How to improve the conversion rate of website

Before that, shared how to improve the website conversion rate: Google's 9 and Aidas model, this article directly mentioned about the highest conversion rate of 10 websites, how they effectively improve the conversion rate, let me briefly describe the following:
In the morning, I saw an interesting study of E-commerce. SeeWhy, a market researcher. They did an interesting survey based on AC Nielsen's data plus interviews. Listed 10 of the highest conversion network application stores they have found. The so-called conversion rate is the highest, the flow of these stores than others, 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 come in with only 2~3% to pay the bill, compared to the two major shopping sites in the United States, the version of the two shopping websites has also mentioned that the conversion rate of both sites is only 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 the Net-mba (now called Fb-mba) course of the case, online florist "proflowers", its conversion rate is also as high as 26.5%. In addition to the Vitacost, the conversion rate is as high as 24%, and woman Within, Conversion rate of up to 22.4, there are selling clothes blair.com, conversion rate of up to 20.5%. Above is 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 "Ten Famous Stores" list, 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 think that to let consumers "pay" in the online, at least, at least, at least, the "checkout process of shopping cart" must be the shorter the 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. So, we will design more and more advanced, the short shopping process, especially the "member" of the processing, only stupid shopping site, will ask consumers to fill a pile of data to join the membership, and then let him pay the bill; Card number ", the first checkout, the rest later, is not 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 guilty of "taboo", the request to fill in the lengthy data, membership, to really start shopping. We all think that these stores will certainly let consumers in the "Purchase process" (Sales process) very smooth, did not expect that they are not like!

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

I. "LONG-term process"vs." Transaction process ": first, they found that the top ten stores have a conversion rate of up to 23%, they are really different from others, not in the" shopping flow ", but in the" long-term process "(lifetime customer value). When a shopping site is designed for a "long process", it emphasizes is no longer a deal, but in the "stroll" in the "experience"--seewhy "the director of the interview also joked that these ten famous shops do not like and customers play" one-night stand "and like to establish" Long-term feelings, "so, there are some intimate gestures that 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 specifically, said that the top ten stations throughout the 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 "buy button" on the screen deep fear that others can not see, but the focus of the top ten stations in the "Browse General Display page" on the "anti-stop mechanism" on. They know that not every guest is the brains of the site, many of the guests who just accidentally rushed around to see a nice smooth, happy "stroll" (window shopping) experience, do not buy things, do not feel pressure; Want to call the eyes to see things, Find out where they are.

Second, "to the first customer discount"vs." To the old customer concessions ": In addition, the top ten stations are also very focused on" concessions ", interestingly, there is such a faction of the marketing staff is actually used to" old customers "concessions, 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 "first-time customer preferences," because, the 1th, they think that the old customers because of the first happy shopping experience and return, not because " Offers "and a return visit, therefore, how to let the first time in the customer really become a customer, but is more important things; 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 data to customers And 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 able to do "completely unlike edm", their EDM unexpectedly let customers feel like in the "Do Service" (customer service) part of the, so their open letter rate can maintain a high , and their rate of withdrawal is also low.

How are you feeling? I have some thoughts, and there are some added comments: Often hear online stores are constantly looking for "some kind of magic method", can let their products can magically improve sales. They don't always have to "pop" 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 campaign, but how to build a "cycle" of high conversion rates, originally from the recycling of old guests, these successful 23% conversion rates of online store guests, like the blood of 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.