提高转化率的方法_提高电子商务转化率的7种方法-CSDN博客

提高转化率的方法

An eCommerce website should always be a work in progress. So, whilst you may have an online store which is already selling, there are quite a few things you can do to make it convert better. In this post, we’ll look at a range of things you can easily implement to make your ecommerce site drive even more sales.

电子商务网站应始终处于开发阶段。因此，尽管您可能已经有一家在线商店正在销售，但您可以做很多事情来使它转换得更好。在本文中，我们将介绍一系列可以轻松实现的内容，这些内容可以使您的电子商务网站带来更大的销售额。

1.利用Google Analytics(分析)的力量 (1. Harness the power of Google Analytics)

There’s a reason we keep harping on about Google Analytics: it’s because it gives you incredibly powerful insights into the performance of your website. The data it produces helps you discover what works and what doesn’t work. For example, if there’s a page on your website that constantly puts visitors off clicking the buy button, then Google Analytics will show you what it is.

我们一直对Google Analytics(分析)保持沉默是有原因的：这是因为它为您提供了令人难以置信的强大网站性能见解。它产生的数据可帮助您发现有效和无效的内容。例如，如果您网站上的某个页面不断使访问者无法点击“购买”按钮，那么Google Analytics(分析)将向您显示其内容。

Google Analytics informs you about many different metrics, including customer demographics, knowing what time of day people visit and the devices they use. You can find out how they discovered your site, where they land, how long they stay on each page and what path they follow from entering to leaving. You can even set up your own goals or monitor your conversion funnels.

Google Analytics(分析)会为您提供许多不同的指标，包括客户的人口统计信息，了解人们一天中的什么时间访问以及使用的设备。您可以了解他们如何发现您的网站，他们在哪里登陆，他们在每个页面上停留了多长时间以及他们从进入到离开的道路。您甚至可以设置自己的目标或监控转化渠道。

What’s more, Google Analytics is free. And with many of your competitors using it to their advantage, you’re losing out by not using it. For more details, check out our post: How to Set Up and Use Google Analytics for Your Website

此外，Google Analytics(分析)是免费的。而且，由于许多竞争对手都利用它来发挥自己的优势，因此，您由于不使用它而失败了。有关更多详细信息，请查看我们的文章： 如何为您的网站设置和使用Google Analytics(分析)

2.受益于A / B拆分测试 (2. Benefit from A/B split testing)

Whilst Google Analytics can inform you where changes need to be made, once you have made those changes you’ll want to see how well they are working. The best way to do this is through A/B split testing, which helps you to compare how two different versions of your website are performing.

尽管Google Analytics(分析)可以通知您需要在哪里进行更改，但是一旦进行了更改，您将希望查看它们的工作情况。最好的方法是通过A / B拆分测试，它可以帮助您比较网站的两个不同版本的效果。

Split testing software enables you to create two different versions of a page. It serves one version to one half of your visitors and the other version to the other half. This means, if you tweak the wording, images, layout or colours on your sales page, you can easily see whether the changes are having the desired effect.

拆分测试软件使您可以创建页面的两个不同版本。它为一半的访客提供一个版本，为另一半的访客提供另一个版本。这意味着，如果您在销售页面上调整措辞，图像，布局或颜色，则可以轻松查看更改是否达到了预期的效果。

Why is this important? Well, something as simple as changing the colour of a call to action button can have a dramatic effect on the number of people who click on it. According to HubSpot, changing it from green to red can improve click-throughs by 21%. How much would a 21% increase in click-throughs be worth to you?

为什么这很重要？嗯，就像更改号召性用语的颜色这样简单的事情，对点击它的人数有很大的影响。据HubSpot称，将其从绿色更改为红色可以将点击率提高21％。您将点击率提高21％多少对您有价值？

For more detailed information, take a look at our post: A/B Split Testing – The Ultimate Way to Rocket Your Sales.

