How does the online mall operate and how to increase sales? After the offline store has built its own mall website, it will be a little troublesome for the later operation and promotion. So how can the mall website be operated to have more customers increase sales? I do n’t have much experience in the independent multi-user product mall. I just use this article to share some of my operating experience in the Aijia (Love e +) mall with you, hoping to throw a brick.
The design of business routines is essentially derived from a formula: sales = flow × conversion rate × customer unit price × repurchase rate. Regardless of all the routines of any online store, it is from the four aspects of traffic, conversion rate, customer unit price, and repurchase rate. Double Eleven is no exception. Therefore, the core of the operation is to focus on these four points.
1. Content is dominant
Content-oriented This is a classic eternal trend. The way to achieve this is to provide special content through the homepage of the e-commerce website without linking to any products. The homepage content is used to provide product recommendations or simply convey the brand spirit, and customers can go shopping when they need it.
2. Build a sense of social identity
When the products sold by our mall website are not well-known brands, we have to market our mall website through various channels, which is by all means of diversion. Whether it’s news media, industry recommendations, related forums or industry certifications, try to expand the brand’s influence and reduce buyer anxiety. Be sure to do more brand endorsement, and users will only have the next buying behavior based on the establishment of initial trust.
3. Focus on your characteristics
Differentiation is the first thing to consider. If there is no differentiation, how to make your own mall stand out from thousands of malls. When you are a shopping mall website, you must display the unique things of your product in the most current position of your website. These features should be the focus of your website.
Fourth, the mall introduction must have a story
To describe the uniqueness of your store, it is best to write it uniquely. The article should include a headline and multiple subtitles; to describe your product, it is best to fully display and describe its unique production process; make the entire storyline simple and easy to read ; Share the tidbits of products, such as photography. In the footer of the article, do some common questions. Remember that this description must be written from the perspective of user needs, with entertainment elements.
Fifth, write clear logistics and distribution information
Under normal circumstances, write delivery and logistics information in the head of the website or in a prominent place. Adding a shipping method to the shopping cart usually provides a free logistics option, which is still very attractive to most customers. Especially customers who are hesitant.
Six, pop up a quick shopping guide window
Quick shopping guide window is the most popular way of online shopping malls. A shopping guide window pops up to allow customers to add products to their shopping carts and replace all the product pages in the browser to save time and cost for customers to shop. Especially when shopping on a mobile phone, because the mobile phone is a timely communication tool, how to save the user’s Time cost has become a key factor.
7. Attractive promotional information
For some event products, an attractive red headline promotion title must be made on the homepage of the website and linked to the promotion section. At the same time, small red letters should be added to the product list page, which is also a good way to attract users’ attention.
Eight, the mall’s positioning for users should be very clear
The competition in online stores and the distribution of traffic are fierce, and the classification of users is also very important. In order to further improve the efficiency of the use of traffic, accuracy is critical. No online store can do it all. As the saying goes, people are divided into groups, and shopping customers usually look for “the things they like best.”
Nine, use high-quality product pictures of consistent size
In the era of large screens, the quality requirements of pictures are particularly high, and high-quality product pictures can be clearly displayed to customers. In the era of e-commerce, the customer ’s first impression comes from the quality of the product picture, which is directly related to the conversion rate of the mall website. The exterior design of the mall must also be clear, beautiful, and creative, and can be designed from the user’s perspective. The purpose of this is to attract more users’ attention.
Ten, let customers have the function of screening
When there are many products on the mall website, a product filtering function is very meaningful to users. Therefore, it is necessary to put the function buttons of handsome selection or search in a place where customers can see at a glance.
11. Choose new, exotic and special mall products
The choice of products has an important role in the operation of the mall and the sales of products. The choice of products in the mall requires merchants to carefully consider and tap the hidden hot spots in the market. Only new, exotic and special products have an unparalleled role in attracting new customers and converting fans. Explosives are king.
12. Seize the secondary trading opportunities among customers
In addition to screening quality users in the mall, it is also necessary to increase the repeatability of mall transactions. The value of old customers is better than that of new customers. As long as the products of the mall pass, old customers will have a great possibility to make a second purchase. After all, the cost of acquiring customers is very high, and the repurchase rate is the main data provider of mall sales.
13. Honesty and one-time fraud are not allowed.
The operation of the shopping mall must not be opportunistic and operate with integrity. If you want to continue to grow steadily, you must keep some basic business principles and bottom line. The foundation of operating a micro mall needs to adhere to the principle of integrity, and to manage every detail in a down-to-earth manner. Don’t have any fluke, tamper with product data, etc. To know that this good thing does not go out, the bad thing makes you a “net celebrity” in minutes.
14. Regular promotion activities
The purpose of holding promotional activities is to increase the popularity and overall sales of the mall. Generally, consumers will see what activities will be in the mall after they come to your mall. Enterprises can choose several products to promote the activities. Here can refer to the promotion activities The promotion form and content of the mall that has done a good job. And these activities must be regular to allow users to develop the habit of shopping in the mall. Take the example of the promotional activities of the Aijia (Love e +) mall. At the beginning, the Aijia mall activities are always traditional holidays. One is to grab the traffic with various major malls. In particular, most consumers come to compare the prices and discounts of the activities. Later, after adjustments, it was fixed as a fan welfare day of Aijia (Love e +) mall from 10 am to 30 pm every Tuesday, and the effect was immediate.
15. Try not to use slides
Many designers want to attract users through slides, in fact, it really can not solve the problem. After my in-depth analysis of reading data, most users will only see the first slide. Although the slides have a carousel effect, users rarely see the second slide.
Sixteen: good at analyzing user needs
User needs analysis is also necessary, because your products are sold to users. If your users do n’t understand anything, it is difficult to sell their products and classify and track existing customers. Do a demand analysis for different users so that we can recommend our products to users in a targeted manner.