Taking a book sales website as an example, let’s talk about how to increase the paid conversion rate

Paid conversion means: getting users to consume and pay, and converting them into paying users . Paid conversions can be divided into two parts: paid conversions with orders placed and paid conversions without orders placed. The former refers to the conversion of users from having placed an order to having paid, and the latter refers to the conversion of users from not having placed an order to having paid. The former generally occurs less frequently because we generally regard user ordering and payment as a whole; the latter is more common and is also the focus of many operations personnel. Today, I will mainly talk about how to improve the conversion of users who have not placed an order to having paid.

1. Classify user source channels

As more and more products emerge, the definition of user source channels becomes broader and broader, and any channel that can bring in users can be considered a channel. Channel quality can be high or low. Users from different source channels have different levels of consumer expertise and different demands for products. Classifying user channel sources is the first step in conducting refined operations.

2. Pay attention to the user source scenario

The consumption expertise of users in different channels is different, and the consumption willingness of users in different scenarios is also different. Consumption willingness usually refers to consumption motivation. In other words, the consumption motivation of users in different scenarios is different. When you are reading a book and see another book recommended in the book, your motivation to consume at this time is greater than that of discovering it on your own. When you are listening to a lecture and are inspired by the speaker, your willingness to open the app and place an order is greater than your willingness to place an order after seeing the recommendation in the book. The conversion effect brought by seeing a list of books recommended by general authors and a list of books recommended by well-known authors is also different. The attributes of users attracted from Douban and those attracted from WeChat Moments are also very different. The former is motivated by professional endorsement, while the latter is motivated by trust endorsement. When encouraging users to place orders, we should pay attention to the scenarios they enter, clarify the intensity of consumption motivations in different scenarios, and prioritize them.

3. Prioritize the recommendation of high-value traffic products

The so-called valuable traffic products are products that can bring commercial value and attract users' attention to some extent. For users whose sources and source scenarios have been clearly identified, we can recommend products in a targeted manner : for users coming from professional websites, we can give priority to recommending books that are more professional. The direction of the books should match the content of the user source channel, and the content details of the product page should highlight the professionalism of the books; for users coming from general content communities, we should give priority to recommending entry-level books, and the product details should highlight the guiding significance of the book for getting started.

The purpose of this is to improve the matching of supply and demand so as to reduce the time it takes for users to place orders. When users place an order, emotions often take the initiative. If a user sees a book he likes as soon as he enters the product page, he may place an order directly. If the user clicks and does not see the book he wants, he may gradually become rational while searching again. He will consider many factors, such as the price, whether he will read the book after buying it, etc. At this time, the user's willingness to place an order may not be so strong.

For users who do not have clear sources and demand scenarios, when recommending books, we should first recommend those with higher popularity (high-profile authors or high-profile books) or best-sellers in the market. The advantage of doing so is that on the one hand, it can take advantage of the herd effect and stimulate users' impulse consumption. On the other hand, the professionalism of the website and the image of the book are complementary. Recommending best-selling books, although users may not place an order on the website this time, will create a strong association scenario for users and leave a deeper impression in the user's mind. The user will naturally think of this website when buying a book next time.

4. Give users a boost to place orders

Sometimes users often have purchasing needs, but may not place an order for some reason. At this time, operations personnel need to actively explore user needs through user behavior data. For example, if users often search for a certain type of book, then it is necessary to consider whether to inform users through push notifications or emails during a certain period of time that a bestseller of this type of book is on limited-time discount. In addition, if users in the same user group, such as A and B, if A places an order to purchase a certain type of books, the operation staff can try to push it to B to test B's willingness to place an order.

5. Simplify your payment process

An overly complicated ordering process may sometimes reduce users' willingness to pay. For example, some users may have the intention to place an order, but when they are ready to place an order, they need to bind a bank card or something, and their intention to place an order is instantly dispelled. So sometimes, if a website's payment conversion rate is relatively low, in addition to considering the products and the way they are displayed, you also need to consider whether it is because the ordering process is too complicated.

The specific approach is to establish a conversion funnel, observe the amount of user loss caused by each step in the payment process, and cut or optimize the steps that cause user loss.

The above content boils down to just one issue, which is to identify user needs and then build scenarios that meet user needs in order to promote user conversion. It should be noted that each of these five aspects is inseparable from the application of user behavior data. Operations personnel must do a good job of data collection and data recording, and can use third-party tools when necessary. In addition, there are many factors that affect users' orders and most of them involve the user's psychological level. I will not discuss them in detail in this article. I will explain them separately in the next article. Today I mainly explained how book sales websites can improve user payment conversion rates from these five aspects. I hope it will be inspiring to you.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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