The construction of marketing websites should first conform to the search engine SEO
Source: Shangpin China |
Type: website encyclopedia |
Date: August 6, 2012
What is marketing Website construction ？ As the name implies, marketing websites refer to websites with marketing and promotion functions, such as: SEO 、UEO。 That is, at the beginning of the establishment of the website, we will take the future marketing promotion as the goal and starting point, and implement it into the whole process of website production, so that every link and every step will take into account the needs of marketing functions, so that the website will have marketing functions or be conducive to optimizing the promotion features as soon as it goes online. What is a marketing type website construction? Just as its name implies, marketing type is refers to have the website marketing promotion function of the site, such as: SEO, UEO. That is at the beginning of the site, and the future marketing promotion for the purpose and the starting point, and carried out through the whole process of production site to ensure that every link, each step considering marketing function demand, the web site is a marketing function have online or help to optimize the characteristics of promotion.
According to the traditional profit model of the enterprise and the traditional sales channels of core products, set up the network target customer groups. According to the habits and demand thinking of the network potential target customer groups, from the perspective of potential customers, arrange the content that potential customers are interested in on the home page of the website. Then build the credibility of the enterprise, core product display, customer witness, answer questions for potential target customers, etc., through website marketing, obtain sales leads, and finally reach a deal. In short, the enterprise status marketing website is the sales platform of the enterprise, and sales leads can be obtained whether online direct transactions or not. The purpose of a marketing website is to obtain sales opportunities and even a deal. The enterprise according to the traditional mode profits and core products in the traditional sales channel, set the target customer network group, a potential target customer groups against the network the habit of thinking and demand, standing in the point of view of potential customers in the home page is the arrangement of the content of the potential customers interested in. And then build the enterprise credibility, core product exhibition, customer witness for potential target customers such as answer, through the website marketing implement, obtain sales leads, finally come to terms. Simple speaking, enterprise status marketing type is enterprise sales platform web site, whether online trade directly or not, can obtain sales leads. Marketing is the site of in order to get the chance to sell or even access to a deal.
Under the background that marketing websites are mainstream websites, how to improve the conversion rate of marketing websites has always been a headache for many business owners and company website maintenance personnel. In the marketing type for mainstream web site under the background of, how to improve the marketing type conversion of web site, has become a lot of enterprise boss and company website maintenance personnel headache problem.
1. User centered design
Many enterprises are still stuck in the stereotype of "company introduction, product display, online order, contact us". However, it is not known that user centered website design is a distinctive design and can be favored by users. Focusing on users is not a slogan, but should be viewed from a professional perspective. What is the most important content and what users want to see the most is to meet users' needs through the most distinctive services around users' psychology and make customers like the website. A lot of enterprise is still in a "company introduction, product exhibition, the online order, and contact us" the old way. Little imagine user-centered design is the distinctive design, can obtain the customers. It is a center with the user is not a slogan, but should with the specialized vision to look at, what is the most important content, what is the most users want to see, the psychological around users, through the most special services to meet the needs of users, let the customer like web site.
2. Provide rich products/services introduction information
Most websites don't have enough articles on the introduction of products/services, which leads to no interest of users. It's like coming to a gorgeous performance stage. What the audience expects most is performance. The performance is not good, and the audience will not buy it even if the stage is beautiful. Many web sites to product/service in the introduction of the information under no full text, this led to the user's interest in nothing all day. As if to a ornate performance stage, the audience most looking forward to or performance. Acting not good-looking, stage again beautiful audience also don't buy the bill.
A survey shows that among various measures taken by online retailers to improve customer conversion rate, providing rich product introduction information is obviously conducive to improving customer conversion rate of online stores. The same is true for enterprise websites. The more detailed the product features are introduced, the clearer the product display pictures are, and the higher the user's interest is. With the development of video technology, video display for your products has become a fashion. The female owner of an underwear store on Taobao has used herself as a model to show the underwear products sold in the store, which has received a good response - if there are several videos to show, the sales will soar. Research has suggested that, in the online retailers to promote the customers conversion of the various measures by the provide rich goods introduces information visible to enhance online store customer conversion rate. For the enterprise website also is so, product features: the more detailed introduction, product display pictures clearer, and the user's interest is higher. Along with the development of video technology, for your product video display has become a fashion. The results show a lingerie shop of female the shopkeeper at present already do with their models to display the store of goods sold underwear, echo is very good--if again come a few period of video display of words, sales soared to more.
