Trong th\u1ebf gi\u1edbi kinh doanh online v\u00e0 marketing s\u1ed1, c\u00f3 m\u1ed9t con s\u1ed1 quy\u1ebft \u0111\u1ecbnh b\u1ea1n ki\u1ebfm \u0111\u01b0\u1ee3c ti\u1ec1n hay \u0111\u1ed1t ti\u1ec1n v\u00e0o qu\u1ea3ng c\u00e1o: t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i (conversion rate)<\/strong>. B\u1ea1n c\u00f3 th\u1ec3 \u0111\u1ed5 h\u00e0ng ch\u1ee5c tri\u1ec7u \u0111\u1ed3ng v\u00e0o qu\u1ea3ng c\u00e1o Facebook, k\u00e9o v\u1ec1 h\u00e0ng ngh\u00ecn l\u01b0\u1ee3t truy c\u1eadp cho gian h\u00e0ng Shopee, nh\u01b0ng n\u1ebfu kh\u00f4ng ai b\u1ea5m n\u00fat “Mua ngay” th\u00ec m\u1ecdi n\u1ed7 l\u1ef1c \u0111\u1ec1u v\u00f4 ngh\u0129a. Conversion rate<\/strong> ch\u00ednh l\u00e0 th\u01b0\u1edbc \u0111o cho bi\u1ebft bao nhi\u00eau ph\u1ea7n tr\u0103m kh\u00e1ch gh\u00e9 th\u0103m th\u1ef1c s\u1ef1 th\u1ef1c hi\u1ec7n h\u00e0nh \u0111\u1ed9ng b\u1ea1n mong mu\u1ed1n \u2014 mua h\u00e0ng, \u0111\u0103ng k\u00fd, \u0111\u1ec3 l\u1ea1i s\u1ed1 \u0111i\u1ec7n tho\u1ea1i hay t\u1ea3i app.<\/p>\n

Hi\u1ec3u v\u00e0 t\u1ed1i \u01b0u \u0111\u01b0\u1ee3c t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i gi\u00fap b\u1ea1n t\u0103ng doanh thu m\u00e0 kh\u00f4ng c\u1ea7n t\u0103ng chi ph\u00ed qu\u1ea3ng c\u00e1o. M\u1ed9t shop b\u00e1n m\u1ef9 ph\u1ea9m tr\u00ean Lazada c\u00f3 th\u1ec3 t\u0103ng g\u1ea5p \u0111\u00f4i \u0111\u01a1n h\u00e0ng ch\u1ec9 b\u1eb1ng c\u00e1ch n\u00e2ng conversion rate t\u1eeb 1% l\u00ean 2%, m\u00e0 kh\u00f4ng c\u1ea7n th\u00eam m\u1ed9t \u0111\u1ed3ng ng\u00e2n s\u00e1ch n\u00e0o. Trong b\u00e0i vi\u1ebft n\u00e0y, b\u1ea1n s\u1ebd h\u1ecdc ch\u00ednh x\u00e1c conversion rate l\u00e0 g\u00ec<\/strong>, c\u00f4ng th\u1ee9c t\u00ednh, c\u00e1c benchmark theo ng\u00e0nh t\u1ea1i Vi\u1ec7t Nam, c\u00e1ch ph\u00e2n t\u00edch v\u00e0 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c th\u1ef1c chi\u1ebfn \u0111\u1ec3 t\u1ed1i \u01b0u t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i cho c\u1eeda h\u00e0ng online c\u1ee7a m\u00ecnh.<\/p>\n

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\ud83e\uddee C\u1ea7n t\u00ednh nhanh t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i c\u1ee7a b\u1ea1n?<\/p>\n
D\u00f9ng c\u00f4ng c\u1ee5 t\u00ednh ph\u1ea7n tr\u0103m mi\u1ec5n ph\u00ed, ch\u00ednh x\u00e1c \u0111\u1ebfn t\u1eebng s\u1ed1 l\u1ebb \u2014 kh\u00f4ng c\u1ea7n c\u00e0i \u0111\u1eb7t, d\u00f9ng ngay tr\u00ean \u0111i\u1ec7n tho\u1ea1i.<\/p>\n
\ud83d\udc49 T\u00ednh ngay t\u1ea1i 1phantram.com<\/a>\n<\/div>\n
Conversion Rate L\u00e0 G\u00ec? Kh\u00e1i Ni\u1ec7m C\u1ed1t L\u00f5i C\u1ea7n N\u1eafm<\/h2>\n
Tr\u01b0\u1edbc khi \u0111i v\u00e0o c\u00f4ng th\u1ee9c v\u00e0 chi\u1ebfn l\u01b0\u1ee3c t\u1ed1i \u01b0u, b\u1ea1n c\u1ea7n hi\u1ec3u b\u1ea3n ch\u1ea5t c\u1ee7a t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i v\u00e0 l\u00fd do t\u1ea1i sao n\u00f3 l\u1ea1i l\u00e0 ch\u1ec9 s\u1ed1 quan tr\u1ecdng b\u1eadc nh\u1ea5t trong marketing s\u1ed1.<\/p>\n
\u0110\u1ecbnh ngh\u0129a t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i<\/h3>\n
T\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i (Conversion Rate – CR)<\/strong> l\u00e0 t\u1ef7 l\u1ec7 ph\u1ea7n tr\u0103m gi\u1eefa s\u1ed1 ng\u01b0\u1eddi th\u1ef1c hi\u1ec7n m\u1ed9t h\u00e0nh \u0111\u1ed9ng mong mu\u1ed1n so v\u1edbi t\u1ed5ng s\u1ed1 ng\u01b0\u1eddi ti\u1ebfp c\u1eadn ho\u1eb7c truy c\u1eadp. H\u00e0nh \u0111\u1ed9ng mong mu\u1ed1n \u2014 g\u1ecdi l\u00e0 “conversion” hay “chuy\u1ec3n \u0111\u1ed5i” \u2014 c\u00f3 th\u1ec3 l\u00e0 mua h\u00e0ng, \u0111\u0103ng k\u00fd nh\u1eadn tin, \u0111i\u1ec1n form li\u00ean h\u1ec7, t\u1ea3i t\u00e0i li\u1ec7u, ho\u1eb7c b\u1ea5t k\u1ef3 m\u1ee5c ti\u00eau n\u00e0o b\u1ea1n \u0111\u1eb7t ra.<\/p>\n
Theo Wikipedia (Conversion marketing)<\/a>, conversion rate l\u00e0 ch\u1ec9 s\u1ed1 c\u1ed1t l\u00f5i \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 c\u1ee7a ho\u1ea1t \u0111\u1ed9ng marketing v\u00e0 thi\u1ebft k\u1ebf tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng. N\u00f3i \u0111\u01a1n gi\u1ea3n: c\u1ee9 100 ng\u01b0\u1eddi gh\u00e9 th\u0103m, c\u00f3 bao nhi\u00eau ng\u01b0\u1eddi l\u00e0m \u0111i\u1ec1u b\u1ea1n mu\u1ed1n?<\/p>\n
T\u1ea1i sao conversion rate quan tr\u1ecdng h\u01a1n l\u01b0\u1ee3t truy c\u1eadp?<\/h3>\n
Nhi\u1ec1u ng\u01b0\u1eddi m\u1edbi kinh doanh online m\u1eafc sai l\u1ea7m khi ch\u1ec9 ch\u0103m ch\u0103m v\u00e0o l\u01b0\u1ee3t truy c\u1eadp (traffic). Nh\u01b0ng traffic ch\u1ec9 l\u00e0 ti\u1ec1m n\u0103ng, conversion rate m\u1edbi l\u00e0 k\u1ebft qu\u1ea3. M\u1ed9t gian h\u00e0ng Shopee c\u00f3 10.000 l\u01b0\u1ee3t xem nh\u01b0ng CR 0,5% ch\u1ec9 t\u1ea1o ra 50 \u0111\u01a1n. Trong khi m\u1ed9t shop nh\u1ecf h\u01a1n v\u1edbi 3.000 l\u01b0\u1ee3t xem nh\u01b0ng CR 3% l\u1ea1i t\u1ea1o ra 90 \u0111\u01a1n \u2014 g\u1ea7n g\u1ea5p \u0111\u00f4i.<\/p>\n