有关更多详细信息，请查看我们的文章： A / B拆分测试-推动销售的终极方法。

3.改善您的产品形象 (3. Improve your product images)

Badly taken product images have two negative effects. They don’t do a good job at selling the product and they give a poor impression of your website. In an age when customers are used to seeing professionally photographed products on HD and 4K screens, a badly taken image with poor pixel density isn’t going to do you any favours. And the better the technology people use to view your images, the worse they will look.

拍摄不好的产品图片有两个负面影响。他们在销售产品方面做得不好，并且对您的网站印象很差。在当今客户习惯于在HD和4K屏幕上观看专业摄影产品的时代，像素密度低的不良图像将无济于事。人们使用的技术越好，可以看到的图像越差。

To take good quality product photographs, all you need is a decent camera, a tripod, a cheap lightbox (essential) and access to some basic editing software. You don’t need to spend a fortune but you can get big returns from a little investment into the right equipment.

要拍摄高质量的产品照片，您需要的是一台像样的相机，一个三脚架，一个便宜的灯箱(基本)，并可以使用一些基本的编辑软件。您不需要花大笔的钱，但是您只需对正确的设备进行少量投资就可以得到丰厚的回报。

4.正确获取产品说明 (4. Get your product descriptions right)

Hand in hand with your product images are the descriptions that go with them. The most important factor here is to have unique product descriptions. If you simply use ones provided by the manufacturer, you’ll have the same content as everyone else and this can lower the ranking of that page on Google.

与您的产品图片紧密相关的描述。这里最重要的因素是拥有独特的产品说明。如果仅使用制造商提供的内容，则内容将与其他所有人一样，这可能会降低该页面在Google上的排名。

Unique product descriptions also let you write in more detail about the product and this can be used to show your customers that you have expertise in the niche in which you are selling. Customers are often more willing to pay higher prices to an expert than they would do to a general retailer as they expect you to be able to offer better customer service.

独特的产品描述还可以让您更详细地介绍产品，并且可以用来向客户显示您对所销售的利基市场具有专业知识。与一般零售商相比，客户通常更愿意向专家支付更高的价格，因为他们希望您能够提供更好的客户服务。

One of the key elements to writing great product descriptions is to discuss they benefits of buying the products. To do this, you need to know your customers and what they are looking for. For example, if you were an ecommerce site targeting off-road mountain bikers, rather than simply mentioning that a bike had a specific type of suspension, you should add that this would make it safer and more comfortable for rugged terrains.

撰写出色的产品说明的关键要素之一就是讨论他们购买产品的好处。为此，您需要了解您的客户以及他们在寻找什么。例如，如果您是一个针对越野山地车手的电子商务网站，而不是简单地提到自行车具有特定类型的悬架，则应该补充一点，这将使它在崎terrain的地形上更安全，更舒适。

5.突出您的评论 (5. Feature your reviews)

Visitors can feel uneasy about purchasing from a business they have never shopped with before and will often leave the site if they aren’t 100% confident – even if it offers a better deal. One way to convince them to go through with the purchase is to give them third-party feedback in the guise of reviews and testimonials.

访问者对于从从未有过购物的企业购买商品会感到不安，并且如果他们没有100％的信心，甚至会提供更好的交易，他们往往会离开网站。一种说服他们进行购买的方法是以评论和推荐为幌子，向他们提供第三方反馈。

As reviews and testimonials are written by other customers, new customers see them as trustworthy and this makes them highly persuasive. To boost your chance of converting, ask customers to give you testimonials to use on your site and sign up for review sites, such as Trustpilot, whose reviews you can show on your site.

由于评论和推荐书是由其他客户撰写的，因此新客户将其视为值得信赖的，这使他们具有很高的说服力。为了增加转换的机会，请客户给您推荐信，以供您在网站上使用，并注册评论网站，例如Trustpilot，您可以在网站上显示其评论。

In addition to getting reviews about your company, you can also ask your existing customers to leave reviews about the products you sell. This shows an openness and honesty about your business and also gives great feedback: if something is getting a lot of bad reviews, you can stop selling it.

