Conversion Rate--What to do if the conversion rate is too low?

What is Conversion Rate?

Conversion rate is the ratio of the number of completed conversions to the total number of clicks on promotional information within a statistical period. The calculation formula is: Conversion rate = (number of conversions/number of clicks) × 100%.

What should I do if the conversion rate is too low?

1. Provide complete product content: Complete and descriptive product content can give buyers sufficient information when making decisions.

2. Use promotions: Promotions are very attractive to buyers. Use promotions such as [free shipping] to increase conversion rates.

3. Provide clear and high-quality images: High-resolution images with clear details can stimulate buyers' imagination and trigger their desire to buy products. In addition, please provide as many different images as possible. Many product categories allow sample images and backup images. Please evaluate the quality of the images according to the following guidelines: the image matches the product description in terms of size, color, etc.; the product can be identified in the image; the image is a photograph, not a painting; the image is taken at an angle that highlights the advantages of the product; the product is in focus and well lit; the close-up image is not obscured by highlights or shadows; the product occupies at least 80% of the image; the image depicts the complete product; the background is simple and clear and does not interfere with the product itself.

4. Excellent product features and descriptions: When describing your product, list key features and benefits in bullet points. A well-written product description can help buyers imagine the experience of owning or using your product. Including information about the experience, use, and various benefits of the product can help trigger buyers' desire to buy. Testing shows that well-written product bullet points can increase sales. Buyers rely on product bullet points to understand important product features because these bullet points can highlight important or special information about the product. When describing your product, you may need to introduce some important features in the product bullet points. However, please do not just provide a simple description that is concise and to the point. Put yourself in the buyer's shoes: what do they want to feel, touch, think, and get? Providing information about the experience, use, and benefits of the product can stimulate the buyer's imagination. Product descriptions can provide a shopping experience as close to a physical store as possible.

5. Competitors’ offers: Understand the number of competitors and their product sizes, selections, pricing and promotions in order to plan an attractive and competitive offer. Compare their prices with similar products sold on the website.

6. Encourage buyers to review products: Buyer product reviews are helpful to improve conversion rate because buyers value other buyers’ opinions. When you solicit feedback from buyers, you can ask them to provide product reviews.

7. Product on-page optimization: Here we need to check whether the pictures on our detail pages are clearly expressed, whether the selling points are explained clearly, whether the descriptions are well done, and the titles, etc., to optimize the quality of our listings. For example, check whether the styles of the main and auxiliary pictures are consistent, just like the uniforms of formal companies are uniform, which can reflect whether a company is formal and rigorous; the description should be clear and organized, remember to use spaces to break lines, do not pile up a bunch of words there, and the description should not be too long.

8. Match core keywords: Sellers who come in through advertisements have certain needs. If you open the product details page and find that it is not what you want, and if the conversion rate is low, we need to think about whether the listing does not match the core keywords.

9. Review: Check whether the product listing has fewer Top Reviewers and whether the product reviews are good. Review is also a very important point.

10. Learn from other similar products: Search keywords, find your ad, and look at the products, prices and other attributes around your ad. In natural search, find products with the same appearance as your product, or products with the same model. Then observe the sales changes of the products before and after yours.

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