Lm th no tng doanh s bn hng

trc tuyn ln 600% (Phn 1)

LoanNT | 22/10/2014
C mt cch bn c th tng doanh s bn hng trc tuyn ln 600%. V ng lo lng, bn s khng phi lm bt c iu g m m hay
tham gia vo bt k hnh vi la o no.

Khi hu ht mi ngi bt u bn hng trc tuyn, h thng to ra danh sch di cc sn phm v dch v phong ph. H ngh rng vic
bn tt c mi th s gip h c thm doanh thu.

Vn l, mi ngi ngh cng nhiu cng tt, nhng trn thc t danh sch sn phm di li git cht s chuyn i. V nu bn mun
tng doanh s bn hng ca mnh ln 1000%, bn phi sp xp sn phm.

minh ha, hy chia s th nghim lnh vc ni ting ca Sheena Iyengar.

Cch tng doanh s bn hng trc tuyn: ty chn t

hn, doanh s bn hng nhiu hn

Sheena Iyengar, mt gio s ti i hc Columbia, thit lp mt quy hng nm th min ph ti siu th ca Draeger mt ca hng tp
ha quy m ln, c bit n vi la chn sn phm phong ph trong hai ngy Th By lin tip. Ngy Th By u tin c 24 hng v
mt c by ra v ngy cn li ch c 6 hng v. Hy th on xem: ngy no s bn c nhiu mt hn?

Vi t tng nhiu hn l tt hn, bn s ngh rng ngy by ra nhiu hn s bn c hn. Nhng khng phi l nhng g xy ra.

Khi 24 loi mt c by ra, 60% khch hng dng li nm th hng v v 3% mua hng. Khi 6 hng v c by ra, 40% khch
hng dng li nm th hng v, nhng 30% mua hng. Mc d vic by ra nhiu loi hn thu ht c nhiu ngi hn, by ra t hn
li bn c nhiu mt hn hn khong 6 ln. Mt s tng ln 600% trong doanh s bn hng.

Ti sao la chn t hn li dn n s gia tng doanh s

bn hng
Vic mua cc sn phm v dch v kh tn cng suy ngh. Trong hu ht cc trng hp, khng phi l mt cu tr li c hay khng.
Bn cn phi hiu c nhng thng tin c sn, nh gi xem c ph hp hay khng, so snh vi i th cnh tranh v sau quyt nh
xem c nn mua hay khng.

Khi bn c mt danh sch sn phm y , khch hng tim nng ca bn s phi tri qua qu trnh ra quyt nh trn cho tng sn phm
trong danh sch. l mt ni cng vic! V n cng dn n iu m cc nh tm l x hi gi l qu ti s la chn. Tm li, khi mi
ngi ang phi i mt vi nhiu ty chn, h thng khng chn ci no trong s v chuyn sang ci khc.

iu ny l hin nhin trong th nghim ca Sheena. Khi 24 hng v mt c by ra, 97% mi ngi khng chn, ngc li khi ch c
6 hng v c by ra, 30% mua t nht 1 l.

Bn c th xem tip Lm th no tng doanh s bn hng trc tuyn ln 600% (Phn 2) ti y.

Lm th no tng doanh s bn hng

trc tuyn ln 600% (Phn 2)
LoanNT | 22/10/2014
Trong phn 1, chng ta bit rng la chn t hn dn n s gia tng doanh s bn hng v tm hiu nguyn nhn ti sao. Hy cng tr li
cu hi v s lng ty chn m chng ta nn cung cp cho khch hng v xem iu g l tt nht gip doanh s bn hng trc tuyn tng
ln trong phn 2 ny.

Nn cung cp cho khch hng bao nhiu ty chn (v iu

g l tt nht tng doanh s bn hng trc tuyn)?
Ty chn t hn c ngha l doanh s bn hng trong mt siu th nhiu hn. Nhng iu ny c tc dng nh th no i vi trc tuyn?
Liu c s lng k diu cc ty chn no cung cp cho bn doanh s bn hng ti a hay khng?

