Methods and techniques to comprehensively improve conversion rate and customer unit price

　　Conversion rate and customer unit price. Both metrics represent the same data demand: the value that a single traffic can generate.

　　Part 1: About the increase in conversion rate

　　Let more people come in and buy them, which is the fundamental explanation of the conversion rate. Under the premise of fixed traffic, according to the formula: sales = traffic * conversion rate * customer unit price, the increase in conversion rate and customer unit price can both increase the data. Let’s talk about the conversion rate first. The relevant factors affecting the conversion rate. I think the order from top to bottom is (personal feeling, not officially announced): the accuracy of traffic, the design of the main picture (for wireless end), the correlation of selling points (for details pages), the design of the event, and the power of customer service.

　　1. Accuracy of traffic

　　It can be said that this is the most core factor affecting conversion rate. The traffic is not accurate, and the rest are free of discussion. Looking back, think about the common traffic channels used by small and medium-sized sellers at the beginning were: free search traffic, direct traffic, and Taobao customer traffic.

　　(1) How to achieve the accuracy of search traffic

　　This is very simple, you must pay attention to the selection of keywords. Many people have shared a lot of word selection methods and also provided many channels for word selection, such as drop-down boxes, Taobao rankings, etc. Many people pay more attention to when choosing words, search popularity, conversion rate, click-through rate, etc.

　　But have you ever thought about it? No matter how good the data of this word is, it is useless if it is not strongly related to your baby, but weakly related or even irrelevant? Because when consumers search, they deeply integrate their essential needs into the keywords. In other words, keywords basically represent the products that consumers "want to see most" and "most likely to convert and buy".

　　To give a simple example, for example, a consumer searched for "casual shoes high-top" on Taobao, then what is the "conversion point" shown by this keyword? It must be a high-gang. If you are a low-gang, you just think that the word high-gang is popular and has good data performance in all aspects, and then you will use it. For example, your word really attracts traffic, and then consumers come in. After entering, they find that it is not their own interest point of conversion - Gaobang. Then it will be closed directly. . .

　　In this way, your most critical conversion rate indicator: the search conversion rate will drop, which is a very devastating thing, because search engines will feel that your ability to digest traffic is too poor, and will quickly adjust and allocate opportunities to you to show.

　　(2) How to achieve accurate traffic and Taobao passenger flow

　　The implementation of the accuracy of direct traffic and Taobao passenger flow is relatively simple, mainly through precise delivery. Of course, if you regard express trains and Taobao customers as the main traffic tools for creating hot products, you can play with broad matches. Otherwise, we generally recommend accurate.

　　2. Design of the main picture

　　In theory, if it is on the PC side, the role of the main picture is not particularly obvious, but on the wireless side, the main picture bears much higher responsibilities than the PC side for the increase in conversion rate. On the premise of meeting the requirements, pay attention to the design of the main picture, and there are several small operating details for you:

　　(1) The second picture shows the core selling points of the product. For example, if you are planning to compete for the keyword "inner increase", then your second picture should enhance the effect of the internal increase of this baby; if you are planning to compete for the word "thickening", you should strengthen the warmth effect of the baby.

　　(2) The third and fourth pictures assist in the core selling points through details. For example, your core selling point is "waisting", then you can use a detailed display of the third picture to show that the waist-hugging effect is the best in such a detailed design; then the fourth picture can use the fabric to show that the waist-hugging effect is the best in such a fabric.

　　(3) Take a look at the fifth main picture, for example, it can be a picture of your gift or a copywriting for the event.

　　3. How to refine the selling points of the details page

　　How should the details page be designed? The key here is logic, that is, how your content should be laid out, and the key is how the selling points of the product should be reflected in the details page. Here I will talk about a core point: how many selling points should be displayed in the details page.

　　We have seen many detailed pages. When displaying selling points, we are reluctant to give up any selling points. We all think that our baby style, quality, low price, technology, etc. are displayed one by one when displaying them. But you should note that a well-known feature of wireless shopping is: fragmentation. The time for consumers to make decisions is actually very short. If you show too many selling points, consumers often cannot grasp the key points after reading them, they are confused and remember nothing.

　　So, what is the right way? The whole article only displays one core selling point, and then all other selling points you think are good are assisted. For example, if you want to show the core selling point of "waisting", then you can say that "this fabric has the best waist-hugging effect", which means that your fabric has advantages; such detailed design has the best waist-hugging effect, and the style design indicated is very scientific...

　　In this way, after watching it, consumers remember one of the core things: your clothes have the best waist-retraction effect. If waist-retraction happens to be the conversion keyword, the conversion rate will be very good.

　　4. The power of event design and customer service

　　I won’t talk about these two points. The more powerful your event is, the better the conversion will be; the stronger the communication and recommendation skills of the customer service, the better the conversion effect will be.

　　Part 2: About the increase in customer unit price

　　The average customer price also largely represents your ability to digest traffic and can improve overall performance. From the perspective of Taobao operation, our increase in customer unit price will mainly be achieved through related sales. In the actual operation of this related sales, we have several small details:

　　(1) It is important to associate and recommend what kind of products. Generally, in front of the details page, we can associate some products that are very similar to the page of the page. The styles are similar, but the details are different, which will give consumers more choices and reduce the jump rate. Then at the end of the details page, you can associate some babies with relatively large style differences.

　　(2) The number of related products should not be too many. Generally speaking, 6-12 models are enough.

　　(3) When relating, don’t be all simple display-like relating, just like the following relating.

　　In general, this simple display-like relationship is more suitable for clothing categories and can reduce the jump rate, which is of course helpful for improving the conversion rate. But there can be better ways, such as you can do matching associations, combination associations, etc. This is the most correct way to increase the average customer price. Especially as Taobao live streaming becomes more and more popular, this combination will become easier and easier to do.

　　Conversion rate and average customer price are actually proving your digestive ability to search engines. If Taobao finds that your two indicators are better than the industry average. So, within the life cycle of popular products, it can at least ensure that your traffic is very stable. Normally, it should be on an upward trend. (Source: Seller Information)

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