T\u1ed1i \u01b0u conversion rate gi\u00fap b\u1ea1n t\u1eadn d\u1ee5ng t\u1ed1i \u0111a l\u01b0\u1ee3ng traffic \u0111ang c\u00f3, gi\u1ea3m chi ph\u00ed tr\u00ean m\u1ed7i \u0111\u01a1n h\u00e0ng (CPA) v\u00e0 t\u0103ng l\u1ee3i nhu\u1eadn bi\u00ean. \u0110\u00e2y l\u00e0 c\u00e1ch kinh doanh th\u00f4ng minh: thay v\u00ec \u0111\u1ed5 th\u00eam ti\u1ec1n k\u00e9o traffic, b\u1ea1n “v\u1eaft” nhi\u1ec1u gi\u00e1 tr\u1ecb h\u01a1n t\u1eeb traffic hi\u1ec7n t\u1ea1i.<\/p>\n
C\u00e1c lo\u1ea1i chuy\u1ec3n \u0111\u1ed5i ph\u1ed5 bi\u1ebfn<\/h3>\n
Kh\u00f4ng ph\u1ea3i chuy\u1ec3n \u0111\u1ed5i n\u00e0o c\u0169ng gi\u1ed1ng nhau. Ng\u01b0\u1eddi l\u00e0m marketing ph\u00e2n bi\u1ec7t nhi\u1ec1u lo\u1ea1i conversion t\u00f9y theo m\u1ee5c ti\u00eau:<\/p>\n
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Macro conversion (chuy\u1ec3n \u0111\u1ed5i ch\u00ednh):<\/strong> H\u00e0nh \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp t\u1ea1o doanh thu \u2014 mua h\u00e0ng, \u0111\u1eb7t c\u1ecdc, k\u00fd h\u1ee3p \u0111\u1ed3ng.<\/li>\n
Micro conversion (chuy\u1ec3n \u0111\u1ed5i nh\u1ecf):<\/strong> B\u01b0\u1edbc trung gian d\u1eabn t\u1edbi mua h\u00e0ng \u2014 th\u00eam v\u00e0o gi\u1ecf, \u0111\u0103ng k\u00fd email, xem video s\u1ea3n ph\u1ea9m.<\/li>\n
Lead conversion:<\/strong> Kh\u00e1ch \u0111\u1ec3 l\u1ea1i th\u00f4ng tin li\u00ean h\u1ec7 (s\u1ed1 \u0111i\u1ec7n tho\u1ea1i, email) \u0111\u1ec3 \u0111\u01b0\u1ee3c t\u01b0 v\u1ea5n.<\/li>\n<\/ul>\n
Vi\u1ec7c ph\u00e2n bi\u1ec7t r\u00f5 c\u00e1c lo\u1ea1i chuy\u1ec3n \u0111\u1ed5i gi\u00fap b\u1ea1n x\u00e2y d\u1ef1ng “b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng” ch\u00ednh x\u00e1c h\u01a1n. V\u00ed d\u1ee5, m\u1ed9t kh\u00e1ch th\u00eam s\u1ea3n ph\u1ea9m v\u00e0o gi\u1ecf tr\u00ean Shopee l\u00e0 micro conversion \u2014 h\u1ecd \u0111\u00e3 quan t\u00e2m nh\u01b0ng ch\u01b0a quy\u1ebft \u0111\u1ecbnh. N\u1ebfu b\u1ea1n theo d\u00f5i \u0111\u01b0\u1ee3c t\u1ef7 l\u1ec7 t\u1eeb “th\u00eam gi\u1ecf” \u0111\u1ebfn “ho\u00e0n t\u1ea5t \u0111\u01a1n”, b\u1ea1n s\u1ebd bi\u1ebft n\u00ean g\u1eedi tin nh\u1eafn nh\u1eafc nh\u1edf, t\u1eb7ng m\u00e3 freeship hay gi\u1ea3m gi\u00e1 \u0111\u1ec3 “\u0111\u1ea9y” kh\u00e1ch ho\u00e0n t\u1ea5t. M\u1ed7i lo\u1ea1i chuy\u1ec3n \u0111\u1ed5i \u0111\u1ec1u c\u00f3 gi\u00e1 tr\u1ecb ri\u00eang v\u00e0 c\u1ea7n chi\u1ebfn l\u01b0\u1ee3c t\u1ed1i \u01b0u kh\u00e1c nhau.<\/p>\n
M\u1ed9t sai l\u1ea7m ph\u1ed5 bi\u1ebfn l\u00e0 ch\u1ec9 \u0111o macro conversion m\u00e0 b\u1ecf qua micro conversion. Khi \u0111\u00f3 b\u1ea1n kh\u00f4ng bi\u1ebft kh\u00e1ch “r\u1edbt” \u1edf b\u01b0\u1edbc n\u00e0o trong ph\u1ec5u, d\u1eabn \u0111\u1ebfn t\u1ed1i \u01b0u m\u00f9 qu\u00e1ng. Theo d\u00f5i c\u1ea3 hai lo\u1ea1i gi\u00fap b\u1ea1n x\u00e1c \u0111\u1ecbnh ch\u00ednh x\u00e1c \u0111i\u1ec3m ngh\u1ebdn v\u00e0 ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c t\u1ed1i \u01b0u \u0111\u00fang ch\u1ed7.<\/p>\n
C\u00f4ng Th\u1ee9c T\u00ednh Conversion Rate Ch\u00ednh X\u00e1c<\/h2>\n
Ph\u1ea7n quan tr\u1ecdng nh\u1ea5t: l\u00e0m sao t\u00ednh \u0111\u01b0\u1ee3c con s\u1ed1 n\u00e0y m\u1ed9t c\u00e1ch chu\u1ea9n x\u00e1c. C\u00f4ng th\u1ee9c r\u1ea5t \u0111\u01a1n gi\u1ea3n nh\u01b0ng nhi\u1ec1u ng\u01b0\u1eddi \u00e1p d\u1ee5ng sai v\u00ec ch\u1ecdn nh\u1ea7m m\u1eabu s\u1ed1.<\/p>\n
C\u00f4ng th\u1ee9c c\u01a1 b\u1ea3n<\/h3>\n
C\u00f4ng th\u1ee9c t\u00ednh t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i nh\u01b0 sau:<\/p>\n
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Conversion Rate (%) = (S\u1ed1 l\u01b0\u1ee3ng chuy\u1ec3n \u0111\u1ed5i \u00f7 T\u1ed5ng s\u1ed1 l\u01b0\u1ee3t truy c\u1eadp) \u00d7 100<\/strong><\/p>\n<\/div>\n
V\u00ed d\u1ee5: Gian h\u00e0ng th\u1eddi trang tr\u00ean Shopee c\u1ee7a b\u1ea1n nh\u1eadn \u0111\u01b0\u1ee3c 5.000 l\u01b0\u1ee3t truy c\u1eadp trong th\u00e1ng, t\u1ea1o ra 150 \u0111\u01a1n h\u00e0ng. T\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i s\u1ebd l\u00e0:<\/p>\n
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V\u00ed d\u1ee5 th\u1ef1c t\u1ebf #1:<\/strong><\/p>\n
CR = (150 \u00f7 5.000) \u00d7 100 = 3%<\/strong><\/p>\n
Ngh\u0129a l\u00e0 c\u1ee9 100 ng\u01b0\u1eddi gh\u00e9 shop, c\u00f3 3 ng\u01b0\u1eddi mua h\u00e0ng. \u0110\u00e2y l\u00e0 t\u1ef7 l\u1ec7 kh\u00e1 t\u1ed1t tr\u00ean Shopee. N\u1ebfu gi\u00e1 tr\u1ecb \u0111\u01a1n trung b\u00ecnh l\u00e0 250.000 VND, b\u1ea1n \u0111ang t\u1ea1o ra 150 \u00d7 250.000 = 37.500.000 VND<\/strong> doanh thu\/th\u00e1ng.<\/p>\n<\/div>\n
