How to achieve 100% store conversion rate?

At present, no store link can achieve a 100% conversion rate, but with the help of Tob's 100% operating experience, Toc can also achieve high conversion. Let the author of this article take you to explore it and hope to inspire you.

Sorry, this is a clickbait title. Currently, no store link can achieve a 100% conversion rate.

But why did I write this title? Because I once had experience in Tob operations, and at that time, the customer conversion rate was able to achieve a 100% conversion rate, that is, I got 10 customer leads and closed 10 orders, which really achieved a 100% transaction rate .

Later, I worked on Pinduoduo Toc operations and came into contact with e-commerce. My daily work was to make main pictures, details, run through trains, check conversion rates, and optimize materials. Until one day, I found a DMP (data management platform, commonly known as crowd package) tool in the background of Duoduo, and I suddenly realized that Toc could also copy Tob's operating ideas to achieve high conversion.

Among the information flow delivery tools, DMP is the most basic module. If you don’t use DMP well, it is impossible to achieve results. The DMP in the background of Duoduo is very hidden, which may be related to the strategy of the platform, which minimizes the requirements for merchants’ delivery capabilities. For example, for search OC, full site promotion, and full store hosting, you only need to give an expected transaction price, and leave the rest to the platform.

There are not many people who play the slightly technical search customization, not because they don't want to play, but because their ability does not allow it. Since everyone only pays attention to the transaction bid and does not need to look at other things, they gradually become lazy.

However, if you really want to achieve a high conversion rate for store links, you must pay attention to two modules, one is the crowd and the other is the landing page .

01 The first factor for 100% conversion: find the crowd

The hot links without considering the crowd are just shit luck. Any product we sell in the store has a corresponding target crowd, and you can't have a product that can target all people.

For example, if you sell socks, you may sell to adults, children, or the elderly; you may sell men's or women's socks; your style may be ordinary, cute, or funny; and your socks may be worn in the workplace, at home, or outdoors, etc.

Different demands correspond to different groups of people . If all the customers you send to your through train are men, but you are selling Sailor Moon stockings, do you think the conversion rate can be high?

The crowd control of Duoduo is not very user-friendly. I have used the DMP of Duoduo's background, but the data dimension is pitifully small. For example, if I want to sell products to mothers, I can't filter them out. The conventional approach is to drive and search for high-priced and strong crowds. At this time, it depends on the system's ability to segment the crowd.

Although the DMP system cannot set up the group of mothers, there must be this label and traffic pool in the background of the platform.

As long as one mother places an order through your link, the system will recommend it to the traffic pool where the mother is located. If the mother in the second traffic pool also places an order, the system will determine that your product is suitable for mothers. Therefore, your link will be continuously pushed to the group marked as mothers.

Compared with other e-commerce platforms, Duoduo is indeed much simpler. The platform will help you screen the crowd and you don’t have to look for them yourself.

For the company, this is a good thing, as it reduces the cost of trial and error. But for the operator, it is not a good thing. If a fool can do it, why should others pay you a high salary?

Therefore, I suggest that all operations colleagues study search customization when they have nothing to do. Although the system recommends a simple crowd, it is not as smart as we can find words and set prices to buy rankings. Especially for non-standard products, there are many exposures in the opening scene, but the click-through rate is very low. This is mainly due to the inaccurate crowd. Opening customization and finding your target crowd will achieve twice the result with half the effort.

02 The second factor for 100% conversion: tapping into demand

What products do you sell? Who are your target users? What are their needs? I think everyone has thought about this before making the main picture. But have you really thought about it correctly? Let me tell you how I analyzed customers before. There were 10 customers, including small customers, big customers, and customers introduced by acquaintances. Their apparent needs were all for us to provide high-quality services.

Digging deeper, what do small customers value? Cost-effectiveness over quality. What do big customers value? Quality over cost-effectiveness. What do referral customers value? Personal connections .

Different needs require different strategies to facilitate transactions. If you are concerned about cost-effectiveness, you should focus on price advantage; if you are concerned about quality, you should focus on brand endorsement; if you are trying to win favors, you should visit frequently; the same is true for e-commerce.

Let's take the example of selling socks. What's the selling point of your main picture? Buy 10 pairs and get 10 pairs free. Needless to say, such a picture is really eye-catching. Because the proportion of people who are looking for bargains is really large. But if you want to have a lot of orders, it depends on whether you are a manufacturer. If you are not a manufacturer, you can't play this game.

You can also capture users with precise needs, such as those who have smelly feet in the summer, those who exercise frequently and need wear-resistant products, and company executives who need to look classy. You must first dig out the needs of the crowd before you can proceed to the next step of making materials. The needs of the crowd are not something you come up with on a whim, but are extracted using a set of methodologies.

Divide a blackboard into two parts, one is to brainstorm the core needs of the target group, and the other is the keywords that can be used to target this need.

For example, if you have smelly feet - try to prevent odor; if you are too lazy to change shoes - try to wash them free and they will be clean in one soak; list at least 20 needs and keywords, and then combine the market to see which ones are red oceans and which ones are blue oceans, and then determine which groups of people you want to target.

You think doing e-commerce is easy, but no, if you really want to do it well, there are so many things you can do.

03 The third factor for 100% conversion: creating materials

Making the main picture details page is already the third step. Should we start working on the main picture right from the start?

The third element is the real difficulty. Many people know the target audience and their needs, but still cannot achieve good conversions. The missing piece is not knowing how to visualize the solution and output high-conversion material .

Let's take socks as an example. Our main target group is those who are prone to foot odor. Our main pictures, details, and SKU names all revolve around this. How can you make others believe that your socks are really odor-resistant and place an order? Is it enough to just put a few words and say "anti-foot odor"? It's not that simple.

Users believe in authority. If you have a certificate, put it up. If you have experimental data, put it up. For example, after 10 people with stinky feet wore it, the anti-odor rate reached 90%. Also, remember to add comments. The more functional the product is, the more important the comments will be.

I think of the material, that is, the landing page, as a rake for making money. When you open a through train, you will attract many people to pass by you, and you use the rake to make money from them. Why would they willingly take out their money and put it into your rake? It's because you have touched their hearts.

Everyone remember that as long as your reasons are accurate enough, you can convince any buyer to buy your products . If users don't pay for your products, it simply means they don't trust your products.

If I am a black label store, I provide 10 billion yuan in subsidies, and I only support refunds after placing an order, can my conversion rate be the top 1 in the industry? If the conversion rate cannot be maximized, it is either because your money-making rake is not attractive enough or because you are not capturing the right audience.

I support refund only after ordering, why do some people still not place orders? Because those who come in are normal buyers, of course they will not place orders just for refund. Imagine if all the buyers who come in have subjective freeloading tendency, it would be strange if the order conversion rate is not 90% .

04 Last

Although the industry conversion rate is around 10%, I believe that if we can find the target audience more accurately, explore the needs more meticulously, and prepare the materials more thoroughly, the conversion rate can be at least doubled.

The Ma Biantu incident is an example. Although it was criticized, it gives us an inspiration that everything depends on human efforts. There must be ways to increase the conversion rate. It just depends on whether you can think of it.

Author: Tiger Talks Operations

Source: WeChat official account: "Tiger Talks about Operations (ID: laohujiangyy)"