The conversion rate of sales notes is low. How to break the deadlock?

For small and medium-sized brands, the low conversion rate of commercial sales notes (commercial sales notes) is a common and troublesome problem. This article will explore the reasons behind this phenomenon and provide some general strategies to help brands improve the conversion rate of their ads and stand out in the fiercely competitive market.

Every time I hold an offline training camp, the question that friends with small and medium-sized brands ask me most often is, "Why do I spend money on advertising, but the effects are never seen? Even when the posted notes have product links, the conversion rate of reading volume is lower than when there are no links?" I believe that this type of question is a problem that many member friends will often encounter in practice.

In fact, it is not difficult to make ordinary amateur notes generate traffic, but if you want to make commercial notes or soft-text notes with advertising nature also work, you have to use the right method! Today I will provide you with several more common methods to improve the conversion rate of delivery.

1. Combining general traffic and precise traffic

Many friends still don't understand why the traffic of advertising notes is sometimes high, but once the product link is posted, the traffic of the notes is not high but low. To put it bluntly, it is the difference between general traffic and precise traffic. Xiaohongshu's traffic distribution logic is like this: ordinary notes will be sent to all interested users (general traffic), and product notes will be distributed to interested users with purchase intentions (precise traffic). The traffic of product notes will be more precise than ordinary notes, because it will be exposed to user groups with related purchase behaviors and intentions.

When the traffic and conversion rate of product notes are lower than those without links, merchants should look inward to see if there is a problem with the delivery strategy or the quality of the content of the notes.

Merchants can cooperate with Koc and Kol to launch advertising. First, use Koc notes to build "tap water" within the site to attract natural traffic pools, and then use Kol advertisements that match the brand and product tone as brand endorsement, so that the product can directly reach the influencer's fans and users and obtain the accurate traffic brought by them.

2. Targeted optimization of note keyword card search traffic

We have previously talked about Xiaohongshu's traffic algorithm in the article [The Secret of Xiaohongshu's Recommendation Algorithm]. The most common behavior of users using Xiaohongshu is search. The system will perform algorithm matching based on the search terms and push matching notes to users, so 65% of the traffic on the site comes from search. So if you want to increase the traffic and conversion effect of notes on the search page, it is very important to optimize the keywords in a targeted manner.

Our search page generally has two content forms that can accurately obtain user traffic: evaluation collection and demand scenarios. How should keywords be selected to be combined with these two forms?

1) Steal traffic from competitor keywords: First, we can use a collection of cross-tests of popular products for implantation. Merchants need to note that this type of strategy usually involves greater competition and more investment. Therefore, if you want to find another way, a very important point is to use the product’s own characteristics such as “low price, efficacy” to attract users, and use “XX substitute” for marketing, which can help merchants accurately position themselves and intercept traffic.

2) Keywords for high-demand scenarios: A few days ago, a friend in our member community asked that his traffic was good, but the conversion could not keep up. In fact, we have provided a solution to this problem before, which is to give users a high-demand scenario, stimulate their consumption needs in such a scenario and provide them with corresponding products to help them solve the problem.

For example, the complaint post with the theme of the note "Cats shed too much hair" uses keywords such as "cat hair shedding, cat hair removal" as topics, and uses the same pain point scenarios as the target users "pet owners" to attract them to click and read. Then, the post uses their own experience to implant a hair comb, and uses notes with a "natural feel" to improve conversion effects.

3. Copying the correct answers can also produce results

Note volume + popular note templates (different types and styles) + diversified content focusing on interaction.

Many friends say that I can't do it, but I want to get results. Can I copy the answers? Of course you can. There are shortcuts, but you must copy the right structure! Many small and medium-sized brands always copy the answers, but they can't get results if they don't copy them correctly. Although the traffic effect of sales notes is not as good as that of planting notes, the traffic is more accurate and conversion can also be achieved.

In addition to the first point we shared with you, which is to put the crowd first and implant the keywords of the demand scenario around the target crowd, we can also copy various types of hot-selling notes of different styles to produce diversified content in different directions based on the interaction volume to increase the natural flow of notes. For example, using exaggerated and eye-catching "opposing" and "emotional" titles, such as "Never buy XX", attracted users to click and read, only to find out that the original content of the note said that you should never buy it because it is too easy to use, etc. However, this type of note is relatively old-fashioned. Brands can collect as many disassembly templates of hot-selling notes as possible and collect them into the template library.

With these diversified contents targeting different groups of people, we will launch them in a large-scale manner, so that the diversified content of products and brands can reach as many people as possible, to help us find new opportunities for seeding.