Promotion and Marketing: What to do if traffic is high but conversion rate is low?

What if you have lots of visitors but not a lot of sales? In other words, has your product/store conversion rate reached a bottleneck? It's a simple truth. Others saw your product and left. If you go to someone else's store to buy something, and then don't buy it after seeing it, then the reasons can be summarized as follows:

1. The product is too expensive and not worth buying

2. There are many similar products, too many choices

3. The product description is not good enough to tell what the product is selling.

4. The pictures are not beautiful, they are terrible...

So, what if the traffic is high but no one buys?

How to improve product conversion rate? Here are some common problems, and their solutions.

Problem 1: The quality of your product photos is poor

The biggest issue affecting product conversion rate is pictures. It is well known that pictures have a very high weight in a product listing. If the image is not well made, it is very likely that it will not attract clicks.

In a retail store, customers can examine the product from all angles and have the opportunity to try it on to see if it fits. So they know if it’s the right fit and worth buying.

You should provide a service that is as close to this experience as possible. It’s best to take photos of your product from different angles. Besides that, it is a good idea to model your product.

If the product pictures are taken casually, you can't expect customers to be motivated to buy. The image should not be too dark or have strange shadows. The product needs to be clearly displayed, perhaps on a shelf.

Without good product pictures, customers will not only fail to get a true feel of the product, but will also think you are unprofessional. So put your products in the best light and take better photos!

You can also build a small photo studio yourself, buy some samples and take the photos yourself. Some exquisite photos will greatly improve the conversion rate!

Problem 2: Unclear product description

It’s not enough to just improve your product photography, your product descriptions are also important. Ambiguous or even flawed product descriptions will cause people to exit the webpage immediately, and it will be impossible to get a good product conversion rate.

Product descriptions are very important. A study shows that simply touching a product can increase a person's desire to own it.

How can you truly experience the products online? Describing the product in as much detail as possible will make the potential customer feel like he is holding it.

A weak product description will cost you a huge opportunity to entice customers to buy your product. You lose the opportunity to tell a story and differentiate your product on another dimension.

Lacking good product descriptions can hurt your online store, but having poor product descriptions can do even more damage. Worse than an inadequate and unsatisfactory product description is a spelling mistake, grammatical error, or an inappropriate way of describing the product.

Think about it from the perspective of the Broken Windows Theory. The Broken Windows Theory (herd mentality) was originally used to analyze crime in communities.

This hypothesis states that broken windows or minor acts of vandalism in a neighborhood may not be a big problem in themselves, but tolerance of this small problem may develop into encouraging crime.

Now we apply it to cross-border e-commerce. If the product description a customer sees is not professional enough, he may start to wonder if the store is sloppy in other aspects as well.

Will the product be worse than promised? Are the loss and damage rates of packages also high? Is it safe enough to use my credit card to do business with you?

Go check your product descriptions right away, maybe your product conversion rate can be raised to another level.

Solution

Write better product descriptions. Here are a few examples:

Don't use words that mean almost nothing, such as: These socks have an innovative design and unparalleled craftsmanship.

It's a more specific description, such as: These socks are finely crafted, soft and comfortable.

Have you done everything you can to showcase all of your product’s benefits?

Instead of saying this: This blender has a 2-speed motor that runs at 27,000 rpm…

How about describing its usefulness like this: This blender's powerful motor can blend and press to any desired consistency...

Tell a story, or make sure there are no spelling mistakes.

Problem 3: The online store is poorly designed

When you walk into a store and find that the goods are displayed in a disorderly manner, it will be troublesome because it is not easy to find what you want. It can be frustrating when you end up choosing not to buy anything.

Would this experience happen online? Guess what.

When it comes to website design, there are two main issues that can put customers off:

First, it is difficult for customers to find the products they want;

Second, you may be arranging your products in a way that doesn’t encourage customers to buy.

The following are some of the reasons that affect product conversion rate:

①The link from the homepage to the store is not obvious

②Product categories are not all displayed in the same location

③Wrong product classification

Another design issue was the arrangement of the products, which also had some tricky aspects.

Online stores with a large number of products may want to create an online version of bulla bulla. For example, IKEA combines a bunch of items together to give people the feeling of selling a mountain of goods. The result of practice is this:

Moreover, even if the products are arranged neatly and orderly, it will make customers feel oppressed. In a sense, when there are too many pictures, people tend to skim and ignore the products, browsing the web page without seriously considering whether they need the product.

Solution

Find a good theme with a responsive design and make sure your store is easy to navigate. Our rule of thumb is that any product should be no more than 3 clicks away from the home page.

Of course, the way products are arranged also affects navigation capabilities. Make sure each product has an intuitive category and every product is included.