3. Let users to trust from web site
The survey shows that the website filing information, business qualification display, complete contact information, authoritative network security certification mark, detailed address and other information can enhance the recognition of users. Only when users feel secure will they have a sense of trust in the website and further generate business contacts, online purchases and other behaviors. Survey shows that, the website information, the management qualification record show, complete contact, authority of network security authentication marks, detailed address and other information, can enhance the user level of agreement. Only the user in feel safe, under the premise of will to trust from web site, further create business contact, online purchase, etc.
4. Simplified transformation process
The conversion process of users is mainly reflected in the browsing process, purchase process, registration process, interaction process, etc. We must not test the patience of users, but should try to make users happy to carry out each step of operation and quickly get the results they want. Simplifying the process is a delicate task that requires repeated testing and speculation. Users are mainly embodied in the process of transformation process, purchase process, browse registration process, interactive process, etc. We mustn't go to test the patience of the user, and should try to make the user to a pleasant mood every step operating, and quickly get what he wanted the results. Simplify the process is a do it right, need repeatedly testing and consider.
5. To design the reasonable promotion and buy
There is a new woolen sweater store in the community. As soon as it opened, it said that it was "only available for 7 days, with low price promotion". Seven days later, he changed his saying, "After receiving the manufacturer's notice, we will sell for another five days and reduce the price for promotion"; Five days later, the saying is "in the last three days, buy one and get two free"; The saying after three days is "delay for three days and leave none"; In three days' time, the saying is "leave at 6:00 tomorrow afternoon, half sold, half free"; Two days later, it was said that "before the factory car arrived, you can sell it as soon as you see the money, and you can go wherever you go" -- a few days later, all the sweaters were sold out, and they really went away, but they didn't go far, and they went to another community to perform again. In a month, this sweater store has set off five sales climaxes in succession, creating better sales performance in the community than similar stores on the commercial street. Now many websites are imitating this combination of "promotion and purchase restriction", which has effectively improved the conversion rate of users and achieved impressive results. Inside the residential area a new open woolen sweater store, opened it shows that "sell only 7 days, low-cost sales". 7 days after that change, "the manufacturer notice, to sell 5 days, depreciate sales promotion"; Five days later is that "the last three days, buy a send two"; Three days later said that are "delayed three days, a leave"; Another three days is that "tomorrow at 6 p.m., half sell half to go"; After two days is that "factory car not to see money, sell, as you go along with the"-a few days later, woolen sweater are all sold out, they have really gone, but didn't go far, to another district on again. A month before this woolen sweater for five times a shop selling climax, in the community created than the streets similar shop even good sales performance. Now there are many web sites in the limitation this "promotion and purchase restriction" the way of the combination of the, effectively improve the user conversion rate, has achieved great success
6. Effective use of online customer service tool
Online customer service tool is an effective tool to improve the conversion rate of online marketing. Data shows that more than 98.5% of potential users will be lost due to the inability of most visitors to corporate websites to conduct timely interactive communication and online communication. It is recommended to use online customer service tools such as QQ and Wangwang. In addition, the 400 hotline can also greatly improve the advertising effect. The 400 hotline costs only a few hundred yuan a year. There are detailed instructions on the 400 service on the Extreme 400 telephone network. The online customer service tool is a two-way communication tool. Users can actively communicate with the customer service of the website, and the customer service of the website can also pay attention to the user's access behavior, and actively send an invitation to talk to help users solve problems. Online customer service tool is to improve the network marketing effective tool for conversion. Figures showed that enterprise web site visitors not to because most interacting and online communication, more than 98.5% of the potential users will be lost. Recommend using QQ, online customer service tools such as the prosperous, another 400 phone can also increase the advertisement effect, 400 phone calls a year need hundreds of yuan, in extreme 400 telephone network about 400 business details. Online customer service tool is a two-way communication tools. The user can actively communicate with customer service web site, the site of the customer service user's access to conduct attention, and actively talking to send invitation, help customers to solve problems.
