How to solve the problem of low conversion? 6 key points for high conversion!

In an era of traffic panic, even if you have millions of accurate users, it is even more important to convert them in a timely manner. This article analyzes the 6 key points for high conversion, and I hope it will be useful to you.

Recently, when chatting with many friends in the circle, I always encounter problems about operational conversion, such as the message from the friend below.

This problem commonly exists in the conversion stage after WeChat fission and new users are attracted. In order to create a so-called user traffic pool, many companies or individuals use all kinds of means to attract new users, thinking that with traffic, it is not easy to monetize it.

But things often go against our wishes. Why are there no conversions among so many target users ? What went wrong?

1. Transformation into King

At this stage, most companies are experiencing traffic panic as the cost of acquiring new users continues to increase.

In this context, many low-cost customer acquisition methods based on the WeChat ecosystem have been developed, and the effects are indeed significant. Some even saw an increase of 200,000 followers in 7 days. For example, the Jianfeng small team that often dominates the Moments, and Wang Liuliu and other fission celebrities.

In the era of traffic acquisition, we have reaped all the benefits of WeChat and pushed the concept of WeChat fission and new customer acquisition to the climax of operational customer acquisition. Everyone is discussing how to fission and attract fans, how to use mini-programs , personal accounts, and public accounts to attract fans, etc.

I have been keeping a wait-and-see attitude towards this:

1. When a certain method of attracting new customers becomes popular to a certain extent, its customer acquisition cost will definitely rise, because after users are trained, they will become more and more averse to routines. This wave only exists in the early bonus period.
2. WeChat has always maintained an ambiguous relationship with this type of method of attracting new users , and it is difficult to guarantee that the small way of increasing followers through fission will be completely banned one day. Cases of accounts being blocked and fans being cleared are now everywhere.
3. The subsequent maintenance and conversion of users from fission is indeed a very big problem, so the probability of group abandonment is getting higher and higher.

Let's use the recently popular concept of growth hacking to break down this problem. The most common funnel theory of growth hackers is customer acquisition, activation, retention , conversion (profit), and self-propagation.

The most important lever in the entire model is retention; but even if there is a high user retention rate , if there is almost no user conversion, it will ultimately be a failure for a commercial enterprise.

Therefore, conversion is the most critical step in commercial behavior and is also the focus of optimization for major operators. Improving the conversion rate is to create profits for the company and this is the purpose of development.

2. Why is the conversion rate not high?

First of all, what is a precise user?

For example:

If I want to create a wine self-media account, what is the age range of my fans? What do users like to do in daily life? Define users’ preferences based on their usage scenarios.

For example, the user group is defined as around 25 to 35 years old, who has a certain financial ability to participate in cocktail parties, attend high-end gatherings, likes to take photos and share them on WeChat Moments , etc.

Therefore, precise users are those who like our products or those who are in line with our product positioning.

In this regard, the fans are accurate but the conversion rate is not high. I have the following guesses:

1. The source of users is not accurate enough, which leads to them becoming fans in disguise due to the lure of fission bait. In the case of labeled operations, these wool users are mistakenly defined as accurate users.
2. In the process of refined user operations , communication with users was not in-depth enough and potential needs were not explored, resulting in inaccurate product promotion in the later stage and ultimately low conversion rates. How can the conversion rate be high if you sell combs to monks?
3. The users are accurate, but the conversion path is too long, which leads to user loss during the conversion process. This is a pity.
4. The conversion threshold is too high. Users who come from 0 yuan fission are very sensitive to pricing strategies. If the price positioning exceeds expectations, it will obviously cause a lot of conversion losses.
5. Poor user experience of the product will have more or less impact on the overall conversion rate. Pay-per-click , various bugs in payment channels , and a product experience that fails to make users feel that "aha" feeling may all be reasons for conversion loss.

If you want to convert all of your millions of fans, you must think clearly about the above issues and try to improve them one by one.

3. How to improve conversion rate?

1. Good products are the prerequisite, and accurate channels are the guarantee

First of all, you need to know whether your product is good, whether it is good enough, whether it is practical, whether it is a rigid demand, whether it is cheap enough, whether it has a high cost performance, whether your users are targeted enough, whether the conversion process is simple and convenient enough, etc. These dimensions determine whether your product has advantages and can quickly generate purchasing impulse and thus quick conversion.

On the basis of good products, relying on the power of fission and delivering them to precise channels, the users will also be more precise.

For example, if I am selling wine, I need to expand user attention. I have placed advertisements on the homepages of the four major portals and spent a huge amount of advertising fees. Although I have huge traffic, only a small number of people pay attention to me, not to mention the final paid conversion, which is very few.

Because we made a mistake here:

High traffic ≠ high conversion

We set traffic as the standard to measure conversion effectiveness.

In the scenario of WeChat fission, setting the bait as the products most needed by precise users or setting up entry-level paid screening can eliminate those "noise" users.

At present, products like WeChat, Taobao , Facebook, etc. have mastered a large amount of user behavior and can better assess the user's age, occupation, and interests. The screening of users and the delivery of advertisements will also be more accurate. The more segmented, the more precise the delivery. Guangdiantong and Moments ads are both accurate user channels worth trying.

2. Product selling points should be eye-catching

In the era of information explosion, the time that each message stays in the user’s view is very limited, and the user only needs to glance at it before it reaches the user. If there are not enough selling points to continue attracting customers, the conversion rate will basically not be very good.

In the indispensable survey of growth hacker Sean, "If one day you can no longer use/buy our products, will you be disappointed?", if more than 40% of people feel very disappointed, then for users, the product is valuable and has selling points, and conversion is relatively easier. Polishing the product is the only way to achieve rapid transformation.

