One, raising the number of users under orders is the key to improving the conversion rate of consulting

The formula for consulting conversion rate is as follows:

Order number/total consultation amount=consultation conversion rate

From the formula alone, we have found that there are two ways to increase the conversion rate of consulting. One is to reduce the total volume of consultation, and the other is to increase the number of users who place orders. However, reducing the total amount of consulting is not always what the seller wants. Therefore, the most important point in increasing the conversion rate of consulting is to increase the number of users who place orders.

Second, why is your conversion rate so low?

1. Who is the problem with the low conversion rate?

Many people attribute the low conversion rate to customer service. However, customer service is very embarrassing on this issue. The low conversion rate of consultation is the result of the failure of multiple departments to do so.

A. Promotion: The promotion is responsible for the drainage of stores. If there is a lot of unproductive waste flow during the promotion process, the conversion rate of consultation will be lower. Therefore, there is promotion responsibility for low conversion rate.

B. Operation: Operation is responsible for displaying the selling point of the product on the page, but sometimes the selling point expressed by the operation and the real selling point of the product are biased. If the operation does not express the selling point of the product clearly, it will cause various misunderstandings and mistrust of consumers, which will lower the conversion rate of the consultation.

C. Product Manager: The product manager here refers to the manager of the physical product of the store. A product that is not good will naturally lead to a lower conversion rate.

D. Resources, activities: This is also the reason for the low conversion rate. For example, if you participate in Taobao's daily specials or get together, the selected products are not selected, and the effective flow rate is not high, which will result in a lower overall conversion rate for the stores. Therefore, it is also responsible for the resources and activities departments.

E. The boss, the owner: In the final analysis, the real reason for the low conversion rate of consultation is that the owner and the manager of the store did not coordinate the duties of each position. The low conversion rate requires the entire team to work together.

2. How to increase the conversion rate of the consultation

Although the low conversion rate of consulting is the common responsibility of the team, we only talk about customer service in depth today.

The way to increase user conversion rate is nothing more than making products and getting users.

(1) Make products

A. Product attributes: For example, the basic information of the size, material, and burning time of the glow wire combustion tester.

B. Product selling point: Each product will have its selling point, this selling point is very important for customer service. For example, the selling point of Wanjia's Glow Wire Tester is novel style, external appearance, and fine workmanship.

C. User Pain Point: This pain point refers to the pain points of consumers. The problem that our products need to solve is to eliminate consumer pain points.

(2) get the user

A. User needs: Only if the user generates a demand for a product, he will generate a purchase behavior.

B. User gender: Different types of users apply different marketing methods. For example, the Glow Wire Burning Tester is for customers. We can say that using this device can let you know in a short time what your product is lacking, and how to solve the problem of insufficient product so that your product quality is better and quality is better. Buy; the company can go further and press its peers.

C. User Desire: Desire refers to the desire of the user, that is, the core needs. For example, we can use the same price to buy tensile testing machine and button life testing machine, but consumers are different when buying these two devices. If we consider the tensile strength of the fabric, we will buy a tensile testing machine; if the consumer considers the life of the mobile computer button, then they will choose to buy a button life testing machine.

D. customer service attitude: In addition to product information, the user’s most value is actually our customer service attitude. For example, if a user has applied for a refund, the user’s core requirement is to hope that the shop can quickly refund himself. If customer service fails to give a promise of a refund time, the user will constantly urge and question the customer service. However, if customer service immediately gives a positive attitude, for example, because of the cumbersome refund procedure, the store will be within 24 hours. Such a promise to refund is very useful to the user.

Third, improve the conversion rate of consulting

1. Exploring consumer psychology

Only by familiarizing with consumer needs and psychology can we increase the conversion rate of consulting.

(1) Consumer decision-making process

Why Buy - Why Buy at Your Home - Why Buy It Now in Your Home

A. Why buy: After the consumer generates a demand for a certain product, it will produce a purchase behavior.

B. Why buy in your home: This process needs to fit the psychology of the consumer. The seller must clearly express where the core selling point of your product is. Compared to other stores, what are the advantages of your product?

C. Why buy it in your home now: There are many reasons why this process can be expressed. For example, telling consumers that the product is selling fast now, the stock amount of stock is already not much; if you do not buy it later, you just need to wait. If you use it, you will need to wait for the next shipment to be out of stock. The time may be a bit long; this may bring you and your company a little loss, so you lose out.

