The lifeblood of the Electric business website: 21 Kinds of secrets to improve conversion rate

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Industry, the general E-commerce site conversion rate of 3%. But there are many site conversion rate to do 10%, and very individual top retailer conversion rate to achieve 15%, how they do it?

The New York Times bestselling author Bryan Eisenberg, in a personal speech revealing the secrets and ways to achieve a high conversion site, is the quintessential part of his speech:

What is the conversion rate? Fundamentally, the conversion rate is a measure of how you persuade a visitor to perform the results you anticipate, and that is what any E-commerce company will want to achieve after making an effort. It reflects the effect of your marketing and customer satisfaction, in order to achieve the goals you want.

However, to achieve 10% or even 15% conversion rate, as Michael Shooting, is the result of continuous practice, and for e-commerce, the results are not the most important, and constantly practice their own "shooting" methods and skills, adjusted to and Michael the same level, is the result, because, No one is born to shoot.

Three principles influencing conversion rate: relevance, credibility, website navigation.

About correlation

Correlation (relevancy) refers to the percentage of two things that are interconnected. The correlation theory is a rather complicated theory, and a more successful theoretical framework is proposed by Mizzaro, which mainly has the representation time construction of the information demand of the dimension information source. Considering this main factor, the correlation of two things can be described in a basic and accurate way. Correlation is a concept with subjective color, different people have different correlations to the same word, so the correlation of words or words stored in the biological dictionary is given by field experts, whose values are in between, or the representative query vocabulary is extracted to form the biological dictionary. A document or a few or more words or phrases can fully represent its contents, then the relevance of these words to the field becomes a key factor in determining the document or related to the domain.

For consumers, the brands you sell, department store positioning and the results of the search is consistent, and in your platform to find the consumer needs of goods, there will be opportunities to improve conversion rate or generate two or three visits, in addition, the correlation is reflected in the platform's style, pictures, design, Even a text connection degree, an advertisement, a mark is to reflect the relevance of the results of sales.

And for the current domestic E-commerce platform, the higher the correlation, the difference and the core competitiveness is bound to be stronger than other platforms, so sell a good platform we should be more open-minded to learn.

As for the relevance, it also directly affects the credibility, we can also be understood as the public credibility.

About credibility

Credibility is related to a lot of things, and the link between the work history of the message-carrier and the state of the day is largely influenced by the information dynamics. The rationality of information content is critical when leaders often analyze threats or potential threats to make it necessary to take risks and sacrifices to achieve long-term goals. As far as trust is concerned, the reputation and group relationships of the message-deeds are also important, but the most important characteristic of testing the honesty of a leader is the importance of being a person.

For consumers, after entering the site in the payment, trade marks, the industry recognized on the more marked, the more will generate trust. In addition, the longer the credibility of the brand higher, but also because it because of long-term careful care of the brand, forming a strong word-of-mouth effect, and this is the best way to improve credibility.

From this, we will find that the line stores sell the better, the Internet better to sell, they do not even need to do any advertising, as long as the platform marked on the "Official direct Battalion" four words can be, for example: Jack Jones, bo, hundred Li Shoes and so on.

Website navigation

E-commerce platform is not the higher the flow is better, we are not doing news, nor do entertainment, not to do games, large flow may not necessarily bring big sales.

To find some related to their own industry, and in the industry well-known sites advertising, links, navigation, flow with unsatisfactory, but will play a multiplier effect.

In addition, the navigation inside the station also affects whether the consumer stays, whether continues to browse the key. For an e-commerce platform, consumers will not be because of your beautiful text and stay, their purpose is clear, time is also more valuable. If you can't find what you want in a certain amount of time, or if the navigation process is too cumbersome, it's hard for consumers to continue browsing.

We can learn and reference foreign sites, why we think they do well, and have the interest of browsing, the reason is actually very simple: highlight, simple and clear, design professional.

And for consumers, what they want to browse is this kind of site. We are e-commerce practitioners, but also customers, your shopping purposes, motives, habits sorted out, will find results.

Summary compilation of 21 Secrets to improve conversion rate

1. They all convey unique values. Advertising has a clear appeal. No product or brand is known to all. If the user cannot find the reason for the purchase, they will leave.

2. The products they provide are relevant and persuasive to the main website. Understanding the product can stimulate the customer to purchase desire and produce the purchase behavior.

3. Their website is persuading customers to buy everywhere. Every page should be advertised and persuasive.

4. Déjà vu-that is, to ensure that visitors are not lost, you need to keep the similarity between pages. Efficient online marketing can sustain and achieve expectations. Each page element needs to be threaded with the overall process. So if you have an innovative design on a page or ad, it should be reflected in the transformation process.

5. They are familiar with the process of customer purchase. Consider the problems that customers may encounter during the purchase of the product and give a clear indication.

6. You have to meet different personalities of the customer. Different people make different decisions-some are left-brained and some are right-some are sensible and somewhat sensual. Because of personality differences, the purchase model is predictable.

7. They do not make isolated segmentation optimization. This is a tool that vendors use to test multivariable, but in many cases it is the wrong way. Consider these four personality patterns: spontaneous (looking for top sellers), human-oriented (comments-oriented), system-oriented (search by category), and competitive (searching). If you understand your client, your test will be more effective. Test impact rather than change.

8. Increase social impact: take advantage of customer word-of-mouth. Amazon Bookstore is a good example, they let customers help sell products.

9. They navigate products through comments-such as showing ratings and reviews (top products, ranking by ratings, etc.). This can directly and obviously improve the conversion rate.

10. They raise conversion rates through Word-of-mouth.

11. They increase the degree of viability through Word-of-mouth: give the product a social level guarantee (others feel good and you'll feel Good)

12. They used Word-of-mouth to test user testing before they thought it was too expensive, but now everyone can do it.

13. Use a variety of persuasive elements such as scarcity, interactivity, authority, consistency, consensus, preference and urgency. Use the thank you page for compelling and relevant promotions

14. They even made the form more appealing. Don't let your form be as boring as a motor vehicle to increase the conversion rate. Do not let others before the purchase must register, after completing the transaction The Thank page prompts the registration.

15. They guarantee quick response. The longer the customer gets back, the quicker the purchase intention disappears. Let the customer know when the answer is received.

16. They let you know at any time which part you are in. Let the customer know clearly the transaction link. Using this approach to lure customers through the whole process

17. They use Mail preview.

18. They increase their input to improve the customer experience. Flow is not a problem for most people, conversion rate is. Take the time to do a good customer experience. That's the secret of Amazon. There are 200 tests on their website at any time.

19. They set up an optimization system. If you have a list of 75 items on your site, start with a simple one, rather than what you think is the top priority.

20. Their decisions are based on data. The key to completing the analysis is to create the task table. Find the parts of your marketing or Web site that face challenges.

21. They perform fast. The internet is changing rapidly. Execution is not just a process, but it maintains the life of the site.