Ch\u1ecdn \u0111\u00fang m\u1eabu s\u1ed1: l\u01b0\u1ee3t truy c\u1eadp hay kh\u00e1ch duy nh\u1ea5t?<\/h3>\n
\u0110\u00e2y l\u00e0 \u0111i\u1ec3m nhi\u1ec1u ng\u01b0\u1eddi t\u00ednh sai. B\u1ea1n c\u00f3 th\u1ec3 d\u00f9ng m\u1ed9t trong hai m\u1eabu s\u1ed1:<\/p>\n
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T\u1ed5ng l\u01b0\u1ee3t truy c\u1eadp (sessions):<\/strong> T\u00ednh c\u1ea3 khi m\u1ed9t ng\u01b0\u1eddi v\u00e0o nhi\u1ec1u l\u1ea7n. Ph\u00f9 h\u1ee3p khi \u0111o hi\u1ec7u qu\u1ea3 t\u1eebng phi\u00ean.<\/li>\n
Kh\u00e1ch truy c\u1eadp duy nh\u1ea5t (unique visitors):<\/strong> M\u1ed7i ng\u01b0\u1eddi ch\u1ec9 t\u00ednh 1 l\u1ea7n. Ph\u1ea3n \u00e1nh ch\u00ednh x\u00e1c h\u01a1n t\u1ef7 l\u1ec7 ng\u01b0\u1eddi mua.<\/li>\n<\/ul>\n
L\u1eddi khuy\u00ean: h\u00e3y nh\u1ea5t qu\u00e1n. N\u1ebfu b\u00e1o c\u00e1o th\u00e1ng tr\u01b0\u1edbc d\u00f9ng sessions th\u00ec th\u00e1ng n\u00e0y c\u0169ng ph\u1ea3i d\u00f9ng sessions, n\u1ebfu kh\u00f4ng s\u1ed1 li\u1ec7u s\u1ebd “nh\u1ea3y m\u00faa” v\u00e0 b\u1ea1n kh\u00f4ng so s\u00e1nh \u0111\u01b0\u1ee3c. \u0110\u1ec3 n\u1eafm v\u1eefng c\u00e1ch t\u00ednh ph\u1ea7n tr\u0103m chu\u1ea9n x\u00e1c trong m\u1ecdi t\u00ecnh hu\u1ed1ng, b\u1ea1n c\u00f3 th\u1ec3 tham kh\u1ea3o c\u00f4ng th\u1ee9c t\u00ednh ph\u1ea7n tr\u0103m<\/a> \u0111\u1ea7y \u0111\u1ee7.<\/p>\n
Trong th\u1ef1c t\u1ebf kinh doanh online t\u1ea1i Vi\u1ec7t Nam, h\u1ea7u h\u1ebft c\u00e1c s\u00e0n TM\u0110T nh\u01b0 Shopee v\u00e0 Lazada b\u00e1o c\u00e1o conversion rate d\u1ef1a tr\u00ean l\u01b0\u1ee3t truy c\u1eadp gian h\u00e0ng (sessions). V\u00ec v\u1eady khi \u0111\u1ed1i chi\u1ebfu s\u1ed1 li\u1ec7u s\u00e0n v\u1edbi Google Analytics c\u1ee7a website ri\u00eang, b\u1ea1n c\u1ea7n l\u01b0u \u00fd s\u1ef1 kh\u00e1c bi\u1ec7t n\u00e0y \u0111\u1ec3 kh\u00f4ng b\u1ecb hi\u1ec3u nh\u1ea7m. Nhi\u1ec1u ch\u1ee7 shop ho\u1ea3ng h\u1ed1t khi th\u1ea5y CR tr\u00ean website th\u1ea5p h\u01a1n nhi\u1ec1u so v\u1edbi CR tr\u00ean Shopee, nh\u01b0ng th\u1ef1c ra \u0111\u00f3 l\u00e0 do c\u00e1ch \u0111\u1ebfm kh\u00e1c nhau ch\u1ee9 kh\u00f4ng ph\u1ea3i website k\u00e9m hi\u1ec7u qu\u1ea3.<\/p>\n
T\u00ednh conversion rate theo nhi\u1ec1u giai \u0111o\u1ea1n (funnel)<\/h3>\n
Conversion kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t con s\u1ed1 duy nh\u1ea5t. Trong th\u1ef1c t\u1ebf, kh\u00e1ch h\u00e0ng \u0111i qua m\u1ed9t “ph\u1ec5u” nhi\u1ec1u b\u01b0\u1edbc. M\u1ed7i b\u01b0\u1edbc c\u00f3 m\u1ed9t t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i ri\u00eang:<\/p>\n\n\n\n\n\n\n\n\n
Giai \u0111o\u1ea1n ph\u1ec5u<\/th>\n S\u1ed1 ng\u01b0\u1eddi<\/th>\n T\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i b\u01b0\u1edbc<\/th>\n<\/tr>\n<\/thead>\n
Xem s\u1ea3n ph\u1ea9m<\/td>\n 10.000<\/td>\n \u2014<\/td>\n<\/tr>\n
Th\u00eam v\u00e0o gi\u1ecf h\u00e0ng<\/td>\n 1.200<\/td>\n 12%<\/td>\n<\/tr>\n
B\u1eaft \u0111\u1ea7u thanh to\u00e1n<\/td>\n 600<\/td>\n 50%<\/td>\n<\/tr>\n
Ho\u00e0n t\u1ea5t \u0111\u01a1n h\u00e0ng<\/td>\n 300<\/td>\n 50%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
Trong v\u00ed d\u1ee5 tr\u00ean, CR t\u1ed5ng th\u1ec3 t\u1eeb “xem s\u1ea3n ph\u1ea9m” \u0111\u1ebfn “ho\u00e0n t\u1ea5t \u0111\u01a1n” l\u00e0 300 \u00f7 10.000 = 3%. Nh\u01b0ng ph\u00e2n t\u00edch t\u1eebng b\u01b0\u1edbc cho th\u1ea5y b\u01b0\u1edbc “Xem \u2192 Th\u00eam gi\u1ecf” ch\u1ec9 \u0111\u1ea1t 12% \u2014 \u0111\u00e2y l\u00e0 \u0111i\u1ec3m r\u00f2 r\u1ec9 l\u1edbn nh\u1ea5t c\u1ea7n t\u1ed1i \u01b0u.<\/p>\n
Ph\u00e2n t\u00edch theo ph\u1ec5u gi\u00fap b\u1ea1n bi\u1ebft ch\u00ednh x\u00e1c c\u1ea7n “v\u00e1” ch\u1ed7 n\u00e0o. N\u1ebfu b\u01b0\u1edbc “Xem \u2192 Th\u00eam gi\u1ecf” qu\u00e1 th\u1ea5p, v\u1ea5n \u0111\u1ec1 n\u1eb1m \u1edf trang s\u1ea3n ph\u1ea9m: \u1ea3nh ch\u01b0a h\u1ea5p d\u1eabn, gi\u00e1 ch\u01b0a c\u1ea1nh tranh ho\u1eb7c m\u00f4 t\u1ea3 thi\u1ebfu thuy\u1ebft ph\u1ee5c. N\u1ebfu b\u01b0\u1edbc “Th\u00eam gi\u1ecf \u2192 Thanh to\u00e1n” th\u1ea5p, v\u1ea5n \u0111\u1ec1 l\u00e0 ph\u00ed ship cao, \u00edt ph\u01b0\u01a1ng th\u1ee9c thanh to\u00e1n ho\u1eb7c form \u0111\u1eb7t h\u00e0ng r\u01b0\u1eddm r\u00e0. C\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y hi\u1ec7u qu\u1ea3 h\u01a1n nhi\u1ec1u so v\u1edbi vi\u1ec7c ch\u1ec9 nh\u00ecn v\u00e0o m\u1ed9t con s\u1ed1 CR t\u1ed5ng v\u00e0 \u0111o\u00e1n m\u00f2 nguy\u00ean nh\u00e2n.<\/p>\n
Benchmark Conversion Rate Theo Ng\u00e0nh T\u1ea1i Vi\u1ec7t Nam<\/h2>\n
M\u1ed9t c\u00e2u h\u1ecfi lu\u00f4n \u0111\u01b0\u1ee3c \u0111\u1eb7t ra: “Conversion rate bao nhi\u00eau l\u00e0 t\u1ed1t?” C\u00e2u tr\u1ea3 l\u1eddi ph\u1ee5 thu\u1ed9c v\u00e0o ng\u00e0nh h\u00e0ng, k\u00eanh b\u00e1n v\u00e0 gi\u00e1 tr\u1ecb s\u1ea3n ph\u1ea9m.<\/p>\n
