by 一个电商运营
利润增长乏力，KPI却年年上涨，如何才能提高产品转化率？ 普通转化率与超级转化率有什么区别？ 流量变现进入下半场，我们该如何应对？ 从小公司到规模商业如何良性增长？ 投放哪种广告渠道收益才能成倍增长？ 为什么客户对产品不感兴趣？ 怎样说，客户才会有兴趣听？ 为什么客户老是说在考虑，但就是不下单？ 电商详情页开头怎么写才能吸引消费者读下去？
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9/28/2024
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September 28, 2024
陈勇是被营销界称为“转化率特种兵”。他的《超级转化率》理论对营销领域有着重要的影响，以下是关于他及“超级转化率”的一些关键信息：<br> <br>1. 核心理论观点：<br>- 超级转化率漏斗模型：传统的营销漏斗模型是广告展现→点击→访问→咨询→订单，而陈勇提出的优化后的超级转化率漏斗模型为渠道→展示→查看→产生关系（如关注/下载/注册/打电话/在线沟通/预约/购买等）。该理论强调要把用户从看到广告到最后支付的全流程进行详细拆分，找到影响每一步转化率的主要因素并加以优化，从而实现整体转化率的指数级提升。<br>- 陈勇转化六要素：消费者从看到商品到下单主要经历三个阶段，而这三个阶段由六个要素控制，分别是互惠、承诺与兑现、信任状、畅销好评、痛点刺激和稀缺。<br>- 互惠：通过增加优惠券获取难度、“牺牲”自己帮助客户获取优惠券以及暗示客户使用优惠券就是帮助自己等方式，激发客户兴趣。<br>- 承诺与兑现：上文做出承诺，下文做出常理上认可的实现这种承诺的保障措施及展示成功案例，让客户产生轻度信任。<br>- 信任状：提供各种资格认证、蹭大款等方式进行信任转嫁，提高客户对产品或服务的信任度。<br>- 畅销好评：利用从众心理，完善好客户评论等，持续积累客户的信任。<br>- 痛点刺激：找到消费者对产品厌恶的点并表现出来，然后帮助客户远离痛苦，刺激客户的购买欲望。<br>- 稀缺：营造稀缺感，无论是客观存在的稀缺还是人为营造的稀缺，一旦出现稀缺，人们会产生紧迫感，促使人们马上成交。<br>2. 实践案例与成果：陈勇运用自己的理论帮助创维电视、南孚电池、清华紫荆教育、花点时间、编程猫、猫王收音机、满婷、北森云计算等19个行业的头部公司提高各类转化率30.1%—1750%。例如猫王收音机的支付转化率提升了44.52%，无忧保姆的转化率提高了1750%。<br>3. 影响力与应用范围：陈勇长期受邀在长江商学院、阿里巴巴、创业黑马刘润平台、吴晓波平台等一大批平台授课、直播分享。他的《超级转化率》理论不仅适用于互联网运营、电商销售，对于广告投放、新媒体、线下市场销售等领域也具有重要的指导意义。
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