep inside reason, in essence people like to see, fantasy, Love and so on. Market research can not only rely on research institutions, but to do their own research, access to relevant information and so on.

Four: Practice good internal strength fourth step, product development

Products are always the core of marketing, must be in the product of great strength, there is an old Chinese saying: "Call the wine is not afraid of the alley deep." Explain the importance of products, in product marketing has an important hair is called 250, and interested in the relevant content can be consulted.

Many of the reasons for the low conversion rate of corporate websites still remain on the surface of the analysis, and there is no in-depth understanding of the reasons for the low, of course, this is also related to the early stage of the development of the Internet, people are not too high degree of trust, not all products are suitable for e-commerce, should be combined with the line on the offline marketing model, such as online reservations, offline Negotiation This is also a good way, the business model is not rigid, not rhythmic, but a flexible person and people direct communication. Marketers also need a flexible mind to be able to pinpoint the entry point.