T\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i trung b\u00ecnh theo ng\u00e0nh<\/h3>\n
D\u01b0\u1edbi \u0111\u00e2y l\u00e0 c\u00e1c m\u1ee9c benchmark tham kh\u1ea3o ph\u1ed5 bi\u1ebfn tr\u00ean c\u00e1c s\u00e0n TM\u0110T v\u00e0 website t\u1ea1i Vi\u1ec7t Nam:<\/p>\n\n\n\n\n\n\n\n\n\n\n
Ng\u00e0nh h\u00e0ng \/ K\u00eanh<\/th>\n CR trung b\u00ecnh<\/th>\n CR t\u1ed1t<\/th>\n<\/tr>\n<\/thead>\n
Th\u1eddi trang (Shopee\/Lazada)<\/td>\n 1,5% – 2,5%<\/td>\n > 3%<\/td>\n<\/tr>\n
M\u1ef9 ph\u1ea9m, l\u00e0m \u0111\u1eb9p<\/td>\n 2% – 3%<\/td>\n > 4%<\/td>\n<\/tr>\n
\u0110i\u1ec7n t\u1eed, c\u00f4ng ngh\u1ec7<\/td>\n 0,8% – 1,5%<\/td>\n > 2%<\/td>\n<\/tr>\n
Th\u1ef1c ph\u1ea9m, \u0111\u1ed3 \u0103n<\/td>\n 3% – 5%<\/td>\n > 6%<\/td>\n<\/tr>\n
Website b\u00e1n l\u1ebb t\u1ed5ng h\u1ee3p<\/td>\n 1% – 2%<\/td>\n > 3%<\/td>\n<\/tr>\n
Landing page d\u1ecbch v\u1ee5 (lead)<\/td>\n 5% – 10%<\/td>\n > 15%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
Y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn benchmark<\/h3>\n
T\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i kh\u00f4ng ch\u1ec9 ph\u1ee5 thu\u1ed9c v\u00e0o ng\u00e0nh m\u00e0 c\u00f2n v\u00e0o nhi\u1ec1u y\u1ebfu t\u1ed1:<\/p>\n
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Gi\u00e1 tr\u1ecb s\u1ea3n ph\u1ea9m:<\/strong> S\u1ea3n ph\u1ea9m gi\u00e1 cao (\u0111i\u1ec7n tho\u1ea1i, laptop) th\u01b0\u1eddng c\u00f3 CR th\u1ea5p h\u01a1n v\u00ec kh\u00e1ch c\u00e2n nh\u1eafc l\u00e2u h\u01a1n.<\/li>\n
Ngu\u1ed3n traffic:<\/strong> Traffic t\u1eeb ng\u01b0\u1eddi \u0111\u00e3 bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u (organic, email) chuy\u1ec3n \u0111\u1ed5i cao h\u01a1n traffic qu\u1ea3ng c\u00e1o l\u1ea1nh.<\/li>\n
M\u00f9a v\u1ee5:<\/strong> C\u00e1c \u0111\u1ee3t sale 11.11, 12.12, T\u1ebft khi\u1ebfn CR t\u0103ng v\u1ecdt nh\u1edd t\u00e2m l\u00fd mua s\u1eafm.<\/li>\n<\/ul>\n
So s\u00e1nh \u0111\u00fang c\u00e1ch \u0111\u1ec3 c\u1ea3i thi\u1ec7n<\/h3>\n
\u0110\u1eebng ch\u1ec9 so v\u1edbi benchmark ng\u00e0nh \u2014 h\u00e3y so v\u1edbi ch\u00ednh b\u1ea1n \u1edf c\u00e1c k\u1ef3 tr\u01b0\u1edbc. Vi\u1ec7c t\u0103ng CR t\u1eeb 1,8% l\u00ean 2,2% l\u00e0 m\u1ed9t b\u01b0\u1edbc ti\u1ebfn \u0111\u00e1ng k\u1ec3, d\u00f9 v\u1eabn th\u1ea5p h\u01a1n “benchmark t\u1ed1t”. Qu\u1ea3n l\u00fd ch\u1ec9 s\u1ed1 theo th\u1eddi gian c\u0169ng gi\u1ed1ng nh\u01b0 qu\u1ea3n l\u00fd t\u00e0i ch\u00ednh c\u00e1 nh\u00e2n<\/a> \u2014 k\u1ef7 lu\u1eadt theo d\u00f5i \u0111\u1ec1u \u0111\u1eb7n quan tr\u1ecdng h\u01a1n con s\u1ed1 tuy\u1ec7t \u0111\u1ed1i.<\/p>\n
H\u00e3y l\u1eadp m\u1ed9t b\u1ea3ng theo d\u00f5i CR h\u00e0ng th\u00e1ng cho t\u1eebng s\u1ea3n ph\u1ea9m ho\u1eb7c t\u1eebng ngu\u1ed3n traffic. Theo th\u1eddi gian, b\u1ea1n s\u1ebd nh\u1eadn ra xu h\u01b0\u1edbng: s\u1ea3n ph\u1ea9m n\u00e0o c\u00f3 CR \u1ed5n \u0111\u1ecbnh cao \u0111\u1ec3 \u0111\u1ea9y m\u1ea1nh qu\u1ea3ng c\u00e1o, s\u1ea3n ph\u1ea9m n\u00e0o CR th\u1ea5p c\u1ea7n xem l\u1ea1i trang b\u00e1n. Vi\u1ec7c benchmark v\u1edbi ch\u00ednh m\u00ecnh c\u00f2n gi\u00fap b\u1ea1n \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 c\u1ee7a t\u1eebng thay \u0111\u1ed5i \u2014 ch\u1eb3ng h\u1ea1n sau khi \u0111\u1ed5i \u1ea3nh b\u00eca hay vi\u1ebft l\u1ea1i m\u00f4 t\u1ea3, CR c\u00f3 c\u1ea3i thi\u1ec7n kh\u00f4ng. \u0110\u00e2y ch\u00ednh l\u00e0 t\u01b0 duy d\u1eef li\u1ec7u (data-driven) m\u00e0 m\u1ecdi ch\u1ee7 shop th\u00e0nh c\u00f4ng \u0111\u1ec1u \u00e1p d\u1ee5ng.<\/p>\n
Conversion Rate V\u00e0 M\u1ed1i Li\u00ean H\u1ec7 V\u1edbi ROI<\/h2>\n
Conversion rate kh\u00f4ng t\u1ed3n t\u1ea1i \u0111\u01a1n l\u1ebb. N\u00f3 g\u1eafn ch\u1eb7t v\u1edbi l\u1ee3i nhu\u1eadn v\u00e0 hi\u1ec7u qu\u1ea3 \u0111\u1ea7u t\u01b0 c\u1ee7a b\u1ea1n.<\/p>\n
Conversion rate \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp t\u1edbi ROI<\/h3>\n
ROI (Return on Investment – t\u1ef7 su\u1ea5t l\u1ee3i nhu\u1eadn tr\u00ean v\u1ed1n \u0111\u1ea7u t\u01b0) l\u00e0 th\u01b0\u1edbc \u0111o cu\u1ed1i c\u00f9ng c\u1ee7a m\u1ecdi chi\u1ebfn d\u1ecbch marketing. Khi conversion rate t\u0103ng, m\u1ed7i \u0111\u1ed3ng qu\u1ea3ng c\u00e1o t\u1ea1o ra nhi\u1ec1u \u0111\u01a1n h\u01a1n, k\u00e9o theo ROI t\u0103ng. \u0110\u1ec3 hi\u1ec3u s\u00e2u c\u00e1ch t\u00ednh, b\u1ea1n n\u00ean \u0111\u1ecdc b\u00e0i ROI l\u00e0 g\u00ec v\u00e0 c\u00e1ch t\u00ednh<\/a>.<\/p>\n
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V\u00ed d\u1ee5 th\u1ef1c t\u1ebf #2:<\/strong><\/p>\n
B\u1ea1n chi 10.000.000 VND qu\u1ea3ng c\u00e1o, k\u00e9o v\u1ec1 4.000 l\u01b0\u1ee3t truy c\u1eadp.<\/p>\n
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N\u1ebfu CR = 1%: c\u00f3 40 \u0111\u01a1n, l\u00e3i 100.000 VND\/\u0111\u01a1n \u2192 l\u1ee3i nhu\u1eadn g\u1ed9p 4.000.000 VND \u2192 ROI \u00e2m<\/strong> (l\u1ed7 6 tri\u1ec7u).<\/li>\n
