From add-to-cart to conversion, we still have a long way to go

It’s time for me to share and update useful information with my friends in operations~~~

In order to help my friends in the industry run orders, I often go to the company early in the morning, spend about 2 hours to handle internal affairs of the company, and then start the “three old things” of cross-border e-commerce: advertising, independent station technology and maintenance, orders and payment.

Time is precious, let’s not waste time talking nonsense and get to the point!

In the recent guidance work, some friends asked me questions like this:

There are quite a few add-to-carts every day, but there is still no conversion, and I can’t analyze the reason

There are a lot of add-to-carts, why is it not converted

Why is it that the ads only add to the shopping cart but not convert?

Dear friends, we still have a long way to go from adding to cart to conversion!

Even if your add to cart data is very good

However, my friends, do not be fooled by the beautiful surface data. We must see the essence of the problem through the phenomenon. Otherwise, we will only see the trees and not the forest. If we do not have sharp enough operational analysis capabilities, we will certainly not have ROI output ratio capabilities.

Why do we still have a long way to go?

The number of add-to-carts alone is far from meeting the conversion requirements, and we still have to make great efforts for this.

①. From the perspective of indicators, although your CPM and CPC indicators are not bad, this only shows that the general direction of the population coverage is correct, but it is still a long way from finding the most accurate “buyers” customers in the general direction.

②. OK, CTR is also good, which only shows that your copywriting is attractive, but it is not necessarily a good conversion material. For an extreme example, what about the title party? !

③. Add-to-cart, which is a handy thing that can be clicked by anyone and does not require any cost, is not difficult to have, but the gold content is not very high.

Where is the way forward?

From adding to cart to conversion, how should we go on this long road?

①, Landing page

The optimization of the landing page is the basic work of site optimization, and it is also the “infrastructure” work, which is very important!

The optimization of the landing page involves the following aspects:

A. Product selection

Use data to select product categories, don’t rely on “feelings”, because many times, you just think it is a “hot item”, but that is just “you think”, in fact, this product has nothing to do with the hot item.

For example, the following one,

You think this bag is good-looking and it has been added to your cart many times, so you think there is nothing wrong with the product selection. Is this actually the case? Do you use data to speak for yourself? Do you consider the general usability of this bag when it is put on the market?

Perhaps, the following style that looks fancy and you don’t like will be sold?

When selecting products, please do data analysis and demand investigation, such as: keyword statistics, reference to sales of peers, etc. Do not use “feelings”, “I think”, “should be”, and other similar approaches that are highly subjective and arbitrary.

B.Price

If you only know how to fight price wars, then there is no point in pursuing this industry of huge profits! However, the price factor does make buyers hesitant. Although there are add-on purchases, it is difficult to convert. Therefore, in the absence of price wars, make sure to do the following:

1) Reliable supplier resources: Don’t find a middleman to be your supplier. You don’t know how much profit he has been taken in the middle.

2) You get what you pay for: Show the quality on the product page, and show buyers why you are selling at this price through ultra-clear first pictures and ultra-detailed real pictures.

 

3) Reasonable price: Although the high imitation brand industry has huge profits, every industry is overcrowded, and the price should be moderate and not exorbitant. There is fierce competition among similar products, and there are many similar products on the market, so buyers will also compare prices.

4) Clever use of discount coupons: Set a relatively low threshold on the site and issue a limited-time discount coupon or a limited-time discount. This will help buyers to convert from adding items to cart to conversion to a certain extent.

C. Other factors

For example, REVIEW data (you can brush it yourself), buyer show, delivery policy, return and exchange policy, payment policy, etc. In short, it is to make buyers trust your site.

D. Checkout page

Try to simplify the shopping process, such as supporting guest (non-mandatory registration) checkout mode, one-page checkout, etc.

E. Decoration

Spend some time on decoration. Although the imitation brand independent website does not pursue a fancy UI, because the customer unit price is relatively high, especially for some friends with super high customer unit price, try to decorate the site to be more “high-end”.

The optional templates provided by the company to friends who want to build websites for counterfeit brands are very powerful. You can design almost any effect you want. For example, if you make bags, you can design them to be almost the same as the official LV ones. The premise is that you have certain artistic and aesthetic skills and are very familiar with the functions of the templates.

Regarding the optimization content of the landing page, there are other details to be done, which will not be explained in detail here.

② Traffic front end

A. Checkout events

In the pixel code, in addition to monitoring the add-to-cart events, we also need to focus on monitoring the checkout events.

It’s not just checkout events, there are also shopping events, etc. By analyzing: the degree of decrease and the decline in the number of key events such as simply adding to the shopping cart to “checkout”, we can roughly analyze how much the buyer’s willingness to buy is.

Instead of simply thinking: With the add-on shopping cart in hand, the world is mine…

In addition, due to various factors, the data in Facebook reports is actually inflated and can only be relatively accurate. For more accurate data analysis, when adding GA code to the site, you can use the same method to customize events, and then compare data in the GA background.

B. Iterative crowd method

When we lack experience in optimizing and shrinking audiences, if we are confused about the target when launching, we can use the “iterative method”.

For example, we can first establish a purchase plan, run it for 2-3 days, and accumulate the crowd first.

If the data is good, copy the plan and change it to the next higher goal, such as checkout.

Iterate again, run shopping, etc.

Get data and pixels at each level, and advance layer by layer… This idea is for your reference.

Regarding the details and optimization of Meta advertising, such as: GA analysis, material optimization, audience optimization and in-depth mining, layout optimization, pixel code optimization and reuse, advertising target optimization and reuse, horizontal comparison method, AB group delivery strategy, etc., there is a lot of content, and the space is limited, so I will not elaborate here.

Conversion skills cannot be achieved overnight. It requires everyone to continuously accumulate valuable experience in practice and develop a pair of eyes that are highly sensitive to data. At that time, conversion and orders will only come naturally.

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