除了获得有关您公司的评论外，您还可以要求现有客户留下有关您所销售产品的评论。这显示了您对业务的坦诚和诚实，并给出了很好的反馈：如果某件产品受到很多不良评论，您可以停止销售。

6.易于购买 (6. Make it easy to buy)

The easier it is to buy a product, the more likely you will sell it. That’s why leading online retailers, like Amazon, now have a one-click buying option.

购买产品越容易，您出售产品的可能性就越大。这就是为什么像Amazon这样的领先在线零售商现在都具有一键式购买选项的原因。

To discover how easy it is for your customers to buy, answer the following questions:

要发现客户购买的便捷程度，请回答以下问题：

How easy is it to find a product on your website? Do you have a search facility or just browsing? Can customers filter their searches (by price, customer reviews, popularity, colour, size, etc.)?
在您的网站上查找产品有多容易？您有搜索工具还是只是浏览？客户是否可以过滤搜索(按价格，客户评论，受欢迎程度，颜色，大小等)？
When buying, how many pages does a customer have to visit from entering the site to confirming the sale? How many times do they have to click on a link?
购买时，从进入站点到确认销售，客户需要访问多少页？他们必须单击多少次链接？
How much information does a customer have to input in order to make a purchase?
客户必须输入多少信息才能进行购买？
Do you force customers to register and fill in forms to buy from you?
您是否强迫客户注册并填写要向您购买的表格？
Do you make customers sign up for emails in order to buy from you?
您是否让客户注册电子邮件以便向您购买？
Do you add lots of upselling pages to your checkout process?
您是否在结帐流程中添加了许多加价促销页面？

Using the answers to these questions, you’ll understand all the hurdles your customers need to jump on your site. As there will be people who exit your site at each stage, it makes sense to make this process as short and as simple as possible.

使用这些问题的答案，您将了解客户进入您的网站所需的所有障碍。由于每个阶段都会有人退出您的网站，因此使此过程尽可能短且尽可能简单是有意义的。

7.增强安全性 (7. Boost your security)

As Google now warns users whether a site is secure, it is vital for customer confidence that you put security measures in place on your ecommerce site. One essential element is having an SSL certificate. This ensures that personal information, such as credit card details, are encrypted and cannot by stolen when a customer inputs them on your site.

随着Google现在警告用户网站是否安全，对客户而言至关重要的是您在电子商务网站上采取了安全措施。一个基本要素是拥有SSL证书 。这样可以确保对个人信息(例如信用卡详细信息)进行加密，并且当客户在您的网站上输入个人信息时不会被盗。

In addition, you should also consider using email authentication to ensure that emails you send cannot be intercepted and tampered with and that your customers know they are genuine.

此外，您还应该考虑使用电子邮件身份验证，以确保发送的电子邮件不会被拦截和篡改，并且您的客户知道它们是真实的。

With the increase in cybercrime affecting how people make online purchases, the more confident you make your customers, the better chance you have of making a sale.

随着网络犯罪的增加影响人们进行在线购买的方式，您对客户的信心越强，进行销售的机会就越大。

结论 (Conclusion)

Hopefully, these seven tips will have given you an insight into the ways that you can make your ecommerce website better geared to increasing conversions. Analysis, A/B testing, better product images and descriptions, customer reviews, simplified pathways and confidence boosting security can all help your website perform better and increase sales.

希望，这七个技巧将使您深入了解如何使电子商务网站更好地适应增加转化的方式。分析，A / B测试，更好的产品图片和描述，客户评论，简化的途径以及增强安全性的信心都可以帮助您的网站更好地发挥作用并提高销售量。

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如果您经营一个电子商务网站，并且正在寻找具有一系列安全功能和24/7全天候客户支持的可靠网络托管，请查看我们的一系列商业计划 。