Then after the customer takes a shot, we can see that there are one or two days without payment. In such cases, merchants who meet certain conditions can contact customers through the call center, while those who do not have such conditions can directly call the customer, informing them that due to the popularity of the product, inventory is insufficient and prompt payment is needed. In short, it's about making the customer pay quickly. Of course, some customers may not know how to pay after taking a shot. This requires our customer service with professional skills to guide the customer through the payment process, including giving decision-making suggestions (such as choosing COD for cash on delivery), etc. So, many times it's not because the customer doesn't want to pay, but because of other things that lead to the customer forgetting or not paying. In this case, a phone call from the merchant might just close a deal. Calculated by cost, a phone call costs at most 10 minutes or so, and doesn't cost much money. Even if the deal isn't closed in the end, it can be considered as member marketing, revisiting the customer, which is reasonable in the steps of opening an online store.
3) Price
The quality of a customer service representative lies in their service awareness and proactive sales ability, ensuring that every customer who comes to consult places an order to buy the product. It's not only about buying the currently selected product but also includes a series of recommended products. We can see the proactive sales skills of the customer service from the chat records. Factors affecting order conversion rate: first, customer service awareness; second, professional skills (Taobao skills and product knowledge); third, proactive sales; fourth, service attitude; fifth, response speed. This should also be related to the responsibilities of customer service, that is, order processing. What does the merchant do when they find orders that have been taken but not paid? In fact, customer service can contact customers through Wangwang messages or phone calls. The time when customers take shots is usually during working hours, and they pay when they return home in the evening. Therefore, during the conversation between customer service and the customer, they can inform the customer, for example, "We generally ship orders placed and paid for before 4 PM on the same day. Orders paid after 4 PM will be shipped the next day," or "You have good taste. The product you chose is very popular, and the current inventory is not large. If you have time, you can pay as soon as possible, and we will ensure that we have stock for you." These create a sense of urgency, prompting the customer to pay quickly.
The above analysis and diagnosis is a summary of the issues affecting the conversion rate of Taobao stores. Many substantial pieces of knowledge need to be known by merchants after they operate. I can only tell merchants some influencing factors and how to avoid them here, so merchants need to operate.
1) Visual Planning
The first impression of a customer's purchase may be due to the price factor of the product, unless it's a traditional brand with limited premium space. Otherwise, the product's pricing must be reasonable. The Internet is an open platform where any information can be found, so merchants must clearly realize that price is a crucial factor affecting conversion rates.
What attracts customers to stay longer in the store depends on the store's activities. Currently, the most common activities include regular marketing events (free shipping, full send), themed events (weekend crazy shopping, Tuesday new arrivals), holiday promotions (Valentine's Day, Thanksgiving), and gimmick promotions (boss is not at home, crown rush special prices), etc. Most of the current activities focus on promotions, but with the rise of SNS, more merchants are starting to use more innovative activities to encourage customer participation and promote transactions. Therefore, I also give merchants some advice here to focus on SNS for marketing activities. In the Chinese mindset, people don't buy things just to get cheap items, but to feel like they're getting a bargain. Therefore, stores often plan activities to make consumers feel like they're getting a bargain when they shop here.
Payment Conversion Rate
2) Activities
The first thing that catches the eye when a customer enters the store should be the visual aspect. A good visual-friendly interface greatly promotes the customer's viewing desire. Visual marketing is divided into the following sections: VI design, interface architecture, UI design. Currently, we mainly discuss the interface architecture most commonly used by merchants, which includes the store's homepage template, item page template, store topic page template, promotion template. The distribution of the store's homepage template focuses on the "one screen theory" targeting customers, displaying the store's most important information through images on the first screen position. The interface colors are simple and elegant, the分流is reasonable. Asians differ from Europeans and Americans. European and American users prefer to use search functions because their ethnic groups emphasize individuality and have an adventurous spirit. On the other hand, Asian users prefer to use category navigation fixed paths, relatively seeking common ground while reserving differences, and have more dependence on what is known. Therefore, even though the store has left-side classification divisions, it still needs to add more classification-related modules on the homepage according to user purchasing habits. You can refer to Han Du or Mai Bags. Additionally, when arranging items, distinguish them with clear and reasonable keywords, and maintain a unified style without being messy. The item page template leans more towards user purchasing psychology analysis, varying depending on the product. However, it generally includes recommendations, promotions, model pictures, brand introductions, product pictures, detail pictures, fashion trends, functions, materials, sizes, quality and commitments, company strength, and matching packages. The priority order also needs to be examined. The store topic page template is commonly referred to as the "landing page," which is applied more frequently in thematic activities or holiday promotional activities. Such designs should lean more towards the style of the topic. The promotion template should focus on attracting the customer's attention, highlighting the highlights and prominently displaying the product.
Order Conversion Rate
4) Item Description
From the process of a customer purchasing a product to payment, there is a process involved, and within this process, there are many purchases where the customer takes a shot but does not pay. We can summarize these as insufficient Alipay balance or other reasons. This is also part of the factors affecting transaction growth. The calculation method here is payment number / order number, where the successful handling of payments plays a significant role.
Most customers entering the store come from single-item searches. As mentioned earlier in visual marketing, the visual rules of the page are the first impression when the customer enters the store, so it must be planned reasonably. Then, considering the customer's purchasing habits, I suggest merchants read more of the "Seller" magazine, which contains many articles introducing the order of item description layouts. Good examples of item descriptions can be referenced from stores like Yangpitan and Mai Bags. If you really can't find one, you can look at items participating in Taobao activities, such as Juhuasuan or Tao Coins, which are richly presented. Based on customer psychology, what appears includes the brand, model pictures, product pictures, promotional information, and package combinations.
Customer participation in store activities to attract inquiries here requires customer service to resolve doubts. Therefore, the degree of influence of customer service attitude during the consultation process affects the calculation method, which is orders / consultations, where the number of consultations is derived from the Wangwang backend.