How to solve the low conversion rate? Here are 5 tips!

The operational goal of our service account is to convert core business. Through a series of operations, our service account binding rate is around 70%, which is much higher than the industry average. This article introduces the measures we have taken, hoping to provide some inspiration for you.

1. Source Control

To ensure good conversions, you must first confirm that the followers you introduce are potential users who can be converted. Everyone knows that ten zombie fans are not as good as one live fan. Improving the quality of followers is the prerequisite for ensuring conversion.

So where do good followers come from? The first is the search keywords introduced before; the second is the placement of WeChat advertisers ; the third is to guide old users from other channels to follow the service account. Users coming from the first two channels basically have real needs, ensuring the average conversion level.

Then all users coming from these three channels are considered “real users”. These real users attract new traffic by improving the overall health of the account. For example, through the attention of old users, the service account’s retention, activity, user comments and other indicators have been driven up. This significantly improves the account’s search ranking on WeChat and brings in more new high-quality traffic. From the data we observed, on average, one follow-up from an old user can bring in 1-1.5 natural search followers.

In addition to good followers, there are also average ones. Such users often come from recommendations from old users, sharing of red envelopes, lucky draws and other (self-organized) marketing activities. Some users who come from this channel have no demand, and they follow us because of recommendations from friends or event rewards, so the natural conversion rate will be much lower. Nevertheless, as long as you pay attention to brand exposure during the communication process, and add the trust endorsement of friends’ sharing, there is a high possibility of subsequent conversion. Overall, the customer acquisition cost of this type of activity will still be much lower than channel traffic procurement.

Finally, of course, there are also bad ones, such as directly purchased zombie fans, special task websites, or traffic that can only be obtained by following: for example, you can only connect to wifi and watch movies by following a public account (excluding the official "WeChat connect to wifi"). It is recommended that you avoid this type of customer group! Not only is the conversion rate shockingly low, it will also lower various indicators and may result in penalties from WeChat, which is really not worth the cost.

In short, to ensure conversion, you must first ensure the quality of traffic!

2. Reply

When a user follows a service account, the system will automatically push messages related to the account. This is something that every user will see, and it may be the only interaction between the service account and the user. For user retention, conversion, etc., it is very important and worth spending time on continuous testing and optimization. There are many tutorials out there that have received a lot of attention and responses. You can search for them. Here we will only introduce our optimization process:

Idea: Use the theory of optimizing landing pages to look at the copy that attracts attention

#Too lazy to read the long article:

The copy cannot be too long, especially for some public accounts, the copy is so long that it cannot fit on one screen, and users have to manually scroll to the top to read it. If there are too many words like this, it will form a visual blind spot and few users will read them by themselves.

#A brief introduction to the main business is better than a greeting:

When reading, users will not read word by word, and will automatically skip worthless information such as "Hello, dear; dear, you are finally here". The reply copy is the slogan of the landing page. At this time, it will be more effective if you use an introduction to the main business, or an introduction to the discounts/operation steps that users care about.

#It is best to use the A tag for conversion links, which are more eye-catching in blue:

This click can be regarded as the CTA (call to action) button of the landing page. The color should be eye-catching and the copy should be appealing to facilitate users to click directly.

#Keyword reply guidance is better than menu-click guidance:

We once guided users to click on the menu for other questions, but it had little effect, and the number of menu clicks even decreased. Later it was changed to “For other questions, please reply with serial number: 1 XXX question 2 XXX question 3 XXX question…”, and the message activity increased significantly.

Finally, our copy is: brief introduction + conversion link*2 (for new and old users respectively) + keyword reply guidance

Of course, this is not a one-time job, and we will continue to test and optimize it later. I will switch to textual replies next time.

other:

When someone follows you, you can reply with voice or pictures, etc. However, this method is not conducive to conversion and is more suitable for media accounts.

If you have the ability for secondary development, the replies to the attention you receive can also be set up as similar to graphic and text replies. Jump to the designated link when reading the full text (see China Merchants Bank Credit Card);

Users who scan the customized QR code and follow the channel can receive additional customized responses, and can write more targeted copy based on the channel attributes.

3. Set up multiple conversion entrances

In addition to the conversion guidance in the replies that are being followed, it is also necessary to set up more conversion entrances in places where users "pass by".

For example, when a user clicks "Sign in to get a gift" or "Upload a picture" in the menu, the system prompts: Please bind your account before operating; for example, when a user inquires, the reply is generally automatic. If you want to connect to manual customer service, the system prompts: For better service, please bind your account first.

In addition, we have integrated the binding function into the login/registration process; and when scanning the QR code at certain designated locations on the website, the binding function is implicit, and the user completes the designated action without even realizing it. If the system can do the work for you, users will have to do less. This greatly increases the binding rate of service accounts.

4. Timely remarketing of unconverted users

Yes, even if you have optimized the above process as much as possible, there will still be people who do not follow your ideas. At this time, you need to hurry up and make up the enemy.

For example, after following for X days, there is still no binding. Such users may not be familiar with the function and take no further action. For such users, you can push messages: briefly introduce the function and remind users to bind; if the user is still not bound after the first push. After X days, you can use the second push, this time you can add some conversion offers, such as free mobile data, free VIP discounts, etc. The third and fourth rounds follow this pattern.

Regarding the value of X days, generally speaking, the first push should be timely to deepen the user's impression before he forgets about it. The push intervals in the future should be extended to avoid excessive disturbances. When starting out, you can refer to the human memory curve to select the time point, and then adjust it according to your own situation.
Regarding offers, you can choose ones that are related to your own products and can be used in the conversion process, such as your own VIP, coupons, etc. In addition, rewards such as phone bills and mobile data traffic have a higher user response rate, but are far from the main conversion. This requires operators to conduct continuous testing to find the optimal balance.

Finally, if the system can do it for you, don’t let people do it manually. This type of “finishing blow” marketing can be extracted into rules one by one and run automatically in a systematic way. Save manpower and reduce errors.

5. Other targeted marketing

One is targeted marketing through special channels, for example, users come in through red envelopes shared by friends. Compared with ordinary introduction functions and offers, you can adopt more channel-specific marketing methods: for example, your coupon will expire on XXX, please use it as soon as possible. Or your friend XXX just did XXXX, why not come and check it out?

One is to continue the subsequent steps of marketing based on the user life cycle (or other classification methods), such as user transactions after binding. Users can be classified and promoted in different time periods. For example, analyzing lost users and adopting targeted retention marketing. The principle is the same as binding marketing, so I will not go into details.