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How to Enhance Customer Conversion Rate
Previously in CCMedia e-Insight, the definition and importance of customer conversion rate was discussed in "E-Commerce Web Administrator's Ultimate Goal: Customer Conversion Rate." In this issue, the focus is on "How to Enhance Customer Conversion Rate."
◎Different Website Models Value Different Conversion Rates
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For website enterprisers, no matter the model or objective of the website, the first priority is generating traffic or visits. After successfully attracting visitors to the website, the next series of conversions can begin.
For content model websites, since its main sources of revenue are ads and paid services, the key is converting anonymous visitors into returning visitors and eventually loyal members. For e-commerce websites, since its ultimate goal is revenue, web administrators aim to convert visitors into customers or even loyal customers. |
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As explained above, no matter the model of the website, success in converting the visitor's role on the website is inexorably linked with website revenue. To improve operating performance and locate the cause of high or low conversion rates with ease, web administrators must employ an advanced web analytics tool.
◎Essentials to Increasing Conversion Rate
Once web administrators recognize the importance of customer conversion rate to the website as a whole, the next step is to turn visitors into customers, raising their status another level. This is one of the factors influencing website operations. The following explains the methods of enhancing customer level.
(1)Attract and Acquire Visitors
The first step to enhancing customer level is attracting visitors through marketing strategy. Web administrators must grasp how many visitors are attracted by the marketing campaign and further understand their tendencies, browsing behavior, and purchasing habits. This information can serve as the basis for content and framework modification and market segmentation.
(2)Offer Satisfying Services
After attracting visitors through a specific marketing strategy, web administrators must start considering how to retain customers and encourage revisits, converting first-time visitors into returning visitors. Methods to visitor retention vary. Websites will usually undergo content and service upgrades, offering visitors a more satisfying browsing experience. This is an effective approach to enhancing customer level. However, instincts and experience are not enough to produce the right solution.
The real key lies in whether or not web administrators can obtain information such as visitor browsing behavior and content preferences to supplement their evaluation. For example, they can cross-analyze website content and framework with visitors to learn the content preferences of different visitor segments. They can even obtain analysis data on visitors' click path to discover whether or not the most frequented path matches their expectation. Many successful websites utilize an advanced web analytics tool to obtain this extremely valuable information and plan the best upgrades.
(3) Maintain Long-Term Customer Relationship
After successfully retaining visitors, the next point of focus for web administrators is how to maintain long-term customer relationship. To accomplish this objective, they must increase the frequency of their interaction with customers, which means taking the initiative in providing services that customers currently need or might need in the future. What services do customers need? Through observation, web administrators can discover visitor browsing and purchasing tendencies. Based on purchasing tendencies, visitor behavior can be deduced. According to the 80/20 rule, 80% of the website's profit derives from the 20% loyal customers. Thus, the website must build a deeper relationship with this 20% loyal customers. Now, the question is how to find these customers.
Some advanced web analytics tools provide web administrators with a customizable visitor type function, enabling them to narrow the visitor range to the smallest and most accurate. They can find the most beneficial customers and give this segment exclusive services and periodic rewards. For example, a shopping site for women discovers that its primary customer segment is white-collar females in the 30-35 age group. The business success of this customer segment suggests long work hours. Thus, online shopping is more convenient for this segment. When the website grasps the traits and preferences of these customers, it can provide fashion news and attractive rewards to satisfy their needs and build long-term customer relationship.
◎Understand the Nature of Visitor Behavior
The key to conversion rate lies in understanding the nature of visitor behavior on the website. If conversion rate is viewed as the ultimate result when evaluating the website, then the full picture of customer behavior and website construction might be obscured. To understand the deeper meaning behind the numbers, web administrators must grasp visitors' thought process and actions in arriving at the result. Thus, to extract the most amount of information from conversion rate, web administrators need to analyze visitors' motives after browsing web pages and contents, their every action during conversion, and their conversion status and reason. This provides an explanation for high or low conversion rate as well as a valuable reference.
Thank you for reading this article. In the next CCMedia e-Insight Focus On, we will present a brand new topic.
