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휴가 시즌이 다가오고 있으며, 그것으로 온라인 판매를 높일 수있는 기회가 다가오고 있습니다. 그러나 축제 쇼핑 열풍의 이점을 얻을 수 있기 전에 웹 사이트가 방문자를 고객으로 전환 할 준비가되어 있는지 확인해야합니다. 즉, 피할 수없는 코드가 동결되기 전에 변환을 위해 웹 사이트를 최적화해야합니다.

코드 동결은 웹 사이트의 코드에 대한 주요 변경이 허용되지 않는 기간으로, 일반적으로 트래픽이 폭주하는 동안 안정성을 보장하고 오류를 방지합니다. 많은 온라인 소매 업체의 경우 코드 동결은 11 월 초에 시작되어 1 월까지 지속됩니다. 즉, 전환율을 높일 수 있는 변경 사항을 구현하는 데 몇 주 밖에 남지 않았습니다.

그러나 걱정하지 마십시오. 전체 웹 사이트를 정밀 검사하거나 복잡한 기능에 많은 시간과 비용을 지출 할 필요가 없습니다. 코드 동결이 발생하기 전에 남은 시간에 할 수 있는 작고 빠른 몇 가지 방법이 있는데, 이는 전환율에 영향을 줄 수 있습니다. 이 기사에서는 웹 사이트에 적용 할 수있는 빠른 전환 승리에 대한 모범 사례 및 팁을 공유합니다.

무료 배송 / 무료 반품

구현할 수 있는 빠른 성공 중 하나는 고객에 대한 무료 배송 및/또는 무료 반품을 가능하게 하는 것입니다. 이는 구매 결정에 영향을 미치고 고객 만족도를 높일 수 있는 강력한 인센티브로 입증되었습니다.

다양한 연구에 따르면 (아래 참조), 무료 배송은 크게 전환율, 이익 및 수익을 증가 할 수 있습니다. 또한 무료 배송은 고객이 더 많은 제품을 구입하거나 더 자주 쇼핑하도록 장려함으로써 평균 주문 가치 (AOV)와 고객 평생 가치 (CLV)를 높일 수 있습니다.

반면에 무료 반품은 구매자의 변심을 줄이고 반복 구매와 고객 충성도를 높일 수 있습니다. 또한 고객이 비즈니스를 고객 중심적이고 위험 부담이 없는 것으로 인식하므로 브랜드 평판과 신뢰성을 높일 수 있습니다.

그러나 무료 배송 및 무료 반품을 제공하는 것은 모든 것을 만족시키는 전략이 아닙니다. 산업, 제품 마진, 경쟁사, 고객 행동 등 다양한 요소를 고려하여 이러한 인센티브를 제공하는 최선의 방법을 결정해야 합니다.

예를 들어 무료 배송 자격을 얻기 위해 최소 주문 임계값을 설정하거나 다양한 비용과 배송 시간을 제공하는 다양한 배송 옵션을 제공할 수 있습니다. 또한 상호주의, 긴급성, 희소성 및 사회적 증거 원칙을 사용하여 고객이 조치를 취하도록 동기를 부여할 수 있는 효과적인 무료 배송 메시지를 만들 수 있습니다.

전략적 방법으로 무료 배송 및 무료 반품을 제공함으로써 비즈니스와 고객 모두에게 윈 – 윈 상황을 만들 수 있습니다. 매출을 늘리고, 장바구니 이탈률을 줄이고, 고객 유지율을 높일 수 있습니다. 반면에 고객은 번거로움이 없고 비용 효율적인 쇼핑 경험을 즐길 수 있습니다.

추가 읽기 자료

카운트다운 타이머 및 긴급도

또 다른 긍정적 인 효과는 특정 프로모션에 대한 웹 사이트 카운트다운 타이머를 추가하고 긴급 전술을 사용하는 것입니다. 웹 사이트 카운트다운 타이머는 판매 종료, 신제품 출시 시작 또는 무료 배송을 받을 수 있는 마지막 기회와 같은 특정 마감일까지의 카운트다운을 보여주는 애니메이션 그래픽입니다. 긴급 전술은 고객이 행동을 취하도록 압박감을 느끼게하는 카피 라이팅 기술입니다. “지금”, “서둘러”, “제한된 시간” 또는 “마지막 기회”와 같은 단어를 사용하는 것과 같습니다.

