3 tips to improve your product conversion effect!

We can actually use product conversion rate to measure the efficiency of the use of promotional resources. Regarding marketing , most companies pay more attention to advertising, but often ignore the optimization of conversion rate, which may result in a lot of resources being invested, but user conversion is not as expected. This article focuses on three tips to improve your product conversion results.

The importance of optimizing conversion rates is self-evident. Often, just a small detail change in a product or promotion can significantly increase user perception and conversion rates. In other words, low-cost methods can also bring about a significant increase in conversions.

Here are three simple ideas:

1. Increase the reach of brand information

Take offline promotion as an example. It is a common means of product promotion, not only because the cost of acquiring customers online is too high nowadays, but also because offline users can be guaranteed to be real and relatively more controllable. Especially for local and catering brands, the crowd is also more precise. In the early years, arrogant foreign restaurant chains such as KFC and McDonald's also used a lot of ground promotion and coupon distribution to attract customers.

However, the efficiency of basic marketing methods such as handing out flyers is actually not very high, because once the flyers are sent out, they can easily be thrown into the trash by users. If you fail to arouse the user's desire to consume when distributing flyers, the user will be lost immediately.

Let me add a little bit here. User needs are based on scenarios. If a user does not have the urge to consume a product in a certain scenario, it does not mean that he does not have such a product demand.

For example: If you are a restaurant owner and are distributing flyers, if you distribute flyers during meal times, passers-by may be looking for a place to eat, so your flyers will be more effective; but if someone who has just finished a meal receives your flyer, he will most likely throw it into the trash can, but this does not mean that he will not have the need to choose a restaurant in the future.

So the idea to increase the customer conversion rate of flyers is to let your brand information occupy more life scenarios of users. Expose your brand information in scenarios where users have consumption needs, making it easier for users to reach it.

So the question is, how can you make your brand information cover more user scenarios?

There are actually many solutions, including conducting user behavior analysis and refining multi-screen delivery, but we will still take the example of offline promotion in restaurants.

The reason why flyers are distributed are thrown away by users is that flyers have no other value to users except receiving information. They cannot be retained in other life scenarios of users, and cannot prompt users to consume when they have consumption needs.

So an optimization idea is, instead of handing out flyers on the roadside, it is better to go directly to the buildings and hand out flyers to every office building one by one. In this way, not only can it occupy the users' work scenes, but users will also feel that they can use them when they have difficulty choosing before dining and put them on the desk, and are unlikely to throw them into the trash can like they would if they received flyers on the roadside.

Another optimization idea is to distribute some more functional small materials instead of simple flyers, such as tissues, fans, etc. Then your brand information can occupy the scene when users use these small materials, and the cost is not too high.

The cost of advertising fans on Taobao is even less than 0.3 yuan

If you distribute advertising fans, users may bring the small fans into the office, then your brand information will occupy the user's office scene, and users will be more likely to consume your products. This is why offline activities often give you some practical gadgets such as USB flash drives and notebooks, just to allow brand information to occupy more life scenarios of users.

In other words, adding more practical functions to promotional materials can help your brand occupy more user scenarios and make your brand more accessible.

2. Increase the convenience of product use

In many cases, the main reason why users don’t use or experience a product is not the price, but that they find it too troublesome. If the product features are not particularly unique, an excessively high consumption threshold can be fatal to user conversion. In fact, except for content-based and social products, most products are homogeneous in functions, so it is more important to lower the user threshold and increase convenience.

I once saw a very interesting example. It said that a roadside watermelon vendor, in order to increase watermelon sales, provided a small spoon with each half of the watermelon, then wrapped them in plastic wrap and sold them in packages. As expected, watermelon sales skyrocketed.

A careful analysis reveals that this method is very clever. Cutting a watermelon in half increases its appearance, especially in summer, which can make passers-by want to buy it. But what's more interesting is that each half of the watermelon comes with a spoon, which greatly lowers the threshold for eating watermelon, and users can buy and eat it right away.

