The store conversion rate refers to the ratio of the number of buyers who enter the store to browse products and the number of buyers who actually place orders. Improving the store conversion rate means allowing more buyers who enter the store to place orders in the store to increase store transactions. quantity. Sellers can improve store conversion rates through two methods: store optimization and product optimization.
1. Store optimization
Store optimization means to attract buyers to place orders in the store by setting up product classifications, event discounts and store decoration.
(1) Optimize store product classification
Categorize and display the products in the store according to their characteristics, allowing buyers to quickly find the products they want to buy among the dazzling array of store products. , thereby increasing conversion rates. Several commonly used classification methods are introduced below with examples.
1. Classification by product category
For example, vertical category women’s clothing stores can be classified according to the secondary categories of women’s clothing (such as tops, skirts, etc.), and further can be classified according to Classification into third-level categories.
2. Scenario classification method
That is, store products can be classified according to their usage scenarios. For example, home furnishing and grocery stores first classify products according to the category they belong to, and then further classify them according to usage scenarios.
3. Customize classification according to store activities
Sellers can customize all products under a certain category as an activity category based on the activities they are participating in in the store. Placing this activity category above other categories in the store can attract buyers who enter the store to participate in the store activity.
The store can customize the “Limited Time Promo” category and select certain products in the store to give specific price discounts during a certain period of time to attract buyers to place orders.
4. Set the main recommended category
Sellers can set the products in the store that most attract buyers to place orders as a category and put it at the top of the store category. All buyers entering the store will Everyone will see the products in this category first. We call this category the main recommendation category.
(2) Optimizing promotional activities
1. Four types of coupons
According to two standards, coupons can be divided into four categories. According to the discount method, it is divided into full discount coupons and discount coupons; according to the display method, it is divided into public coupons and hidden coupons.
(1) Discount coupons
That is, if a single order exceeds xx amount, xx amount will be reduced. For example, Malaysian stores offer a 10 ringgit discount for purchases over 299 ringgit.
(2) Discount coupons
You can enjoy xx discount for a single order of xx amount. For example, Malaysian stores enjoy a “20% off” (i.e. 20% off) discount for purchases over 499 ringgit.
(3) Public coupons
That is, coupons that are common to the entire store. It can be used in public promotion windows such as the store homepage, product details page and shopping cart page to inform buyers of a coupon to be used, which is applicable to all products in the store.
(4) Hidden coupon
This refers to a coupon that will not be displayed on any interface. The seller can provide a discount code for the buyer to use through chat. It can be used to follow a store and set buyer rewards for the store to attract fans, likes, praise, and share activities. For example, the seller can set up a store where buyers can get a 5 ringgit store coupon after following the store. First, the seller needs to set up a hidden coupon in the background, and then publicly inform the store of the reward information and require the buyer to follow the store. Then send follow screenshots through chat to receive coupons.
2. Coupon setting
In addition, coupons with different full and discount gradients are issued according to different customer unit prices to attract buyers in different price ranges to place orders. At least the following three types of coupons can be set.
(1) Low-price segment coupons
This type of coupon should be set with a full discount amount that is less than or equal to the average customer unit price, such as a discount of 10 ringgit for purchases over 199 ringgit. This type can attract buyers who originally only want to purchase products less than 198 ringgit to purchase more products than the original amount in order to achieve the full discount.
(2) Mid-price segment coupons
are greater than or equal to the store’s average customer unit price. Since most of the store’s product prices fall within this price range, it can attract most buyers to use such discounts Vouchers.
(3) High-price segment coupons
Even if the average unit price of in-store products is low, buyers can still set a high-price segment because buyers often buy multiple products in one order. Coupons encourage buyers to put together orders. The more products a buyer purchases in one order, the more coupons they can get in the high price range.
At the same time, the use of various types of coupons should be combined with the comprehensive setting of store product prices to achieve detailed analysis of specific issues. (3) Optimize store decoration
Shop decoration means optimizing the position of the store homepage displayed to buyers. Currently, the display content that can be added in the Shopee backend includes store name, store avatar, store carousel pictures and videos. ,Store Information.
1. Store name
Choosing a store name that matches the store’s product attributes and is easy to search can make it easier for potential buyers to remember the store.
2. Set an exclusive avatar
Set an exclusive avatar and use the exclusive avatar to deepen buyers’ memory of the store.
3. Carousel pictures and video updates
Frequently updating store carousel pictures or adding videos introducing the store can attract fans to pay attention to store updates and increase buyer retention. The pictures can be selected from the store’s hot-selling products or pictures set for store theme activities, etc. The style should be uniform and beautiful.
4. Provide more store information
Such as interactive store promotion, free shipping information, logistics precautions, customer service online hours, etc. It allows buyers to understand store dynamic information more quickly, and at the same time reduces returns and refunds caused by untimely communication.
2. Product Optimization (1) Overview
1. Concept
Product optimization is to carry out product titles, product descriptions, and product pictures for products that have been put on the shelves. Optimization of other information to better demonstrate product features to buyers.
2. Features
A high-quality product information must have the following features: accurate titles, eye-catching pictures, attractive discounts, etc.
(1) Accurate title: The keyword description should be accurate. For example, do not write the top as pants. At the same time, you should try to increase the hot search terms that match the product as much as possible.
(2) Eye-catching pictures: Pictures that can attract attention and show as many product attributes as possible.
(3) Attractive discount activities: Set up discount activities from time to time for products that are already on the shelves, and discount signs will be displayed at the front desk. Buyers will prefer to place orders for discounted products.
3. Situations in which product information is defective
There are no discounts on the product, irrelevant title keywords, and few product images are uploaded, etc. are all situations in which product information is defective.
(2) Title and keyword optimization methods
(1) When publishing new products, you can first search for local hot search terms on Shopee or other e-commerce platform websites and add them Hot search terms related to the product are added to the title. The Shopee merchant management team will also provide monthly market weekly reports on hot search terms for sellers’ reference.
(2) The title should cover hot search terms related to the product as much as possible, separated by spaces, and keywords with large search volume should be placed first. Due to display problems on mobile phones, attention should be paid to the word limit of the title.
(3) The frequency of product title changes should not be too high, nor should there be too many modifications. It is best to only modify a few words at a time. Too many modifications will have an impact on product search rankings.
(4) It is recommended to modify the title during periods of low traffic (such as early morning or middle of the night) to reduce the impact on product rankings.
(3) Product image optimization
1. Main image optimization principles
(1) It must cater to customer preferences and promote clicks; the main image should include all There may be a lot of product information, such as event promotion information, gift information, product features, etc.
(2) If the product has multiple styles or colors, the main image can be made into a puzzle. If you need to show product details, you can add detailed pictures to the main picture.
(3) The main image of the usage scene is also more popular.
2. Specifications for uploading product pictures
(1) Up to 9 photos can be uploaded, and the size of each photo must not exceed 20MB.
(2) Product file format: JPG, JPEGPNG
(3) Recommended photo size: 800 pixels x 800 pixels each, 9 pictures guaranteed, and pay attention to the order of pictures; if any Short videos are better.
(4) Make timely adjustments to the main images of products that do not perform well.
(4) Product description optimization
Product description can be optimized from the following aspects.
1. Product description optimization principles
(1) Accurately describe the material, size or dimensions of the product, the user group or scene, and precautions for use.
(2) Add other descriptions that can attract buyers’ interest or order.
(3) Emoticons can be added for easier reading.
2. Product optimization requirements
(1) The number of characters in the product description must be within the limit. For example, Malaysian stores can only fill in a maximum of 7,000 characters.
(2) No descriptions that violate the law or insult others are allowed.