Buyers usually go through 3 steps to place inquiries:
① Find you: Search by keywords to find the seller’s products, which is the entrance.
② Click you: Buyers will see whether the products that appear on the search page match the keywords they entered. When the main picture is attractive enough, buyers will click.
③ Browse you: The details page is the most important factor in determining whether buyers place inquiries. Therefore, in order to stimulate the desire of buyers to place inquiries, the core is to do a good job of the product details page.
The normal product conversion rate is about 10:1, that is, among 10 people who browse the details page, at least 1 customer will send an inquiry. If it is not within the normal value range, then you need to focus on optimizing the details page.
Product inquiry conversion rate = number of inquiries / number of visitors
Open the background, click “Data Analysis”-“Product Analysis” command, if the inquiry rate (feedback rate) result is greater than 10%, it is a pass.
Product details page production can refer to the FABE marketing principle, namely Features, Advantages, Benefits, Evidence. Features, namely product specifications, materials, characteristics, structure, function, packaging, etc.: namely the seller’s corporate strength, product quality certification, customer photos, exhibitions, production lines, etc. Advantages, that is, the selling point of the product; Benefits, that is, the seller’s supply capacity, profit, etc.; Evidence, that is, the buyer’s corporate strength, relevant certifications of product quality, customer photos, exhibitions, production lines, etc.
The product details page of Alibaba International Station mainly contains the content that customers are concerned about, including:
①Details navigation bar:
②Product related pictures (or detail pictures);
③Table parameters (product information);
④Product feature pictures (design drawings, color cards, product multiple pictures, product materials, use display, quality comparison pictures);
⑤Company advantage display (customized products emphasize OEM or ODM, certificates, Why Choose Us), team culture and office environment display pictures;
⑥If it is a factory, display the core production equipment and product processing and production flow chart, if it is a trading company, display the service capabilities or cooperative factory production equipment pictures;
⑦Exhibition display pictures;
⑧FAQ :
⑨Order operation flow chart;
⑩Logistics, payment display chart, market distribution chart.