How to improve the transformation of brand electric dealer

The user behavior is different, also determines the traffic behind the user purpose is different. Flow can be divided into effective flow and invalid flow two categories, but there may be no low quality flow and high quality flow. Effective flow, only in response to different sources of traffic, customer purposes, targeted display content and design of promotional methods, is an important way to improve transformation.

In the world of operation, all work is more or less connected, and is a causal relationship. Therefore, we can at different key points, can be a hole and peep to operate the whole world, then from their own practice and understanding of the angle, talking about conversion rate.

Today, the traditional enterprises are no longer rigidly adhere to the electricity or the form of electricity business, but how to deep operation of brand electric dealers. Good electrical business, the same number of factors to decide, but these factors will eventually be the conversion rate of the value of the assessment.

How to study the conversion rate comprehensively and three-dimensional, and really help brand enterprises to do a good job and improve the conversion rate of the electric quotient, is indeed a certain breadth and depth of the research topic, I hope this article can play a role.

Generalized conversion rate and narrow conversion rate

The generalized transformation, in fact, is the brand's own positioning problem, brand how to locate the target market, in the target market, if the brand's own products and Target customers do not match, relative to competitors when their own advantages are not obvious, then the brand's own conversion rate will be lower. The special conversion rate is the concrete transformation effect under the specific operation environment under the specific operation action.

Imagine, in the commodity is rich today, the market of goods million, the user thousands, the main business of thousands, brand enterprises own advantages is what, do? Brand enterprise what to do, to meet who, how to do? We need to continue to cut products, cutting channels, cutting users, cutting marketing, Finally reach the right product to meet the needs of the appropriate people (in fact, the essence is brand positioning). Only in this way can we talk about transformation, in the local environment, to seek the maximum conversion rate.

Analysis of the marketing means of "push and pull"

The author of the marketing division "push" "pull" two kinds of behavior. The definition of the two is not strict meaning: for the user's specific needs and take the initiative action, the relevant information will be displayed to the user for "push" or "push"; purposeful and systematic stimulation of the user's potential, unspecified, need to be led to change the user's behavior is "pull" or "pull"; Of course, there are "push" "pull" The intersection, that is marketing on the dessert.

Example: When a user has a demand, through the search engine to inquire about the relevant shopping information, this time through the marketing work, the brand enterprises to accurately match the merchandise information to the user, is "push" the marketing means; Similarly, users log on to a website, passively by an ad "disturb", the advertisement just touched the customer, Stimulate a dim and unmet desire to consume, and trigger a series of user clicks on the continuous attention, is "pull" marketing means.

"Push" "pull" behind the marketing behavior actually has the essential difference, the user behavior node has the difference, each node's setting is different, each node is like the filter, to the final conversion rate will have the significant influence. The following diagram is a simple analysis of the marketing logic to help us understand and improve the conversion rate.

How to increase the ratio of each node? The tactics of "push" and "pull" are different, and the strategies adopted are completely inconsistent. It is necessary to further study user behavior, design the marketing strategy of each link, and finally improve the conversion rate.

Analysis of shopping behavior and marketing tools

At present, many enterprises on marketing tools, user behavior logic analysis is not enough, can not effectively analyze and use traffic. Brand enterprises need to fully grasp the user's online shopping behavior habits, in response to these habits of a comprehensive and systematic operation of marketing tools, design matching marketing content, the user as far as possible into and transform.

The user behavior is different, also determines the traffic behind the user purpose is different. Flow is divided into effective flow and invalid flow, but does not necessarily exist low quality flow and high quality flow. Effective flow, only for the flow of different sources, customer purposes, and targeted display content and design promotional methods, is an important way to improve transformation.

According to the "Push" "pull" marketing definition, you can exert a "push" and "pull" effect on the user's shopping behavior. So marketing tools, also exist "push" "pull" marketing nature, for example, seo/sem/Web site navigation/class optimization, etc. belong to the "push" category, focusing on push information and user behavior, the purpose of pairing, and hard wide/soft/member marketing, etc. belong to the "pull" category, to a specific theme to attract customer attention, the user entered the , the continuation and deepening of specific topics is the basic method to promote user transformation.

At present, many brands can not well differentiate and manage the source complex and purpose of different traffic, simply to take the fixed content, not difficult to imagine, a lot of traffic jump rate is very high, because in the age of information over time, users simply judge the information and demand is consistent, the right to jump immediately. Internet jump, easier than offline, just 0.01 seconds.

