Often online shopping for children’s shoes, should have such experience, in deciding whether a product is worth buying, whether to buy, will certainly go to the comment area to see the comments of net friends.
That is, we often say the user feedback, because the details of the product page is often the merchant’s “Grandma sells melons, boast”; This product in the end how, the most critical is “we say is really good”.
To take a very popular example, we all know that a treasure merchant cannot do new products without Shua order, and Shua order is not only to increase the sales of the product, but also to package the product evaluation. When a consumer goes to buy something, he sees more bad reviews than good reviews of the product, then he is very likely to decide not to buy it.
This truth is the same in the conversion logic of short-sighted band goods.
1
Why package the comments section for the delivery video?
Because about 70% of a user’s purchases are in the comments section; Imagine if a user clicks on the comments section of your video, and out of the top 10 comments, nine are bad; And 10 reviews, all 10 of them positive. Which conversion rate do you think is better?
There’s no doubt that 10 highly rated videos convert better.
Why?
No matter in TikTok or Kuaishou, users’ shopping behavior in short video is impulsive consumption under sensory stimulation.
Whether to buy or not is a matter of a moment. If there are many bad comments on a product in a video, he will think about whether the product is good or not and whether it is worth buying.
As soon as he appears thinking, the probability of not buying will be much higher. Then everything you’ve done so far will be for nothing.
So, the comments section is important. A good comment area directly determines the purchase conversion rate, and a successful video is inseparable from the packaging of the comment area.
2
How to do the comments section packaging?
According to our practical experience, the packaging of the comments area of the delivery video, frankly speaking, is to put what comments can improve the video conversion rate? It can be roughly divided into the following points:
1. Coupons are powerful
As mentioned above, short video shopping is an impulse purchase.
Generally speaking, the price of the goods suitable for short-sighted band goods is not too high (within 100 dollars, 59 dollars is a critical point). When making purchase decisions, users tend not to hesitate because of the price, and it is only a matter of a moment to buy or not.
If there are also large coupons, create an atmosphere of “buy is earn” to further stimulate impulse buying and lead to the final purchase.
2. Direct guided purchase
Guide “bought”, “used”, “I bought” in the comment section, such comments can be arranged a little more, 10 or so is a good degree.
There’s a term in psychology called “herd mentality,” herd behavior. Something like this:
“Bought”, “used”, “I bought” comments, in fact, create the phenomenon that everyone is buying.
3. Describe the selling points of the product
In order to ensure the broadcast rate, many of our videos are about 15 seconds, so it is impossible to introduce the features of a product incisively and vividly within ten seconds.
Then, we can pretend to be real users in the comment section to supplement other selling points of the product, so that users can know more about the product, such as product features, highlights, effects and so on, and show them in the comment section.
It can also create the illusion that the user is buying. Let users from all angles, more comprehensive to understand the product.
4. God comments, jokes
The comment section of TikTok has now formed a TikTok comment culture. Some people say that Tiktok has no soul without comment section.
Indeed, most people enjoy reading comments far more than watching beautiful women jump about….
Basically, every popular video on TikTok will have a god comment at the bottom of it. God comment is a humorous, surprising and humorous comment.
The presence of God comments can not only make the video leave a deep impression, but also improve the playback rate to a certain extent, because some users will find the God comments interesting and replay it again.
5. Ask yourself and answer yourself
Use one trumpet to ask questions, and then use another trumpet to reply.
For example, you could start by having someone ask in the comments section, “Does this really work? Will it not work? “and then arrange for another person to reply in the comments section,” I have used this for several years, originally had acne on my face, now it has disappeared, the most important thing is to keep using it “.
Through the form of self-answer, deepen the trust of users, dispel the purchase concerns.
3
Packaging considerations in the comments section
1.
Comment top
It needs to be operated on the computer. After logging in the background management of TikTok, there is the function of placing comments at the top. The top comment will remain at the top of the comment section.
ps. Background management function of TikTok
There are many, such as account data analysis, fan portrait, comment top, message management and so on; But it’s easy for many creators to overlook this official marketing tool.
2. Comments such as “support”, “great”, “like”, “retweet”, etc., should be avoided as they have no real meaning or value other than increasing the number of comments on the video, and give a very fake feeling.
3. If there are consulting products or good reviews, we must have them at this time
One on one Reply
. A lot of people buy because you reply to them. Even if you give him an emoji back, he’ll feel good because he’s been valued.
4. When setting comments, try to set relative video comparisons
Some objective comments
Needless to say, too good, Kua hype, so it appears very false, the impact of transformation. An objective, neutral comment is more realistic.
Do not know how to set the words, you can go to the product Amazon page of the comment area to look for a few objective neutral comments.
5. Someone is responsible for managing reviews.
First of all, according to our measurements, the difference between someone maintaining the comment section and nobody maintaining the comment section is very big.
But the maintenance of the comment area is indeed a more helpless and painful work, especially when the video playback volume is high, a minute of more than ten comments, if not timely processing, poor comments frequency, the transformation of plummeting.
Our suggestion is to find a person who has done Amazon customer service to review this piece. One has experience, two special people, more efficient.
6. Finally, there are two decisions on the conversion of the comment section
The core factors
Is also the most important and core two key factors that we have found to affect the video conversion rate.
It can be said that if these two factors are not done well, the video even if the number of views, the other good work in the comments section, will be wasted.
Because these two factors directly determine the user’s purchase decision.
