Then, after the customer takes a screenshot, we can see that there are one or two days without payment. In such case, merchants with conditions can make outbound calls through the call center, and those without conditions can directly call the customer, informing them that due to the hot sales of the product, the inventory is insufficient, and they should pay as soon as possible. In short, it's about making customers pay quickly. Of course, some customers don't know how to pay after taking a screenshot. This requires our customer service professional skills to guide the customer to complete the payment process, including giving the customer decision-making suggestions (such as choosing COD for cash on delivery). Therefore, many times it's not because the customer doesn't want to pay, but because of other things that lead to the customer forgetting to pay or not paying. In this way, a phone call from the merchant may result in a successful transaction. Calculating by cost, a phone call costs at most 10 minutes, and it doesn't cost much money. Even if the final deal cannot be made, it can still be considered as member marketing, and it is reasonable to revisit the customer.
The process from the customer purchasing a product to payment needs time, and during this process, there are a large number of purchases where the customer has taken a screenshot but hasn't paid yet. We can summarize this as the customer's insufficient Alipay balance or other reasons. This is also one of the factors affecting the growth of transaction volume. The calculation method here is the payment amount divided by the order amount, and the success rate of manual handling of payments will be very high.
Order Conversion Rate: Most customers entering the store come from single item search traffic. As mentioned earlier in visual marketing, the page's visual rules are the first impression when the customer enters the store, so it must be planned reasonably. Then, refer to the customer's purchasing habits. I also suggest that merchants read more issues of the "Seller" magazine, which contains many introductions about the layout sequence of product descriptions. Product descriptions done well can refer to stores like Yangpiting and Maibaozi. If you really can't find one, you can look at products participating in Taobao activities, such as Juhuasuan or Taocoin, where the layouts are very rich. Based on customer psychology, what appears is nothing more than brand, model pictures, product pictures, promotional information, and package combinations.
1) Visual Planning: The first step to attract the customer's attention upon entering the store should be the visual aspect. A good user-friendly interface greatly promotes the customer's desire to browse. Visual marketing is divided into several parts: VI design, interface structure, UI design. Currently, we mainly talk about the interface structure most commonly used by merchants, which includes the homepage template of the store, the product page template, the special topic page template of the store, and the promotion template. The distribution of the homepage template of the store focuses on the "one screen theory" targeting customers, displaying the most important information of the store through images on the first screen. The interface color is simple and elegant, the diversion is reasonable. Asians are different from Europeans and Americans. European users are more willing to use the search function because their ethnicity emphasizes personalization and adventure spirit; while Asian users prefer fixed paths of category navigation, relatively seeking common ground while reserving differences, and have more dependence on the known. So even though the store has a classification division on the left side, it still needs to add more classification-related modules on the homepage according to the user's purchasing habits. Here, you can refer to stores like Handu or Maibaozi. Additionally, when placing products, clearly distinguishable keywords should be used, and the placement style should be uniform and not messy. The product page template tends more towards user purchase psychology analysis, depending on the product type, but generally includes recommended promotions, model pictures, brand introduction, product pictures, detail pictures, fashion trends, functions, materials, dimensions, quality and commitment, company strength, and package combinations, etc., and the priority order also needs to be examined. The special topic page template of the store is commonly referred to as the "landing page", and is more frequently used for theme-based activities or holiday promotional activities, so its design style should lean more towards the special topic style. The promotion template should focus on attracting the customer's attention, highlighting the highlights and presenting the products prominently.
2) Activities: The participation of customers in store activities attracts them, and this requires consulting customer service to solve their doubts, thus being influenced by the customer service attitude during the consultation process. The calculation method here is orders divided by consultations, and the number of consultations is derived from the Wangwang backend.
The above diagnostic analysis is a summary analysis of the conversion rate issues arising from Taobao stores. Many substantive pieces of knowledge need to be known by merchants after they operate, to understand the factors and dimensions influencing the conversion rate. Here, I can only inform merchants of some influencing factors and how to avoid them, so merchants need to take action.
Customers staying longer in the store depends on whether the activities within the store are attractive. Currently, the most popular marketing activities include regular marketing activities (free shipping, full send), themed series activities (weekend crazy shopping, Tuesday new arrivals), holiday promotional activities (Valentine's Day, Thanksgiving), and gimmick promotional activities (boss not at home, crown rush special prices), etc. Currently, most activities are centered around promotions, but with the rise of SNS, more merchants are starting to use more novel activities to encourage customer participation and promote transactions. Therefore, I also give some suggestions to merchants here, focusing on SNS for marketing activities. In Chinese thinking, buying things is not just about buying cheaply, but about getting a bargain. Therefore, stores often plan various activities to make consumers feel that they are getting a bargain when they shop here.
The psychological motivation for customers to buy may be primarily due to price factors unless it is a traditional brand with limited premium space. Otherwise, the product pricing must be rationalized. The Internet is an open platform, any information can be found, so merchants must clearly realize that price is a crucial factor affecting the conversion rate.
4) Product Description: Payment Conversion Rate: This part also involves the responsibilities of customer service, namely order processing. When encountering orders where the customer has taken a screenshot but hasn't paid, does the merchant ignore it? In fact, customer service can contact the customer through Wangwang messages or phone calls. Customers usually take screenshots during work hours and then pay when they return home in the evening. Thus, during the interaction between customer service and the customer, they can inform the customer, such as "We generally ship the same day for orders placed and paid before four o'clock, and orders paid after four o'clock will be shipped the next day" or "You have excellent taste, the product you chose is very popular, so the current inventory is not too much. If you have time, please pay as soon as possible, and we will ensure that we have stock available for you," etc., creating a sense of urgency for the customer to pay promptly.
3) Price: The quality of a customer service representative lies in her service awareness and proactive sales ability, ensuring every customer who comes to consult places an order to purchase the product, not just the currently selected product, but also a series of associated recommendations. We can see the proactive sales skills of customer service from the chat records. Factors affecting order conversion rate: First, customer service awareness; Second, professional skills (Taobao skills and product knowledge understanding); Third, proactive sales; Fourth, service attitude; Fifth, response speed.