If the bidding effect is not good, you must analyze the 4 key links!

Why is it that the conversion rate is not good even though the account delivery and the quality and quantity of conversations seem to be fine?

Why doesn't my account work when I use it with another company?

Why is it that my investment is constantly being optimized and consumption is increasing, but conversions are unable to break through the bottleneck?

Why is it that when I keep an eye on Business Channel, the keywords are all normal and the consultation rate is also good, but I just can't make an appointment?

Why is it that the reservations made by phone according to the system all look good, but there is no transaction? ! ! ? ? ?

If you haven't thought about these questions, it may be because you are a beginner bidder.

If you don't consider these issues, you will always be a beginner bidder!

There have been many articles about SEM delivery. Today we will talk about how to break through the conversion bottleneck from the perspective of consulting. Please note that today I will not talk about the specific wording and ideas of online telephone consulting, as that would be too much content. Today I will provide SEMers with a way of thinking to improve overall conversion.

Today we are talking about this part of the funnel

As a network director or project manager, after the bidding team and optimization team have ensured the display, clicks, visits and consultation volume, how can you improve the actual conversion?

In the boss's opinion, no matter how many click-through conversations there are, or how good the previous data is, it is meaningless without actual conversion.

I believe that each bidding will count the effective conversation volume of the previous day from different dimensions on the second day for data analysis and optimization direction guidance. Then what?

What happened after the conversation? Why don’t you leave a call when you have a conversation? Why don’t you make an appointment when you leave a call? Why can’t you make an appointment for a consultation? (Taking medical care as an example)

If you don't see the doctor, all the previous steps are in vain. Our ultimate goal is to see the doctor. You spend 10,000 yuan to attract 100 conversations but get no doctor, because the money is spent from you, so...

And from what I saw in the recruitment situation some time ago, there are really a lot of unemployed bidding dogs, but it is very difficult to recruit consultants.

1. Reservation Data Analysis

The data in the table is for reference only.

This statistic applies to most biddings, and the reservation rate is only 20%. What’s the problem? You “feel” that there is nothing wrong with your placement, but the conversion rate just won’t go up. The bidding was pushed to the consultant, who said the consultant was too bad. The consultant said the traffic intention generated by the bidding was too bad and it was really hard to talk about it. The thing a team fears most is blaming each other. If there is a problem, we must find a way to solve it.

Today I will teach you how to find the problem, which is the first and crucial step. As for how to solve the problem specifically, I will not go into details today due to limited space. The situation in each unit is different, and I believe everyone will find their own solution.

Those who work in the medical field know that with mobile traffic dominating, direct appointment conversations on Business Communication are becoming less and less frequent. Most of them require secondary conversions through leaving QQ, WeChat or phone numbers before an appointment can be made. Especially for departments with high privacy such as gynecology and andrology, or departments like chronic diseases, it is difficult to be accurate if we only analyze the conversation content and data of Business Communication.

Here, we want to collect some statistics.

The first point that needs to be emphasized is that this set of tables must accumulate a certain amount of data, and at least 2-3 weeks of data must be counted, in order to more accurately discover problems. If the data sample is too small, it may be misleading.

2. Secondary conversion data analysis

The data in the table is for reference only.

Judging from this table, the general secondary conversion rate is low, only 25%, so it is not surprising that the appointment rate is only 20%. It is definitely not up to the overall requirements. At this time, we have to go back to Shangwutong.

1. What words are used to attract traffic in conversations? If all the conversations are based on traffic words, or if the person is just asking about medical advice and medicine without any intention of seeing a doctor, then there is no way to get consultation. If the conversation quality is too low due to bidding, you will probably be scratched in the face by a girl if you go directly to consult with the data.

2. Assuming that there is no problem with the dialogue words, the proportions of traffic words, core words, and various disease types are balanced, and the content of the dialogue is relatively normal, then you need to take a closer look at the consulting ability and words. For example, Xiao Wang had 107 conversations and 23 secondary conversions, and Xiao Zhang had 43 conversations and 9 secondary conversions, both of which were only 21%, which held back the organization. If you criticize Xiao Wang and Xiao Zhang at this time, you will probably be scratched in the face by the girl, because we still have to look at several other sets of data.

3. Conversion booking data analysis

The data in the table is for reference only.

From this table, we can see that the proportion of successful appointments in secondary conversions reaches 73%, which shows that this method is effective.

1. Compared with the previous set of data, although Xiao Ma has a higher secondary conversion rate, his appointment rate is the lowest. Xiao Wang has a low conversion rate, but his appointment rate is as high as 96%. In other words, basically everyone who goes to WeChat or QQ will make an appointment.

2. By comparing these two data, on the whole, the secondary conversion appointment rate is not bad, but it is Xiao Ma’s turn to drag the organization down. Then we have to see what they did after adding QQ or WeChat? Is it that Xiao Ma’s follow-up visit tracking is not in place? Not flexible enough? Or is it that it is too purposeful and causes disgust?

This can help us find a specific problem in a certain consultation, so that we can provide training, supervision and management, avoid the emergence of shortcomings in the team, and be more directional in the dialogue analysis of the consulting department.

4. Analysis of the number of visits

According to this table, the appointment attendance rate reached 74%, which is acceptable.

1. Combined with the second table, it is certain that Comrade Xiao Ma has some serious problems. At this time, if we go to talk to the girl, we can have reasons and evidence to help Xiao Ma improve, and it will be more targeted.

2. Although Xiao Wang’s appointment rate is as high as 96%, his attendance rate is only 73%, which is lower than the average of 74%. So we need to see whether Xiao Wang thinks it is OK as long as he has an appointment? Has the follow-up maintenance been carried out properly?

3. Xiao Han’s attendance rate is the highest at 88%, but the volume is not as much as Xiao Wang’s. Let’s see where his problem lies. Is it because the appointment rate is not high enough, or is it because the distribution of business communication conversations is unreasonable, resulting in the small number of conversations Xiao Han receives?

The above are just some examples to list some problems and provide you with an idea. I believe that you can find more specific problems based on your actual situation.

We all know that how much water a bucket can hold depends on the shortest board. In the entire SEM funnel, consultation conversion plays a top priority and can be said to be the lifeline. This is why we need to analyze this area separately today to avoid shortcomings in this link. In addition, through these data, or analysis methods, we can find a specific person and what kind of problem this person has encountered in which link. Just like peeling an onion, we can find the problem layer by layer and then find a targeted way to solve it.

Usually we are confused because the questions are too vague. When we ask others, they don’t know how to answer us, and it becomes even more confusing to try to find solutions ourselves.

Only by learning to peel onions and finding problems can you learn to solve them.

Most bidders ignore this part of the problem, and many supervisors or directors are unwilling and have no need to teach bidders to analyze this part of the problem. Although it is a good idea to do one's job, a soldier who does not want to be a general is not a good soldier. No matter what position you are in now, I hope this article can help you.

I personally have always been committed to building my team into a learning and enterprising team. Everyone who comes to my team can learn something and even surpass me. Even if you are an ordinary bidder here, and after a period of training, you can get a supervisor job in other units, I will be happy for you.

I would also like to share my personal experience. When learning something, don’t be too theoretical or metaphysical. Instead, combine it with reality. I would like to give you four words: “Unity of knowledge and action”. This is my motto, which comes from Mr. Wang Yangming’s “Xinxue”. If you are interested, you can learn about it. I have benefited a lot from it, and I hope you can share it with me

The author of this article @艾奇sem compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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