N\u1ebfu CR = 3%: c\u00f3 120 \u0111\u01a1n \u2192 l\u1ee3i nhu\u1eadn g\u1ed9p 12.000.000 VND \u2192 ROI d\u01b0\u01a1ng<\/strong> (l\u00e3i 2 tri\u1ec7u).<\/li>\n<\/ul>\n
Ch\u1ec9 c\u1ea7n t\u0103ng CR g\u1ea5p 3, chi\u1ebfn d\u1ecbch t\u1eeb l\u1ed7 chuy\u1ec3n sang l\u00e3i \u2014 kh\u00f4ng t\u1ed1n th\u00eam ti\u1ec1n qu\u1ea3ng c\u00e1o n\u00e0o.<\/p>\n<\/div>\n
T\u00ednh CPA v\u00e0 m\u1ed1i quan h\u1ec7 v\u1edbi CR<\/h3>\n
CPA (Cost Per Acquisition – chi ph\u00ed tr\u00ean m\u1ed7i \u0111\u01a1n) \u0111\u01b0\u1ee3c t\u00ednh b\u1eb1ng t\u1ed5ng chi ph\u00ed chia cho s\u1ed1 \u0111\u01a1n. Conversion rate c\u00e0ng cao th\u00ec CPA c\u00e0ng th\u1ea5p:<\/p>\n\n\n\n\n\n\n\n
Chi ph\u00ed QC<\/th>\n L\u01b0\u1ee3t truy c\u1eadp<\/th>\n CR<\/th>\n S\u1ed1 \u0111\u01a1n<\/th>\n CPA<\/th>\n<\/tr>\n<\/thead>\n
10.000.000 VND<\/td>\n 5.000<\/td>\n 1%<\/td>\n 50<\/td>\n 200.000 VND<\/td>\n<\/tr>\n
10.000.000 VND<\/td>\n 5.000<\/td>\n 2%<\/td>\n 100<\/td>\n 100.000 VND<\/td>\n<\/tr>\n
10.000.000 VND<\/td>\n 5.000<\/td>\n 4%<\/td>\n 200<\/td>\n 50.000 VND<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
Hi\u1ec7u \u1ee9ng t\u00edch l\u0169y theo th\u1eddi gian<\/h3>\n
T\u1ed1i \u01b0u conversion rate c\u00f3 hi\u1ec7u \u1ee9ng l\u00e3i k\u00e9p trong kinh doanh. M\u1ed7i c\u1ea3i thi\u1ec7n nh\u1ecf t\u00edch l\u0169y l\u1ea1i t\u1ea1o ra t\u0103ng tr\u01b0\u1edfng l\u1edbn theo th\u1eddi gian, t\u01b0\u01a1ng t\u1ef1 c\u01a1 ch\u1ebf l\u00e3i k\u00e9p<\/a>. M\u1ed9t shop t\u0103ng CR \u0111\u1ec1u 0,2%\/th\u00e1ng s\u1ebd c\u00f3 l\u1ee3i th\u1ebf kh\u1ed5ng l\u1ed3 sau m\u1ed9t n\u0103m so v\u1edbi \u0111\u1ed1i th\u1ee7 \u0111\u1ee9ng y\u00ean.<\/p>\n
H\u00e3y h\u00ecnh dung: shop A b\u1eaft \u0111\u1ea7u n\u0103m v\u1edbi CR 2% v\u00e0 c\u1ea3i thi\u1ec7n 0,15% m\u1ed7i th\u00e1ng nh\u1edd t\u1ed1i \u01b0u li\u00ean t\u1ee5c. Sau 12 th\u00e1ng, CR \u0111\u1ea1t g\u1ea7n 3,8% \u2014 t\u1ee9c g\u1ea7n g\u1ea5p \u0111\u00f4i. V\u1edbi c\u00f9ng l\u01b0\u1ee3ng traffic v\u00e0 chi ph\u00ed qu\u1ea3ng c\u00e1o, doanh thu c\u1ee7a shop A g\u1ea7n nh\u01b0 t\u0103ng g\u1ea5p \u0111\u00f4i ch\u1ec9 nh\u1edd ki\u00ean tr\u00ec t\u1ed1i \u01b0u t\u1eebng b\u01b0\u1edbc nh\u1ecf. \u0110\u00e2y l\u00e0 l\u00fd do t\u1ea1i sao CRO kh\u00f4ng ph\u1ea3i l\u00e0 vi\u1ec7c l\u00e0m m\u1ed9t l\u1ea7n m\u00e0 l\u00e0 qu\u00e1 tr\u00ecnh li\u00ean t\u1ee5c, l\u00e2u d\u00e0i.<\/p>\n
C\u00e1ch T\u1ed1i \u01afu Conversion Rate (CRO) Hi\u1ec7u Qu\u1ea3<\/h2>\n
CRO (Conversion Rate Optimization) l\u00e0 t\u1eadp h\u1ee3p c\u00e1c k\u1ef9 thu\u1eadt n\u00e2ng t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i. \u0110\u00e2y l\u00e0 ph\u1ea7n th\u1ef1c chi\u1ebfn quan tr\u1ecdng nh\u1ea5t.<\/p>\n
T\u1ed1i \u01b0u trang s\u1ea3n ph\u1ea9m<\/h3>\n
Trang s\u1ea3n ph\u1ea9m l\u00e0 n\u01a1i quy\u1ebft \u0111\u1ecbnh mua hay kh\u00f4ng. Nh\u1eefng y\u1ebfu t\u1ed1 c\u1ea7n t\u1ed1i \u01b0u:<\/p>\n
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H\u00ecnh \u1ea3nh ch\u1ea5t l\u01b0\u1ee3ng cao:<\/strong> \u1ea2nh th\u1eadt, nhi\u1ec1u g\u00f3c, c\u00f3 video. Tr\u00ean Shopee\/Lazada, \u1ea3nh \u0111\u1eb9p t\u0103ng CR r\u00f5 r\u1ec7t.<\/li>\n
Ti\u00eau \u0111\u1ec1 r\u00f5 r\u00e0ng:<\/strong> N\u00eau l\u1ee3i \u00edch ch\u00ednh, t\u1eeb kh\u00f3a kh\u00e1ch t\u00ecm ki\u1ebfm.<\/li>\n
M\u00f4 t\u1ea3 thuy\u1ebft ph\u1ee5c:<\/strong> Gi\u1ea3i quy\u1ebft n\u1ed7i lo, n\u00eau b\u1eadt \u0111i\u1ec3m kh\u00e1c bi\u1ec7t.<\/li>\n
\u0110\u00e1nh gi\u00e1 v\u00e0 b\u1eb1ng ch\u1ee9ng x\u00e3 h\u1ed9i:<\/strong> S\u1ed1 sao, l\u01b0\u1ee3t b\u00e1n, review th\u1eadt. \u0110\u00e2y l\u00e0 y\u1ebfu t\u1ed1 t\u0103ng ni\u1ec1m tin m\u1ea1nh nh\u1ea5t.<\/li>\n<\/ul>\n
Tr\u00ean Shopee v\u00e0 Lazada, kh\u00e1ch h\u00e0ng Vi\u1ec7t Nam c\u1ef1c k\u1ef3 coi tr\u1ecdng \u0111\u00e1nh gi\u00e1 v\u00e0 s\u1ed1 l\u01b0\u1ee3t b\u00e1n. M\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 4,9 sao v\u1edbi 2.000 l\u01b0\u1ee3t \u0111\u00e1nh gi\u00e1 s\u1ebd chuy\u1ec3n \u0111\u1ed5i t\u1ed1t h\u01a1n nhi\u1ec1u so v\u1edbi s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1 nh\u01b0ng ch\u01b0a c\u00f3 review, d\u00f9 gi\u00e1 c\u00f3 th\u1ec3 cao h\u01a1n. V\u00ec v\u1eady, \u0111\u1ea7u t\u01b0 v\u00e0o vi\u1ec7c thu th\u1eadp \u0111\u00e1nh gi\u00e1 t\u00edch c\u1ef1c \u2014 t\u1eb7ng qu\u00e0 nh\u1ecf, nh\u1eafc nh\u1edf kh\u00e1ch \u0111\u00e1nh gi\u00e1, ph\u1ea3n h\u1ed3i nhanh khi c\u00f3 review x\u1ea5u \u2014 l\u00e0 m\u1ed9t trong nh\u1eefng \u0111\u00f2n b\u1ea9y CRO m\u1ea1nh nh\u1ea5t tr\u00ean s\u00e0n TM\u0110T.<\/p>\n
