What should I do if the conversion rate is low when the click-through rate is normal? Generally speaking, low conversion rates can be divided into two situations. One is that the conversion rate has always been low; the other is that the product conversion rate has declined. Different products have different diagnostic directions.
1. Diagnostic direction where the conversion rate has always been low
(1) The selling prices of high, medium and low-end products directly affect the conversion rate. It is a normal phenomenon that the conversion rate of high-end products is low. Visitors see more and buy less. This is a human characteristic. However, in picture expressions, middle and low-end products must be distinguished to maintain the normal conversion rate of high-end products.
(2) The pictures on the details page are poorly expressed. Pictures are the main window for expressing products, so pictures should express selling points and buyers’ concerns based on different products. For example, Bluetooth headsets need to express the product’s lightweight, sound quality, as well as the product’s continuous use time, waterproof and other selling points.
(3) The product and selling price are poorly matched. A single image can convey the value of a product. The goal is not to make the product cheap, but to make buyers feel that they are taking advantage. Therefore, the expression of the picture should be higher than the product itself, so that the conversion rate will increase accordingly.
(4) The store’s marketing activities are not enough. Promotions are the engine of a store. They make buyers feel that products are of high quality and low prices, and also attract buyers to browse more products and purchase multiple products.
(5) Products do not come with free shipping. When buyers decide to purchase a product and prepare to pay, they find that the product does not come with free shipping and it is easy to give up. Therefore, it is recommended that popular countries and regions provide free shipping, and then set up logistics templates through multiple channels, so that they can spend the same shipping cost and get more free shipping. countries and regions. Sellers should also check the source of visitors to the product, enter the AliExpress backend and click “Single Product Analysis” – “Traffic Source”, select the corresponding country and region, check the “Number of Visitors”, and try to set the settings for popular countries and regions with a large number of visitors. Product free shipping.
2. Diagnosis direction of declining product conversion rate
(1) Whether the product has received negative reviews recently. Once a product receives a negative review, it will be more troublesome, because the negative review cannot be changed, so customer service staff must do a good job in after-sales maintenance of the product. Problems with the product itself, logistics problems, and platform problems all need to be borne by the seller. If it is a buyer’s problem, the seller should try to resolve it through negotiation and avoid leaving negative reviews on the product, which will have a great impact on the conversion of the product.
(2) Analyze whether direct competitors compete maliciously. At this time, sellers need to find the weak points of their competitors. If they compete on price, strong sellers can fight against them. Malicious competition will require a higher price. If you are a small or medium-sized seller, you can adjust the main image appropriately to achieve differentiation.
(3) Whether the product is out of date or seasonal. Before the product completely loses its weight, sellers should start promoting potential models. Don’t wait until there is a lull in sales and the overall sales of the store will decline.
(4) Whether it is before or after a major promotion. It is normal for the conversion rate to be low before and after a major promotion. Of course, you can artificially control, stabilize the product conversion rate, and open a through train, so that the product can achieve good results during the major promotion period.
(5) Whether the product has been optimized recently. Optimizing products requires a certain degree of acumen. Product data cannot be improved by optimizing products. Sellers should observe more product data when optimizing. If you find that sales have decreased after optimization, just restore it to normal in time.