How to improve the conversion rate of e-commerce links - transaction points

How to improve the conversion rate of e-commerce links? This article will introduce you to the ultimate evolutionary technique to improve the conversion rate of e-commerce links - designing transaction points. This article will introduce the ideas of designing transaction points, I hope it will be helpful to you.

There is a saying in life: Any problem that can be solved with money is not a problem. Problems that cannot be solved with money are big problems .

How to understand this sentence? In terms of e-commerce operations, if the through train has low exposure, if it is caused by too low a bid, the solution is very simple, just add money, everyone can add money. Try adding 5 yuan, 5 yuan doesn't work, add 10 yuan, 10 yuan doesn't work, add 50 yuan, 50 still doesn't get exposure, try adding 200 yuan, it will definitely get exposure.

In an e-commerce company, if the level of e-commerce operations staff is not good enough, they can be replaced. If the staff efficiency is not good enough, they can be hired. It is just a matter of adding more money. It is not that simple. If adding money can solve all problems, then there will be no problems in the company .

What is a problem that cannot be solved with money? For example, the low exposure of the through train is caused by poor clicks and conversions. You want to add money to increase clicks and conversions, but the result is: even if you add 10,000 yuan, your click and conversion data will not change at all.

For example, if the level of an e-commerce operations student is not good, and you double his salary, his operations level remains the same. How can you improve the level of e-commerce operations? Spending time to cultivate, train, and practice is the effective way to improve the level of e-commerce operations students .

Therefore, when you encounter problems in e-commerce operations, if you judge that these problems cannot be solved by spending money, don’t worry about the bidding for the Through Train. Focus on honing your internal skills. Although it will take longer and the results will be slower, once you have mastered it, you will be awesome.

There are so many internal skills, which one is more important? My judgment is: the transaction point , which is the key to the success or failure of the link. This article will tell you the ultimate evolutionary technique to improve the conversion rate of e-commerce links - designing the transaction point, commonly known as: burying the hook.

1. What is a transaction point?

Everyone should have the experience of online shopping. Follow my guidance and close your eyes and recall carefully. What have you bought online recently? If I am not mistaken, when you shopped online, you should have compared prices from more than three stores (except for repeat purchases).

Then recall the moment when you placed the order. What factors prompted you to decide to buy the product from this store instead of another store? This moment is very important, so you can recall it carefully .

When I compared multiple links, it only took a moment for me to make the decision to buy a product. This instant purchase decision was based on something in the link that touched me, thus prompting me to place an order.

Take the crispy small yellow croaker that I bought online recently as an example. There are many businesses selling small yellow croaker, and the prices vary. There are billion-dollar subsidies, group sales of tens of thousands of people, black label stores, and individual stores.

It was my first time buying this, and I had no experience, so I looked at them one by one. For a buyer like me who is very brand-conscious, when comparing the 10 billion subsidy and the personal store, I finally chose a personal store that looked very low-end, and the price was also higher than the 10 billion subsidy. Is it because I have money and like to buy high-priced things? No, the reason why I bought the linked product in the personal store was because it touched me in a few points .

The first is the ingredient list, small yellow croaker, vegetable oil, edible salt, cooking wine, that's it, simple and clear. Looking at the link of Baiyi, the ingredient list alone is four or five lines long, and all kinds of additives that I have never seen are piled up in the ingredient list. Because I was educated by technology before, I am more concerned about the ingredients of products. My view is that the fewer ingredients, the better.

The second is a text description in the main picture: "We don't compare prices, we only provide high-quality small yellow croaker..." It gave me the feeling that the merchant is simple, honest, and has no tricks, thus winning my trust.

Then the third one prompted me to place an order. The third one was the buyer's comments. I saw the buyer's show. First of all, it must be a real shot. We e-commerce people can still distinguish which ones are S orders and which ones are real. The small yellow croaker in the picture looks very real and tempting, which makes people appetizing. I won't say much, I just placed an order. If it doesn't taste good, it will be a landmine.

Have you noticed that the points that can motivate buyers to place orders are all these trivial and small points. People are very meticulous. One or two words from e-commerce companies that touch the heart can often retain a user or lose a user . What we e-commerce operators need to do is to design these points that can impress buyers to place orders, that is, transaction points.

2. How to design a transaction point

If you are an experienced e-commerce operator and have a good grasp of user psychology, you can directly design transaction points according to your own understanding. If you are not sure about the transaction points, in fact, most operators do not have a good grasp of the transaction points. Then you can refer to competitors with high sales to find transaction points .

Let me tell you about my method, you can refer to it. If you have your own better method, that's fine too. All roads lead to Rome. As long as you can design a transaction point, it doesn't matter how you get it.

I will observe the top links of the same product on Taobao, JD.com and Pinduoduo. Everyone should understand that any link that can reach the top must have an amazing transaction point, and what we need to do is to dig out its transaction point.

Take a brand of shower gel as an example. I will compare the top links of the same brand and the same category. In the top links of the same brand, I will put myself in the shoes of a buyer. When I see this link, I will think: What are the factors that can motivate me to place an order ? The links of the same brand are analyzed in this way.

The conclusion is: the explanation video is very detailed, which makes me want to place an order; the gifts are very rich and it is really cost-effective; the brand flagship store increases my sense of trust; the non-brand flagship store has a personal IP, which also increases my sense of trust, and the price is cheaper than the official price, which can also prompt me to place an order.

Let’s take a look at the top links of the same category: the quilts are all fragrant, this is simply a heart-warming copy; there is also a celebrity endorsement, this should not be a random brand; the overall details are concise and textured, the quality of this product is not bad; there are also quality inspection and test reports, although I haven’t used them, but I believe in your quality; looking at the price, it is much lower than half the price of similar products, my god, it is exactly what I want in my dreams, I will buy it.

When doing competitive product analysis, there were several times when I was almost tempted to buy competitive products by the links of competitive products. You can imagine how powerful the transaction points of other companies are. Do I just look at these excellent transaction points? No, I should write them all down in a small notebook .

I used Excel to organize them into different categories. If the videos are good, I will download them. If the texts are good, I will add them to my main picture. If the details are good, I will copy them directly. If there are texts that appeal to people's hearts, I'm sorry, I admire you very much. Everyone knows what happened afterwards.

It is by using this kind of reference, learning and optimization ideas that many of my links have gradually come back to life .

The car that couldn't be driven before now flies. The car that was not exposed before now is also exposed. I don't encourage you to copy others, after all, it is the result of other people's brainpower. I still encourage you to be ahead of others and design your own unique transaction points. Of course, before you have the ability to design transaction points independently, you can ignore the previous paragraph.

3. Finally

Do you think there are some skills in driving? Yes, there are. But these skills are based on the excellent conversion rate of links. If the links are good, driving will be much easier. Before the two core data of links: click-through rate and conversion rate are solved, it is not recommended that you drive. It will not work if you force it.

How to solve the core conversion problem of links? My answer is: transaction point . If your link has a transaction point, the problems you encounter are no longer problems. Can a problem that can be solved with money be called a problem?

Author: Tiger Talks Operations

Source: WeChat public account "Laohu Jiangyy (ID: laohujiangyy)"