Bi quyet tang ty le chuyen doi (Conversion Rate)

Trong linh vuc Digital Marketing, Ty le Chuyen doi (Conversion Rate – CR) la chi so song con danh gia hieu qua kinh doanh thuc te. CR la ty le giua so luong khach hang thuc hien mot hanh dong mong muon (mua hang, dang ky, dien form) so voi tong so luong truy cap. Mot CR cao co nghia la doanh nghiep cua ban toi uu hoa hieu suat tren moi dong von quang cao va giam chi phi mua khach hang (CAC). Tuy nhien, tang ty le chuyen doi la mot qua trinh toan dien, doi hoi su ket hop hoan hao giua Marketing (thu hut) va Sales (thuyet phuc) tren trang dich. Bai viet nay Lolo Media se phan tich cac bi quyet quan trong de cai thien CR mot cach ben vung.



1. Toi uu hoa Trang dich (Landing Page) – Yeu to Quyết định

Sau khi quang cao thanh cong trong viec thu hut luot nhap (CTR cao), trang dich (Landing Page) la dau an cuoi cung quyet dinh khach hang co thuc hien hanh dong chuyen doi hay khong. Mot Landing Page kem se lam cho moi no luc quang cao tro nen vo ich.

Ban phai dam bao Landing Page co toc do tai cuc nhanh, dac biet la tren thiet bi di dong, boi khach hang se bo di neu phai cho doi qua 3 giay. Giao dien phai don gian, truc quan va thuan tien cho di dong. Muc tieu cua Landing Page chi nen tap trung vao mot muc tieu chuyen doi duy nhat, tranh cac yeu to phan tan nhu qua nhieu link hoac banner khong lien quan.

Noi dung tren trang dich phai co tinh thuyet phuc cao. Hay su dung Ly do ban hang doc nhat (USP - Unique Selling Proposition) cua ban ngay tu dau. Bo sung cac bang chung xa hoi (Social Proof) nhu Review, Chung thuc khach hang (Testimonials) hoac chung chi/giai thuong giup xay dung long tin cho khach hang. Hinh thuc mua hang hoac dien form can phai ngan gon va de dang nhat co the. Moi buoc phuc tap them vao form dien thong tin deu lam giam ty le chuyen doi.



2. Thong diep va Su dong nhat (Message Match)

Su dong nhat thong diep (Message Match) la mot bi quyet quan trong ma nhieu doanh nghiep bo qua. Day la nguyen tac dam bao thong diep chinh va uu dai ma khach hang nhin thay tren quang cao Facebook phai giong hoan toan voi thong diep xuat hien tren trang dich.

Neu quang cao hua hen Giam gia 50% cho san pham X, nhung khi nhap vao Landing Page lai noi ve Giam gia 20% cho san pham Y, khach hang se ngay lap tuc cam thay bi lua doi, dan den ty le thoat trang (Bounce Rate) cao va ty le chuyen doi bang khong.

Message Match tao ra mot trai nghiem lien mach, giup khach hang cam thay ho da nhap dung cho, tu do tang cao long tin va thuc day ho thuc hien hanh dong. Hay dam bao tieu de va hinh anh chu luc tren Landing Page luon co su tuong dong ve mau sac, font chu va noi dung voi Creative tren Facebook Ads.

xem them: Lam sao de tang CTR (ty le nhap chuot).

3. Toi uu hoa Funnel va Su dung Retargeting chuyen sau

Ty le chuyen doi thap o nhung khach hang moi la chuyen binh thuong. Bi quyet de tang CR tong the la Retargeting (Tiep thi lai) nham vao nhung khach hang da biet den ban.

Ban phai su dung Facebook Pixel (va CAPI) de xay dung cac tap Custom Audience (Doi tuong Tuy Chinh) theo tung giai doan cua Funnel:

Nguoi bo gio hang (Abandoned Cart): Day la tap khach hang nong nhat, chi can Offer khan cap (Urgency) nhu Mien phi van chuyen hoac Giam gia dac biet de chot don. Chay Dynamic Ads nham thang vao tap nay.

Nguoi xem san pham (View Content): Tap nay can them thong tin thuyet phuc. Hay Retargeting ho bang Video Ads ve review san pham, chung thuc khach hang hoac chinh sach bao hanh de cung co niem tin.

Phan lop doi tuong theo muc do tuong tac va ca nhan hoa thong diep Retargeting la chien luoc toi uu hieu qua nhat. Khong nen tiep thi lai mot cach chung chung, boi mot nguoi chi xem san pham se khong bi thuyet phuc boi mot ma giam gia lon nhu nguoi da Add to Cart.

xem them: https://lolo.vn/cho-thue-tai-khoan-quang-cao-facebook-ads/

4. Xay dung Long tin va Triet tieu Rau can Chuyen doi

Long tin la dong luc ban hang quan trong nhat. Khach hang se khong mua neu ho cam thay bat an ve thuong hieu, san pham, hoac quy trinh mua hang.

Minh bach Chi phi: Tuyet doi khong co chi phi bat ngo o buoc thanh toan. Hay de chi phi van chuyen va cac loai thue duoc hien thi ro rang ngay tu dau.

Cac Che do Bao ve: Hien thi ro rang cac Che do bao hanh, Hoan tra, Doi tra va cac Chinh sach bao mat thong tin de khach hang cam thay an toan khi cung cap du lieu ca nhan.

Uy tin Xa hoi: Su dung cac dau chung nhan (Trust Badges) tren Landing Page nhu Giao hang nhanh, Cam ket 100% chat luong hoac He thong thanh toan an toan.

Ngoai ra, tu van truc tiep cung la mot yeu to quan trong. Hay tich hop Chatbot hoac Live Chat tren Landing Page de giai dap thac mac cua khach hang mot cach tuc thoi. Neu chatbot co the tu dong thu thap thong tin Lead va chuyen Lead nong den nhan vien sales ngay lap tuc, ty le chuyen doi se duoc tang cao.

Tang ty le chuyen doi la mot qua trinh A/B Testing lien tuc tren moi khia canh: Creative, Offer, Landing Page, va Quy trinh ban hang. Cac chuyen gia tai Lolo Media luon thuc hien cac chu ky toi uu hoa CR (CRO) toan dien, phan tich du lieu tu Ads Manager ket hop voi Google Analytics de nhan dien chinh xac diem roi rot cua khach hang. Bang cach khac phuc cac diem roi rot nay va ap dung cac bi quyet tren, ban se khong chi tang ty le chuyen doi ma con xay dung duoc mot mo hinh kinh doanh truc tuyen vung chac va co loi nhuan.