Top 7 Improvements to Product Page That Increase Conversion Rate
Everyone wants to increase conversion rate on their website to achieve more sales and get higher profits. So, how can you do that? Let’s see at the easiest actions to take to make this business dream come true!
What does conversion rate mean?
Conversion rate is the percentage of your store visitors that make a purchase (a conversion) out of the total number of visitors.
To increase conversion rate, you can start with simple little changes. Think of the product pages you have in your dropshipping store: are they appealing enough? Can they motivate the store visitor to make a purchase? Maybe you can improve some of their features?
Want to increase conversion rate dramatically and achieve a highly successful performance of your dropshipping store? You can start with a number of quite easy steps that will definitely make a difference.
This article is devoted to one of such steps: modifying descriptions of products you have imported from AliExpress and creating appealing product pages that will lure store visitors into making a purchase.
So where do we begin?
1. Change the product title to increase conversion rate
Funnily enough, AliExpress products are known worldwide for their bizarre titles. It is explained by the fact that AliExpress has an integrated system that automatically translates product titles into the chosen regional language. Even though it is an eternal source of fun, it is not quite good for the product reputation and overall customer trust in the store.
To make the new product look more reliable and trustworthy, and to make it easier for customers to search for the necessary products, it is best to edit the titles manually. Try to use not more than 3-5 words: no one reads longer titles anyway. The title, as well as the product description, should contain keywords that make SEO way easier.
In case you offer your customers a wide range of really similar products (for example, t-shirts), try to include their distinctive features into the titles. For example, ‘Green T-Shirt’, ‘Cotton T-Shirt’, ‘Cat Print T-Shirt’ etc. will instantly let a customer know how do these products differ. It is also a good idea to capitalize titles.
When you import items from AliExpress, the permalinks get transferred to your webstore as well. They are identical to the title, so after you change product title, make sure the link has also changed as well. All you need to do is delete the old permalink and press ‘OK’ button. Right after that, the new permalink identical to the amended title will be generated automatically.
2. Work on the product description
There are several aspects you need to consider on this stage.
Style and layout
To create an engaging product page and improve conversion rate, you first of all need to pay close attention to the text formatting. Neat text structure with clear paragraphs and readable font makes it easy for webstore visitors to read the text and carefully consider the item specifications. It’s not a secret that a text that is difficult to read is just as difficult to comprehend, and in case they can’t properly understand the page contents, clients are likely to simply leave this page without making a purchase.
Taking this factor into consideration, it is also important to mind the way the product description is written. Try to avoid long complicated words and grammatically confusing sentences. Since you are targeting a broad customer audience, it is vital to make this product description accessible to everyone.
The rules of writing a product description vary depending on the category you are working with. Obviously, all the categories have their specific features that you need to highlight in the description. Still, there is a set of basic principles you should always consider.
First of all, make sure your description is informative for a potential customer. Your goal is not to bluntly advertise the item saying that it is awesome, great, and irreplaceable. Instead, list and explain all the item features: the material it is made of, its size dimensions, technical parameters (if any), directions for use, maintenance instructions, etc. Imagine you are selling this item in a regular store, and a customer comes to learn all the additional details. You need to cover all the aspects that can prompt customers’ questions in order not to let anything prevent clients from making a purchase. Encourage your potential clients to ask questions – let them know they can always contact you for help and advice.
If this item comes in various sizes (it is especially important for clothes, jewelry rings, etc.), make sure you have included a size chart into the product description. Let your customers know that it is more accurate to look at their own measurements than on standard size marking. Therefore, the size chart you post on the product page should include measurements taken in various metric systems (US system, international system, etc.) –it’s not always easy for customers to correctly evaluate an item size in centimeters when they are used to inches, etc.
For customers’ convenience, also post pictures showing how to take these measurements. It would be the best to put these tables and pictures on the first place in the product description since customers don’t always read through the whole description.
3. Review the visuals in your ecommerce store
Make sure the photos you’ve taken from the suppliers have a high resolution and create a good overall impression. Try to avoid importing pictures that are obviously photoshopped since they don’t look credible enough. Also, beware of watermarks – as a rule, they are not taken positively.
If you need to edit the pictures slightly (cut, rotate, flip, add brightness or contrast, etc.), you don’t have to use professional graphic redactors like Photoshop. If you don’t have the experience, just use some simpler services like XnView that are really easy to manage.
Speaking of the photos’ content, it is necessary to mention that customers generally look for pictures showing the item in use. Try to pick the photos demonstrating the product in real life. It allows getting an overall impression about the real color, size, material, texture, etc. These pictures should be diverse – several look-alike photos taken from the same angle don’t provide clients with much information. It is a good idea to include some close up photos showing tiny details. Try to post not more than 3-4 photos , otherwise it will be tiring for customers to look through them all.
It is also a good idea to create a collage that includes several good quality pictures. It is exceptionally useful if this particular item has lots of product variations. Pick the most popular of them, combine them into a collage, and post it both in the photo gallery and the item description. There is plenty of online services allowing you to create such collages quickly and easily.
You can also include a video in the product description. This is especially useful for products that have some interactive features: light and sound effects, automatic movements, etc. Therefore, such videos let customers know how exactly this item works and functions.
4. Improve CR with the help of product rating
Product rating is an important parameter that heavily influences a customer’s decision to make a purchase. It is an average score that shows how highly did previous buyers evaluate their purchases. Using product rating you will definitely improve convertion rate of each single page of your online store.
We would recommend importing items that have a rating more than 4,5 stars. Ideally, you should go for products with 4,7-4,9 starts rating.
5. Add the number of orders
Surely enough, the number of orders has a direct influence on the level of customers’ trust towards the item and the whole store. At the same time, this parameter is exceptionally important for store owners themselves. It gives them the opportunity to trace and define the most popular products within separate categories.
A newly created store obviously can’t have a huge amount of orders. If you import your products from a well-reputed AliExpress supplier who sees an exceptional demand, make sure the number of orders is plausible enough. Remember that you can change it manually to make it look more convincing, and don’t set it too high.
6. Use customer reviews for increasing website conversion rate
Customer reviews are an essential part of any product page since they give customers an insight into the real item features. This is why it is so desirable to import these reviews from the product page on AliExpress. Still, look at them carefully. It is preferable to add reviews that have real photos from customers showing the item in use. Mind the language as well! Since our plugin automatically translates the reviews to the language you’ve set as a primary for your store, some inaccuracies may appear.
7. Show a catchy discount on your product page
As you know, the plugin allows automatic price correction on the basis of a formula you’ve chosen. Nevertheless, you can easily amend this new price and set a new one manually if you feel like it will better match the item quality and popularity.
It is quite common for AliExpress to give you 1-3% discount for importing their items to your store. It is not recommended to show it to customers since such a tiny discount doesn’t look credible. If you want to launch a sale, set a discount of at least 20%.
All these simple actions will definitely help you increase conversion rate in your dropshipping store. Why not give them a try?