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我的產品為什麼賣不出去? 5個電商要避免的雷區

每個剛開始在網路上賣東西的人都曾經有個夢- 夢想著把自己的商品放到網路上後,睡個覺起來,就可以看到一張接一張的訂單準備出貨。

 

但是,現實總是殘酷的。在接下來的每一天,不斷等著購物系統寄來的訂單通知,但是等了又等,訂單卻不如想像中預期像雪片般飛來,接著懷疑是不是訂單系統壞了,但是在實際確認後,不得不承認,根本沒人想買你的產品。

這是90%以上曾經在網路上賣東西的人有過的經驗,而那剩下的10%的商家中,好像就成了市場獨鍾的幸運兒,但是你可能沒想到,他們也是在不斷的錯誤之中嘗試,進而摸索到其他90%的電商,沒有了解的訣竅。

今天,就來分享為什麼產品在網路上賣不出去的五個最主要的原因:

 

1 . 網站過於複雜:

 

網站就像是開一間實體店,如果店面缺乏好的規劃,沒有好的動線、明確的分類指引,那麼顧客就會需要花很更多時間,來弄清楚他們要的東西在哪,甚至會在瀏覽網站時迷失方向,最後什麼都沒找到。一想到這樣的經驗,光想著就很令人氣餒不是嗎?

在設計網站動線時,一開始就應該要把每一個頁面的目的確認清楚,每個頁面都有它存在的目的,要傳達的“價值”,如果一開始並沒有把網站架構想清楚,那麼就很容易變成“大鍋炒”的情況,讓消費者分不清東西南北。

 

2.沒有吸引人的照片:

根據研究,人腦對圖片解析的速度比文字要快60,000倍,第一眼的感覺,會決定我們要不要繼續花時間往下看,就像我們還沒有深入認識一個人之前,就已經先對他的第一印象做出了判斷。

網站的圖片也是如此,有句名言“A picture is worth a thousand words”,圖片是否能夠傳達出產品的獨特價值,是否足夠吸引目光,會決定消費者是否願意花更多時間了解你的產品。

所以一個完整的產品介紹,應該要透過圖片傳達出三個面向:產品功能/產品細節/未來想像,

*產品功能:不管任何的產品,不外乎是幫消費者解決問題或是創造更好的未來,產品具備什麼功能,如何運作來帶給消費者更多利益,也需要透過圖片說清楚

 

*產品細節:產品的細部放大照,尤其是單價越高的產品,越需要有細節的展示,傳達出細膩的做工與巧思。

*未來想像:這個部分很重要,但也是很多品牌電商容易忽略的地方,買了產品以後,能替生活中帶來哪些希望與愉悅,這是照片“感性”溝通主要的目的。

 

研究發現:人們在考慮長期決定時,是運用大腦的CEO(執行長)——前額葉皮質(理性腦)產生理性思維;可是,一旦面對例如是否立刻進行消費活動之類的短期決策,掌管衝動的邊緣系統(感性腦)影響力便大增,產生的決策傾向立即滿足需要的原始狀態,人腦短期決策的過程其實和大猩猩沒什麼差別。

由此可見,感性腦是從加入購物車到完成結帳最後一哩路的重要推手,如何能夠透過照片,讓消費者腦袋中產生想像,建構出買了產品後的美好時光與享受,這就需要情境照者。

 

3.沒有動人的文案

當照片成功吸引消費者的目光後,文案就成了會說話的銷售員,銷售員必須要講消費者能聽懂的語言,引導消費者思考,產品會為他們帶來的最大利益。

但可惜的是,很多的電商網站的文案,像是乏味的技術人員,說了滿口專業術語,不斷想把自己的專業知識一股腦傾倒給消費者,但是消費者真的在乎嗎?他們其實只在乎產品會不會讓他們得到快樂。

 

4.沒有安全的付款環境

曾經有一次跟某位50歲左右的長輩朋友吃飯,剛好談到線上購物,這位長輩跟我說他只有大概10年前透過網路買過東西,但從買了那一次東西後,卻是惡夢的開始,因為他的卡片開始遭到盜刷,到最後不得不打給銀行把整張卡片都取消,自此之後,他就從來沒有再從網路上訂過東西了。

如果你不想類似的情況,發生在你的顧客身上,就要好好檢查網站是否有裝配SSL跟相關的保密資料使用協定,讓消費者覺得在你這裡購物是安全的,也會影響消費者最終會不會完成購物。

 

5.流量準比多還重要

你的電商網站每天有多少人造訪呢?

你是否有想過,這些人裡面到底有哪些才是真正的潛在消費者?

很多人往往太注意流量表面上的數字,而忽略了真正重要的事情,導致流量“虛胖”,空有很好看的數字,但是沒有多少訂單。

之前有接觸過一間客戶是做義大利麵的,他選擇把義大利麵館開在市場內,說因為人潮很多所以客人也會比較多,但是他忘記思考一件事情,就是人流多不代表他們就會對你的產品有興趣,結果,那間義大利麵店也在半年後宣告結束營業。

人潮=錢潮,但人潮≠你的錢潮,就算再多的人看到你的產品,但是對你的產品一點興趣也沒有,那麼這一切都只是幻想而已。

 

在這注意力缺乏的世代,如何能夠站在消費者角度思考,將網站清楚的呈現給消費者,搭配上有質感吸引人的文字與圖片,並且搭配上安心的購物環境以及準確的TA鎖定,達到電商轉換收益成長的目的,這是個不斷進化的過程。

 

希望以上分享的經驗,能夠幫助你在未來的操作上更為順利。

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