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The store conversion rate is low, how can merchants optimize and improve

2018-11-29

  Everyone knows that conversion rate is a very critical factor. There are two conversion rates in any store, namely the conversion rate of the entire store and the conversion rate of the baby. So if you want to improve the conversion rate of your store, you must take a two-pronged approach. So how to optimize it specifically? Optimization ideas are very important. The editor will share with you what the conventional optimization ideas are.

  Sellers can clearly understand whether the conversion rate of the store is high or low by comparing the "average" and "excellent value" of stores of the same industry and the same level. If the conversion rate is low, look for the reasons from the specific product. The product quality, user review, page description, price, inventory, pictures, DSR scores, etc. are all factors that affect the product page and the product itself.

  Step 1, we find ① Business Analysis-② Transaction Overview from the Taobao Business Consultant Backend;

  Step 2, select the transaction trend - ① Choose peer comparison, there are 2 options: one is average for low tops, and the other is excellent for low tops. The selection date is nearly 7 days, the indicator is payment conversion rate, choose download;

  Step 3: After sorting out, draw it into such a table, as shown in the figure;

  Through the above figure, we can analyze several information:

  1. The store conversion rate is the same as the industry average, and the store operations are currently acceptable;

  The store conversion rate fluctuates greatly in 2.7 days. Please try to control the average of 7 days to ensure that it is 1.58% greater than the industry average conversion rate;

  3. If the store wants to enter the TOP seller, if you are capable or confident, try to keep up with the excellent conversion rate.

  The average customer price is the average transaction amount purchased by each seller from the store. For example, 10 buyers came to the store to buy babies, and the total transaction volume was 10,000 yuan, and the average customer price was 10,000 yuan/10=1,000 yuan/position. So, with the same amount of buyers, the higher the transaction amount of each buyer in which store, the higher his turnover will be, and the more profits will be. Therefore, with the same amount of buyers, the average customer price determines the transaction amount of the store and the profit space.

  If you want to increase Taobao’s average customer price, you can start from the following two directions.

  There are two factors that determine the sales price of a product: product attributes and customer attributes.

  1. Product attributes are your product price, product structure, product display and services.

  ① Increase the unit price of UVs to buy products in the store, that is, let more customers buy high-priced products

  ② Increase the price of a baby by pricing is the basic skill, and seize every opportunity to promote high-priced and high-value babies.

  2. Customer attributes, consumption capacity and shopping habits of your store

  ①Increase the number of products purchased by customers

  ②Buy and get free activities + related display + combination packaging + coupons + full amount of gift + repeat purchases from repeat customers + thoughtful customer service

  In a unit time, the number of people is proportional to the number of views. Therefore, sellers can increase the number of store customer service members when there is a high traffic flow, which can increase the conversion rate of customer service. Colleagues advise sellers to try to avoid modifying their baby details during peak browsing hours.

  In fact, the above methods for improving conversion rates are all details, but often the details determine success or failure. Only by doing all these details can we make other "high-end" operational skills play their true role.


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