Analysis of Key Factors for Traffic Acquisition and Conversion Rate Improvement in Cross-border E-commerce Independent Websites

Key Factors in Analyzing Mathematical Relationship of Independent Websites

With the development and evolution of cross-border e-commerce, the improvement and upgrading of independent websites have become increasingly important. In the initial stage, independent site sellers mainly follow a single traffic acquisition model. However, through continuous exploration and learning, more and more methods can help sellers increase traffic while improving conversion rates. Chen Yuanming, the person in charge, analyzed the various factors that affect sales from the perspective of mathematical relationships for sellers.

He pointed out that sales can be explained by the following relationship: Sales = New Customer Transaction Amount + Repeat Customer Transaction Amount. In other words, acquiring new customers and encouraging repeat purchases are key to achieving sales. Sales can also be expressed as the number of visitors multiplied by the overall store conversion rate and then multiplied by the average order value. By focusing on any of these dimensions, sales can be greatly increased. Conversion rate can be calculated by dividing the number of transactions by the number of visits. To increase conversion rates, it is necessary to increase traffic and facilitate transactions simultaneously.

Factors to Consider in Traffic Acquisition

When considering traffic acquisition, sellers need to pay attention to the following issues:

First, traffic ceiling. Sellers need to clearly understand the traffic ceiling to avoid useless efforts.

Second, traffic price. Calculate the traffic price and calculate the customer acquisition cost of each channel based on product characteristics, and control ROI.

Third, choose the appropriate promotion channel. Different products need to find the corresponding promotion channel. For example, clothing products are suitable for promotion on Facebook, while products like lawn mowers have a higher conversion rate on Google.

Fourth, risks of traffic continuity and stability. Sellers need to control the continuity and stability of traffic and adjust their investment in SEO accordingly.

Fifth, traffic acquisition cycle. Different promotion methods have different cycles. Understanding the characteristics of these traffic acquisition cycles helps to improve promotion efficiency.

Key details from a technical perspective

After understanding the basic attributes of sales and methods to improve conversion rates, it is necessary to lay a solid technical foundation and improve website maintenance and increase buyer repurchase rates. Chen Yuanming provides explanations for 15 technical dimensions, covering all aspects of independent sites.

1. Domain. The domain name should be as short as possible, preferably ending in ".com". A lengthy domain name will weaken the impact of the store, so six English characters are a better choice.

2. Page Speed. It is best for website pages to open within 200 milliseconds. Utilize bandwidth to improve download speed and ensure the website is error-free.

3. Mobile Adaptability. With the increasing mobile traffic, websites must adapt to smartphones and provide a complete mobile experience.

4. Credibility. Avoid situations where the browser labels the website as insecure, as this directly affects the conversion rate.

5. Page Structure. Page navigation should be clear and well-structured, with reasonable classification. It is not advisable to exceed 3 levels and to not use FLASH.

6. Search. When the SKU quantity is large, buyers' searches become a challenge, hence the need to optimize search recommendations, popular searches, and other functions.

7. Shopping Experience. Provide cloud shopping services, simplify the checkout process, and make the shopping experience simpler and clearer.

8. Display Dimension. Offer rich display content, including multi-angle images, videos, text descriptions, and more.

9. Integrate like data. Integrate Facebook, Google pixels for marketing team optimization.

10. Localization. Localized operation for different regions with multiple currencies, payment methods, and languages.

11. New user retrieval. Send emails to track users who have registered but not placed an order.

12. Email tracking. Improve the website's visibility in the eyes of buyers through email tracking.

13. Activity module. Regularly conduct various activities, distribute discounts and coupons through discount networks.

14. Social media. Support the introduction of social media content from Instagram, Facebook, YouTube, etc., on the website.

15. Data analysis. Analyze data on traffic, sales, revenue, etc., to understand user traffic, product sales rankings, and make improvement measures.