The influencing factors of conversion rate are not single, there are many factors, and the proportion is very large, but it is definitely not a single factor. Including click-through rate, collection volume, purchase volume and other indicators, are actually the results of multi-dimensional integration. Therefore, I have always recommended the "overall operation idea".
As far as single products are concerned, I think the two proportional indicators that have the greatest influence on the weight should be click-through rate and conversion rate. But the conversion rate is a headache.
Transformation factors, I can be divided into two categories, one is congenital factors, the other is acquired factors.
As we all know, things decided by nature are basically difficult to change. Just like the cost of a product, this is difficult to control. This is a congenital factor. After that, manual optimization can be carried out, such as photos, detail pages, content evaluation and so on.
First of all, we must understand what is the core value of conversion rate and increase the trust of customers!
Because of this, brand stores and products will sell better; The economy of online celebrities does not take the search route; If Jay Chou sends a mojito, the wine will sell well!
The best transformation process is actually to build customer trust. Improve from all aspects and comprehensively improve the conversion rate.
However, the conversion rate is also Konigkin's law, and there is no room for difference. Just like an explosion, there are negative comments. Just evaluate this piece, and your conversion rate will drop a lot.
"transformation-congenital factor"
First, your cost determines your profit rate;
Second, your brand (not everyone can make brand-name products);
Third, your shop (if you don't want to open a Tmall, open a Tmall);
Fourth, the style of your product (for most people, the style cannot be changed at will);
At this point, it is actually the gap between hard power. The starting point determines the height and difficulty.
"transformation acquisition factor"
Visual effects: main picture, video, detail page, shop decoration, color tone, etc.
Second, reasonable pricing: the price will definitely affect the conversion rate;
As for price, the market has demand price, so it is not priced at cost.
If you set the market demand price and ensure your own profit rate, then this product can be played;
If you set the price according to the cost, such as 30% gross profit, but this price is unacceptable in the market and cannot be sold, it is meaningless. This is why products are king.
Generally speaking, I will guarantee a gross profit of at least 30% first, and regardless of whether the transition is smooth or not, the price will be the last consideration. Since you are doing well in other aspects, it is the price. You can reduce the price and leave yourself a way out. In addition, putting the price factor at the end, the most important thing is not to ignore other details.
Third, reasonable positioning: Is your product running at a low price or taking a mid-range positioning for profit?
Whatever you do, the ultimate goal is to make money. In order to make money, we must first sell the EMU trains. There is a profit balance:
Running at a low price is very tiring and large, but the profit is low and the cost is high, which is not worth the loss;
Positioning high-end, although the profit is high, but unstable, there is no way to start. Need to consider whether it is suitable for obtaining stable and lasting search traffic.
So, this is really a big problem. "Healthy positioning" can not only ensure stable and continuous search, but also achieve the purpose of making money. These all need big data analysis, market analysis, data analysis and whether this road is suitable for you.
Fourth, herd mentality: everyone has herd mentality, which is manifested in sales, evaluation, popularity and endorsement.
So to operate a product, we must do a good job in basic sales, content evaluation and so on. In theory, the more sales the better. But the reality is that we must consider the difficulty of implementation, your resources and your funds, which all determine your basic efficiency.
How to evaluate the content, I will tell you a few points: authenticity, what customers want to know. This is a specific product and must be analyzed in detail.
For example, clothing, of course, depends on the upper body effect, you need a lot of good-looking buyer shows.
For example, diet pills are effective, but the effect of losing weight is not reflected day by day. Then, the focus should be on long-term follow-up evaluation.
This is just an idea. I hope everyone will spread it and have a look at their products. When making an evaluation, everyone must strictly implement it. Create a folder for each award: there are video presentations, pictures and text awards. At that time, give it to others.
5. Cheap psychology: through activities, offers, packages, etc.
Stimulate customers' consumption and create a psychology of buying more and earning more for customers.
Here is a reminder: customers must be able to afford it, and don't make any plans casually. To analyze the psychology of customers, what customers need, or related to products and people.
For example, buy fruit tea and send cups. This is of course a common way. No matter how many ways to play, think clearly for yourself.
6. Clear style coordination: This requires the combination of vision and product positioning to create this feeling.
Especially clothing, shoes and hats, customers can clearly feel your style, positioning and quality when they come in. When customers like your style, you will have your own unique style positioning, and then pay attention to it, and the possibility of change will be great.
7. How to reflect the main picture: No matter the brand story type or product features, you should choose according to your own financial strength and customer needs.
Eight, five main pictures: not only show the products, but also refine their selling points. Or appropriate display, endorsement, or convenient for customers to choose, reduce the inquiry list and increase the size recommendation, product parameters and so on. All this should be analyzed and selected in detail.
Nine, use SKU: good SKU pictures will have good results. The copy effect of SKU is also good, which increases trust. For example, SKU editor: 5-year warranty, collection plus purchase priority delivery, etc.
In the meantime, I'll arrange the square for you first. In fact, there are many things to be done in each block, and the products and categories have not been carefully calculated. More is to guide the optimization ideas and directions.
(Process Block Surface)
First, title optimization: a good title is the beginning of drainage. Needless to say, you can find many related articles by searching for "title optimization" in Xiaoyu Station in the store.
Literally written words are the words that accumulate weight next.
I usually do a "keyword collection" first, and then do title optimization. Market quotation is a necessary good thing. You can clearly collect data and analyze the traffic structure of competing products, which words are occupied and which words are transformed.
Then we have to consider choosing words. Generally speaking, there are few standard words. Heading actually contains the main traffic etymology.
But it is not a standard product. There are many words. I focus on the transformation of optimization, that is, choosing words that highly match the product attributes. In addition, we should also consider the expansion of words, the degree of competition, the difficulty of obtaining weights and other additional factors.
2. Output: the weights need to be accumulated by the output value. In other words, you must sell the goods.
As I said before, solve the problem of click-through rate and conversion rate. All you have left is selling goods. Which channel can accumulate weight and gain high weight, you can do it.
Most people have their own choices for brushing bills, through trains, drilling exhibitions, activities and scouring customers. Not sure, you can analyze your competitors more. Split the opponent's action entrance, method and quantity. Your data is better than his, and your natural weight will be greater than your opponent.
(Daily maintenance)
1. Observe competitors every day: competition is an important job. Always pay attention to whether the opponent reduces the price, promotes sales, etc. And make a counterattack plan.
Second, observation data: daily observation data, find abnormal data, find reasons in time, and solve problems.
For example, if the conversion rate suddenly drops, we have to check one by one first. Analysis of the reasons, is there a negative evaluation, or competing goods shipments, or market fluctuations.
3. Maintain negative evaluation: It takes a lot of energy to do it for a period of time, which is the result of painstaking management.
Don't fight with customers, and don't do a good job of after-sales, which will affect the transformation of products. It is unwise to do so.
Often used to deal with after-sales, be sure to remember. Put down your identity and accept customers' opinions and suggestions. Even if you encounter a real miracle, you should handle the problem with a service attitude that can make you sick!
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First, I'm sorry to bring you a bad shopping experience. We have received your comments and suggestions, and we pay attention to the feelings of every customer.
(If in doubt, please explain), thank you for your support and trust. Do not forget your initiative mind brings you a better shopping experience!
Fourth, activity registration: report to the group activities, try to report.