7. Precise search engine keyword advertising
Search engine bidding advertising is an effective online marketing method to improve the conversion rate of users. The conversion rate can be effectively improved by analyzing the user's retrieval behavior and selecting the most effective keyword combination on this basis to optimize the relevance of the content of the landing page. The effect of search engine bidding consists of many factors. The daily consumption budget, the number of words on keywords, report analysis and other maintenance work directly affect the effect of search engine bidding products. Because search engine keyword advertising has a certain degree of professionalism, online marketing effect can be further improved by selecting powerful service providers for advertising maintenance. Shanghai Rushu and others have rich experience in search bidding product sales and services. Search engine for advertising is to improve the efficiency of the transfer of the user an effective network marketing methods. To users search behavior analysis and based on this, choose the most effective keywords combination, optimization of the page content advertising landing correlation, can effectively enhance the conversion rate. Search engine for effect by many factors composition, daily consumption budget, key words on the quantity and the word and analysis report a direct impact on the search engine for product effect. As search engine keyword advertising has certain professional, through the choice of strength are advertising service maintenance, can further enhance the network marketing effect. Like Shanghai in the search for products such as hotly sales and service experience.
8. Persuasive customer witness
Customer witness is an effective marketing skill, but many websites do not make full use of customer witness in online marketing. At the same time of product/service presentation, it can enhance the persuasiveness of the product/service and increase the interest and confidence of users to purchase by showing the service evaluation and use experience of the product/service customers. In this regard, Alibaba has done a good job. In the marketing and promotion of its Chengxintong products, Alibaba has made extensive use of customer witness techniques, which have both positive experience and negative experience of being cheated by non users. The huge contrast between the two makes users quickly accept the Chengxintong product psychologically. The customer is an effective marketing skills testimony, but many web site and not make use of the customer to witness the network marketing. In the product/service show at the same time, show the product/service customer service evaluation, use experience, can strengthen the product/service persuasive, increase users buy interest and confidence. In this respect, alibaba is done is in place. In the good faith the product marketing promotion, the use of the customer alibaba witness skills, both the use of positive experience, negative no use of the user experience shows fraud. The great disparity between the user from psychological fast accept the integrity the products.
9. Guide old customers turn is introduced
The use of online marketing to guide old customers to re introduce has advantages over traditional marketing methods. Generally, for customers who have already made a deal, we can promote the re consumption of old customers through points, discounts, gifts and other forms; At the same time, for new customers introduced by old customers, in addition to new customers getting more favorable prices, old customers will also get points or gifts and other forms of return. Using the network marketing is to guide the old customers than the traditional marketing method to introduce still has the advantage. Usually, clinch a deal for already customers, we can through the integral, discount, gifts and other forms to promote old customer again consumption; Also, the old customer introduced him to new customers, in addition to new customers can get more favorable price, and old customers will also get points or gifts, and other forms of return.
10. Pay attention to the application of E-mail marketing (potential customers tracking care)
E-mail marketing does not mean sending spam advertisements. In addition to its role in developing new customers, e-mail marketing plays a greater role in tracking and caring for potential customers. We obtain the mailing list of potential customers through various forms of our platform's e-magazine subscribers, registered member mailboxes, award-winning event participants' mailboxes, and relevant e-mail provided by partners, and use various forms of e-mail, such as e-journals, promotions, website essence content recommendations, free resources, etc, Attract potential customers to continue to pay attention to our network platform and products (services), and finally realize the transformation of potential customers. E-mail marketing is not refers to send spam advertisements. E-mail marketing in addition to develop new customers have their effect on the outside, a greater role for potential customers also lies in the tracking care it. We through their own platform of electronic journals subscription users, a registered member mailbox, participants mailbox prize and partners to provide the related electronic mailbox, and other forms of potential customers for mailing list, the use of electronic journals, sales promotion activity introduced, website essence, free resources provide recommended content and so on many kinds of E-mail form, and attract potential customers continue to focus on our network platform and product (service), finally realizes the transformation of potential customers. This article was published by Beijing Website Construction Company Shangpin China //ihucc.com/
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