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A Beautiful Website
BGO General Manager Vincent Lin
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“The pursuit of beauty is every woman’s commitment, retaining youth no matter the cost.” This sentiment is no doubt shared by many women. However, in launching Taiwan’s first online beauty mall, BGO has taken an approach that strays from this popular sentiment. Bringing products that do not cost an arm and a leg, BGO is dedicated to the simple idea of helping customers shop online with more convenience and rewards. This is the foundation for BGO’s steady climb and firm standing atop the health and beauty field in Taiwan.
Founded in 1998, BGO developed at a time when Taiwan was only beginning to grasp the concept of e-business. BGO was the first to secure the sale of brand-name health and beauty products, implement a convenient payment scheme, fully integrate front-end and back-end processes, set up an effective order system and customer service, and offer friendly shopping features. BGO is considered the originator and a model for future e-business competitors. Yet, it continues to lead the field in outstanding operations and reputation. The reason lies in its professionalism. |
What is professionalism? BGO boasts over 250 brands, 10,000 products, beauty consultancy, and a product PM team. Visitors can receive diverse services and instantly learn the latest beauty products and news. At the same time, BGO is always enhancing the media on the website, adding columns by professionals, bulletin boards, and chat sessions involving dermatologists. The goal is to provide visitors with accurate knowledge and product introduction, helping them find the right products and the right heath and beauty services. Thus, BGO has over 130,000 members and a high rate of returning customers.
However, operating a successful EC website that sells a high volume of products requires an accumulation of experience and skills. BGO General Manager Vincent Lin said, “When a website gains more and more products or marketing campaigns, a lot of excellent items sink to the ‘basement.’ The result is similar to when a search engine produces numerous pages. Only the most patient visitors will dig through all the pages. A website must prepare a lot of ad space to provide the highest exposure for your news and events as well as the products buried in the ‘basement.’”
“All successful websites spend a lot of time painstakingly arranging the ad space on their homepage,” Lin said. “These products need to be advertised. Never expect visitors to browse for products page by page or click on the announcement section to find the latest news and events. You better get their attention right when they enter.” Thus, BGO deviated from the common EC website homepage format, dividing the page into numerous banner ads. “A collage of banner ads immediately attracts visitors entering the homepage. The longer they stay, they more sales opportunities we have,” Lin said.
BGO is also planning big changes to its mall level organization. When organizing the levels of the mall, EC websites have always started from the homepage to the second level to the third level, expecting visitors to browse according to this level-by-level framework. As BGO discovered, that was not the case. “Online shoppers have two types of behavior,” Lin said. “One type of behavior is searching and purchasing with a purpose. Thus, it is very important to create convenient search functions. Another type of behavior is shopping without any serious intent to buy. For this type, a dazzling array of banner ads can encourage impulse purchases. Since people are only interested in seeing the homepage and the product details page at the very bottom level, BGO will delete pages with low usage rate to create a more convenient product search.”
The reason BGO is always one step ahead of other EC websites is the ability of its web administrators to capture statistics on its website operations for an effective strategy. “With the current Internet development, operating a successful health and beauty website requires a powerful web analytics system such as WebNibbler to grasp visitor browsing behavior,” Lin said. “You must understand the browsing behavior of every type of customer in order to establish the most customer-centric marketing strategy. WebNibbler’s analysis data can also help reassess existing sales process, develop new website functions, and raise website performance for greater value.”
BGO is able to maintain a stable level of member loyalty and returning purchase rate in a competitive environment because of its dedication to helping customers in their pursuit of beauty.
