The promotion of Taobao customer service consultation conversion rate needs the joint efforts of many departments. As a person who communicates directly with consumers, the role of customer service is self-evident. Let's talk about how to improve the information conversion rate through customer service.
1. Increasing users' orders is the key to improve the conversion rate of consultation. The calculation formula of consulting conversion rate is as follows:
Number of users placing orders/total consultation volume = consultation conversion rate
From the formula alone, we find that there are two ways to improve the conversion rate of consultation, one is to reduce the total amount of consultation, and the other is to increase the number of users who place orders. However, reducing the total number of consultations is often not what sellers want. Therefore, the most important thing to improve the conversion rate of consultation is to increase the number of users who place orders.
Second, why is your consulting conversion rate so low? 1. whose problem is the low conversion rate of consulting?
Many people will blame customer service for the low conversion rate of consultation, but customer service is actually unfair on this issue. The low conversion rate of consultation is the result of the failure of many departments.
A. Promotion: Promotion is responsible for draining the store. If there is a lot of worthless garbage flow in the promotion process, the consultation conversion rate will be lower. Therefore, the low conversion rate is responsible for promotion.
B. Operation: Operation is responsible for displaying the selling points of products on the page, but sometimes the selling points expressed by operation are different from the real selling points of products. If the operation does not clearly express the selling point of the product, it will cause all kinds of misunderstandings and distrust of consumers and reduce the conversion rate of consultation.
C. product manager: the product manager here refers to the manager of the store's physical products. Poor products will naturally lead to lower consulting conversion rate.
D. resources and activities: this is also the reason for the low conversion rate of consulting. For example, if you participate in Taobao's daily specials or have a good deal, the selected goods are not selected, and the effective traffic is not high, which will lead to a low consultation conversion rate of the store as a whole. So this is also a problem for the department in charge of resources and activities.
E. Boss and shopkeeper: In the final analysis, the real reason for the low conversion rate of consultation is that the store manager and the store manager have not coordinated the responsibilities of each position, and the low conversion rate requires the concerted efforts of the whole team in Qi Xin.
2. Ways to improve the consulting conversion rate
Although the low conversion rate of consultation is the responsibility of the team, today we only talk about customer service in depth.
The way to improve the conversion rate of users is nothing more than making products and obtaining users.
Make a good product
A. Product attributes: such as basic information such as memory and screen size of a mobile phone.
B. Product selling point: Every product has its selling point, which is very important for customer service. For example, the selling point of Apple mobile phone is relatively high-end, while the selling point of Xiaomi mobile phone is cheap.
C. User's pain point: This pain point refers to the pain point of consumers. The problem that our products need to solve is to eliminate the pain point of consumers.
(2) Acquire users
A. User demand: Only when the user has a demand for a certain product will there be a purchase behavior.
B. User gender: Users of different genders apply different promotion methods. For example, for a woman, we can say that this dress can make you more beautiful. For a man, we can say that buying this dress for your wife can make your wife love you more.
C. User desire: Desire refers to the desire in the user's mind, which is the core demand. For example, we can buy a BMW and a more comfortable Toyota at the same price, but consumers have different mentality when buying these two cars. If we want to take our children out to sit more comfortably, we will buy a Toyota car; If the consumer thinks more about improving his position when buying a car, he will buy a BMW.
D. Customer service attitude: In addition to product information, what users value most is actually our customer service attitude in dealing with problems. For example, when a user applies for a refund, the core demand of the user at this time is that the store can give him a refund quickly. If the customer service does not give the promise of refund time in time, the user will continue to urge and question the store customer service; However, if the customer service immediately gives a positive attitude, such as promising that the store will complete the refund within 24 hours due to the cumbersome refund procedures, it is very useful for users.
Third, ways to improve the conversion rate of consultation 1. Try to figure out consumer psychology
Only by being familiar with consumers' needs and psychology can the conversion rate of consultation be improved.
(1) consumer decision-making process
Why buy it? Why did you buy it at your house? Why buy it at your home now?
A. Why buy: After consumers have a demand for a certain commodity, they will buy it.
B. Why do you want to buy it at home? This process needs to be more in line with consumers' psychology. The seller must clearly express where the core selling point of your product is and what advantages your product has compared with other stores.
C. Why buy it at your home now: There are many reasons for this process, such as telling consumers that the product is on sale now, which is very favorable, or that the product will be taken off the shelf soon, and if you don't buy it now, it will be gone.
(2) What are consumers considering before consulting?
Consumers will consider many questions before consulting, such as what does this store sell? Have I been to this shop? Is this shop reliable? Is there any discount in this store? But in the final analysis, consumers basically have only two questions to consider:
Can I trust this shop? Can I take advantage of this order?
So how can we solve these two problems of consumers?
There is such a process:
Make consumers feel comfortable? Generate trust? Is the product suitable? Offer a discount? Consumer order
Specific practices:
A. Comfort: A. Timely response, which is the foundation;
B. imagine the customer as your girlfriend or boyfriend;
C. If your product is not unique in the world, please serve your customers immediately.
B. Trust: A. Attitude must be good;
B. The service is more targeted, and the information or purchase records of specific users are collected, which is close to users' lives and brings users a sense of trust.
C. suitability: the product can meet the needs of users and is a suitable product. Therefore, businesses need to consider clearly what kind of users their products are prepared for, and the product functions must meet the needs of user groups.
2. Solve problems for consumers
Our value is not how many goods we sell, but what problems we solve for our customers.
What do we need to do as customer service?
A. Classification: Look at the chat records of customer service as much as possible and classify all the problems that appear;
B. proportion: sort out the problems of various categories and see which problems consumers are most concerned about;
C. Focus on solving: focus on solving the problem with the highest proportion, such as providing more solutions in the handling of this problem;
D. nuances: there may be some problems that account for a small proportion, but these problems play a vital role in users' decision-making, such as the comfort of children's clothes. So we need to focus on solving these problems for consumers.
(2) Problems that customers will encounter.
You can write the most frequently asked questions on the baby details page, which can greatly reduce the consultation volume of such questions.
A. Relationship between products and users (applicable age, applicable height and weight, etc.). )
For example, the age and height and weight of babies suitable for children's wear, the weight of women suitable for people, the age of children suitable for toys, the weight suitable for treadmills and so on. The users here are not necessarily the buyers themselves.
B. Product quality (whether it is genuine or not, and whether the quality is guaranteed)
For example, women's clothing, you may ask whether the clothes will shrink or not; For toys, you may ask whether the product is made of food-grade plastic; For building materials, you may ask about its formaldehyde emission.
C. Size issues
For example, women's clothes or shoes, consumers will ask whether the size is correct, too big or too small.
It should be noted here that the products sold in our store must be as positive as possible. For example, shoes should be marked too big or too small, and each version should have a size chart. )
D. Production date and shelf life
For example, the shelf life of dairy products and beauty skin care products.
(Except for specific products, please make sure that your products are up to date! )
E. User experience (comfort)
This problem is mostly caused by physical contact products, such as the comfort of women's clothes, the permeability of shoes, cosmetics suitable for different skin types and so on. At this time, the seller needs to write relevant information on the baby details page, so that consumers can feel the product experience.
F. Problems in product use
Such problems are mainly functional products, such as how to use electrical appliances, how to use medicines, and the time and frequency of cosmetics. At this time, the seller can set a quick reply, or make a short manual (non-brand official manual), write the frequently asked questions in the manual and stick them on the consumer.