As for the best way to arrange your products, there is scientific evidence that you shouldn’t overwhelm your customers with overwhelming images. The solution to this problem is to segment your products better, introduce product descriptions with links, and make it clear to the customer where to find the product he wants.

Make the product intuitive, give customers a chance to seriously consider the product, and give them a good reason to buy it.

Problem 4: Not yet building a trusting relationship with customers

The shopping experience in a physical store gives people a sense of trust, even if it is a street stall. Because you can get the product immediately, and if you have any questions about the product, you can stay in the store for a while longer. At least before you buy, you’ll chat with the owner and get to know her a little bit.

On the Internet, this doesn't quite apply. What do you think when you go to an online store that doesn’t have:

There was only an “About Us” page with no specific details about the company and only some intangible value proposition.

No recommendations or product reviews.

No news reports.

There is no name, phone number or email anywhere on the site.

Your payment information cannot be guaranteed to be secure.

Do you feel safe buying products on such a website?

Solution

There are many things you can do to improve your store's credibility.

Make a good “About Us” page with your story. Tell customers about your background and why you opened this store. And at least include your name so that the client can address you in a way other than "Dear Boss..."

Have you ever worked with the media? If so, highlight this.

If there isn’t a lot of media coverage, at least integrate some product reviews. According to online magazine Net Retailer, adding product reviews to your online store can increase e-commerce conversion rates by 14% to 76%.

With the product review app, you can easily integrate customer reviews into your online store. For example, Raw Generation has a dedicated product review page with nearly 700 customer reviews.

While it's not necessary to have a dedicated phone number to handle product inquiries, you should at least have an email address so customers can reach you.

You need to give people enough reasons to believe you, either by hanging on to your story or providing third-party testimonials.

Here are some tips for attracting traffic from overseas independent station marketing:

20 Growth Tips for Overseas Marketing

1. Advertise on Quora

In fact, few people know that you can place ads on Quora by yourself, so the competition is small and the CPC is very low.

2. Advertise on Pocket

Pocket is a world-renowned delayed reading (collection) tool with precise positioning and low CPC price.

3. Deliberately create errors in emails to customers

When writing an email, deliberately forget to include the link to the landing page/promotional document. Then after an interval of 1-5 minutes, the second email will be automatically sent. Oops, forgot to send you the link. Then put the link/documentation. In our experience, conversion rates can skyrocket while open rates remain constant.

4. Hide the redirect cookie for 45 seconds

When placing retargeting ads for your website, don’t choose those people who exit immediately. Use JS code to hide the redirection cookie for more than 45 seconds, so that people who receive the redirection ads are those who have a strong interest in the website.

5. Use Live Chat

Popping up a chat window on a specific page and displaying specific content can better activate users. Abdul Hafez used this trick to increase user registration rate by 5%.

6. Outsource content

For only $100, you can get a high-quality dry word article (in English) from blogmutt or problogger.

7. Landing page design

A good landing page and design will help you improve your conversion rate!

8. Collect sales leads with pop-ups

Some pop-up tools can detect the user's mouse trajectory. Once the user is about to move to number X (exit behavior), a pop-up window will appear to retain the user - this is a good opportunity to collect leads.

9. Find niche topics

Finding vertical topics on reddit, linkedin group, and quora and actively interacting with them can attract many targeted users.

10. Put Emoji in the Email Subject Line

According to Abdul Hafez’s experience, this can significantly increase the open rate (refer to the product hunt email)

11. Complete Google+ information

Adding a real-life photo to your Google+ profile can increase your Gmail open rates

12. Use Gmail Ads

Adwords has a Gmail advertising feature that can match ads based on keywords in emails received by users. This trick can match your competitors’ promotional emails and keep up with their pace.

13. Track your competitors

Ghostry can identify what third-party code is running behind your competitors’ websites. This way you will know its advertising distribution channels, website analysis methods, and strengths.

14. Use browser push

Some people may not know that browsers can also push notifications like apps, and the conversion rate is very high. It is recommended to use the push crew tool.

15. Collect more emails

Overseas marketing relies heavily on email lists. Using the Hello bar plugin, you can collect user email addresses on your website.

16. Get more Twitter followers

Tweetfavy can significantly increase your Twitter followers for only $19 a month.

17. Add the URL to the navigation site

For example, Launching Next is a startup navigation site with considerable traffic.

18. Advertise on capterra

A well-known foreign SaaS search engine, a destination that software companies flock to. Advertise the software on it, in the words of Abdul Hafez. CPC is less than $2, super precise users.

19. Ranking on Quora and Reddit

Go to fiverr and find someone to help you get votes, likes, and comments to increase the exposure of your posts.

20. Turn popular articles into videos

Use ahrefs or buzzsumo to find the most popular articles in your niche, then adapt the articles into videos and post them on youtube to catch the attention.

Source: March Dream