웹 사이트 카운트 다운 타이머와 긴급 전술은 희소성과 시간 민감성의 심리적 원리를 두드려 작동합니다. 고객이 제안을 더 가치 있고 더 많이 소진할 가능성이 높다고 인식하게 함으로써 누락에 대한 두려움(FOMO)을 유발하고 신속하게 행동하도록 동기를 부여합니다. 다양한 연구에 따르면 이러한 전술은 클릭률, 전환율, 평균 주문 가치 및 고객 평생 가치를 높일 수 있습니다.

그러나 이러한 전술은 전략적으로 그리고 아껴서 사용되어야 한다. 너무 자주 사용하거나 관련 없는 제안을 할 경우 고객의 신뢰와 관심을 잃을 위험이 있습니다. 또한 이러한 기법의 사용이 브랜드 목소리와 어조와 일치하는지 확인하고 대상 고객의 기대와 요구 사항을 충족하는지 확인해야 합니다.

귀하의 웹 사이트에 이러한 방법을 구현함으로써, 당신은 증가 판매로 이어질 수있는 고객을위한 흥분과 긴급성의 감각을 만들 수 있습니다. 계절별 판매, 제품 출시, 빠른 판매 또는 배송 마감일 등 다양한 경우에 사용할 수 있습니다. 현명하고 윤리적으로 사용하고 약속을 이행하십시오.

추가 읽기 자료

성능 최적화

연말 연시 전에 구현할 수 있는 또 다른 빠른 전환 성공은 웹 사이트 성능을 최적화하는 것입니다. 이것은 웹 사이트 페이지가 방문자에게 주요 요소를 로드하고 표시하는 속도를 나타냅니다. 연구 결과에 따르면 빠른 페이지 속도가 구매 전환율을 높이는 것으로 일관되게 나타났기 때문에 성능은 구매 전환율에 크고 측정 가능한 영향을 미칩니다. 실제로 사이트 속도가 100밀리초만 향상되면 전자 상거래 세션은 5.2%, 전환율은 8.4%, AOV는 9.2% 급증할 수 있습니다.

일반적인 성능 최적화 방법은 다음과 같습니다.

웹 리소스 지연 로딩: 이는 페이지의 초기 렌더링에 필요한 필수 리소스만 로딩하고 실제로 필요할 때까지 불필요한 리소스의 로딩을 지연시키는 것을 의미합니다. 이렇게 하면 페이지 로드 시간이 줄어들고 사용자 환경이 개선됩니다. 예를 들어, 폴딩 아래에 있거나 아래로 스크롤할 때까지 사용자에게 표시되지 않는 이미지, 비디오 또는 스크립트에 대해 게으른 로딩을 사용할 수 있습니다.
이미지 최적화: 이는 화질을 손상시키지 않고 이미지의 파일 크기와 크기를 줄이는 것을 의미합니다. 또한 페이지 로드 시간과 대역폭 소비를 줄일 수 있습니다. 예를 들어 TinyPNG 또는 ImageOptim과 같은 도구를 사용하여 이미지를 압축하거나 다양한 화면 크기 및 해상도에 맞게 반응하는 이미지를 사용할 수 있습니다.
파일 축소 및 번들링: 이것은 HTML, CSS 및 JavaScript 파일에서 불필요한 공백, 주석 및 문자를 제거하고 여러 파일을 하나로 결합하는 것을 의미합니다. 이렇게 하면 HTTP 요청 수와 전송되는 데이터의 양을 줄일 수 있습니다. 예를 들어, CSSNano 또는 UglifyJS와 같은 도구를 사용하여 파일을 축소하거나 Webpack 또는 Gulp와 같은 도구를 사용하여 파일을 번들로 만들 수 있습니다.
CDN(콘텐츠 전송 네트워크) 구현: 웹 마스터는 CDN을 활용하여 웹 사이트의 성능을 크게 향상시킬 수 있습니다. CDN은 전략적으로 배치된 전 세계 서버 네트워크를 통해 웹사이트 콘텐츠를 배포하여 지연 시간을 줄이고 최종 사용자에게 콘텐츠를 빠르게 전송합니다. 따라서 데이터 이동 거리가 최소화되어 로딩 시간이 단축되고 사용자 환경이 더욱 원활해집니다. 또한 CDN은 링, 압축 및 DDoS 보호 및 SSL 암호화 같은 향상된 보안 기능을 제공하여 웹 사이트 복원력을 강화합니다. 본질적으로 CDN은 강력한 성능 향상 도구로서, 사용자의 지리적 위치에 관계없이 웹사이트를 신속하게 로딩하고, 높은 트래픽 부하를 처리하며, 일관되게 우수한 사용자 경험을 제공할 수 있도록 합니다.

