what I want to talk about here is the order conversion rate in takeaway.

first, let's talk about how to calculate the order conversion rate. The order conversion rate = the number of people placing orders/the number of people entering the store *111%

The blue part is the average data of the TOP11 merchants in the business circle, and the yellow part belongs to the data of their own stores. The normal order conversion rate should be around 25%, and our normal order conversion rate is 41-45%. Recently, the data is rising. What does this data mean?

assuming that the products of the two stores are the same, the number of people exposed is the same, which is 4,111, and the conversion rate of entering the store is 411

if the conversion rate of 25% orders in store A is 411*25%=111 people,

if the conversion rate of 51% orders in store B is 411*51%=211 people,

assuming the unit price of customers is also.

with the same number of people entering the store, the turnover is doubled.

That is to say, there are more old customers in Store B, and more customers in Store B place orders. Why? There are probably the following reasons:

1. The menu planning is reasonable.

2. The repurchase rate of customers is high.

to explain in vernacular, the first one is that customers can see what they want to eat soon after entering the store, and the package combination or activity design is reasonable, which can make customers buy and pay quickly. Second, the reason for the high repurchase rate is generally because the taste is stable, the quality is stable, and the service attitude meets or even exceeds expectations.

since the order conversion rate is so important, how can I improve it?

first, define the customer portrait. What age are the customers? Occupation? Gender? Under what circumstances do you usually place an order? This data background can provide part of the analysis.

Secondly, from the customer's point of view, check whether the customers like the browsing path, store decoration, menu planning and activity design before placing an order. Focus on thinking, why do customers leave after entering the store and browsing the menu? Which business did they go to or other platforms after they left? Why?

then, assuming that the customer has placed an order, what are the problems that the customer has encountered and the points that he wants to vomit? Have you contacted your customers? Have you ever ordered a takeaway from your home as a customer?

All foundations come from customer satisfaction. How to satisfy customers is very important. More importantly, we should pay attention to some dissatisfied customers. Why are these customers dissatisfied? These are opportunities for us to improve ourselves, so don't miss them.

Today is Children's Day on June 1st. Write these first, and talk to you tomorrow. Wish big friends and children a happy Children's Day!