What should you do if the store conversion rate is too low?

　　Conversion rate refers to the ratio of the number of times the conversion behavior is completed to the total number of clicks for promotion information within a statistical cycle. The higher the conversion rate, the higher the attractiveness of the store elements.

　　1. Conversion rate definition

　　Conversion rate refers to the ratio of the number of times the conversion behavior is completed to the total number of clicks for promotion information within a statistical cycle. The higher the conversion rate, the higher the attractiveness of the store elements. Therefore, for Taobao sellers, conversion rate is the core data, and improving conversion rate is also an eternal topic.

　　2. Four factors affecting online conversion rate

　　1. Product

　　There are thousands of products on Taobao, why do some products sell well, while others die halfway? For the Taobao platform, several visual data about the product itself include: category, brand, product information, and price.

　　Category: Different categories and different purchase groups will cause different conversion rates.

　　Let's give a simple example:

　　Women's Clothing: The main consumer groups (women) who are not in urgent need categories are mostly casual when browsing women's clothing. Even if they do not have the desire to buy, they will browse the page for other reasons (passing the time, pursuing trends, promotions, etc.). The purpose of browsing the page is relatively complicated and the relative conversion rate will be relatively low.

　　Home appliances: Most of the main consumer groups in the urgent need category are browsing with the purpose of buying it soon or buying it immediately. The purchase demand is relatively clear, and the relative conversion rate will be relatively high.

　　Brand: The brand invisibly gives added value to the product. As of 13 years, the trademark of Coca-Cola has been worth as much as US$70 billion. For products of the same quality and price, well-known brands are often more likely to be accepted than unknown brands.

　　Product information: Product information includes product parameters, product appearance, product use, etc. At the same price, the higher the product parameters, the higher the conversion; the product appearance is easier for the purchaser to accept, the higher the conversion; the product uses are diverse, the higher the conversion.

　　Selling price: The price is the purchase price. The same quality, the lower the price, the higher the conversion.

　　A summary of "product" in one sentence: Those with high cost performance will win their hearts, and those with high cost performance will have a high conversion rate.

　　2. Market

　　After talking about the products, let’s talk about the market we are facing. No matter what category, the market is very large and small for merchants. The market is very large because Taobao itself is an Internet platform. The groups it targets are not limited to regions or groups, and you have the opportunity to show yourself to the whole country. At the same time, the market is also small, because your products will never be suitable for everyone, and there must be certain limitations. Therefore, if you want to eat this cake, the market segment is a trend and is inevitable.

　　So, what should we do?

　　Step 1: Collect consumer characteristics to customize exclusives

　　Through data collection and data statistics, you can analyze the personality characteristics, purchasing habits, consumption time, region, etc. of your target population. Based on these data, products, activities, and corresponding vision are tailored for it, creating a kind of atmosphere for it, which is what I want, an exclusive atmosphere.

　　Case: artka official flagship store

　　Target group: Literary and artistic young women from urban and rural junctions in the early 1980s. Have the ability to consume, pursue quality of life, don’t like similarity, nostalgia, and have dreams.

　　As can be seen from the above three pictures, whether it is products, models, or designs, they are all customized around the target population, and the direct result is high conversion, good sales, and high sales.

　　ps: Once you catch your consumers, you can make matching marketing methods for your consumers, thereby improving conversion and loyalty.

　　Step 2: Competitors analyze their strengths and avoid their own weaknesses

　　First, know who you are (familiar with your products, stores, and brands), and then look for your competitors (search through categories, prices, sales, selling points, and store size). Do not blindly look for unrealistic stores as imaginary enemies.

　　The most important point is that the purpose of your search is not to copy, but to innovate, and no one will remember the second place. A summary of "market" in one sentence: find the right group, clarify the competitors, segment the market, clarify the group, and store positioning, and the conversion rate will be high.

　　3. Details

　　Before talking about the details page, let’s look at a set of data first.

　　Conclusion: The beginning of the details is very important! Have you done the following points?

　　a. Main picture block

　　Title: Title is not only a product label, but also an effective psychological hint to customers. It should be noted that different customer demands should be treated differently.

　　Main picture: Showing environmental differentiation, product image impression, and purchasing demands are clear.

　　Color classification: Make sure each classification corresponds to the corresponding specifications and pictures.

　　b. Related block

　　Relevance must be combined with the current product and consider the correlation with the product with the page-revised details. It should be noted that it is recommended not to place or less related products in the store (high conversions) to avoid reducing the conversion of the entire store.

　　c. Text block

　　Product details need to be combined with the product itself, store positioning, and external market environment. If you want to convert well, some content must not be missing.

　　Improve competitiveness: physical display, store culture, strength display, evaluation guidance, dynamic display, value-added services.

　　Stimulating determination: core information, promotional copywriting, sales display, marketing tool application.

　　Basic information: color description, specification description, attribute information, shopping process.

　　Function extension: access boot, favorite boot, SNS.

　　The above is only what should be involved in the details. In addition, you also need: clear concepts (clear theme), refined information (highlighted key points, no interference points), appropriate color application, exquisite picture shooting, exquisite details, reasonable layout, and in place for design.

　　A summary of the "detail page" in one sentence: Dispel concerns, stimulate purchasing determination, don't let consumers think, have a comprehensive and objective content, have a good understanding of consumer purchasing logic, and have a reasonable and beautiful layout, so the conversion rate will be high.

　　4. Others

　　In addition to the above major points, there are also various details that affect your transaction conversion.

　　Season: Every product has a peak season. For example, the winter is the peak season, and the conversion will be high, and the summer is the off-season, and the conversion will be relatively low.

　　Time: Different time will also affect consumers' determination to place orders. The ones that are generally recognized as higher conversions are generally 9-10 points, 2-3 points-8-10 points.

　　Customer service: The communication skills and professional knowledge reserves of customer service often have a very big impact on the purchasers who consult and place orders. Their consultation conversion rates between good customer service and bad customer service may be several times different.

　　New/Old Customers: From the backend data, it can be seen that the conversion of old customers will always be higher than that of new customers. The main reason is that old customers have high trust and loyalty to their brand.

　　Sales/Evaluation: As two indicators for intuitive observation of the quality of the product, the higher the sales volume, the better the evaluation and the better the conversion.

　　Promotion: Undeniable, promotion is still an important indicator that affects conversion. Often, when the store has an activity, the conversion will be higher than the average sales.

　　A summary of "others": Paying attention to other details may lead to unexpected good things. Pay attention to every detail before the transaction, and the conversion rate is high.

　　3. Summary

　　1. When low conversion occurs, find the causes that affect conversion, find the source, and prescribe the right medicine.

　　2. Find your own target market, optimize details, and pay attention to details to effectively improve conversion rate.

　　3. Only by watching and collecting more and enriching your experience can you do better and better.

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