T\u1ed1i \u01b0u n\u00fat k\u00eau g\u1ecdi h\u00e0nh \u0111\u1ed9ng (CTA)<\/h3>\n
N\u00fat “Mua ngay”, “Th\u00eam v\u00e0o gi\u1ecf” c\u1ea7n n\u1ed5i b\u1eadt, d\u1ec5 th\u1ea5y, d\u00f9ng m\u00e0u t\u01b0\u01a1ng ph\u1ea3n. V\u0103n b\u1ea3n CTA n\u00ean c\u1ee5 th\u1ec3 v\u00e0 t\u1ea1o c\u1ea3m gi\u00e1c c\u1ea5p b\u00e1ch: “Mua ngay – C\u00f2n 5 s\u1ea3n ph\u1ea9m”, “\u0110\u1eb7t h\u00e0ng – Freeship h\u00f4m nay”.<\/p>\n
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V\u00ed d\u1ee5 th\u1ef1c t\u1ebf #3:<\/strong><\/p>\n
M\u1ed9t shop ph\u1ee5 ki\u1ec7n tr\u00ean Lazada \u0111\u1ed5i n\u00fat CTA t\u1eeb “\u0110\u1eb7t h\u00e0ng” (m\u00e0u x\u00e1m) sang “\ud83d\udd25 Mua ngay – Gi\u1ea3m 30%” (m\u00e0u cam n\u1ed5i b\u1eadt) v\u00e0 th\u00eam b\u1ed9 \u0111\u1ebfm th\u1eddi gian khuy\u1ebfn m\u00e3i. K\u1ebft qu\u1ea3: CR t\u0103ng t\u1eeb 1,9% l\u00ean 2,8% trong 2 tu\u1ea7n \u2014 t\u0103ng 47% s\u1ed1 \u0111\u01a1n<\/strong> m\u00e0 kh\u00f4ng \u0111\u1ed5i gi\u00e1 hay s\u1ea3n ph\u1ea9m.<\/p>\n<\/div>\n
Gi\u1ea3m r\u00e0o c\u1ea3n thanh to\u00e1n<\/h3>\n
T\u1ef7 l\u1ec7 b\u1ecf gi\u1ecf h\u00e0ng (cart abandonment) t\u1ea1i Vi\u1ec7t Nam c\u00f3 th\u1ec3 l\u00ean t\u1edbi 70%. Gi\u1ea3m r\u00e0o c\u1ea3n b\u1eb1ng c\u00e1ch:<\/p>\n
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H\u1ed7 tr\u1ee3 nhi\u1ec1u ph\u01b0\u01a1ng th\u1ee9c thanh to\u00e1n: COD, v\u00ed \u0111i\u1ec7n t\u1eed (Momo, ZaloPay), th\u1ebb.<\/li>\n
Hi\u1ec3n th\u1ecb r\u00f5 ph\u00ed ship tr\u01b0\u1edbc khi thanh to\u00e1n, \u01b0u ti\u00ean freeship.<\/li>\n
\u0110\u01a1n gi\u1ea3n h\u00f3a form \u0111\u1eb7t h\u00e0ng, t\u1ef1 \u0111\u1ed9ng \u0111i\u1ec1n \u0111\u1ecba ch\u1ec9.<\/li>\n<\/ul>\n
Ngo\u00e0i ra, ch\u00ednh s\u00e1ch \u0111\u1ed5i tr\u1ea3 r\u00f5 r\u00e0ng v\u00e0 b\u1ea3o \u0111\u1ea3m ho\u00e0n ti\u1ec1n c\u0169ng l\u00e0 \u0111\u00f2n b\u1ea9y l\u1edbn. Kh\u00e1ch h\u00e0ng Vi\u1ec7t th\u01b0\u1eddng lo l\u1eafng “mua online s\u1ee3 h\u00e0ng kh\u00f4ng gi\u1ed1ng \u1ea3nh”. M\u1ed9t cam k\u1ebft \u0111\u1ed5i tr\u1ea3 trong 7-15 ng\u00e0y, ho\u00e0n ti\u1ec1n n\u1ebfu kh\u00f4ng h\u00e0i l\u00f2ng s\u1ebd x\u00f3a tan n\u1ed7i lo \u0111\u00f3 v\u00e0 \u0111\u1ea9y CR l\u00ean \u0111\u00e1ng k\u1ec3. H\u00e3y hi\u1ec3n th\u1ecb ch\u00ednh s\u00e1ch n\u00e0y ngay tr\u00ean trang s\u1ea3n ph\u1ea9m, kh\u00f4ng gi\u1ea5u trong ph\u1ea7n \u0111i\u1ec1u kho\u1ea3n.<\/p>\n
\u0110o L\u01b0\u1eddng V\u00e0 Theo D\u00f5i Conversion Rate<\/h2>\n
Kh\u00f4ng \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c th\u00ec kh\u00f4ng t\u1ed1i \u01b0u \u0111\u01b0\u1ee3c. \u0110\u00e2y l\u00e0 c\u00e1ch thi\u1ebft l\u1eadp h\u1ec7 th\u1ed1ng theo d\u00f5i.<\/p>\n
C\u00f4ng c\u1ee5 \u0111o l\u01b0\u1eddng ph\u1ed5 bi\u1ebfn<\/h3>\n
C\u00e1c c\u00f4ng c\u1ee5 gi\u00fap b\u1ea1n theo d\u00f5i conversion rate:<\/p>\n
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Google Analytics 4:<\/strong> Theo d\u00f5i conversion tr\u00ean website, thi\u1ebft l\u1eadp “events” cho t\u1eebng h\u00e0nh \u0111\u1ed9ng.<\/li>\n
Dashboard s\u00e0n TM\u0110T:<\/strong> Shopee\/Lazada c\u00f3 s\u1eb5n b\u00e1o c\u00e1o l\u01b0\u1ee3t xem, t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i, \u0111\u01a1n h\u00e0ng.<\/li>\n
Facebook Pixel:<\/strong> \u0110o conversion t\u1eeb qu\u1ea3ng c\u00e1o Facebook\/Instagram.<\/li>\n<\/ul>\n
Thi\u1ebft l\u1eadp m\u1ee5c ti\u00eau v\u00e0 KPI<\/h3>\n
X\u00e1c \u0111\u1ecbnh r\u00f5 \u0111\u00e2u l\u00e0 “conversion” v\u1edbi b\u1ea1n, \u0111\u1eb7t KPI c\u1ee5 th\u1ec3 theo th\u00e1ng. V\u00ed d\u1ee5: “T\u0103ng CR gian h\u00e0ng t\u1eeb 2% l\u00ean 2,5% trong qu\u00fd n\u00e0y”. Theo d\u00f5i t\u0103ng tr\u01b0\u1edfng \u0111\u1ec1u \u0111\u1eb7n c\u0169ng l\u00e0 c\u00e1ch \u00e1p d\u1ee5ng t\u01b0 duy t\u0103ng tr\u01b0\u1edfng k\u00e9p \u2014 xem th\u00eam v\u1ec1 CAGR l\u00e0 g\u00ec<\/a> \u0111\u1ec3 hi\u1ec3u c\u00e1ch \u0111o t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng trung b\u00ecnh theo th\u1eddi gian.<\/p>\n
A\/B Testing \u0111\u1ec3 t\u1ed1i \u01b0u li\u00ean t\u1ee5c<\/h3>\n
A\/B testing l\u00e0 so s\u00e1nh hai phi\u00ean b\u1ea3n (A v\u00e0 B) \u0111\u1ec3 xem c\u00e1i n\u00e0o chuy\u1ec3n \u0111\u1ed5i t\u1ed1t h\u01a1n. B\u1ea1n c\u00f3 th\u1ec3 test: ti\u00eau \u0111\u1ec1 s\u1ea3n ph\u1ea9m, \u1ea3nh b\u00eca, gi\u00e1, n\u00fat CTA, layout. Nguy\u00ean t\u1eafc: ch\u1ec9 thay \u0111\u1ed5i m\u1ed9t y\u1ebfu t\u1ed1 m\u1ed7i l\u1ea7n \u0111\u1ec3 bi\u1ebft ch\u00ednh x\u00e1c \u0111i\u1ec1u g\u00ec t\u1ea1o ra kh\u00e1c bi\u1ec7t.<\/p>\n
