How to improve conversion rate and encourage users to place more orders?

There are many scenarios for users to place orders, and the hooks, contact time, etc. of each scenario are different, but as an operator or manufacturer, we have only one goal: to allow users to place as many orders as possible .

And what is business?

That is, we provide equal services, solve problems for customers, and they pay us. This explains very well the first step we take to get users to place an order: let them know that we have good solutions to their urgent problems.

In "Super Conversion Rate ", the author proposes 6 factors on how to get users to place orders:

However, this book has certain limitations. The usage scenarios of these 6 elements appear after the user completes the keyword search (SEM landing page) . In this way, the user actually already has the intention and interest in the product. At this time, the main function of the grabber is to stimulate the user's desire to buy and facilitate the ordering action.

So what element is the most important in this regard?

In 1898, American advertising expert ES Lewis proposed AIDMA (Attention-Interest-Desire-Memory-Action) as a consumer behavior model, which is also one of the more mature models now. It advocates that users go through several stages before purchasing a product: "attention-interest-desire-memory-purchase".

This model explains the importance of offline channels, but it does not explain online purchasing behavior well.

With the rise of online shopping, there is a strong demand for new consumer models. So in 2005, Dentsu of Japan proposed an improved version, the AISAS ( Attention-Interest-Search-Action-Share) model, which states that user purchasing behavior includes five stages: "attention-interest-search-purchase- share".

I personally think that the methodology of "Super Conversion Rate" is actually the promotion of SAS in the stage of completing consumer purchasing behavior (there may be no guidance on sharing behavior, depending on the operation settings), that is, when users have interest and search behavior, we show them the marketing hooks in the form of landing pages. On this landing page, we persuade users to buy our products.

The most important factor for users to make a purchase is to have enough trust in the brand and the product. Therefore, this book regards the stage of generating trust as the most important stage and divides it into three parts:

Three stages of getting users to trust your product

Phase 1: Commitment and Fulfillment

• Generate mild trust and be willing to listen to your sales
• The key point here is that it is authentic, trustworthy and consistent with user perception.

For example, in children’s education tutoring classes, you can say that they cultivate children’s interest and habits in learning, but if you say that you can enable children to read ten lines at a glance with their eyes blindfolded, it would be amazing if someone would believe you.

Phase 2: Increase trust in products or brands

• Generate moderate trust and no worries about after-sales service
• Key point: Credentials have universal value recognition.

The certificates you obtain, the competitions you participate in, the bigwigs who stand up for you, etc., all need to be from an organization or person with relatively universal values, so that they can play the role of trust transfer/endorsement.

Phase 3: Increase trust in the product’s practicality

• Generate strong trust and make sure your product can produce results
• Key point: Switch units and make numbers as large as possible to add richness to the empirical examples.

Humans, after all, are social animals. When they cannot make a decision themselves, they tend to follow the choices of the crowd (I personally think this is actually a very time-saving way of choosing). What if it is a startup and doesn’t have many users? Switch units, instead of talking about people, talk about person-times, or the content of the service. For example, the number of students a teacher serves is switched to the class market, the number of owners a decoration company serves is switched to the number of decorated areas, and so on.

The logic behind explanatory copywriting

In "The Writing Weapons McKinsey Taught Me", persuasive copywriting is generally divided into four logics:

1. Causal Propositional Logic

Because you are hungry, you need to eat; because there is no electricity, you need to charge; because the material is good, it is expensive.
There is a clear and direct connection between cause and effect, and based on such logic, users ultimately purchase the product (this logic is applicable to an era when material resources were scarce and there was no need to compare products).

2. Positive Propositional Logic

"Xiangpiaopiao milk tea has been ranked first in sales for consecutive years" and "You can circle the earth several times if you surround it". Many advertising slogans point to the sales and good reviews of the products, using a lot of evidence to prove that this choice is correct.

3. Evaluate the logic of propositions

To put it simply, for example, to evaluate whether a course is good or not, we have to look at the quality of the teacher, the quality of teaching, classroom interaction, and the completeness of after-school services. A certain educational institution has high-quality and large-scale teachers, excellent teaching quality, and quite complete after-school services, so we can conclude that this educational institution is good.

4. Standardize propositional logic

Simply put, you should do XX things under XX circumstances.

For example, if you want to give a gift, give Melatonin - this is an advertisement under the standard proposition logic.

The credential part of "Super Conversion Rate" conforms to the logic of evaluation propositions , the commitment and fulfillment conform to the logic of causal propositions , and the best-selling and well-received part conforms to the logic of empirical propositions.

When planning a landing page, we don’t have to follow the six-element process completely . We can try different persuasive propositions and logic to test out the type of copy that is relatively suitable for our product.

Another extension

Whether it is the previous AIDMA or AISAS behavior, the user path framework is sorted according to the consumer timeline. When implementing it, we cannot be satisfied with the path framework. We must sort out every action of the user and break down the granularity of user behavior as much as possible.

For example:

When we look at user login behavior (enter the landing page-login), there is a core indicator - login rate. If you want to increase the login rate, one way is to increase the bonus, stimulate users to log in, and tell users that I will give them gifts if they log in (or key information can only be seen after logging in).

Another method is to sort out the login process and divide the login behavior into: fill in the mobile phone number - click the button [Get verification code] - accept the verification code - copy/fill in the verification code - click the button [Log in now]

Monitor the conversion rate of each step, optimize the visuals and copywriting of each small step, or overturn the original login path and re-establish a simpler login process.

Reflection

Building a personal IP is actually a process of building other people’s trust and admiration (worship) for yourself. Cultivating trust is the first step. Therefore, the establishment of personal IP also follows this model: commitment and fulfillment, trust conversion, best-selling and good reviews (endorsement)

Because building a personal IP is a relatively long process and is more flexible than establishing one through a landing page, in addition to persuading through copywriting and visuals, you can also persuade through behavior and facts - that is, using one fact to defeat another fact (using your credible facts to defeat the fact that you are untrustworthy in other people's minds). The specific method is still in practice, so there is not much to say. I will share my ideas and experiences later.

Author: Zhang Daben

Source: Zhang Daben