Sean Test

There are many ways to attract users. You can try copywriting , pictures, videos and even sounds to highlight key points and creative content.

For example, video>sound>picture>text , the impact is obviously stronger. If you usually use copywriting or posters to encourage user conversion, can you try some novel content videos to arouse users' desire to buy?

For example:

Nowadays, e-commerce websites all use videos as the first display content, because the fresh and vivid content and more detailed product features can resonate with users and make them want to buy. A dynamic video main picture can increase transaction conversion by 20%.

JD.com’s big data shows that the average viewing time of JD.com’s product short videos is 51 seconds, and the playback completion rate exceeds 80%. Tests on home appliance categories show that high-quality videos can increase sales conversion rates by 18%, and the conversion rates of some products can even double - this proves that product short videos play a very important role in improving user experience and promoting efficient conversions.

3. Clear communication to continuously stimulate purchasing motivation

During the promotion process, users should be able to easily understand the product's selling points, features, value, and even the current intensity of the campaign, increase their desire to meet their needs, and clear away all obstacles to purchase.

For example, those alarmist statements about the dangers of environmental pollution and the huge impact of PM2.5 led to masks being out of stock that year.

For example, the description of the harm of a product on an e-commerce shopping guide page is: "Mites are everywhere. We live in a nest of insects every day."

Do you feel panic after reading this? This product description is clear and resonates with you.

Interaction is a prerequisite for the next step. When users are in a familiar scene, it is easy to generate emotional resonance with users and ultimately lead to conversion by taking advantage of human weaknesses to compare and package products.

4. Eliminate doubts and convert quickly

For communities with tens of thousands of fission fans, user retention and conversion are enduring topics. If the fans generated through fission cannot be reused, it means that the initial cost investment is wasted, the marginal cost expands infinitely, and the maintenance cost gradually increases.

Therefore, within the 7-day life cycle after fission, users need to be activated and converted quickly. Because users in this period of time still maintain a temporary trust in the group owner and merchants, their desire to buy can be aroused in a timely manner, thus promoting conversion.

What operations need to do is to predict users’ concerns in advance and solve these problems in advance.

For example, if a 0-yuan fission group suddenly starts selling high-value goods, users will wonder, "Why is it so expensive?" You may need to prepare corresponding response measures or product selling points in advance to gradually eliminate users' concerns. Or does it support 7 days of no-reason return and exchange? Is it authentic? Are there any discounts? etc.

When you can reduce these doubts step by step, your product conversion will naturally increase!

For example, the Knowledge Planet, which has been very popular recently, many big-name Knowledge Planets will remind you before purchasing that if you are not satisfied, you can apply for a full refund within three days! There is also a check-in learning camp. If you insist on checking in and studying, you can get a full refund at the end of the course and even receive gifts.

Through these operational means, users' concerns about the product can be reduced in advance or even completely eliminated, and then fueled to promote user conversion, and everything will go smoothly.

5. Lower the threshold, optimize the path, and guide action

The higher the user conversion threshold, the more complicated the path, and the more difficult it is to convert. Therefore, lowering the threshold and shortening the conversion path is a key step in optimization.

No matter how outstanding your product's selling point is or how good the product is, if you add one more process, user loss will increase and conversion rate will naturally decrease. Therefore, reducing the steps as much as possible, encouraging users to convert quickly under impulse consumption psychology, promoting purchases in a timely manner, and reducing doubts will all increase conversion rate.

Here are some examples:

For example, members of major video websites now use "7-day free trial", "half-price membership for new users" or even "buy a membership and get a JD Plus membership for free" to lower the user's psychological threshold and increase the added value of the product. The payment process is fast and convenient. Click to buy → pay the amount → payment is successful, which is a three-step conversion.

When users are interested in and motivated by your product, you should guide them to convert the product in a timely manner, because after the impulse period, the difficulty of subsequent conversions will increase. The more rational the users are, the harder it is to convert the product.

6. Bugs should be fixed in time. Poor user experience will also lead to low conversions.

Here is a real case. I have participated in several distribution activities of paid knowledge courses. That is, my friends paid by scanning my QR code, and I could get the corresponding commission.

However, during this conversion process, friends who were originally interested in purchasing the product gave up on purchasing the product after multiple unsuccessful attempts to pay because they were repeatedly prompted with purchase failure during the payment process. Moreover, after my friend successfully paid, my commission was not reflected in the product in a timely manner, which reduced my interest in subsequent promotion.

The originally popular distribution activities gradually lost popularity after repeated poor experiences, resulting in low conversion rates in the end. In addition, the activities also led to user complaints and adverse effects on the product.

This is a very typical case of user loss due to poor product experience. This problem actually exists in most teams. Product quality control and experience process must be the first focus of optimization.

Back to the question of whether the product is good or not, user experience is also a criterion for measuring a good product . So if your users are accurate enough, but the product conversion rate is not high, you might as well have an in-depth communication with the users to understand whether the loss is caused by problems with the product experience.

IV. Conclusion

If you have millions of accurate fans, you might as well try to operate these users in a refined manner, such as tagging operations, and push the right products to the right people.

Lowering the purchase threshold, reducing concerns, and optimizing the purchase path and payment experience can improve conversion rates to a certain extent.

When you find that the conversion rate does not meet your expectations, the first thing to do is to analyze the user source to see whether your so-called "precision" is really accurate enough. If the answer is yes, then optimize your product and experience one by one.

Remember, if you want users to spend money on your products, you must first let them know that the value of your products exceeds their psychological expectations. If that doesn’t work, then lower their purchase threshold to achieve rapid conversion.

I hope the above views can inspire and help you. Thank you for reading!