\u0110\u1ec3 k\u1ebft qu\u1ea3 A\/B testing \u0111\u00e1ng tin c\u1eady, b\u1ea1n c\u1ea7n \u0111\u1ee7 l\u01b0\u1ee3ng m\u1eabu (\u00edt nh\u1ea5t v\u00e0i tr\u0103m l\u01b0\u1ee3t cho m\u1ed7i phi\u00ean b\u1ea3n) v\u00e0 ch\u1ea1y \u0111\u1ee7 l\u00e2u (th\u01b0\u1eddng 1-2 tu\u1ea7n) \u0111\u1ec3 lo\u1ea1i b\u1ecf bi\u1ebfn \u0111\u1ed9ng theo ng\u00e0y trong tu\u1ea7n. \u0110\u1eebng v\u1ed9i k\u1ebft lu\u1eadn sau v\u00e0i gi\u1edd hay v\u00e0i \u0111\u01a1n \u0111\u1ea7u ti\u00ean. Tr\u00ean s\u00e0n TM\u0110T, b\u1ea1n c\u00f3 th\u1ec3 “A\/B test th\u1ee7 c\u00f4ng” b\u1eb1ng c\u00e1ch \u0111\u1ed5i \u1ea3nh b\u00eca trong 1 tu\u1ea7n, ghi l\u1ea1i CR, r\u1ed3i \u0111\u1ed5i sang \u1ea3nh kh\u00e1c tu\u1ea7n sau v\u00e0 so s\u00e1nh \u2014 \u0111\u01a1n gi\u1ea3n nh\u01b0ng hi\u1ec7u qu\u1ea3.<\/p>\n
K\u1ebft h\u1ee3p CR v\u1edbi c\u00e1c ch\u1ec9 s\u1ed1 kh\u00e1c<\/h3>\n
Conversion rate kh\u00f4ng n\u00ean \u0111\u1ee9ng m\u1ed9t m\u00ecnh. H\u00e3y nh\u00ecn n\u00f3 c\u00f9ng v\u1edbi gi\u00e1 tr\u1ecb \u0111\u01a1n trung b\u00ecnh (AOV), gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng (LTV) v\u00e0 t\u1ef7 l\u1ec7 kh\u00e1ch quay l\u1ea1i. M\u1ed9t shop c\u00f3 CR th\u1ea5p nh\u01b0ng AOV cao v\u00e0 kh\u00e1ch trung th\u00e0nh v\u1eabn c\u00f3 th\u1ec3 l\u00e3i t\u1ed1t h\u01a1n shop CR cao nh\u01b0ng b\u00e1n s\u1ea3n ph\u1ea9m gi\u00e1 r\u1ebb, kh\u00e1ch mua m\u1ed9t l\u1ea7n r\u1ed3i \u0111i. Nh\u00ecn b\u1ee9c tranh t\u1ed5ng th\u1ec3 gi\u00fap b\u1ea1n ra quy\u1ebft \u0111\u1ecbnh kinh doanh \u0111\u00fang \u0111\u1eafn thay v\u00ec ch\u1ea1y theo m\u1ed9t con s\u1ed1 duy nh\u1ea5t.<\/p>\n
Nh\u1eefng Sai L\u1ea7m Th\u01b0\u1eddng G\u1eb7p Khi T\u00ednh Conversion Rate<\/h2>\n
Hi\u1ec3u sai ch\u1ec9 s\u1ed1 d\u1eabn \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh sai. Tr\u00e1nh nh\u1eefng l\u1ed7i ph\u1ed5 bi\u1ebfn sau.<\/p>\n
T\u00ednh sai m\u1eabu s\u1ed1<\/h3>\n
L\u1ed7i ph\u1ed5 bi\u1ebfn nh\u1ea5t l\u00e0 tr\u1ed9n l\u1eabn sessions v\u00e0 unique visitors gi\u1eefa c\u00e1c k\u1ef3 b\u00e1o c\u00e1o, khi\u1ebfn s\u1ed1 li\u1ec7u kh\u00f4ng nh\u1ea5t qu\u00e1n. Lu\u00f4n d\u00f9ng c\u00f9ng m\u1ed9t lo\u1ea1i m\u1eabu s\u1ed1 khi so s\u00e1nh.<\/p>\n
B\u1ecf qua ch\u1ea5t l\u01b0\u1ee3ng traffic<\/h3>\n
CR th\u1ea5p ch\u01b0a ch\u1eafc do website k\u00e9m \u2014 c\u00f3 th\u1ec3 do traffic kh\u00f4ng \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng. N\u1ebfu b\u1ea1n ch\u1ea1y qu\u1ea3ng c\u00e1o nh\u1eafm sai t\u1ec7p, d\u00f9 trang s\u1ea3n ph\u1ea9m t\u1ed1t \u0111\u1ebfn \u0111\u00e2u CR v\u1eabn th\u1ea5p. H\u00e3y ph\u00e2n t\u00edch CR theo t\u1eebng ngu\u1ed3n traffic.<\/p>\n
K\u1ebft lu\u1eadn v\u1ed9i khi m\u1eabu nh\u1ecf<\/h3>\n
\u0110\u1eebng k\u1ebft lu\u1eadn khi ch\u1ec9 c\u00f3 v\u00e0i ch\u1ee5c l\u01b0\u1ee3t truy c\u1eadp. V\u1edbi m\u1eabu qu\u00e1 nh\u1ecf, m\u1ed9t v\u00e0i \u0111\u01a1n h\u00e0ng ng\u1eabu nhi\u00ean c\u00f3 th\u1ec3 l\u00e0m CR “\u1ea3o” cao ho\u1eb7c th\u1ea5p. C\u1ea7n \u00edt nh\u1ea5t v\u00e0i tr\u0103m \u0111\u1ebfn v\u00e0i ngh\u00ecn l\u01b0\u1ee3t m\u1edbi \u0111\u1ee7 tin c\u1eady th\u1ed1ng k\u00ea.<\/p>\n
Nguy\u00ean t\u1eafc th\u1ed1ng k\u00ea n\u00e0y r\u1ea5t quan tr\u1ecdng khi b\u1ea1n \u0111\u00e1nh gi\u00e1 s\u1ea3n ph\u1ea9m m\u1edbi ho\u1eb7c chi\u1ebfn d\u1ecbch m\u1edbi. \u0110\u1eebng v\u1ed9i t\u1eaft qu\u1ea3ng c\u00e1o ch\u1ec9 v\u00ec sau 30 l\u01b0\u1ee3t ch\u01b0a c\u00f3 \u0111\u01a1n n\u00e0o \u2014 \u0111\u00f3 c\u00f3 th\u1ec3 ch\u1ec9 l\u00e0 may r\u1ee7i ng\u1eabu nhi\u00ean. H\u00e3y \u0111\u1eb7t ng\u01b0\u1ee1ng t\u1ed1i thi\u1ec3u (v\u00ed d\u1ee5 200-300 l\u01b0\u1ee3t) tr\u01b0\u1edbc khi \u0111\u00e1nh gi\u00e1, \u0111\u1ec3 quy\u1ebft \u0111\u1ecbnh d\u1ef1a tr\u00ean d\u1eef li\u1ec7u \u0111\u1ee7 l\u1edbn ch\u1ee9 kh\u00f4ng ph\u1ea3i c\u1ea3m t\u00ednh.<\/p>\n
C\u00e2u H\u1ecfi Th\u01b0\u1eddng G\u1eb7p (FAQ)<\/h2>\n
1. Conversion rate bao nhi\u00eau l\u00e0 t\u1ed1t?<\/h3>\n
T\u00f9y ng\u00e0nh. V\u1edbi TM\u0110T t\u1ea1i Vi\u1ec7t Nam, CR 2-3% \u0111\u01b0\u1ee3c coi l\u00e0 t\u1ed1t, tr\u00ean 3% l\u00e0 r\u1ea5t t\u1ed1t. Landing page d\u1ecbch v\u1ee5 c\u00f3 th\u1ec3 \u0111\u1ea1t 5-15%. Quan tr\u1ecdng l\u00e0 so s\u00e1nh v\u1edbi ch\u00ednh b\u1ea1n \u1edf k\u1ef3 tr\u01b0\u1edbc v\u00e0 v\u1edbi benchmark ng\u00e0nh.<\/p>\n
2. C\u00e1ch t\u00ednh conversion rate \u0111\u01a1n gi\u1ea3n nh\u1ea5t?<\/h3>\n
L\u1ea5y s\u1ed1 chuy\u1ec3n \u0111\u1ed5i chia cho t\u1ed5ng l\u01b0\u1ee3t truy c\u1eadp r\u1ed3i nh\u00e2n 100. V\u00ed d\u1ee5 60 \u0111\u01a1n \/ 3.000 l\u01b0\u1ee3t \u00d7 100 = 2%. B\u1ea1n c\u00f3 th\u1ec3 t\u00ednh nhanh t\u1ea1i 1phantram.com<\/a>.<\/p>\n
3. S\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa CR v\u00e0 CTR l\u00e0 g\u00ec?<\/h3>\n