(2) What consumers are considering before consulting

There are many issues consumers consider before consulting, such as what is sold in this store? Did I come to this shop? Is this store reliable? Is there a special event at this point? In the final analysis, however, consumers consider only two issues in essence:

Can I trust this store? Can I take advantage of a single purchase?

So how do we solve these two problems of consumers?

There is a process like this:

Make consumers feel comfortable - generate trust - products fit - offer discounts - consumers place orders

specific methods:

A. comfortable: a. timely response, this is the basis;

b. Imagine customers as your girlfriend or boyfriend;

c. If your product is not unique in the world, please serve your customers immediately.

B. trust: a. attitude must be better;

b. Services are more targeted, collect specific user information or purchase records, close to the user's life, pull into the distance while giving users a sense of trust.

C. Appropriate: The product can meet the user's needs and is a suitable product. Therefore, businesses need to consider clearly why their products are prepared by users, and product features must meet the needs of users.

2. Solve problems for consumers

Our value is not how much goods are sold, but what we have helped our customers solve.

(1) What do we need to do as a customer service?

A. Categorize: See as many customer service chats as possible, categorize all issues that arise;

B. Proportion: To sort out the proportion of each category, and see what issues consumers are most concerned about;

C. Focus on solutions: Focus on solving the highest percentage of problems, such as providing more solutions to the problem;

D. nuanced: There may be a small proportion of problems, but these issues have a crucial role in the decision-making of users, such as the comfort of children's clothing. So we need to focus on solving these problems for consumers.

(2) Problems that customers may have

The most frequently asked questions can be written on the baby details page, which can greatly reduce the amount of consultation for such questions.

A. Relationship between product and user (applicable age, height, weight, etc.)

Such as high and low temperature test chamber for which industries, what products are used, what is its use, and so on. The user here is not necessarily the purchaser itself.

B. Product quality problems (whether it is genuine, quality is guaranteed)

For example, for a falling ball impact tester, the position of the test sample at the time of falling from high to low is not accurate; the strength is not enough, and the damage degree of the test sample can not be detected.

C. Size issues

For example, for a simulated vehicle transport vibration testing machine, consumers may ask whether the vibration direction is vertical or rotary, and whether the vibration tester has a large or small size of the table top (in this case, the sizes are all conventional sizes, and other sizes need to be customized).

D. Production date and shelf life

Such as automotive interior combustion testing machine, salt spray test chamber, horizontal vertical combustion test machine and other product shelf life.

(Note: The company sells products within one year of the customer's purchase time, all except for natural disasters and man-made damage are free of charge service warranty; after one year will provide fee-based services to collect related costs)

E. User experience (convenient and quick)

This problem is based on the customer's physical contact. For example, the microcomputer tensile testing machine adopts the microcomputer mode. When the customer tests the product, how does the user feel about the input of the microcomputer keys, whether the keys are sensitive, and whether the unit switching can be handled skillfully? At this time, the seller needs to write relevant information on the baby details page so that the consumer can feel the experience of the product.

F. Problems in product use

This kind of problem is mainly based on functional products, such as how to use the microcomputer tensile testing machine, how to test the product, and the use time of the microcomputer tensile testing machine. At this time the seller can set up a quick reply, or make a brief description (non-brand official instructions), write the common problem in the manual, attached to the consumer.

3. Decomposition of customer service functions and skills

(1) Service Attitude: Good use of words, customer first.

(2) Response rate: Set quick phrases to effectively improve customer service efficiency.

(3) Professionalism: better introduce products.

(4) Associated sales: After the customer orders, the customer introduces other related products to the customer to increase the customer unit price. (If you don't know how to recommend it, you can refer to the introduction of counter staff at the offline brand.)

4. After the consultation, "everywhere interception"

After the customer consults the order, what we need to do is to allow the customer to buy other products in the store and increase the customer unit price.

If the customer does not pay the order after consulting, we need to determine the type of inquiry, whether it is the reason for the buyer or the reason for the product.

(1) If it is a buyer reason: reminder, ask the buyer what doubts.

