How to effectively improve your product conversion rate? 3 case studies!

As China's Internet demographic dividend gradually disappears, the cost of traffic is getting higher and higher, and it is becoming increasingly difficult to acquire new users. We have gradually shifted from our previous brutal promotion methods to refined operations, paying more attention to user retention and conversion rates.

The user retention rate determines whether a product can show a positive growth trend in key user scale indicators. If the user retention rate is too low, then no matter how much resources are spent on promotion, it will be in vain. The key user scale indicators cannot grow rapidly, and the product will gradually be abandoned by capital and the market.

The conversion rate is the proportion of users who complete key indicators. It shows whether your product is accepted by users, whether your functions truly meet users' needs, and whether your experience seems to satisfy users.

In this article, I will share with you my understanding of conversion from the perspective of "trust brings conversion", and the last section will come with 3 examples.

Can trust really lead to increased conversion rates?

The conversion rate corresponds to a variety of different data indicators for different types of products. For Taobao, it may be add to cart, purchase, and collection. For Toutiao, it may be reading, commenting, and forwarding; for electronic business card products such as DieSac, it may be creating business cards, exchanging business cards, etc.

I don’t like to narrate profound theories, so let’s just look at two conversion cases that we have around us:

1. Conversion issues regarding pyramid schemers tricking their downline members into joining

1) Who will be the first person to be cheated by MLM personnel?

From the news we can know that the answer is generally relatives, friends, classmates, etc.

2) Why did you choose these people instead of strangers?

Acquaintances tend to trust MLM personnel and are easily lured into MLM dens, while the chance of strangers traveling thousands of miles to an unfamiliar place is relatively small.

2. Conversion issues of iPhone purchases on e-commerce platforms

If you want to buy an authentic iPhone, without considering the price, would you choose Taobao or JD.com?

The answer should mostly be JD.com, right? Compared with the mixed environment of sellers on Taobao, we generally choose to trust the self-operated stores of large platforms.

Let’s not talk about theory for now. We can draw a preliminary conclusion just from the examples: trust is one of the key factors affecting conversion rate .

So, what methods can we use to strengthen users' trust in the product and thus increase conversion rates? Next, let’s look at how to build user trust through a few questions.

How to make users trust

Let’s draw out the answers through examples happening around us.

1. The first factor affecting trust

Question: If Alibaba Chairman Jack Ma and Du Zhao both approach you to discuss a business partnership, who would you choose?

Question: The company is recruiting a product manager. Between Zhang Dalong who has work experience at Tencent and Du Zhao who was just fired by the business card team, who would you choose?

In fact, the answer is not important. Everyone should have understood that one of the sources of trust expressed in the question is strength. It doesn't really require any specific proof that strength can bring trust.

When we select applicants, applicants with BATMD work background have more advantages.

The company’s official website often contains the logos of some famous companies among its partners (the picture below is part of the Tencent Cloud homepage).

When seeking financing, startups often say that their founding team is from BAT.

Who do you trust more?

In life, many people can often solve many problems by relying on "face". These are all examples of strength bringing trust.

2. The second factor affecting trust

Question: A migrant worker who just jumped into an icy river to save someone asks you to borrow 100 yuan for a bus ride home. Would you choose to lend it to him?

Question: If a waiter in a restaurant secretly tells you that you can’t finish the dishes you ordered and it’s best to turn down a few, would you like him?

Through these two questions, what is another key factor that affects conversion rate that we can summarize?

Yes, it's good intentions.

Obama talks to supporters in the rain

People who rescue stray dogs

Primary school students performing in the rain and school leaders holding umbrellas

Baidu's first page of search results is full of ads

Who do you think you like more? If this person were a product, which one would you choose to use?

3. The third factor affecting trust

Question: One person tells lies all the time, and the other keeps his promises. Who would you choose to be friends with?

Question: When you are on a blind date, which one would you choose to believe: a photo with 8 layers of filters or a photo without makeup?

Which one do you trust more?

An example of how trust affects conversion: Taobao product details page

Let’s verify the above content through the product details page of Taobao PC.

The picture shows the product details page of a certain brand of diapers. Let’s look for elements that can help users build a sense of trust.

1. Monthly sales volume: 65,000+: Build trust by demonstrating strength through efficiency, and use people’s herd mentality to promote purchases. If everyone buys this, then it means this thing must be good!
2. Cumulative evaluation 152099: The meaning is basically the same as sales volume. One thing to note is that specific numbers are easier to believe than approximate numbers. For example, many cosmetics advertisements say "skin burden reduced by 38%", "average 6 years younger"...
3. Collection product 93073 popularity: The meaning is basically the same as above.
4. High-quality header image: Think about Daniel Wu and ~ in the article, who do you trust more?

The picture shows the number of brands under the cleaning company (and these brands are all well-known brands). Trust is established by demonstrating strength, and the official authorization, endorsement from large enterprises, and realistic official seal style also make it easier for people to trust.

The whole picture is also a reflection of strength. The world's leading brand and 3 million mothers are both manifestations of strength. The use of real national flag patterns of various countries further strengthens the sense of trust.

In China, finding some photos of foreigners to use as illustrations, or using foreign elements can also help enhance trust. This picture shows the seller posting reviews from foreign users. Please note that sometimes the effect of your own words is far less than that of a third party's words. For example, you may not believe the seller's self-praise, but if it is said by your friend or a celebrity, you may be more likely to believe it!

Elements in actual products that are likely to trigger trust

Let’s summarize the specific elements that easily trigger users’ trust:

1. High-quality images and high-quality visual design of pages
2. Information, sales, and comments from other users
3. Endorsed by famous companies, powerful partners, and a large number of service groups
4. Friendly reminders, do not mislead users for business purposes
5. Use real-life avatars and celebrity endorsements (Taobao’s slow-selling grandfather)
6. …

Summarize

This article mainly describes the impact of trust on conversion rate, including the three sources of trust, some elements in actual products that easily trigger trust, and uses Taobao as a case to dialectically illustrate the topic of the article. But there are of course other important factors that affect conversion rate, which I will analyze one by one in the next few articles. You can subscribe to my column and check it out! I hope this will be helpful to you all.

Author: Du Zhao

Source: The Majesty of Design