Wang: How to improve the conversion rate of e-commerce website

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The most important for E-commerce site is the conversion rate, E-commerce site is different from other types of web sites rely on traffic support, more need to convert traffic into effective consumer customers. The main factors that influence the conversion rate of e-commerce include the positioning of the target location and the customer group, the user experience, the product attraction, the customer service, and the brand of the website, if the above positioning is done, I believe your platform conversion rate will be improved soon. A lot of friends do not know this conversion rate is how to calculate, here I simply give you the conversion formula. Conversion rate of the Website = (number of visitors to the product/total number of inbound) x (number of people entering the process/number of products) x (Number of orders/enter the purchase process) is the conversion rate. In short, all types of Web sites can be monitored, methods have good and bad, mainly in practice.

Location and location of customer groups

The following detailed analysis of how to improve the conversion rate of the site, first of all, geographical location and customer group positioning. If you want to improve the site's own conversion rate first of all to choose the best-selling products and products to adapt to the crowd, this is particularly important, only to make this clear to carry out the following Web site promotion and marketing. If your product is geared towards the national consumer, I suggest that you first find a best-selling city to promote marketing, the benefits of this can save a part of the early promotion of marketing costs, if the pattern of successful conversion rate can be replicated to other cities, this is understandable I will not say more. About Network marketing and network promotion How to do you can pay attention to my microblog, the recent will be in micro-blog to send out my collection of network marketing and network promotion of precious materials, I believe that will help.

User Experience

The user experience mainly includes seven aspects, namely the website visit speed, the website usability, the website design esthetic degree, the purchase process, the commodity display rationality, the station searches and the navigation bar, the website bottom information. E-commerce types of Web sites are growing, at the same time, visitors and customers are more and more picky, a good site is the most important site page open speed, if 10 seconds 20 seconds will not open a website, I believe that your customers from the integrity of the consideration will not believe your platform, feel irregular. On the other hand, Web site open speed directly affect SEO optimization. So choose a good virtual host is particularly critical, such as million nets, the soil, 59 interconnected, such as large agents, not to save the hundreds of dollars and loss of orders, on the question of space choice you can add me qq, I will be in detail and share.

Improving the usability of the shop is to allow customers to find the goods, the purchase process is simple and fast, and sometimes even subtle changes can bring significant purchase conversion rate. For E-commerce sites, the ultimate goal is to sell, but if the buyer can not find your website products or Web site is not easy to use, then can not achieve the purpose of profit. Therefore, the initial construction station must first consider the usability of the site. An e-commerce platform for the beauty of the site is its façade, this is like shop assistant, good-looking salesman we will stop to see a few more eyes, whether or not to buy her products, at least we pay attention to her selling things in the subconscious has a memory. The same reason when a browser through your promotion came to your site, if you see a very mediocre site I believe that customers of your site's reputation and product quality will be greatly compromised. E-commerce website platform on its own, there is nothing to attract the attention of the article and content, if the aesthetic degree in doing is not enough so how to conversion rate.

I have seen a lot of E-commerce platform purchase process is set up very cumbersome, from the user's point of view, when your site does not have any brand effect and the product's pleasure, the user is not going to take the time to register to fill out some irrelevant information, then the possibility of visitors will be registered to leave, Therefore, I suggest that you should allow buyers to not register or add products to the shopping cart, and complete the settlement, while providing the option of registration for them to choose, so that there is increased sales, maintain customer benefits. For small shop, direct consumption is more meaningful than registered members.

Good and bad merchandise display directly stimulate the consumer eye whether can be consumed, reasonable display of goods can play a display of goods, stimulate sales, easy to buy, save page space, Web site beautification shopping environment and other important functions. Product display should pay attention to the problems include product classification between products, color matching, product home display design, design product focus area, and so on, for the display of goods I understand limited, but also to share this experience, if there is a friend who understand that we can communicate together.

I like to do the site intelligent, a good site in the design site search and navigation bar when will consider many aspects, in the search for the site, users use our site search tools to find a certain category of products, we can through his search to determine the direction of his preference, and to recommend similar products to him, This is also an important way to increase PV, but also to do the data statistics, can be targeted at the high frequency of search products recommended, so be sure to improve the site of the search engine, its operation and screening of technical design must be accurate, must present a usable and reasonable results, To make it easier for users to find the information and information they need. The top navigation suggests navigation with icons, and the icon navigation is more approachable and easier to identify than simple text links. Because people's perception of the image is much greater than the perception of the text. The left side of the auxiliary bar should also note that the classification is clear, the category as far as possible, do your existing products well. The webpage is not a dead frame, but should be a living, can communicate with the user platform, so let the user feel affinity. The left side of the auxiliary bar should also note that the classification is clear, the category as far as possible, do your existing products well.

There are many E-commerce sites do not pay attention to the page at the bottom of the optimization page, give people a look feel your site is not formal, unprofessional. The bottom of the website information mainly includes copyright, organizer name (including record number), company address and contact method, traffic statistics. In addition to Internet Association, website record, network police and other icons, such pictures at the bottom on the one hand is to attract eyeballs, so perfect after giving people the first feeling that this site is a formal business operation type of site, to give customers a good impression to promote sales is much easier.

Commodity attraction

An E-commerce site relies on a good product, good customer service to gain a foothold, only packaged your goods to attract customers, give me a realistic example of it, we are now in our own Changbai products site to find product, a few days ago to get a product lucky frog oil, This product has received a lot of honors and qualifications, quality is very good, but in the market has been a bad, the main reason is that the product packaging out of the problem, give people the feeling is low-end products, this is the manufacturers blunder place does not pay attention to product packaging, the most important commodity attraction is to attract customers the eye of this part to do in place. Commodity attractions can be summed up in the following aspects to consider, commodity quality, commodity characteristics, price advantages, merchandise pictures and descriptions, discount promotional group purchase integration activities.

