5 steps to improve product conversion rate!

Double Eleven is coming soon, and many merchants are making intensive preparations, thinking about how to increase traffic and how to improve the average order value of goods, but they have forgotten a key factor - conversion rate.

In my opinion, the first step is to improve the conversion rate of goods, then improve the consumption capacity of individual users, and finally find ways to increase product traffic. After all, traffic without conversion rate is "fake" traffic. Only by improving the conversion rate can the value of this traffic be truly realized. After all, for a small business, it is difficult to increase the traffic from 1,000 to 10,000, but it is not that difficult to increase the conversion rate from 1% to 10%.

Today, I will talk about how to improve product conversion rate from the perspective of conversion rate.

1. Two major models to improve conversion rate

In the process of improving conversion rate, there are two major models that play an important role. Only by better understanding these two models can we better improve conversion rate and understand the key to improving conversion rate.

1. Funnel Model

The funnel model is currently the most classic model for improving conversion rates. In the marketing process, the conversion quantification process of gradually turning potential users into users. Taking e-commerce products as an example, users start by searching for keywords, and gradually go through the steps of product selection - selecting type and quantity - adding to shopping cart - purchasing and completing the transaction. This is why in recent years, e-commerce platforms have begun to promote personalized displays for each user. Based on users' different search records and previous purchase records, the platform will put the products that best match the user's search keywords in the first place to improve product conversion rates .

Every additional step will reduce the final conversion rate, and some complex steps will even cause the conversion rate to drop suddenly. Therefore, it is crucial to list every step from user entry to conversion. Only by listing more detailed items can we know which link has room for improvement.

When using the funnel model, you need to list the core processes of product purchase. The more detailed the better. Secondly, gradually find out the key factors that affect the core processes. Finally, gradually optimize the key factors.

Let's take the search keyword node as an example. The impact factor of the search keyword can be:

What else can be optimized in the search box itself?

Are the search terms complete?

Can search history be optimized?

Are search results optimized?

…

The author only takes the keyword search link as an example. You can also list more factors that affect keywords, and sort them one by one according to their impact on the final result, and perform optimization.

2. AISAS model

If the funnel model is a process of finding optimizations one by one, then the AISAS model is to find the key to improving conversion rates from a series of user purchasing behaviors.

The AISAS model was formerly known as the AIDMA marketing model. With the emergence of the Internet, the process of users passively receiving information has changed to active searching. In this process, push marketing gradually changed to pull marketing, and merchants' blind indoctrination changed to user search and sharing.

This model is more applicable to e-commerce products and is more in line with current consumer purchasing habits. From initially attracting attention and stimulating user interest, to searching, and finally to purchasing, evaluation and sharing. Putting aside the previous steps of attracting attention and stimulating interest, from the time users come in through searching to the final purchase transaction, this includes silent conversion rate (users purchase directly after browsing the products), inquiry conversion rate (users purchase after inquiring about the customer order) and payment conversion rate (from the payment stage to the final payment stage, there will also be user loss). These factors are all important factors affecting conversion rate.

By using the basic idea of ​​the funnel model and analyzing the user's purchasing behavior one by one in the AISAS model, we can find the key to improving the conversion rate.

2. 5 steps to improve conversion rate

The above two models are the two most critical models in the process of solving conversion rate. Next, the author will use cases to illustrate how to complete these 5 steps to improve the purchase conversion rate of products.

Getting ideas from the AISAS model, the author divides improving conversion rate into the following 5 steps. Next, we will explain these 5 steps and find the key to improving conversion rate.

1. Consumer demand-selling point analysis

From attracting users' attention to gaining their interest, this process involves a very important factor: the product selling point directly hits user needs.

The user needs here may include user pain points, user pleasure points and user itch points. (From Liang Ning’s product thinking). Pain points refer to the fears of users, such as fear of falling behind, fear of acne, and fear of aging.

The "cool point" refers to giving users instant satisfaction and pleasure, for example, giving users instant satisfaction while reading a novel; the "itchy point" refers to satisfying the virtual self. Why do many people like to chase stars and buy celebrity peripherals? This process is the process of users satisfying their virtual self.