CTR (Click Through Rate) l\u00e0 t\u1ef7 l\u1ec7 click v\u00e0o qu\u1ea3ng c\u00e1o\/link, c\u00f2n CR l\u00e0 t\u1ef7 l\u1ec7 ho\u00e0n th\u00e0nh h\u00e0nh \u0111\u1ed9ng cu\u1ed1i (mua h\u00e0ng). CTR \u0111o m\u1ee9c \u0111\u1ed9 thu h\u00fat, CR \u0111o m\u1ee9c \u0111\u1ed9 thuy\u1ebft ph\u1ee5c ch\u1ed1t \u0111\u01a1n.<\/p>\n
4. L\u00e0m sao t\u0103ng conversion rate nhanh nh\u1ea5t?<\/h3>\n
T\u1ed1i \u01b0u n\u00fat CTA, c\u1ea3i thi\u1ec7n \u1ea3nh v\u00e0 m\u00f4 t\u1ea3 s\u1ea3n ph\u1ea9m, th\u00eam \u0111\u00e1nh gi\u00e1 th\u1eadt, gi\u1ea3m r\u00e0o c\u1ea3n thanh to\u00e1n (freeship, \u0111a d\u1ea1ng ph\u01b0\u01a1ng th\u1ee9c) v\u00e0 t\u1ea1o c\u1ea3m gi\u00e1c c\u1ea5p b\u00e1ch b\u1eb1ng khuy\u1ebfn m\u00e3i c\u00f3 th\u1eddi h\u1ea1n.<\/p>\n
5. T\u1ea1i sao CR cao nh\u01b0ng doanh thu v\u1eabn th\u1ea5p?<\/h3>\n
C\u00f3 th\u1ec3 do gi\u00e1 tr\u1ecb \u0111\u01a1n trung b\u00ecnh (AOV) th\u1ea5p ho\u1eb7c l\u01b0\u1ee3ng traffic qu\u00e1 \u00edt. CR ch\u1ec9 l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a ph\u01b0\u01a1ng tr\u00ecnh: Doanh thu = Traffic \u00d7 CR \u00d7 Gi\u00e1 tr\u1ecb \u0111\u01a1n trung b\u00ecnh. C\u1ea7n t\u1ed1i \u01b0u c\u1ea3 ba y\u1ebfu t\u1ed1.<\/p>\n
6. N\u00ean \u0111o conversion rate theo ng\u00e0y hay theo th\u00e1ng?<\/h3>\n
Theo th\u00e1ng cho c\u00e1i nh\u00ecn \u1ed5n \u0111\u1ecbnh, \u00edt b\u1ecb nhi\u1ec5u b\u1edfi bi\u1ebfn \u0111\u1ed9ng ng\u00e0y. Tuy nhi\u00ean trong c\u00e1c \u0111\u1ee3t sale l\u1edbn (11.11, T\u1ebft), n\u00ean theo d\u00f5i theo ng\u00e0y \u0111\u1ec3 ph\u1ea3n \u1ee9ng k\u1ecbp th\u1eddi.<\/p>\n
7. Conversion rate tr\u00ean Shopee v\u00e0 Lazada t\u00ednh nh\u01b0 th\u1ebf n\u00e0o?<\/h3>\n
C\u1ea3 hai s\u00e0n \u0111\u1ec1u c\u00f3 s\u1eb5n b\u00e1o c\u00e1o trong ph\u1ea7n Ph\u00e2n t\u00edch b\u00e1n h\u00e0ng, hi\u1ec3n th\u1ecb s\u1ed1 l\u01b0\u1ee3t xem s\u1ea3n ph\u1ea9m, l\u01b0\u1ee3t th\u00eam gi\u1ecf v\u00e0 \u0111\u01a1n h\u00e0ng. CR = s\u1ed1 \u0111\u01a1n \/ l\u01b0\u1ee3t truy c\u1eadp gian h\u00e0ng \u00d7 100. B\u1ea1n n\u00ean k\u1ebft h\u1ee3p d\u1eef li\u1ec7u s\u00e0n v\u1edbi theo d\u00f5i th\u1ee7 c\u00f4ng \u0111\u1ec3 c\u00f3 c\u00e1i nh\u00ecn \u0111\u1ea7y \u0111\u1ee7.<\/p>\n
K\u1ebft Lu\u1eadn<\/h2>\n
T\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i (conversion rate) l\u00e0 ch\u1ec9 s\u1ed1 quy\u1ebft \u0111\u1ecbnh s\u1ef1 s\u1ed1ng c\u00f2n c\u1ee7a kinh doanh online. Hi\u1ec3u \u0111\u00fang c\u00f4ng th\u1ee9c, \u0111o l\u01b0\u1eddng nh\u1ea5t qu\u00e1n, so s\u00e1nh v\u1edbi benchmark ng\u00e0nh v\u00e0 li\u00ean t\u1ee5c t\u1ed1i \u01b0u qua A\/B testing s\u1ebd gi\u00fap b\u1ea1n bi\u1ebfn traffic th\u00e0nh doanh thu th\u1ef1c. H\u00e3y nh\u1edb: t\u0103ng CR t\u1eeb 1% l\u00ean 2% ngh\u0129a l\u00e0 g\u1ea5p \u0111\u00f4i doanh thu m\u00e0 kh\u00f4ng t\u1ed1n th\u00eam m\u1ed9t \u0111\u1ed3ng qu\u1ea3ng c\u00e1o. B\u1eaft \u0111\u1ea7u \u0111o l\u01b0\u1eddng ngay h\u00f4m nay, t\u1ed1i \u01b0u t\u1eebng b\u01b0\u1edbc nh\u1ecf, v\u00e0 \u0111\u1ec3 hi\u1ec7u \u1ee9ng t\u00edch l\u0169y l\u00e0m vi\u1ec7c cho b\u1ea1n.<\/p>\n
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\ud83d\udcca T\u00ednh t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i & ph\u1ea7n tr\u0103m ch\u00ednh x\u00e1c trong 3 gi\u00e2y<\/p>\n
C\u00f4ng c\u1ee5 mi\u1ec5n ph\u00ed, d\u1ec5 d\u00f9ng, h\u1ed7 tr\u1ee3 m\u1ecdi ph\u00e9p t\u00ednh ph\u1ea7n tr\u0103m cho kinh doanh \u2014 t\u1eeb CR, l\u1ee3i nhu\u1eadn \u0111\u1ebfn chi\u1ebft kh\u1ea5u.<\/p>\n
\ud83d\udc49 D\u00f9ng ngay 1phantram.com<\/a>\n<\/div>\n<\/article>\n

\u0110o L\u01b0\u1eddng V\u00e0 Theo D\u00f5i Conversion Rate<\/h2>\nKh\u00f4ng \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c th\u00ec kh\u00f4ng t\u1ed1i \u01b0u \u0111\u01b0\u1ee3c. \u0110\u00e2y l\u00e0 c\u00e1ch thi\u1ebft l\u1eadp h\u1ec7 th\u1ed1ng theo d\u00f5i.<\/p>\n

Nh\u1eefng Sai L\u1ea7m Th\u01b0\u1eddng G\u1eb7p Khi T\u00ednh Conversion Rate<\/h2>\nHi\u1ec3u sai ch\u1ec9 s\u1ed1 d\u1eabn \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh sai. Tr\u00e1nh nh\u1eefng l\u1ed7i ph\u1ed5 bi\u1ebfn sau.<\/p>\n

C\u00e2u H\u1ecfi Th\u01b0\u1eddng G\u1eb7p (FAQ)<\/h2>\n

\u0110o L\u01b0\u1eddng V\u00e0 Theo D\u00f5i Conversion Rate<\/h2>\n
Kh\u00f4ng \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c th\u00ec kh\u00f4ng t\u1ed1i \u01b0u \u0111\u01b0\u1ee3c. \u0110\u00e2y l\u00e0 c\u00e1ch thi\u1ebft l\u1eadp h\u1ec7 th\u1ed1ng theo d\u00f5i.<\/p>\n

Nh\u1eefng Sai L\u1ea7m Th\u01b0\u1eddng G\u1eb7p Khi T\u00ednh Conversion Rate<\/h2>\n
Hi\u1ec3u sai ch\u1ec9 s\u1ed1 d\u1eabn \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh sai. Tr\u00e1nh nh\u1eefng l\u1ed7i ph\u1ed5 bi\u1ebfn sau.<\/p>\n