First of all, the quality of goods, good and bad quality of goods is to determine whether your platform can survive the foundation, product good and bad Word-of-mouth marketing is very important, so choose a product must be cautious, must see whether the product is qualified, food category should not be overlooked, we must see whether the factory has food production license, Check the license number is true, if necessary, can get the quality Inspection department to do the inspection. Unique E-commerce platform to attract customers, so what kind of e-commerce platform is the characteristics of it, do not do the other people do not do the product, the selection of competitors less industry to do, vertical, fine differentiation, to make products with quality characteristics, so that the site in the crowd positioning and promotion of positioning, the conversion rate is naturally not a problem.

Price is the key to the profitability of the E-commerce site directly, it is also an important means to compete with competitors, according to their own advantages to choose the right pricing strategy for their products, so that their prices have advantages, such as bundling sales, do more tricks to help promote sales to improve conversion rate.

E-commerce platform itself is a virtual trading platform, customers do not see the real products will give you the money to make a transaction by virtue of the trust of your platform, product pictures and description to do the attraction, the first time stimulated his desire to consume, so the product picture and description is particularly important, this is the key to the high and low conversion rate. Product pictures must be products in real pictures, if consumers get the goods and online picture gap is very large, we lost the trust of consumers, he will also affect some potential consumers do not choose our products, awareness of the rights of the customer will pursue the end, we can not escape the responsibility. In the photo shoot we also have to do a full effort to find professional photographers and studios, this can guarantee the shooting angle and light sense, the picture does well also can bring the sentiment for the commodity, the careful production picture will retain the consumer, the consumer knows we really in the heart sale own product, feels that our formal profession, will produce the trust to us, There are also more opportunities to choose our products without considering other factors. The description of the product is also particularly important, it must be true to introduce products, if the description and received the product does not match the words are very troublesome, there will be disputes, the long-term reputation will be gone, about the product picture and description Here I will reissue a detailed article to everyone, here to say too much of the problem is not a word two words can be summed up.

E-commerce Web site operation must be a number of planning, regular promotional activities and site visitors to interact with, personal think E-commerce Platform Integration Forum effect is very good, you can do activities in the Forum and the browser interaction, if the forum operation to do a good job is easy to stick to the user, the conversion rate naturally greatly improved Forum points and site points general, Forum points open must be reasonable to arrange, about the Forum integration strategy you can pay attention to push a founder Kun's personal blog, do not know the address of the children's shoes Baidu under the Kun or push, which has an article mentioned the forum points, write very practical. The use of E-commerce operation Group Purchase is the rapid development of some major cities in China, the current group buying mode is still very popular, regularly take out a platform products to the regiment, do not want to make use of group buy to earn how much money, to buy can give you how much later effect and conversion rate, buy the main purpose is to let everyone know you this product, Know you this brand, thus played the effect of Word-of-mouth marketing, plainly is not the cost of advertising, we can choose Phpwind Forum System, Phpwind just developed a community group buying system, more convenient for us to do e-commerce friends.

Customer Service

A good E-commerce platform can not be separated from professional customer service, good service and bad directly affect customer Word-of-mouth marketing, often a word will be able to promote or lose an order, so the details of customer service is essential. In our life can often hear transposition thinking, we do e-commerce platform to change the position of thinking, we are holding themselves as the user's location to see our own service deficiencies. Regular training for customer service staff to develop a comprehensive customer service strategy, at the same time we have to understand the competitors they are now the service is how to complement each other to better. What kind of customer service is specialized, the website has professional Web service, 400 or 800 national toll-free telephone, online message and product comment, website help, distribution scope and logistics cost, variety of payment methods, return and replacement standards, query tracking order problems immediately communicate with customers, Recognition of our own disadvantage to make customer satisfaction.

Create a website brand

Brand communication is the process by which the brand manufacturers find themselves to satisfy the customers ' advantage value, communicate with the consumers in the proper way, promote the consumers ' understanding, recognition, trust and experience and produce the desire of continuous purchase. Communication is the bridge between brand and customers, and it is an important means to establish brand image. For corporate web sites, through the traditional advertising media, network media two major ways to improve the conversion rate of the website. Here the emphasis on the network media to create a brand of way, through soft marketing, event marketing, news marketing, forum marketing, micro-blog marketing, and other ways to complete, on these marketing skills and methods you can add my meager, Micro bo name: Wang, after each week I will collate these marketing materials to share with you, Through the above marketing way to let your brand on the internet to show the overwhelming, this way when unfamiliar users to Baidu your brand, you will find tens of thousands of information about your products, to give customers a sense of security that this site is a brand, high credibility, do brand communication must pay attention to negative information, Find out the negative information in time to find the source of information properly handled. Brand packaging must pay attention to the external release of the article and the authenticity of information, if there is cheating consumer behavior that is counterproductive.

Finally, to do e-commerce friends a confidences, do stand as a person, only the integrity of business our E-commerce platform will go a longer term, only customers agree that you will do word-of-mouth marketing and referral.

Author information: Wang, Ji Ji network founder, the Qing LAN culture Media Changchun Network promotion director. Teacher out a push, want to see the author more articles please search Ji Ji network or Wang He, or landing www.wangchanghe.com. Weibo name: Wang Hegiji QQ Communication group: 57926114, Welcome to join.