The conversion rate of information flow is only 10%, so where does the remaining 90% of traffic go?

In the Internet age, there are more and more platforms and traffic is becoming more and more dispersed. We have relied on a single channel to achieve the effect we want.

As a result, more and more people have begun to promote through multiple channels , integrating multiple channels to create a closed marketing loop, so that the user's entire purchasing behavior can be completed within the circle set by themselves.

But recently many students asked us: I have set up all the channels, why are there no results?

In fact, sometimes it’s not that the effect is bad, but that I wasted the traffic in the integration process.

▲ In what aspects does traffic waste mainly manifest itself?

▲ How do we solve it?

Come, read on and I’ll give you a detailed answer.

"Too narrow carrying capacity" is the main killer causing traffic loss.

In promotion , we may pay too much attention to the selection of traffic channels and ignore the carrying of traffic.

For example, in the picture below, its load-bearing channel is very narrow.

Take the forum as an example.

It has only one carrying channel, which means that the number of people it can convert is also limited. Although most of the forum traffic is accurate traffic, each traffic is at a different stage.

For example, a novice may be in the stage of collecting information, and a single website cannot carry this part of the traffic.

This requires us to add conversion channels, such as: QQ groups, official accounts , etc.

When promoting, we must not only consider the accuracy of the traffic, but also the stage of the traffic. Therefore, when we are building channels, we should increase the number of carrying channels as much as possible and use multiple channels to carry different types of traffic, which not only avoids a large loss of traffic, but also increases the chances of subsequent conversions.

Many people, when working on channels, especially free channels , are always too single-minded in their conversion methods. This may result in: some traffic being converted while other traffic being lost.

When bidding, we will at least use multiple conversion methods such as telephone, consultation, forms, etc., in order to meet the user's multi-faceted conversion needs.

So why can’t we set up multiple conversion methods when creating channels?

For example, the picture below is a promotion we did ourselves. We have WeChat conversion at the top of the content and a blog link at the end of the content, trying our best to avoid traffic loss.

Remember: any promotion that is not aimed at achieving results is useless.

Therefore, when we are working on channels, no matter what type of platform, we must try our best to ensure that there are two or more conversion methods.

What is a traffic dead loop?

That is, after you direct traffic to a certain platform and there is no further behavior, this part of the traffic is likely to be lost.

Let’s take the above example again.

Suppose I direct traffic to my blog, but my blog does not have other relevant conversion links. If the traffic is not interested in the content of my blog, it will leave, which means that all our previous work has become useless.

Therefore, in order to prevent traffic from being wasted at a certain node, we need to connect the conversion points between each level so that the user's entire purchasing behavior can proceed according to our wishes.

For example, in the picture above, the nodes between my blog, public account, and QQ group can circulate with each other.

Users enter my blog through the conversion point I set up in the forum, and then the blog can enter my QQ group, and through the QQ group they can be guided to follow the official account.

The traffic between the four processes of " flow diversion - carrying - accumulation - transformation" should be able to circulate among each other. So as not to get stuck at a certain point and cause loss.

Many times, when we do integrated marketing, we may pay too much attention to the selection of channels and neglect the carrying, accumulation and conversion of traffic.

Note: The purpose of our integration is to enable the user's entire purchasing behavior to be completed within the circle we set. Then, we need to allow the traffic to flow between channels and between levels, and form conversions.