E-commerce detail page conversion skills worth 50,000 yuan (2)

E-commerce detail page conversion skills worth 50,000 yuan (1)

By using comparison, you can instantly lower the image of your competitors and make your peers live in your shadow. Using comparison can make users feel that your product is better than the competitor's and ultimately choose you. This is also the third method that this article will share with you to improve the conversion rate of detail pages - using comparison.

Competition is particularly fierce for the top sellers in the category. Everyone is competing for price, traffic, and ranking. Today you are higher than me, and tomorrow I am higher than you. We study each other thoroughly. They may even use some not-so-kind methods, such as malicious bad reviews, malicious fake orders, etc.

For products in this situation, what approach should be used on the details page?

Best-selling, experiments, customer testimonials, scenario-based marketing, and fear appeals will not help you win over the competition. You are using it, and your competitors are also using it.

For example, if you say that your sales volume is 100,000+ and your competitor’s sales volume is 80,000+, then in fact, you have not won in the sales competition, you are both about the same.

A consumption behavior must be mentioned here. When we are shopping offline, if we see something nice, we may buy it directly. It is rare for us to walk several kilometers and then go back to buy it. But online, users will compare at least three products before deciding which one to buy.

The corresponding users will think: "Is this one better now, or is the one I just saw better?" Sometimes, even if they have a strong desire to buy, they still want to compare several more products to make sure that they buy the most suitable one. If you don't let me compare myself, I will feel insecure. After several years of development of e-commerce platforms, this consumption habit has been precipitated.

After users search for keywords, there are only a few products that appear on the homepage. Especially when the appearance of your products is not significantly different, they may choose one from the top ranked products. At this time, what you need to do is not to make users think you are perfect, but to make them think you are better than other products.

By using comparison, you can instantly lower the image of your competitors and make your peers live in your shadow. Using comparison can make users feel that your product is better than the competitor's and ultimately choose you.

This is also the third method that this article will share with you to improve the conversion rate of detail pages - using comparison.

1. The role of contrast

For example, the oven details page below uses three comparisons in a row.

Although its technology has only changed from a steam hole to a heating plate, users feel that the new technology is very high-end and has many advantages, while the traditional steam hole model has too many disadvantages.

Traditional steam vents may also have many benefits, but they are not written here. Traditional steam vents may have been eliminated long ago, and similar competing products may no longer use this model. However, users don’t know. What they perceive is: other products are still using the steam hole model, and the steam hole technology has too many disadvantages. This product is better than competing products.

If there is no comparison, how would this selling point be expressed?

"No scale, and in mint condition after 400 hours of heating", followed by a picture of the smooth and bright chassis.

The user will not be moved after reading this, because he may not have used an oven before and does not know why there is scale or the troubles caused by scale.

After using and comparing, the trouble of scale is obvious, and the advantages of the chassis type are more superior.

If you just say that it steams quickly, it is equivalent to throwing a conclusion to the user and forcing the user to believe it. Users may wonder why it steams so quickly and how fast it steams?

Don't draw conclusions for users, but provide them with evidence and let them draw their own conclusions. The basis provided here is the comparison of the two curves. At the same temperature, the former corresponds to less time, so it steams faster.

Through this case we can see that the power of comparison lies in that once comparison is used, it gives users the feeling that this product is better than others.

• Even if you are comparing only small details of the products;
• Even if the technology you are comparing with is no longer used by others;
• Even if the evidence you provide cannot withstand too careful scrutiny.

Although these three-screen detail pages use comparative thinking, many aspects are not done well. Now that we know about comparative thinking, how do we use this method?

Who to compare with? Comparing what? How to express it? This is what I want to share with you next.

2. Who to compare with

1. Upward comparison

If your product is not expensive but has obvious advantages, it is a low-priced, high-advantage product and is suitable for comparison with products that are more expensive than yours.

Affordable alternatives to big-name cosmetics, the use of certain high-tech in beauty devices, and Xiaomi mobile phones’ running score strategies all belong to upward comparison.

