With the popularity of mobile Internet, e-commerce has also been constantly becoming more mobile e-commerce, but there are still many Taobao and Tmall sellers using PC-side thinking to guide their operations. For example, conversion rate, how to improve the conversion rate of mobile stores? Next, I will share the content of conversion rate in detail.
1. Personalized recommendation technology for wireless terminals
Because of the development of wireless technology, personalized recommendation technology for wireless shopping has become more and more perfect, mainly based on two points: first, smartphones are close to the characteristics of "absolute privatization". What does it mean? In the PC era, although it is also called a personal computer, whether at home, in the unit, or in the university dormitory, your computer may be used by others; and the development of smartphones is now basically at least one person, and even the person you are closest to is not very likely to play with your phone often (because you have your own).
This is important because it maintains the integrity and correctness of your shopping habits and gives personalized recommendations a data basis. In other words, if you always like Korean style clothes, you will not be disturbed in data because of others' use.
Secondly, the smart device itself also determines certain consumption attributes. A simple example is that a person who buys and uses an Apple phone and a person who buys and uses a Xiaomi phone should be two different groups of people.
Under this premise, in the wireless era, when we are exploring the conversion rate indicator, there is only one core element: the high accuracy of store and product labels (at the first and second levels, product labels are more important, and at the third level or above, store labels will play a very important role). Therefore, your categories, attributes, keyword selection, etc. have become the focus of your optimization work.
2. The importance of wireless main image
On the wireless side, the main picture not only bears the click rate, but also has to undertake certain conversion functions (and this role is becoming more and more obvious now). Therefore, the main picture of the wireless side must be fully utilized and the selling points that can be displayed should be displayed as much as possible through several other pictures except the first picture.
Different products have different focus, such as different product grades, different product types, etc. For low-end shirts, consumers are concerned about styles, so the main picture is to show different model angles as much as possible; for high-end shirts, consumers are concerned about quality, so they should show details more.
3. The details page shows the only core selling point
Many people think that when making detailed pages, they should put more selling points: my style is very good, my quality is very cheap, my service is the best... But you will find that too many selling points means there is no Taobao selling point. You say this is good and that is good, but after reading your details page, consumers find that they have not remembered anything. It’s better to talk about a core selling point throughout the article, and the others are all auxiliary. For example, you can say: My dress is the most comfortable to wear.
You must note that this is more important on the wireless side. First, because the screen is small and you can't put too much stuff. Second, because in the era of unlimited shopping, consumers' shopping time is fragmented, and they don't have that much time to pay attention to your excessive selling points.
4. The details page highlights the shopping scene
You should note that for consumers, every consumption demand will only arise under specific scenarios. For example, consumers buy down jackets because they are cold, want to travel to the beach, so they buy bohemian-style skirts, because they want to go outdoor climbing, so they buy hiking shoes, and because they want to spend afternoon tea time with their best friends, so they buy snacks... If you can strengthen the scenario-based purchase of consumers in the details page design, then the conversion rate will definitely increase, because this will bring consumers into the consumption scenario in advance.
In fact, many times, why can e-commerce platforms generate such huge sales during big promotions? On the one hand, in addition to the huge traffic, the "crazy" shopping scenarios will also stimulate consumers to place orders and purchases.
Only by grasping the traffic on the mobile side can we do a better job in e-commerce, but we also need to analyze which products are suitable for mobile side traffic. We can achieve better consumption after analysis!
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