E-commerce operations: How to improve conversion rates and boost store sales?

1. Core factors affecting conversion rate

1. Flow accuracy

When traffic enters the store, if the incoming traffic matches the store’s crowd label and belongs to a precise crowd, the conversion rate will naturally not be low. However, if the traffic we introduce is not precise and our products cannot match the traffic, the conversion rate will be lower.

How to check whether the traffic is accurate? Here we first need to check whether the title matches the product attributes, whether the main picture matches the title, and then check whether today's crowd is consistent with the crowd in the past 30 days. Generally, conversion rates will decline about a week after an event ends, because the event crowd will affect the store crowd label, so it will take about a week to adjust.

2. Product price

When we are making a product, we will lower the price of the product accordingly in the early stage and achieve sales promotion and traffic through low prices. In order to achieve profitability in the later stage, they generally choose to raise prices, that is, increase prices. In most cases, the conversion rate will decline after the price increase, and the traffic will also decline. Because the crowd that bought the product before was willing to accept the previous low price, after the price increase, the crowd changed, the traffic decreased, and the conversion rate also declined.

3. Baby's inner strength

Some products have not been optimized internally. Whether it is the title, main picture, or detail page, they are all just going through the motions without paying attention to details. Even if such a product brings you accurate traffic, there will be some people who choose not to buy it because they cannot fully understand the product, so the product's internal strength has a huge impact on the conversion rate.

4. Product evaluation

Generally speaking, if there are negative reviews at the top of the evaluation, the impact on conversion will be very large. At this time, you need to understand the specific reasons for the bad reviews. If it is a problem with the product itself, you must correct it in a timely manner. If it is a service issue, you can negotiate more with the buyer. In addition, negative review marketing and asking new buyers to review the products are both effective methods.

The importance of asking everyone is becoming more and more obvious. Why? Because it is more interactive and more real. So if there is a negative answer here, it should be dealt with in a timely manner.

Moreover, Taobao has recently updated the Buyer Show section, where shopkeepers can choose high-quality photos and positive reviews to display on the front end according to their own requirements, which is another powerful tool for sellers to improve conversion rates.

5. Market competition

Many times, after completing the above analysis, you still cannot find the reason for the decline in conversion. Then you can check if any of your competitors are doing activities. At this time, they will absorb a large wave of traffic on that day, because their products are participating in the event and the price is lower, so many consumers will go to their stores for conversion.

2. How to improve conversion rate?

1. Choose accurate keywords to attract accurate traffic

When choosing keywords, you may pay more attention to data, such as whether the search index is high, the conversion rate is good, etc. However, the issue of relevance is not taken into consideration, that is, the selected words are irrelevant or weakly relevant to the product attributes and features.

In this case, you need to choose words again. When choosing words, we must pay attention to the following: relevance is the first principle. Especially for small and medium-sized sellers, you must ensure the strong relevance of keywords, and they must be highly relevant to your product attributes and product characteristics.

2. Optimize the product's internal strength to retain every visitor

A． Baby main picture

A good main picture of a product will be in line with the overall style and tone of the product, and the background is like the finishing touch, which can make our product main picture more effective. We generally do not recommend frequent changes to the main picture, so we try to do the best in one go. For the main picture, we generally pay attention to several points: highlighting the selling points, the price on the main picture, the background composition of the main picture, and the copywriting.

In combination with the current development trend of Taobao, it is also recommended that sellers shoot some short videos for the main pictures. As a new way of playing, it is best not to be careless about the short videos for the main pictures.

The content of the short video is not just to show your product. More importantly, it allows buyers to have a sense of scene when watching the video, resonate with it, make the scene closer to the buyer's life, make the buyer feel familiar, associate it with what it is like when they use this product, and initially recognize that this product is suitable for me, thereby increasing the buyer's desire to buy. Improve payment conversion rate.

B. Product details page

The product details page is a very important channel for buyers to learn about the product. The product details page generally contains the product's attributes. Sellers are advised to improve the product's attribute parameters. The more detailed the better, so as to increase the product's natural traffic, improve the product's weight, and the quality score of the through train keywords.

The product details page not only introduces the product details, but also adds other factors. Buyers can add some elements based on different product features. For example: coupons, product combination sales, related recommendations, buyer shows, buyer evaluation pictures, some food and cosmetics products can also try to put some inspection reports, qualification certificates and other documents in the details page, store promotions or holiday theme activities, etc.

3. Process product reviews to increase customer trust

A． Basic sales

Basic sales must be achieved before promotion, because this has a huge impact on conversion rate. No one is willing to buy a product with 0 sales and 0 reviews. Therefore, it is very important to achieve as much basic sales and picture reviews as possible on the basis of safety and minimizing losses for traffic conversion.

B. Good reviews with pictures

It is not enough to have basic positive reviews with pictures. There must also be no or few neutral and bad reviews. Neutral and bad reviews and dynamic ratings with green content can directly and significantly reduce the conversion rate of the product. Neutral and bad reviews affect the conversion rate of a single product, and dynamic ratings can affect the conversion rate of all products in the store.

C. Buyer Show

The main function is to publish good-looking buyer shows to the top of the product details page, making them part of the product details page. This is very helpful in boosting conversion rates. The effect of the buyer show is as follows:

4. Set up activity content to promote conversion

A． Set up related combinations or seller recommendations

After a user sees a product’s details page, he or she may not like the product and will not buy it. However, if you make related products on the details page, you can reduce the bounce rate and may even buy related products. This is also an effective way to increase conversion rates. A more professional way of matching is for an artist to make a poster of the matching and decorate it on the details page. A simpler way is the official seller recommendation, which can be easily completed without a graphic designer.

B. Set up promotional activities to attract buyers to place orders

When running an event, merchants can add a countdown number table near the price of the product or on the product details page, which will make it easier for buyers to feel a sense of urgency. Many consumers are greedy for small profits, especially when shopping online. Therefore, by grasping this psychology of consumers, merchants can make appropriate concessions to consumers and increase store product sales.

C. Add additional value to attract customers to buy. Generally, there are three types of additional services provided by stores: free shipping, after-sales guarantee, and supporting services. These services are different from those of your competitors or peers. If your competitors or peers all have such services, then this is not your added value.

To this day, Taobao's content gameplay and promotion methods are constantly updated and developed, but no matter how it changes, as long as you take care of every detail of your store, your conversion rate cannot be low.