www.bgo.com.tw
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Samsung三星電子，這個主導"數位聚合(digital convergence)革命"的企業，自1969年創立以來，經過30幾年的努力，如今已成為在全球設置7個海外總部，有98個生產/銷售據點來領導全球市場，於韓國國內的電子產業裡是名符其實的標竿企業。Samsung的品牌力在全球位居第21位(電子產業第8位)，該品牌不僅從韓國國內擴散至全球IT市場，且被認定為”超一流企業”。
無論從最尖端 IT產品至生活家電，到全球性的綜合電子產業，Samsung推出的多項產品皆勇奪全球市場佔有率第一的寶座。另外Samsung的品牌價值被評價為亞洲企業中僅次於Sony的優秀企業，在企業經營成就上也被<
<亞洲菁英>>評選為『最受尊敬企業排行第2名』。
◎Sansung導入WebNibbler的目的
- Samsung於國內外擁有非常多個企業網站、品牌網站、Micro網站…等，當時該公司對於如何分析這些網站收集到的網友造訪行為缺乏一致性的標準，所以僅只將各地區的網站作單純執行流量及訪客狀況等簡單資訊的Log分析，無法將這些資訊更加整合利用，也無法從簡單的分析數據上得知線上顧客的行為模式。
- Samsung在發現這個問題後，計劃導入能夠執行高階網路使用行為分析的WebNibbler軟體，讓國內外區域分散的環境皆容易導入使用，從B2C、B2B的角度有效管理網站使用現況，且建置線上顧客管理的系統，於最快的時間內以標準化分析體系，取得整合的顧客資訊，提供行銷人員更精確的網站應用分析及顧客分析資料，來協助網站營運策略之制定。
◎Samsung導入WebNibbler的成效
(1) eBIZ快速成長 :
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5個 |
8個 |
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50多個Domain & Profilo |
300多個Domain & Profilo |
| On-line指標 |
PV : 600萬以上
Visit: 60萬以上
User: 50萬以上
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PV : 3千萬以上
Visit: 600萬以上
User: 500萬以上
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(2)統一分析指標之基準 :
自從導入WebNibbler後，網站管理者可透過線上整合的觀點來診視全體性的網站現狀，依各單位別網站特性的顧客資訊為基礎，進行Marketing/Sales層面的顧客應對，建立了精確而有效分析的環境。
(3)提升資訊蒐集/ 儲存及分析之速度:
以WebNibbler可蒐集/儲存大容量的Log Data的系統為基礎，與日後Pageview數1億萬以上的資料分析技能，為Samsung各單位負責人改善長時間處理作業的業務效率，因此有效提高了使用線上顧客資訊的即時性與應用性。
(4)提供訪客瀏覽行為的精準分析報表:
藉由WebNibbler Category別的分析，了解網站訪客對網站內容的喜好度，釐清訪客的瀏覽需求，應用線上顧客資訊進行eMail行銷及個人化的行銷。
(5)有效進行線上顧客區隔:
Samsung運用WebNibbler之ID Matching 技術(User Matching)實行訪客之區隔，整合顧客喜好意向，以顧客觀點提供資訊，為行銷人員提供萃取Campaign或行銷對象(Target Customer)的資料。以線上顧客分析為基礎，針對目標顧客建立顧客區隔行銷策略體系。
(6)藉由匿名顧客的管理，取得精確的使用者:
先前Web Log的問題是，當使用Proxy Server或多位造訪者使用同一個IP時，讓Samsung無法精確瞭解造訪者，無法以正確的資料進行分析，因而產生報表信賴度較低的情形。WebNibbler不以IP作為使用者的區分單位，使用 1ST Party Cookie可正確區分造訪者，因而提升顧客的信賴度，另外，應用線上顧客資訊作為網站服務活躍化的指標。
(7)提供整合之Web Data Mart Model:
Samsung導入WebNibbler後，建立全公司以同一觀點提供一貫性的資訊系統，以簡略、儲存、更換、共享的系統環境，可即時應對及提供所需的資訊，運用其資料來正確支援決議事項，藉由網路實現了Any Time， Any Where的分析能力。
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Samsung的成功證明了WebNibbler可以提供快速分析資料、及迅速處理作業的環境，可以大幅提昇網站管理者處理龐大資料的業務效率。此外，以顧客與行銷觀點蒐集資訊及執行精確的分析，能夠輕而易舉的取得整合性單一化的顧客觀點，因此較易進行管理資訊及應對多通路的顧客，加上WebNibbler將on-line與off-line的資料連繫，提高顧客資訊的應用性，可擬定全公司網站運用策略，是重視e-CRM的網站經營者邁向成功所不可或缺的必備工具。
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