The conversion rate of traffic = (traffic that generates transactions / total traffic) x 100%, which represents how many orders can be converted for each traffic. The conversion rate of an online store is related to many problems of the store and involves many knowledge points. If the seller does not understand the types of conversion rates and does not have a deep understanding of the meaning behind the various conversion rate data, it is difficult to improve the conversion rate of the store.
(I) Silent conversion rate
The process of generating silent conversion rate is generated when visitors enter the store without consulting customer service and placing orders to purchase goods. Silent conversion rate is the conversion rate that sellers like most. Factors related to silent conversion rate include price, evaluation, detail page design, product description, store decoration, and activity factors.
Price: The price of a product not only affects the search weight of the product, but also affects the determination of buyers entering the store to purchase the product. If sellers want to eliminate the impact of price on silent conversion rate, they should analyze around the central question of “what price is most likely to make buyers place orders”.
Evaluation: Evaluation is very important for both sellers and buyers. First, new buyers can see the supplementary introduction of products that have not attracted attention before from the evaluation; second, compared with the detailed product introduction of Zi Li’s family, the customer’s product introduction is more objective and persuasive. Therefore, buyers with a little purchasing experience will check the evaluation of the product before placing an order. Customer evaluation will greatly affect the silent conversion rate of the seller’s store.
Details page design: Buyers’ understanding of the product and judgment of the quality depend on the product details page to a large extent, so the design of the product details page is very important. The content section of the details page should at least include the following areas: the main picture display area of the product to show the buyer the effects of all attributes of the product in an all-round way; the text area used to introduce the characteristics of the product to the buyer, such as style, material price, size and color; the logistics information that buyers want to know and guide buyers to continue to visit and collect products; the relevant instructions of the product that buyers want to know, the seller’s guarantee and the buyer’s information protection; the overall color of the product details page and the layout design of the section should try to eliminate buyers’ doubts about product quality, logistics, etc., and shop with confidence.
Product description: Strictly speaking, product description belongs to the content of the product details page, but it has a great impact on the conversion rate, so sellers should pay special attention to it. The keywords contained in the product title must be consistent with the description in the product details page. When setting product details, sellers should also pay attention to whether the text description of the product is consistent with the actual situation of the product.
Shop decoration: Shop decoration has a great impact on the conversion rate of the shop. A shop that is beautifully and professionally decorated will give buyers a sense of trust psychologically, which has a direct relationship with improving the conversion rate. If the decoration of the shop has no style at all and the overall color matching is messy, the first feeling of the buyer is that the shop is unprofessional and the quality of the goods should not be much better, resulting in visitor loss and reduced conversion rate. Activity factors: Because consumers like to buy cheap and affordable goods, discount promotions, free gifts, free shipping and other activities of goods often have great appeal to consumers, so activity promotions are also an important factor affecting conversion rate.