이러한 성능 최적화를 수행하면 더 빠르고 원활한 사용자 경험을 제공하여 웹 사이트의 전환율을 향상시킬 수 있습니다. Google은 검색 알고리즘의 일부로 속도와 성능 지표를 고려하므로 웹 사이트의 SEO 순위를 향상시킬 수도 있습니다. Google의 PageSpeed Insights, WebPageTest 또는 Edgio Optimize와 같은 온라인 테스트 도구를 사용하여 웹 사이트의 성능을 측정하고 개선을 위한 제안을 얻을 수 있습니다.

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사용자 환경 개선 사항

사용자 경험 또는 UX는 사용자가 웹 사이트 또는 제품과 상호 작용할 때 갖는 전반적인 경험입니다. 웹 사이트의 디자인과 레이아웃에서부터 탐색의 용이성과 페이지 로딩 속도에 이르기까지 모든 것을 포괄합니다. 좋은 사용자 경험은 고객에게 원활하고 즐겁고 편리한 경험을 제공하여 고객의 참여를 유도하고 더 많은 것을 원할 때 전환율을 높일 수 있습니다.

다음은 이번 연말 시즌에 전환율 혜택을 제공할 수 있는 몇 가지 UX 개선 사항입니다.

결제 프로세스 간소화: 장바구니를 포기하는 가장 일반적인 이유 중 하나는 너무 많은 단계, 필드 또는 페이지가 필요한 복잡하거나 긴 결제 프로세스입니다. 간단하고 능률적인 결제 프로세스는 고객이 구매할 준비가 되었을 때 느끼는 마찰과 좌절을 줄이고 구매를 완료할 가능성을 높일 수 있습니다. 예를 들어 한 페이지 결제를 사용하고, 필수 필드 수를 줄이고, 여러 결제 옵션을 제공하고, 프로세스 전반에 걸쳐 명확하고 안심할 수 있는 메시지를 제공할 수 있습니다.

명확하고 설득력 있는 광고 문구 사용: 웹 사이트에서 사용하는 단어는 고객의 사용자 경험과 전환율에 큰 영향을 줄 수 있습니다. 명확하고 설득력 있는 사본은 가치 제안을 전달하고, 고객이 조치를 취하도록 설득하고, 고객이 제기할 수 있는 반대 의견이나 우려 사항을 해결할 수 있습니다. 예를 들어 주의를 끄는 헤드라인, 장점을 요약하는 부제목, 기능을 강조하는 글머리 기호, 사회적 증거를 제공하는 추천서, 긴급한 행동을 촉구하는 등의 내용을 사용할 수 있습니다.

빨리 보기 구현: 빨리 보기는 고객이 마우스를 가리키거나 클릭하면 제품에 대한 더 큰 이미지, 간단한 설명 및 기타 세부 정보를 표시하는 팝업 창입니다. 또한 장바구니에 추가 단추, 지금 구입 단추 또는 고객이 PLP를 떠나지 않고 취할 수 있는 기타 작업을 포함할 수 있습니다. 빠른 보기는 고객이 다양한 제품을 비교 및 대조하고, 세부 정보를 확인하고, 검색 흐름을 방해하지 않고 신속하게 결정을 내릴 수 있도록 하여 쇼핑 여정에 대한 제어력과 편리성을 높여 사용자 경험을 향상시킬 수 있습니다.

이러한 방법으로 고객의 사용자 경험을 향상시키면 고객에게 더 긍정적이고 원활한 경험을 제공하여 전환율을 높일 수 있습니다.

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결론

우리는 (희망!) 빠른 변환 승리 중 일부를 논의했다 당신이 당신의 코드가 동결 전에 구현할 수있는 연말 시즌 동안 온라인 판매를 향상시키기 위해. 이 기사가 도움이 되고 유익한 내용이었기를 바랍니다. 사이트 성능에 대한 구체적인 조언을 얻으려면 성능 평가를 요청하거나 대규모 글로벌 에지 네트워크에서 페이지 속도를 1초 미만으로 높이는 웹 애플리케이션 플랫폼인 Edgio의 전문가에게 문의하십시오. 평가는 무료이며 업무일 기준으로 3일 이내에 귀하에게 발송됩니다.