Take the cosmetics commonly used by girls as an example. In the process of exploring selling points, many brands use the ingredients of the product itself as the core advantage, and use professional rhetoric to shape the brand's professionalism and increase trust.

However, they forget a very core factor. Many ordinary users have no idea about the ingredients of the products. Instead of telling them what ingredients the products contain, it is better to tell them which cosmetics celebrities are using (satisfying users' itch points) and how long-term use can delay aging (satisfying users' pain points) and give them ageless skin.

In this regard, Xiaohongshu has explored the selling points of products very well, using predictions that are easy for users to understand to hit the users' pain points, and using its own usage results to endorse and increase trust.

In this process, the real needs of users are the key. Only by better identifying user needs can we better refine the selling points of products. In this process, it is important to speak human language. It’s useless to say a lot of high-sounding words if users don’t understand them. After all, users are the ones who pay the bill in the end. You should always put users at the core and speak in words that users can understand.

Regarding selling points, let me talk about the pitfalls I encountered: Don’t have too many selling points, but be precise and find the core selling points that will most impress the target users.

When I first started doing e-commerce, I basically wrote out all the selling points of a product, trying to tell users how good my product was! Promotion + product use + various advantages of our store, all that’s left is telling consumers to come and buy from us, that’s right! Later I realized that the more selling points there are, the easier it is for users to ignore the most core selling points.

2. Build trust and increase silent conversion rate

After the selling points can directly meet user needs, at this time, we need to build trust with users in the process. What is trust? For example, I want to buy a piece of clothing, but I don’t know how it looks on me, nor do I know the quality of the clothing. Although the pictures are beautiful and the models are pretty, I still don’t believe what the merchant says.

At this time, I will go back to look at the reviews or photos in the comment section. If the comments or photos in the comment section are good, then at this time, my chance of conversion rate will be greatly improved.

This is why many businesses spend a lot of effort to collect buyer shows. No matter how good your own praise is, it is not as good as the users taking the initiative to speak for you and upload a few product pictures. Some merchants will add some selling points or pictures in the product description, which is also a good change to increase silent conversion rate.

3. Resolve objections and improve inquiry conversion rate

After users have looked at the product, they still have some questions about it. At this time, users need to ask customer service to resolve some of their objections. Let’s take buying clothes as an example. I want to buy a piece of clothing, but I don’t know what color or size would be more suitable. At this time, I would ask the customer service: How about this piece of clothing? Actually, I don’t know whether it is suitable for me.

At this time, the customer service introduced a lot of good quality of the clothes, but these are not what I care about. So I was lost and even forgot I had seen this dress.

But some customer service staff are very smart. They will gradually guide users during the process: Dear, no matter how tall or heavy you are and what your skin color is, I will recommend the right one for you. So you tell her, and after the customer service recommends it to you, you successfully place the order.

General customer service will only answer what the user asks, and will not care if the user does not ask. However, truly good customer service will gradually guide the user, tell the user that this is what you want and this is what you like, and gradually guide the user to place an order.

Customer service is also crucial in the purchasing process of e-commerce products.

4. Establish a payment reminder mechanism to improve payment conversion rate

In the process from payment to successful payment, there will still be user loss. At this time, it is necessary to establish a complete payment reminder mechanism to improve the payment conversion rate.

5. Guide positive reviews and increase trust

After the user completes the payment, the entire commodity transaction process has actually been completed for the merchant, but why is there an additional step to guide positive reviews? Although guiding users to post positive reviews may not have much impact on users who have already made a successful purchase, it is very important for increasing the trust of the entire product and improving the silent conversion rate of subsequent users.

For some products with high average order value, users may even spend dozens of yuan to guide users to give positive reviews in order to increase the credibility of the entire product, rather than just bragging about it. Rewarding positive reviews is a common model used by e-commerce products at present, which increases user positive reviews through the stimulation of benefits.

The above 2 models + 5 steps are the key points summarized by the author to improve the conversion rate of e-commerce products. Starting from each step, we can eventually improve the purchase conversion rate of the entire process and finally make every traffic have its own value.

Author: Wang Ting

Source: Wang Ting