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跨際數位行銷分享最新優化網站UX的知識、案例分享、最新趨勢,希望可以提供給想透過網路來提升業績的你一些重要概念

2020年跨際數位行銷為您精煉20種提高轉化率的快速方法 (3/3)

  1. 用情感使聽眾有感

進行多次的網路消費者動線與行為分析,跨際數位行銷顧問團發現,如果我們網頁內少講一點功能,文案中或圖示中多講點故事和誘發情感的語言,會使訪問者對嘗試您的產品或服務感到興奮的很有效方法之一,所以多點故事,少點功能陳述。

 

  1. 提供多種付款方式。

在台灣許多人不喜歡使用PayPal,因此,我們輔導的案例如一些美國知名的品牌,只提供PayPal方式付款,他們以為在台灣PayPal的使用普及度和美國一樣,都是造成他們初期轉換不佳主要原因之一,所以如果這是您檢視您的購物網這個方式唯一的付款方式,則可能會影響您的轉化率。 但如果您能因地制宜,像針對台灣,更多各家信用卡刷卡,或是在超商取貨時付款,以方便人們可以選擇他們喜歡的付款方式,這樣也可以在結單的最後一哩路走得輕鬆點,相對地,我們線上的轉換率也就會提高(這是CRO一定要注意的一點)

  1. 從您的網站提供即時客戶服務。

使用聊天工具提供及時聊天(目前多數的購物網都有提供LINE 客服 或FB Message的即時客服,以回答問題或疑問是提供客戶即時的回應這是鼓勵轉化的好方法。如果我們的產品有部份是客製化或是不容易透過網頁文字就容易了解,需要一對一即時溝通的,如果是這樣有客服可以線上即時問答,可以馬上解決客戶的疑問,相對而言,就可以減少顧客因不了解或不能即時得到解答而離開的機率。

因此,目前台灣的購物網至少要提供 LINE 與 FB message 或 Whatapp 等即時聊天的功能,讓消費者有問題時,可以即時詢問,相對的,公司也必須配置回應的人力即時回覆客戶問題,不然反而會造成反效果。

  1. 始終提供足夠的聯繫信息。

在網站易於看到的位置提供足夠的聯繫資訊可以使潛在客戶放心。比如要線上購買比較昂貴的產品,可能要提供全省實體的據點,有時客戶會想先了解如果產品有問題時,是否能就近就把產品拿去接近的據點看或維修,所以提供實體或是線上更多可以聯絡的方式,有助於消費者在購買時的疑慮。進而提昇線上轉換率。

 

  1. 初期不需要客戶註冊,便可購買。

某些購物網可能需要填寫會員註冊表,才能從網站上購買東西,如果我們不是非要新客戶都註冊會員取得什麼資料,我們才能讓其購買,我們都會建議將註冊動作關閉, 嘗試提供快速結帳選項(如FB登入即可購買,因為如果真的要購買他們還是要留在哪取貨,收件人姓名和聯絡電話),目前大部份的人都是以手機做為聯絡電話,所以如果可以不用註冊就可以購買,可以鼓勵更多的轉化。但留了手機除非是醫療型產品或服務,有手機號碼還是可以做名單型投放,

  1. 盡量減少選擇。

我們跨際數位行銷團隊也輔導過很多大型客戶,他們的一項產品可能就有超過六七種以上的選擇,而顏色不同又要再選,加上產品超過萬件,這是提供過多的產品選項可能會對於消費者來說,會決定障礙,對我們購物網的轉化率反而產生不利影響。 

因為大多數的人對太多的選擇,會顯得不知所措不知如何挑起,最後可能會關閉頁面以避開決策難題。 

所以保持導覽欄簡單,並嘗試在頁面上不要包含太多其他選項。

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