Analysis of life cycle and competitive behavior

Some brand enterprises or Amoy brands, to their own face of the market is not clear, the future of the market and the upcoming competition is not familiar with, so in the network market, operating methods lack of discipline, and even many brands in its birth at that moment, has been decided its tragic fate. We analyze the lifecycle and the nature of competition:

Product Life cycle: The import period, into the long-term, mature and recession period, here no longer fine table;

Competitive Behavior: Sub-competition, alternative competition and evolutionary competition. Competition in the same trade refers to the competition among different operators in the same industry; alternative competition, refers to the horizontal competition between categories, to meet the needs of users, there are a number of category products can be satisfied, occurs in these different categories of competition, evolution, refers to the category of vertical competition, such as product upgrades, the competition between old and new products.

Brand enterprises in the product category, are in a product cycle, in different product cycle, competition behavior is different, only the product life cycle and competition relationship, to carry out comprehensive analysis, can help brand enterprises to understand the current enterprise in the big environment, using a strong targeted marketing methods, Enlarge the operation effect, maximize the market and improve the conversion rate.

Many brand enterprises understand the overall competitive situation of the market, in the field of electric business, simply use price warfare, or try to solve the problem by blind expansion category. Growth of the market, is the blue sea market, the mature market is the Red Sea market, and the recession of the market, is the Dead Sea market. Only by clarifying the market situation, understanding the right competitor, can the specific operation, obtain the good transformation.

For example, a sports brand to use the new network brand to kill into the market has been declining sporting goods, deep mire, home service growth market, is carrying more and more new Amoy brand, where customers use price war against mature market competition, reduced to low-grade brand.

Channel Marketing and shop operation analysis

As with the law of conservation of energy, costs are conserved. Can not simply think that the Internet age users like also convenient and quick in any brand and online shopping platform at random switch. But actually is not, the user network behavior habit, is the user long-term use experience accumulation, the user to the brand trust, is the unceasing trial and Error Foundation Summary, the user to one platform's dependence, also is the unceasing study result. All of this is cost, or we say the cost of capturing or changing the mind of the user.

Then, the channel also exists "push" "pull" nature mode, some brand enterprises have been trying to establish their own official website, the initiative, relying on large advertising to "pull" customers to obtain traffic, in fact, these costs are not the General brand enterprises can withstand. Therefore, the current brand enterprise mainstream practice, is in different sales platform to open shop, the greatest extent to cover the target users, the initiative will be their products "push" display at the user's current, to increase the user's shopping choice of richness, rather than to change the user habits. At a glance, the fewer links, the less control factors, the higher the efficiency. The channel's "push" efficiency is higher than the customer's "pull".

Many brand-name enterprises, the store operation as the most important battlefield to improve conversion rate. However, we do not know, we have a large number of goods ready, the flagship store opened, beautifully photographed goods, information to improve processing and on the shelves for sale, shop decoration beautiful, promotional activities to do a vivid, customer service warehousing all in place, but that is only a few sporadic daily sales. What exactly is the problem? Many brand enterprises are GU.

Battle, in the brand positioning, in the user shopping entrance, in fact, has started. Shop only to undertake traffic, promote the role of transactions. Shop Operation points: goods planning, commodity details, shop atmosphere, promotional activities, Word-of-mouth construction, customer marketing and business settings.

Goods planning: must ensure that the goods are sufficient breadth and depth, and multiple batches on the line to ensure that users continue to pay attention.

Product Details: Take photos of the brand positioning and make a product detail page that satisfies the user's concerns, consider carefully and do not convey confusing and ambiguous information.

Shop atmosphere: Store style and brand of the match, the style of goods in columns, are displayed in the store's own atmosphere.

Promotional activities: Create a shop-specific atmosphere, but also give users a little push, let it buy immediately.

Word-of-mouth Construction: Shop scoring, merchandise sales and customer evaluation, will help users determine whether the user purchase.

Customer Marketing: The conversion rate of old customers is several times the new customers, not only to constantly convert new customers to old customers, but also to ensure that the consumption of old customers rate. Integral to ensure that the total number of old customers in the continuous cycle of expansion.

Business settings: Inspection: After sales, logistics policies, customer service, business processes, warehousing, commodity management, whether to enhance the customer experience.

Summary

Summing up the above conversion rate of the key points, you can draw a simple brand enterprise conversion rate of the global map:

On the global graph, we divide the user behavior layer and the enterprise operation layer, according to the user different behavior node, our brand electric business enterprise targeted to take different measures, to affect the user's behavior, finally for the promotion conversion rate service.

Finally, do a good job brand electric, need to monitor the business at any time, then the digital report is essential. Which data is included in daily monitoring? How do you set up your daily reports? What is the true meaning behind the data? (How to analyze data, here do not elaborate) brand electric dealer responsible for the precise control of their own brand business key nodes, and set the corresponding monitoring values, and then in day-to-day operations, the data will accurately tell us what the current problems, help us to constantly revise the problems in operation, the greatest degree to improve the conversion rate.