This side should also involve the responsibility of customer service, that is, order processing. If an order has been placed but not paid for, will the merchant ignore it? In fact, customer service can contact customers through Wangwang messages or phone calls. The time when customers place orders is generally during working hours, and they pay after returning home in the evening. Therefore, when customer service communicates with customers, they can inform them about store transfers, such as "We usually ship orders placed and paid before 4 pm on the same day, and those paid after 4 pm will be shipped the next day" or "You have good taste, the product you chose is very popular, so the current inventory is not much. If you have time, please pay as soon as possible, we will ensure that we have stock to ship for you," etc., creating a sense of urgency to prompt customers to pay quickly.
2) Activities: The process from customers purchasing products to payment involves many uncompleted payments. These can be summarized as insufficient Alipay balance or other reasons. This is one of the factors affecting the growth of transaction volume. The calculation method here is payment number divided by order number, and the success rate of manual handling of payments is relatively high. Payment conversion rate depends on whether the activities within the store are attractive enough to keep customers staying longer. Currently, the most popular marketing activities include free shipping, full-price gifts, themed events like crazy shopping on weekends or new arrivals on Tuesdays, holiday promotions like Valentine's Day or Thanksgiving, and gimmick promotions like "Boss is out" or clearance sales. Most activities focus on promotions, but with the rise of SNS, more merchants are using innovative activities to encourage customer participation and promote transactions. Therefore, I suggest merchants focus on SNS marketing. In Chinese thinking, buying things is not just about getting a bargain, but feeling like you're getting something extra. Therefore, stores often plan activities to make consumers feel like they're getting a deal.
The first thing that catches the eye when customers enter the store should be the visual aspect. A good visual-friendly interface greatly enhances the desire to browse. Visual marketing includes VI design, interface architecture, and UI design. Here, we mainly talk about the interface architecture most commonly used by merchants, including the homepage template of the store, item page template, store topic page template, and promotion template. For the distribution of the store homepage template, we use the "one screen theory" targeted at customers as the design focus, presenting the most important information of the store through pictures on the first screen. The interface color should be simple and elegant, with reasonable分流 (division), differentiating from European and American users who prefer search functions due to their emphasis on personalization and adventurous spirit; Asian users prefer fixed category navigation paths, being more inclined to known options. Therefore, even if the store has left-side category divisions, it still needs to add more classification modules on the homepage according to user purchase habits. This can be referenced from stores like Handu or Maibao. When arranging items, clear and reasonable keywords should be used to distinguish, and the style should be unified and not messy. The item page template should lean towards user purchase psychology analysis, depending on the product, but generally should include recommended promotions, model images, brand introductions, product images, detail images, fashion trends, functions, materials, sizes, quality and commitments, company strength, and package combinations, with the priority order needing verification. The store topic page template is commonly referred to as the "landing page", which is often used for thematic activities or holiday promotions, and its design style should tend towards the topic style. The promotion template should focus on attracting customer attention, highlighting the highlights and displaying products prominently.
The quality of a customer service representative lies in their service consciousness and proactive sales skills, ensuring every customer who comes to consult makes a purchase, not only for the currently selected product but also for a series of recommended products. We can see the proactive sales skills of customer service from their chat records. Factors affecting order conversion rates include: first, customer service awareness; second, professional skills (Taobao skills and product knowledge); third, proactive sales; fourth, service attitude; fifth, response speed. Customers entering the store, analyzed from traffic, mostly come from single-item searches. As mentioned earlier in visual marketing, the visual rules of the page are the first impression customers have when entering the store, so it must be planned reasonably. Then, considering customer purchase habits, I suggest merchants read more of the "Seller" magazine, which introduces a lot about the arrangement order of item descriptions. Good examples of item descriptions can be found in online stores like Yangpiting and Maibao. If you can't find any, you can look at items participating in Taobao activities like Juhaosuan or Tao金币, where the content is rich. Based on customer psychological needs, what appears is mainly the brand, model image, product image, promotional information, and package combinations.
Order conversion rate: Customer participation in store activities attracts them to consult customer service to resolve their doubts. This is influenced by the service attitude of customer service during consultations. The calculation method here is orders divided by consultations, with consultation numbers obtained from the Wangwang backend.
3) Price: After customers place an order, we can see that some do not pay within one to two days. In such cases, merchants with conditions can use a call center to make outgoing calls, while others can directly call customers, informing them that due to the popularity of the product, the inventory is limited, and urging them to pay quickly. In short, the aim is to make customers pay quickly. Some customers may not know how to pay, which requires our customer service's professional skills to guide them through the payment process, including offering decision-making suggestions (such as choosing COD cash-on-delivery). Therefore, many times, it's not because customers don't want to pay, but due to other matters leading to forgetting or not paying. A phone call from the merchant might result in a successful transaction. Calculating by cost, a phone call costs no more than 10 minutes and doesn't cost much. Even if the final transaction isn't made, it can still be considered member marketing, revisiting customers reasonably.
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, the pricing of products must be rationalized. 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.
1) Visual planning: The above analysis and diagnosis is a summary analysis of the conversion rate issues generated by Taobao stores. Many substantive pieces of knowledge require merchants to operate and understand the factors and dimensions affecting conversion rates. Here, I can only tell merchants some influencing factors and how to avoid them, requiring merchants to operate themselves, involving store transfers.
4) Item description