For many passers-by, they only have the urge to eat watermelon when they feel the scorching heat of summer. If they return home and turn on the air conditioner, the urge to eat watermelon is not so strong. The pain point is that eating watermelon anytime and anywhere is very inconvenient. Half a watermelon with a metal spoon can be eaten directly, which effectively solves the convenience problem.

This small change has greatly increased the user conversion rate. From a cost-benefit perspective, the wholesale price of a metal watermelon spoon on Taobao is less than 0.3 yuan, and the price increase that users can afford should be far more than 0.3 yuan...

Another example that I personally have experience with is adding more items to the order for takeout. For people who often order takeout, the most troublesome thing is not only the problem of making difficult choices, but also the skills of adding more items to the order. Since we all hope to buy the most cost-effective meal combo at the most affordable price, the ideal situation would be to combine orders to just meet the takeaway merchant's discount offer.

But in fact, trying various combinations of packages makes users miserable, especially for very fragmented food combinations such as malatang, which often makes impatient users give up buying in the end.

The solution for food delivery platforms is to encourage users to place orders quickly through automatic matching recommendations.

The food delivery platform recommends users the most cost-effective popular meal packages through historical user order analysis and intelligent algorithms. This can effectively save users' selection time, shorten their decision-making time, and increase conversion efficiency. On the other hand, it can also make users feel like they are getting a bargain, because the recommended packages often just meet the merchant's discounts and appear to be the most cost-effective option. Recommending discount packages reduces the difficulty for users to make decisions, makes product use more convenient, and thus increases user conversions.

The reason for user churn is not necessarily that the product functions do not meet the requirements, but often that the threshold for using the product is too high or too complicated. By optimizing the convenience of product use, the user conversion effect can be improved to a higher level.

3. Increase the playability of traffic pool operations

Nowadays, it has become a consensus for every brand to build its own traffic pool. Even many restaurants, supermarkets and small vendors downstairs in large residential areas have begun to realize the need to create WeChat groups . If you want to increase the frequency of users' repeat purchases, building your own traffic pool is indeed the most important and basic method.

In terms of reach and conversion efficiency, customer service WeChat accounts are better than WeChat groups because customer service accounts can occupy brand information in users ’ circle of friends ; and WeChat groups are better than official accounts because WeChat groups can interact with users more effectively, while official accounts can only reach users unilaterally.

The more obvious trend now is that brands are constantly pulling users into official personal WeChat accounts for more effective management. I believe that everyone will encounter this kind of "please add WeChat" promotion method from time to time in life.

In order to increase the conversion rate of old users, it is commonplace to update and iterate products, build a membership system , send coupons, and push messages on WeChat, but the core point is gamification operation.

Take WeChat groups for example. Too many user groups either end up with no activity, with only official staff chatting away; or they become groups for idle chats and emojis , deviating from the original purpose of establishing the group. This is most likely because the brand has not activated user enthusiasm and guided content themes through gamification operations.

WeChat groups should not only inform users of new product launches and product discounts, but should also be designed as channels for gamification operations such as free orders, group shopping, and special offers to increase the activity and conversion of old users.

The gamification operation ideas are also widely used in fission gameplay , such as the lottery element in forwarding coupons and the friend support element in bargaining, which are typical game planning ideas. The now popular Pinduoduo is also believed by the industry to be because the team had early experience in game products and treated the social fission gameplay as a small game, which is why users never get tired of it.

(Many of the various icons on the Pinduoduo APP can be considered small games)

By building a user traffic pool and getting users involved through gamification operations, you can more effectively promote user activity and secondary conversions.

Conclusion

If marketing investment is to increase revenue, then optimizing conversion is to save money. Compared with the "heavy" advertising investment , optimizing product conversion rate is often low-cost and effective. By increasing the brand information scene reach, the convenience of product use, and the gamification operation of the traffic pool, you may be able to find a product conversion rate optimization path that suits you.