3 factors that influence high conversion rates of products (Part 1)

All website operation work has only one purpose - to promote conversion ! If conversion fails, all the work will be in vain. Many novices and even friends with several years of work experience may have encountered the following problems:

1. The traffic generation and user interaction are good, but there is just no conversion!

2. Users are always hesitant, worrying about this and that, and lingering on the edge of a deal!

3. Why is it so difficult to sell products with promotional copy packaged by others?

In today's article, we will talk about this topic and provide some ideas for you when writing some transaction copy. We hope that reading the following text will be inspiring to your actual operation process!

Main text begins

Since they are already your targeted users, I believe that every user has a need for your product, so we will not discuss this today. Then what we need to consider next is why the conversion rate is still so low even though users have demand?

Will people definitely buy your product if they have a demand for it? In fact, it is not enough. In He Yang’s opinion, there are at least two very important factors that we need to spend time thinking about: trust and user impulse! Let’s talk about them separately, starting with the first one today.

Before we start, let's take a look at a picture drawn by He Yang, which can help you better sort out your thoughts:

1. Improve user trust

People are born to be skeptical, so users will not trust you at the beginning. At this time, as operators, we must find ways to package products from different angles to lower the user's psychological threshold. Here He Yang will share with you some ideas on improving user trust that he summarized in his previous work.

Note: The ideas are for reference only. Friends should make specific choices based on specific products!

1. Zero/Negative Risk Commitment

There are two types here, namely zero-risk commitment and negative-risk commitment. The words we often hear in advertisements are "full refund if there are any quality problems with the product" and "10 times refund if there are any quality problems with the product".

Don't underestimate these two promises. They can often make users feel completely at ease, because users are often not sure about the quality of the products when buying things. What this means is that they have to take risks, and people are born not like to take risks. At this time, if we can bear part of the risk for the user, and even provide additional over-subsidies to the user if there are quality issues, then he will be more likely to trust you.

However, in actual operations, we cannot apply the same words to our own products. The differentiation of products and sales models needs to be set up separately, but the idea is the same. You can try it yourself. One thing to remind you is that the quality of your product must be reliable, otherwise you will lose all your money!

2. Executable after-sales

Why is it executable? In actual operations, we can find that many zero/negative risk commitment copywriting sounds very good, but there is no executable decision, which is not acceptable! Executable and perfect after-sales service is a very important link, but many friends may not care about it. Why do I say that? Think about the following passages. Which one do you believe more?

Scenario 1: If there is a problem with the product quality, you will get a 10-fold refund!

Scenario 2: If there is a problem with the product quality, we will refund you 10 times the amount, and we will fulfill the promise within 1 hour after confirmation!

The first one only mentioned refund, when will the refund be made? Many people have doubts. But the second one is different, users have no worries at all!

3. Brand endorsement

This is also easy to understand. It is also called leaning on a big tree for shade. Finding some brand endorsements to support yourself is a common sales copywriting strategy. The user doesn’t trust you, but he trusts authority. In other words, you are taking advantage of authority.

All of Sanjiu Pharmaceutical's product brands are endorsed by the 999 brand, and some of Liuyang River, Jingjiu, and Jinliufu's product brands are endorsed by the Wuliangye brand. Whether it's Pantene, Tide, or Safeguard, they will tell you that they are produced by Procter & Gamble.

As a small business or individual entrepreneur , you may not have such a strong endorsement, but you can try:

If you write an e-book and someone highly recommends it, you will be able to sell it much better.

Once you develop a software and obtain the "Software Copyright Certificate" issued by the state, others will believe that your software is legitimate!

Or won the title of "Typical Innovative Enterprise" with strong support from a certain government;

Or maybe the product you sell is advertised on a certain TV station;

Or you can use search engines to apply for official website certification logos, add and improve corporate encyclopedia information, publish special articles on authoritative media platforms, and register officially certified new media accounts...

These have invisibly lowered the user's psychological threshold because his attention has shifted from you to the brand endorsement.

4. Recommended user groups

This method is also relatively common. Find some loyal users, and recommend them as typical cases, whether through recording videos, conducting interviews, promoting events , etc., or using data to display user usage, growth and other parameters in a prominent place on the website. Be as real as possible and close to life, don’t exaggerate too much, otherwise it will be counterproductive! Let other users intuitively feel that many people are using your products and the results are quite good.

Also, if these users happen to be acquaintances and friends of the user, the recommendation effect will be even better.

Remember: people are empathetic. When they hear someone else’s introduction, they will feel as if they are seeing themselves using your product!

5. FAQ module

This is a more traditional method, but it is very practical. To put it simply, it is to write down the user's concerns about the product in the form of frequently asked questions, such as the purchase process, refund details, usage methods, etc. It can be a video introduction or an article.

There is only one purpose, that is, you consider the issues that users are worried about in advance and present them intuitively so that users can see them immediately when they need them, which will increase their trust in you!

In fact, there are many other ways to improve users' trust in you. Everyone is welcome to communicate with me and more like-minded friends. You can refer to the methods mentioned above, and they are all put into action immediately. Let's take action!

In the next article we will focus on a more important factor in facilitation, which I call the facilitation catalyst. See you next time!

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