A. Daily reminder:

The daily reminder method is usually divided into two categories: automatic reminder and manual reminder.

a. Automatic reminder

Fixed reminder

Pay attention to set up the dunning control group:

1 The reminder payment time setting is such that the customer has time to visit Taobao for payment, so the reminder time must be properly determined. Daily 9:00, 15:00, and 20:00 is the best reminder time;

2 Through the comparison of control groups, it can monitor the ROI of store reminders and compare whether the method of payment is scientific and make gradual adjustments.

b. Manual reminder:

Manual reminder method advantages and disadvantages

Want Want reminder pays low cost, can have more communication with customer, can excavate more customer information. Want Want may not be online and cause no payment.

The cost of SMS reminder payment is moderate and prompt payment is efficient and convenient. The content of the short message is limited, and the terminology is monotonous. The customer's communication in the form of too many messages causes harassment. Mobile software SMS interception makes the arrival rate even lower.

Call reminders can generate more communication with customers. The forms are more harmonious and follow-up maintenance is easier. The cost is too high.

Suggest--

If the store's operating budget is not high, and you want to make a rush to ask for payment, you can choose to do a reminder payment after a few hours of customer consultation, and make a reminder payment the next day; if the store operating budget is acceptable, you can choose to find CRM software. SMS prompting payment, Alibaba world network operators have to provide such services; if customer service has time left, it is recommended for customers with high customer price to call reminders to reduce costs.

B. Promote the payment

Activities are the marketing tools that can most influence customers' impulse purchases. Therefore, during the event, there will be a large number of orders for unpaid orders. Therefore, the purpose of reminders is to make these large impulse purchases into specific sales.

Select reminder methods and precautions:

a. Real-time reminder

b. The reminder is paid for within a short time (within half an hour)

The impulsive buying psychology during the customer's order is heavy and the duration is short. Therefore, the reminder payment action must be performed within a short time after the order is placed. In this case, only the real-time reminder payment can be completed;

Some activities are valid for 30 minutes.

(2) If there is no product payment after consultation, there are two possibilities:

A. Product Out of Stock - Remarks that consumers are reminded to purchase when they are in stock.

B. Buyers inquire about marketing activities—According to random changes, consumers who encounter relatively strong spending power can give him some full discount coupons and increase the unit price of customers. At this time, it is suggested that the manager should give some coupons to the customer service in case of profit, and provide the authority to reduce the discount, so that the customer service can be more random.

5. How customer service data guides operations

There are three types of communication channels between merchants and consumers: Want Want, SMS, and User Ratings. The only way to communicate with consumers in real time in these three channels is Want Want. The user will often consult his question with Wangwang. By collating and categorizing these questions, the customer service data obtained will allow us to better understand consumer psychology and needs and thus guide the operation.

Fourth, increase the conversion rate but also increase the customer unit price

There are two main ways to increase customer unit price: related sales and quality improvement.

1. Associated sales

(1) Similar: For example, recommend a sealed tester to users who buy a compression tester, and recommend a blower drying tester for users who purchase a salt spray tester.

(2) Complementarity: For example, users of UV aging test chambers recommend UV lamps, and users who bought a wire bending tester recommend horizontal and vertical combustion testers;

(3) Promotions: Prompt user stores are full of discounts, full delivery and other promotions.

2. Quality improvement

This method is suitable for businesses with multiple specifications or multi-level products, such as electronics manufacturers, hardware manufacturers, and plastic manufacturers. For example, when a user purchases a microcomputer tensile tester to remind the user to add 500 yuan, he can get a complimentary jig. When the user purchases an ultraviolet aging test box, he can remind the user to add another 700 yuan to get a complimentary UV lamp.

Fifth, the development trend of customer service functions - driven by services

The general customer service function is sales or service. This requires the owner to calmly consider what type of customer his shop should belong to. For example, if your shop is selling a flame-retardant type testing machine, and now the main function of customer service is sales, then it is recommended that your store customer service can have more service awareness, learn more about some of the technical parameters of the instrument, to the customer Provide professional knowledge and some of the same products as a reference for customers to choose, this can effectively improve customer service consulting conversion rate and customer unit price; if your shop is selling mechanics testing machine, you must define your customer service staff, because now Many consumers are very concerned about the attitude of customer service when shopping. We don't need to desperately sell products to customers. We only need to tell him what kind of value it will give him after buying a product.

In addition, we need to understand that the current trend in the development of customer service is not driven by sales, but driven by services. We'd better make customer service a service person rather than a sales person.