This article on China Traffic Conversion is another in our simple basic “what is” series written for beginners or novices. It is not an indepth, tech dissertation.
Uengager: Maximises China Web Traffic Converstion
Every business needs traffic to survive. Earning traffic is hard work, loyal, repeat visitors are worth gold. Don’t allow poor UX to destroy your business traffic.
- Traffic – customers- lifeblood for businesses
- Visitors easily confused, lost on complex corporate sites
- Lost visitors = loss of ROI + SEO black mark
- Uengager welcomes, guides visitors based on their search keywords
Ask any CMO, marketer or website owner to list the top three things they value, chances are traffic will figure. And for good reason. Without traffic – well, need we elaborate?
No traffic, no customers, no sales, no income, no business.
The Value of Traffic
If your entire business depends on your online site, such as an E-com store then you know the value of traffic. Equally important for brick and mortar [B&M] stores dependent on foot traffic through their front doors.
Traffic acquisition, at least quality traffic, has become exceedingly difficult over the years and correspondingly much more expensive. The difficulty is not traffic generation, rather how to extract the most value from what you attract.
How much traffic do brands waste?
Lets look at two scenarios:
Jenny owns a small nail decoration parlour. Simple one page website. Well designed, optimised. AdWords generate traffic based around keywords relative to her business.
Web surfers using her key words end up on Jenny’s site, scrolling to easily find what they want.
Jenny does good business, little traffic wastage here.
Conversely, bigger organisations,such as insurance with branches in most cites offering a wide range of insurance covers. Motor vehicle, travel, health and accident.
Their site is correspondingly bigger, more complex, well developed and optimised using paid advertising. Insurance related keyword surfers often end on their page.
However, unlike Jenny’s site, it is less easy for the visitor to find exactly what they are looking for.
In most cases, search engines only serve a generalised page- after that is is up to the visitor to search for the details she wants in the site.
This can be daunting and frustrating on big sites. What % of visitors give up? Wasted traffic?
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Acquiring traffic is a – relatively- easy task.
Expecting low ROI but betting on higher odds, marketers pour money and energy into traffic acquisition, such as paid advertising, keyword purchase.
Conversion adds a new dimension
However, converting traffic to leads, sales or followers is a totally different game.
The user can fall through many cracks- and disappear.
Or the MATRIX syndrome- no matter what they do they return to the same station.
Users give up and quit..
The foregoing applies to shoppers or your visitors generally, a universal observation. The same holds true for Chinese. However, Chinese users bring an additional mindset to the equation.
We talk more about this in Content Marketing for Chinese Consumers
Relationship. They need to feel part of the brand. They seek something they can tie into.
The bottom line
Time is money-for you – and customers
They don’t want to waste it figuring out how to use your site.
Businesses spend considerable money advertising to attract customers and time in construction a quailty content website. But if yur site is clumbsy, messy, complex and difficult to navigate, well, users will leave and go elsewhere.
Team Uengager provides a plethora of essential, convenient China centric services calcualted to improve your China operation’s efficiency and productivity.
Our triple path operation means we can intially converse with you in native English, communicate train and work with your local team in Chinese and report back to you again in English.
*Articles coming soon.
How can Uengager help you use MarTech in China?
No two brands, companies or organisations have exactly the same needs or wants. Below is an overview of our most common services, but if there is something you specifically want, talk to us. We will create a bespoke situation just for you.
Baidu Optimisation – SEM
Baidu may look like Google or Bing, but under the hood it is a different beast. Eg: Baidu still recognises keywords.
When most people think of website optimisation they tend to associate it with SEO. Setting off arm bells. Rightly so.
However, it is important not to confuse the name- which became synonymous with cheats, liars and crooks, with the actual scientific process.
But if we look at it from the perspective of CEO -Customer Experience Optimisation- then it begins to make sense to ensure your website performs at its best. Yes?
Training, Coaching, Seminars
Many companies believe they take it seriously, but oft just “pay lip service” by limiting it to their customer support staff.
But, to be successful in China, or anywhere, a brand needs to portray a unified image and message throughout its total consumer interaction.
That means having the entire staff on board, from the cleaning lady to delivery drivers down to the C Suite and CEO- maybe you!
It must be company wide- or not at all.
Talk to Everlyne about a training or update program tailored to your team, your budget, your needs.
Social Media; WeChat, Weibo
Chinese use social media for almost all everyday situations from booking tickets, paying accounts, ride hailing, shopping, travel, entertainment news and relaxation.
Mobile is the GOTO medium of choice, WeChat the current platform of choice.
Social Media could be your main branding, sales CRM and data tool in China. Introduction to *WeChat Operation.~
Marketing, like many things in China is in a state of constant flux. It is difficult for in house teams to stay ahead or even up to date. Uengager can help.
SaaS Operation / Management
There are a myriad of SaaS apps on the market. Some work well in China, others not.
Generally, international brands prefer a hands on approach to SaaS apps. Chinese prefer hands off.
Yet many international marketers are unsure which app works best in China.
Uengager founder, Everlyne Yu, is a recognised authority and popular speaker around SaaS in China. She is available from an initial consultancy through to full operation and management of SaaS applications of your site
Are you interested in current, breaking China business, marketing and tech news? Do you want more than the shallow, sleazy, salacious stories you read in western media? Always be up-to-date with today’s China?Follow us on Aim2D
Hello, Nihao, I’m Everlyne, I began Uengager as a SaaS MarTech company back in 2017. I am also a key note speaker, lecturer and KOL on MarTech in China.
In 2003 I co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bicyu / Aim2D. I am CEO of both companies, facing customers.
I love to talk about and help people understand the amazing ways MarTech and SaaS can work to strengthen your business engagement with Chinese consumers, so please, drop me a line below, or give me a call.