Real case | Using this method, the conversion rate of user orders increased by 5 times!

Have you ever encountered such a situation? ——After using many methods to attract customers , customers finally come to your store. But you find that users browse for a long time, but in the end they are always unwilling to buy your products! In other words, the conversion rate after users arrive at the store is very low.

However, if the final conversion rate of users is always low, the traffic costs we invested in the early stage will be wasted, not to mention making a profit!

I believe that many businesses, whether online or offline, often face this problem: how to improve user conversion rates?

The common practice of many businesses is to lower prices, lower prices, and lower prices again! Or they give out various preferential items. But it is still difficult to convert users in the end.

what to do?

There are many ways to improve conversion rates, but we have a seemingly simple but very effective method - designing the user's transaction path !

What does this mean?

In other words, starting from the entire path from when users see your brand to when they finally experience it, design every link in the process for users. When users come to your store, you must follow the path you designed and finally let the users actively complete the conversion .

Because price reduction is only a one-sided stimulus to users and does not really stimulate their desire to buy. Moreover, users will feel like they are being forced to sell products, which can easily lead to resentment. Therefore, a better approach should be to let users take the initiative to place orders and convert.

In order to achieve this effect, we should design the entire path for users from the moment they enter the store to the moment they leave the store.

Therefore, users are equivalent to falling into our "trap", and finally they seem to be naturally converted into our members.

Below, taking a catering project we are currently serving as an example, we will briefly explain how to “ design the user’s transaction path ” . 

one

We all know that catering is a rigid demand industry and also a big industry. According to data from the National Bureau of Statistics, the national catering revenue in 2017 was approximately 4 trillion yuan, with a year-on-year growth rate of 10.7% (many industries had a growth rate of less than 10%). But most of the catering outlets are loss-making or not profitable.

(Image source: iResearch)

In order to avoid competing in the same dimension with many brands, we implement a special membership system in our restaurants, allowing the company to transform from a single profit model to a complex profit model. In other words, the projects we serve, such as Beijing Chuanzu BBQ, Shandong Oubaro, and the ongoing Shandong Jinan Yueyan Buffet Restaurant, not only make profits from product sales, but also make money from membership fees and other aspects. This is one of the reasons why our product prices appear to be lower than those of our competitors, yet we are still able to make a profit.

My senior brother and I just arrived at the Shandong Yueyan Buffet restaurant. Although it has a membership system, the system is not perfect and the conversion rate does not exceed 10% at most. After we used the user transaction path method and other adjustments on September 11 this year, the conversion rate has increased from the previous 10% to around 60% every day now, an increase of 50% !

How is this done?

2. Design the user’s entire path process

When users come to your store, it is the beginning of your control over conversion. We should achieve the effect that “once users come, they won’t want to leave unless they convert.”

First, we divide the user path into seven nodes based on the actual situation of the buffet:

1. Buy tickets at the bar: Buffets are different from other restaurants in that you need to pay before entering.
2. Ticket verification and entry: Customers can enter only after the staff verifies that their tickets are correct at the entrance.
3. Lead to seat : After checking tickets, staff will lead customers to different seating areas according to their actual situation. For example, if there are elderly people and children accompanying you, they will be arranged to sit at tables where there are fewer people walking around.
4. Self-service food : After guests confirm their table, they can choose their favorite food by themselves.
5. Meal service : Service provided to guests while they are dining, such as helping them remove empty plates or napkins from the table.
6. Deposit signing: After the guests finish eating, the waiter signs to return the deposit (a measure to prevent food waste).
7. See guests off the store : see guests off the store.

After determining the above conversion path, we will start the next step - linking together the steps, stimulating users to actively become members from multiple aspects, and try to make users "don't think about leaving once they come in", haha.

3. Find the conversion node in the path

Depending on the different store situations, find out which links in the path process are easiest to convert.

Through our observation and testing, we found that customers are most likely to convert at two stages: buying tickets at the bar and receiving in-meal service. After confirmation, the focus will be on these two links (of course, other links will not be ignored).

Some people may ask, the whole process is to stimulate dining customers to convert into members, won’t the customers feel annoyed?

This depends on how stimulating it is.

Our requirement is that no sales promotion is allowed during meals, and users must take the initiative to say "I want to become a member". As I said before, if there is forced sales, users will feel like they are being sold to, which will affect their dining experience and they may not come back next time.

So how can we make users actively want to convert?

Depending on the situation of our different stores, we can stimulate users to become members from different dimensions.

For example, we will create many interactive links between waiters and customers based on user paths, and then give the waiters a special set of scripts, so that the waiters can introduce our membership information in these links.

When you buy a ticket at the door, you will see our membership information.

After entering the store, there will be our member information posters with different themes in a place that customers can see clearly.

There will also be our interactive tools on the guest tables to guide customers to actively ask the waiter about membership information.

They will also offer free tastings exclusively for members, creating discrimination between members and non-members to arouse customers' curiosity.

Even for a simple purchase of napkins, we have designed a link to stimulate customers to convert into members.

…

In short, even if customers do not convert after buying tickets at the front desk, the design of each link after entering the store is to stimulate users to actively want to become our members. Even if the customer has not converted after leaving the store, we still have the final link design - to encourage the user to add the store manager's WeChat or WeChat group , and then slowly stimulate the conversion later...

Therefore, throughout the entire process, we don’t need to deliberately promote products, and the average conversion rate achieved by users actively completing products can reach 60% (you know, a conversion rate of 20% is already very good).

postscript

Having written this, I believe some people may also want to imitate this to improve their conversion rates, whether it is selling products or other conversions. However, it should be noted that if the basic conditions of your store are not met, no matter how good the path design is, it will be useless. For example, your product quality, dining environment, service level, brand positioning, etc., these are all basic conditions. In addition, the current economic situation is that overall income is not proportional to consumer expenditure, and consumers are becoming more and more "smart" and holding on to their wallets tightly.

So, the forced sales in the past was not a very good method. What we should consider is how to make users (audience) not only willing to convert when they see our brand, but also willing to actively promote our brand.

Have you learned the method of “designing the user’s transaction path” shared today to improve the conversion rate of physical stores?

Note : Due to space constraints, it is difficult to write all the details in one article, and the project is ongoing and many strategies are still being implemented. If you are interested, you can add me on WeChat in the background of the "Monster Mr." public account for communication.

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Source: Mr. Monster