Mc d iu ny khc nhau gia cc ngnh kinh doanh, theo kinh nghim v nghin cu ca nhiu ngi, con s k diu nm gia 1 v 6.

Cc nh bn l trc tuyn (Khch hng thng duyt tm)

Nu bn l mt nh bn l trc tuyn, bn nn nhm t 4 n 6 la chn. Nhng ngi mua hng bn l c xu hng duyt tm, v vy a
ra thm nhiu la chn s cho php bn thu ht s ch ca h m khng lm cho h qu ti la chn.

Lu , s lng thc t ph thuc vo chiu rng trnh duyt ca bn.

V d, Amazon, ni ting vi th nghim bn hng nghim ngt ca h, hin th ti a 6 cun sch trong phn Customers Who Bought
This Item Also Bought (gii thiu cc sn phm tng t hoc c lin quan). Mc d khng c kt qu bn hng c th, vic ny chc chn
c tc dng . Khch hng mua mt cng tng t nh nhng ngi mua sch. H duyt tm trc khi mua. V xem xt iu vi
Amazon, chc chn l h th nghim n.

Amazon

Nhng ngi bn phn mm (Khch hng cn dch v)

Nu bn ang bn phn mm nh mt dch v, bn i hi mt khon ph hng thng i li vic s dng phn mm ca bn, con s k
diu c v nh ri vo gia 4 v 5.

Ni chung, khi mi ngi cn dch v, h khng mun nhiu hn hoc t hn nhng g h cn. Mt mt bn cn phi p ng nhng ngi
dng t v mt khc bn mun p ng nhng ngi dng nhiu. Nhng trong c hai trng hp, bn khng mun mt trong hai nhm cm
thy h ang nhn c nhiu hn h cn, v h c th hy b dch v.

V d, 37signals.com l mt cng ty ni ting vi th nghim ca mnh. H cung cp t 4 n 5 gi cho tng dch v phn mm. l mt
s trng hp ngu nhin ? C l l khng. Ngay c Netflix cng cung cp t 4 n 5 cp dch v.

Netflix

Nhng ngi bn sn phm thng tin (Khch hng cn t vn)

Nu bn l mt ngi bn sn phm thng tin, bn nn tp trung vo mt sn phm ti mt thi im. l cch m tt c nhng nh tip
th thng tin ln u lm.

L do rt n gin. Mi ngi mun mua thng tin t nhng ngi l chuyn gia. V vy, nu bn phn chia s tp trung, mi ngi c th
nghi ng kh nng ca bn dy cho h.

Nu bn c nhiu thng tin trong cc lnh vc khc nhau? bt u, nhiu ngi trong s cc nh tip th thng tin hng u s dng
nhiu tn trong cc lnh vc khc nhau. V d, Eben Pagan s dng tn tht ca anh ta trong tip th thng tin, nhng li dng tn David
DeAngelo trong cc sn phm hn h.

Eben Pagan v David DeAngelo

Bn c th nghi ng tnh xc thc ca loi hnh tip th ny. Nhng iu quan trng l cn phi m bo rng bn i din cho mt trong
nhng th bn ang c gng bn. V nu bn ang cung cp nhiu loi hnh dch v, bn nn cn nhc cho mi loi mt ch khc nhau
trn web.

im mu cht
Tt c nhng iu trn khng phi l bn loi b sn phm. Thay vo , bn nn tinh gin cc dch v ca mnh c th tng doanh s
bn hng mt cch mnh m.

Lm th no tinh gin? Bn c th to cc danh mc c th, chuyn dng. V d, nu bn l mt nh thit k web, bn c th cung cp ba

la chn khc nhau:

- Trc tin, bn c th cung cp gi Bt u trc tuyn, gip mi ngi c c mt tn min, my ch lu tr v thit k web chuyn
dng.
- Th hai, bn c th cung cp gi Thay i s hin din trc tuyn gip mi ngi xy dng thng hiu v thit k logo.
- V th ba, bn c th cung cp mt La chn ty chnh theo yu cu ca khch hng.

(Tng hp t www.socialtriggers.com)