How can second-category e-commerce companies improve their acceptance rate?

If the acceptance rate is not high, then optimization issues must be considered. There are roughly three parts that need to be optimized: distribution channel optimization, advertising copy/material creative optimization, and logistics optimization. Distribution channel optimization

When the product has been selected, one of the reasons that affects the acceptance rate may be that the selected distribution channel is not suitable.

You can appropriately reduce the investment in current channels and try more suitable channels instead.

How to judge whether it is suitable?

First, platform traffic

Platforms such as Douyin, Toutiao, and WeChat Moments have large daily active users and large traffic. The backend database reserves a large amount of data and has accurate delivery functions. This type of broad-coverage platform is very popular for advertisers of most products. Using the highly accurate delivery function, products can be placed in front of target users and improve click-driven conversion rates and sign-in rates.

Of course, such platforms generally have high competition and strict review. Platforms like Douyin, which focus on short videos, also have relatively high requirements for video creativity.

Second, match the user attributes of the platform

Publishing ads on platforms in some vertical fields will often have unexpectedly good results. The reason is that the user attributes of the platform match the target user group portrait of the product.

For example, if a platform has a majority of pregnant women and women who have just become mothers, the effect of advertising maternal and infant products on this platform will be far better than on other platforms where men are the majority.

Analyze users of other platforms and compare the target user groups of your own products. If the two match well, then they are suitable. If they match well, then find the right one. Advertising copy/material creative optimization

For copywriting:

Key points of copywriting skills:

Suggestions on the structure between copywriting and image materials:

Top-bottom structure

Features: prominent main body and clear hierarchy, which can convey information more efficiently.

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Left and right structure

Features: left and right visual balance, clear hierarchy, can intuitively display the main object, and efficiently convey information .

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Centered structure

Features: Important information is placed in the visual center area, which helps users capture advertising information in the shortest time. Stimulate users' desire to click.

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Diagonal structure

Features: novel layout, unique and creative, strong impact, and good visual experience.

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Different structures have different characteristics and effects. Determine the structural layout according to your own products and materials.

In addition, there are several points to note about copywriting creativity:

Do not use price comparisons, do not compare with other brands, and do not use other references in the copywriting for comparison.

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Do not use specific groups of people, age groups, titles or second-person descriptions.

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Do not use provocative, commanding, or oath-like copywriting.

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Do not use exaggerated, false, or unverifiable copywriting about price and functions.

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Do not use false or exaggerated commitment copy.

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Do not use words with negative emotions or that can easily cause people to feel uneasy.

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Do not use confusing words.

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Optimization of picture materials:

Key points analysis of picture materials:

The quality of picture materials determines The sense of quality of the advertisement itself. High-quality materials will make advertisements more pleasing to the eye and provide a better visual experience. Remember to use blurry, cutout, mosaic, or overly compressed material.

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Analysis on color matching:

Creative color matching should be limited to three types. Don’t be too flashy. Pay attention to the background and subject. The color matching between objects and words should be as harmonious and unified as possible and echo each other. Make the picture look more integrated.

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Logistics also has a great impact on the acceptance rate. Logistics is the last step for both merchants and consumers. Place order, sign for payment. The speed of logistics and service attitude will affect consumers' willingness to pay and sign for goods, and even affect consumers' impression of the merchant.

In fact, the acceptance rate of logistics companies with poor logistics services is indeed lower than that of logistics companies with good services.

In terms of second-category e-commerce, the best logistics companies are SF Express, JD.com, Debon, and Kuailong. The next point is three links and one link.

If you have enough budget and the order quantity is large, you can try to find a better logistics company.