Take Xiaomi mobile phone as an example:

When Xiaomi phones were first released, the brand was not well-known and not many people used its products, which was similar to the situation of some e-commerce brands today.

How does it do that?

If there is no contrast, force it. It brought the big-name mobile phone brands of the time, such as Samsung and Huawei, to the assessment standards it set, and then compared them with them. Regardless of the results of the comparison, when standing next to Huawei and Samsung, the image of Xiaomi, a fledgling new brand, immediately becomes taller.

Then compare the running scores with other mobile phones. Its running scores are similar to those of big-name mobile phones, or even higher than them, but the price is still lower than them. Such a comparison fully demonstrates its high cost-effectiveness.

As for whether this running score can represent the quality of a mobile phone, and whether Huawei and Samsung recognize the running score results, we at Xiaomi don’t care. Anyway, I have set a comparison standard, so that users will feel that I am no worse than you.

Upward comparison: suitable for products with low prices and obvious advantages.

2. Compare downwards

If your product is priced relatively high and is better than competitors in terms of appearance, technology, details, etc., it is a high-priced and high-advantage product and is suitable for comparison with products that are cheaper than yours.

Sometimes it’s not that high-priced products are difficult to make, but that you don’t give enough reasons to convince consumers to accept your high prices.

For example, one type of headphones may cost more than other headphones.

If you simply say that the noise reduction effect is good, it will probably be difficult to impress users and convince them to accept your high price. Because I don’t know to what extent the noise reduction can be achieved, how better it is than low-priced products, and whether it is worth the higher price you pay.

Downward comparison: suitable for products with high prices and obvious advantages.

3. Cross-category comparison

What if your product is priced low and even with a magnifying glass you can’t find any advantages over similar products?

You can compare across categories like the ovens below.

This oven costs more than 300 yuan, which is not expensive among ovens. If we compare product design and technical content, none of them are as good as those ovens that cost 3,000 or 5,000 yuan. But if you spend more than 300 yuan to buy a microwave oven, you might as well buy an electric oven, which has a larger capacity and more operations.

By comparison, buying an electric oven for more than 300 yuan seems to be a good deal.

Cross-category comparison: suitable for products with low prices and no obvious advantages.

3. What to compare

To sum it up in one sentence, anything can be compared, and you can compare whatever you want to highlight.

1. Comparison of usage methods

2. Compare product designs

3. Comparison Technology

4. Other comparisons

4. Expression Methods

1. Headline: Different Benefits

When we browse the details page, the first thing we see is the big title, and sometimes we don’t have the patience to read the small title or small print. Therefore, the different benefits must be stated in the main title and try not to put them in the subheadings.

The following details page is a negative example. If we scroll through the details page quickly and only see the headline, the information we can get is the two words "dynamic iron earphones" and "working principle", which is equivalent to saying nothing.

Why not put the small print "more stable sound quality" or "better sound insulation" in the main title?

2. Make the differences obvious

If you can't tell the difference between the two things you are comparing after looking at them for a long time, the effect will be greatly reduced.

3. Highlight the key points and distinguish the primary from the secondary

The differences in a place can lead to many contrasts. But we cannot discuss each one in detail. We should highlight the most important and obvious one and just briefly touch upon the others.

The following details page does a great job:

The most important difference: one is cotton and the other is chemical fiber.

Other differences: whether or not there is alkalization, desulfurization, bleaching, pickling, and oiling processes.

If you browse quickly, you can also know the essential difference between pure cotton and cotton soft. If you look carefully, you can also clearly see the difference in craftsmanship between the two. This is the benefit of having a clear distinction between the primary and the secondary.

Summarize

I have summarized many ways to improve the conversion rate of detail pages, and comparison can be said to be the most powerful one among them.

It has the widest range of use, the strongest purpose, and the most obvious effect.

When using it in practice, you need to be clear about the respective advantages of yourself and your competitors, and use appropriate comparison strategies: upward comparison, downward comparison, cross-category comparison, highlighting the key points in the copy and pictures, and distinguishing the primary from the secondary, so that the effect of this comparison method can be maximized.

Author: Jinggege Marketing

Source: Jinggege Marketing