Expand the optimization ideas of Taobao store, doubling the conversion on Double Eleven is not a dream!

Now we are getting closer to the Double Eleven promotion. Are you orderly or in a hurry?

We don’t create a tense atmosphere, we just want to say more: At this point in time, what we compare with our peers is the word “stable”. When you panic, it is easy to create unnecessary trouble for this originally flat road, which hinders the final development direction of our store.

————————————————————————————————————————————————————

To be honest, what is the purpose of our driving?

drainage! Convert! Sales volume! Make money!

But why didn’t you understand these things after the car drove? Only experience burning money?

In the final analysis, this phenomenon occurs because your car data is not optimized in place.

There are many data to adjust and optimize when driving, and the conversion rate can be said to be a very important part of it.

Don't worry, at this time I will no longer talk about the factors that affect conversion rate. It's too boring and will not help you much.

So, today’s theme is: broaden your thinking and start from competitors, and talk about how to effectively improve your conversion rate!

When doing data diagnosis, you must not just focus on your own backend data and ignore your attention to the competitive environment.

It is not difficult to understand that the market demand for a product is a certain quantity. If your product conversion rate is high, the product conversion rate of competitors will be low.

In order to make the product more competitive, some powerful sellers choose to develop new products and apply for patents to ensure that their products are the only one in the entire market, so as to earn enough clicks and conversions.

But for most sellers, it is impossible to do research and development patents.

what to do? How to improve the conversion rate of your own products?

First, dig deeper from the buyer's behavior path

When building a physical store, you can recommend the buyer's related products to the store through his or her dress, and then guide the buyer to finally purchase the products through communication services.

When building an online store, you cannot intuitively feel the buyer's expression and language, but you can clearly know which product the buyer visited, which page, how long he stayed on a certain page, and what page he visited, and ultimately converted which product you made or jumped out and flowed to, etc.

Dig deep into the buyer's behavioral paths in order to let you intuitively understand from the data what the store is now and which parts need to be corrected.

Then make articles in videos, pictures + copywriting, associations, etc.

1. Video

The main picture short video is weighted, and the duration is recommended to be controlled at 30s. Then, the content highlights the product details and sells the advantages of your own store. This short video can effectively improve the conversion rate if it is done well.

2. Picture + document

Everyone is now paying attention to the aesthetics of pictures and ignoring the importance of copywriting.

Good copywriting can suddenly make buyers trust in the store and play a decisive role in improving the final conversion rate.

And now we focus on accurate people, so what we need to do is not just buy the product, but only if the product is bought by our target people.

So you need to know what kind of population your target population is, and you need to make corresponding copywriting specifically for this population.

"I also want good copywriting, but I didn't expect it even if I wanted to break my head." Since I couldn't think of it, just go and steal it.

The simplest and most direct thing is to steal from the comment area of ​​your store product, go to the comment area of ​​the competitive store product. When you don’t know what language you can use to impress the buyer, just try it in the buyer’s own language.

Evaluation is the buyer's own voice. If you see a large number of recognition from buyers, the trust of other consumers will double. But on the contrary, if you see a large number of bad reviews, the consumers who originally wanted to place an order will be discouraged and thought about it again and again.

"I have many good ideas about my products, but I don't know how to use them to the best one." If the content is given too much and full, the buyer is unwilling to read more, then it will be meaningless. If you make more refined and shorter, the effect will be twice the result with half the effort.

Let’s talk about how to make promotional copywriting not a fool.

How to say it is about hunger marketing now? If it is a limited-time one-day or 6-hour special offer, this method is a bit old-fashioned. Buyers who often buy online find it difficult to believe the authenticity of your promotion. If you don’t believe you, the effect of this activity will be difficult to meet our expectations.

Change the angle, for example, if you buy it, get it/if you fill it, this is also a promotion. And if you choose the product you give, there are really buyers who choose to buy your promotional products for the product you give it. This method must be much cheaper than when we are yelling to buy this one, here. Or change the angle, for example, to celebrate the store’s anniversary, and promote 3-5 event products on the homepage. This event is very authentic and has good results, and it can also promote our brand very well.

3. Related

When doing a store, you must not ignore the importance of related sales. If you do a good job of related sales:

①Maximize the traffic drainage effect of popular products. After all, a truly successful popular product can boost the sales of other products in the store.

② Provide buyers with more product choices to improve customer unit price and depth of access, while playing a positive role in increasing the store’s conversion rate and increasing customer experience. But too much combination is meaningless and will increase the jump rate. This association is not arbitrarily related. In addition to matching the style, pricing, etc. of the main product, it also needs to be adjusted based on the indirect conversion rate of the product and the data feedback after matching between the products. These data can be seen in the business consultant.

Of course, you can also study the art of pricing

Pricing is definitely a science.

The product price is set lower and the profit margin is smaller. When promoting and diverting traffic in the later stage, it will be timid, which will affect the promotion process and the development of the store.

If the product pricing is high, if the product is of average quality and low cost performance, it will be difficult to give buyers a good shopping experience, and the return rate and other aspects will be difficult to control; if the product selling points are not described enough (but don’t exaggerate the selling points), and the product packaging promotion is not enough, then this conversion will become a problem, and the product conversion is sluggish for a long time, and the store cannot develop better.

So how to price?

① You must first fully understand the market pricing situation, the current store competitors' pricing situation, the product's own profit situation, etc. The clearer you analyze these things, the more relaxed you can when pricing them.

For example, if your product sales are less than those of its competitors, how can it be priced appropriately?

The price can be 10-20% higher than your competitors. In this way, buyers will think that the reason why your product sales are not ideal is because your price is too high. At this time, we will do the corresponding product packaging to highlight our product quality, etc., and highlight our advantages, which can further increase our product conversion.

② The purpose of "differential treatment" of pricing all products in the store is to make each product have an existing value, and to allow them to exert their respective energy in their respective positions to serve the store together.

Let’s talk about the details of the store’s traffic.

The characteristics of traffic-driving models are that they have a wide audience range and large views. When pricing, the price is relatively lower than other styles in the store. However, it does not mean that you can lose money without profit at all. Don’t say that because the profit for traffic-driving is limited, you should reduce the quality requirements for it. On the contrary, the product details page copy must be coordinated in place, and related sales must be done to increase the average customer price of the store and drive the development of other styles in the store.

Finally, don't ignore the importance of customer service

It is no exaggeration to say that as long as the buyer inquiry is in the case of more than 80%.

Because buyer inquiry means that buyers are interested in our products and want to have an in-depth understanding.

Therefore, we need pre-sales customer service: professional, dedicated, certain promotional capabilities, and certain urgency capabilities.

Then everything will be fine after the product is converted? Absolutely not.

After the product conversion, it is the beginning of our after-sales service. Poor after-sales processing, various bad reviews, various returns and exchanges will lead to a decline in the weight, dsr and later conversion rate of our product. Even if it has been given a good review, there is still a possibility of adding bad reviews later.

Therefore, after-sales customer service must pay attention to the attitude and quality of service. It can be said that "the customer abused me thousands of times, and I treated the customer as my first love." For the long-term development of the store, every step must be paid attention to and strictly control this last step.