Where is the loss of our transformation?

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Whether it is to open an independent electric business website, or open a shop on the electric Shangping platform, as long as the order is your responsibility, you have to pay attention to this problem: the transformation of orders.

Let's take a look at how orders are generated in an electrical business environment. Traffic (display) ——-clicks-Consulting Volume--– payment (valid order)

First is the flow, no matter what way, someone to see your shop merchandise, there is traffic, about the flow here does not expand. From the flow to the click of this step, can be said to be a very learned thing, traffic can be understood as you do the promotion or natural search products are users see, here is called display volume, there is a display, and then the user to see the content of the display is interested, will click, if this step out of the question, nothing more than two reasons, The first is to show the position is not good, such as natural ranking too much, through the through train ads too. The second reason is that the display content user is not interested. For example, the title describes the product is what users do not understand, the price is high, the commodity picture ambiguity, etc., users in the vast number of data is generally unwilling to click on these content.

From clicks to the consultation quantity this paragraph, is the real embodiment inside the shop Decoration Display Foundation, also manifests the customer service ability time. A consumer is interested to click into the store, this is a great opportunity, except technical advice, peer parity and other unpredictable into the store reasons, generally willing to come in, and is willing to consult online, are more than the intention of the customers. About the store display, is a technical work, in fact, as long as a grasp of the line, as long as the lines of the business logic, on the internet can also make sense, and vice versa. In addition to the layout of the business vision of the furnishings, the electrical business of this piece also requires technical and art staff to cooperate. For the second reason, customer service level, this is too artistic, in the final analysis is the communication ability of people and communication skills, personal feel, in the face of customer online consultation, can not be too formal, can pull something unrelated, but the theme do not run too far, sometimes, business is in the chat reached. I encountered an example, with the customer chat very happy, finally reached a deal, the customer asked how to do after the sale, I told him to call 800, the customer to a, I still like to ask you ... This is the customer's trust in you, is unknowingly established.

From the consultation to the order of this paragraph, only with customer service, because this link, the customer asked things generally have nothing to do with the merchandise. Because the function of the commodity in the last part of the consultation completed. This link to ask is generally after-sale policy, how to pay, what express, a few days to arrive, and so on, so that can be seen from here, if a consulting customer always do not ask a similar question, that is the purchase intention is not big. This link should be noted that if the policy explanation is not clear, the most likely to arise disputes. It's best to explain what you want to say. Rather let the customer not recognize the service policy and give up the order, also do not evade answer some questions and appear afterwards dispute. From this point of view, Taobao to the dispute rate as a factor to assess the seller is very reasonable.

From the next order to the payment section, seemingly nothing to do, in fact, this period of time most likely to be discarded by users, consumers will often be in the moment before the payment change the idea, often want to see again, now online shopping consumers more and more rational, this situation more and more. And tend to look at this idea again, make your hand orders become invalid orders, discard orders, I think the independent shop at this stage did very well, there is an abandoned shopping cart concept, through the analysis of the user abandoned shopping cart, you can understand why the user in the final payment changed the idea, so adjust the countermeasures. How to dispel the concern of the user in this aspect, that is the front two links, thoroughly solves the user all questions, moreover is Hao has no reservation.

From the above process can be seen, the whole process is like the principle of the funnel, the initial display volume 10000, clicks 100, consulting Volume 10, the next two, payment of a (valid order). Haha, some electrical dealers desperately promotion, display volume is there, to the end there is no order, this time need to look for reasons from this funnel process.

Okay, about transformation. Just write it here.

Reprint of original article, please indicate "Seven kinds of weapons of electric dealer"