How to Increase Conversion Rate like a PRO | Shopify Dropshipping

How to Increase Conversion Rate like a PRO | Shopify Dropshipping


So today guys, we’re going to talk about how to increase
your conversion rates in your Shopify or Woocommerce store. We’re going to focus on improving
conversion rates in your product page, so we’re not going to talk about how
to optimize the funnel in the checkout stage or the cart page. We’re just going to focus on
improving your product page, which elements you should use in order
to improve your conversion and how to structure the product page correctly
so you get the best conversion rates possible. [inaudible] okay guys, so this video is going to be all about
how to increase conversion rates in your store it’s going to have two parts. The first part we’re going to talk
about what is conversion rate, where can you see your conversion rates? A few tips regarding how to analyze your
conversion rates and I’m going to share with you 12 elements that promote
conversion. In the second video, I’m going to share with you guys the
page structure that we use in our Shopify and WooCommerce stores. We’ve done hundreds of split tests and
this is the template that is working the best for us. I’m going to show
you exactly which elements we use, where do we use them and why
they are converting so well. Afterwards I’m going to share with
you a checklist that we’re using. Before we upload any product page. I’m also going to share with you a
few tricks and hacks that we use, in order to understand and get a few
signals regarding if our product page is going to be good or not. So
stay tuned until the end. I’m sure you’re going to get tons of
value from this video. Okay, let’s start. Okay guys, just a few
things I want to clarify. Conversion rates differ
between pricing points. If you’re selling a product for $9.99
Your conversion rates are probably going to be higher than if you’re selling
a product for $29.99 or $100. When people pay more, they do more research and the conversion
rates are generally speaking going to be lower. So this is first
thing to take into account. Conversion rates Also
differ between niches. So your conversion rates in a general store. If you’re selling a product for pet
owners is probably going to be different than your conversion rates in the same
store if you’re selling a beauty product because people are more likely
to pay and make impulse buying of a product that they really feel is
solving a crucial problem in their lives. So let’s say a posture corrector, is
probably going to sell better than a bone for pets. And the last thing I want to emphasize
is that conversion rates differ between markets. The American people behave differently
than the UK people that behave differently from the German people. Some countries are more skeptic. Some countries don’t have, the online shopping mentality. So if a product is doing well and
has high conversion rates in Germany, it doesn’t mean that it’s going to have
the similar conversion rates in the US so this is something also
to take into account. The next point is that
everything needs to be tested. You need to split test everything you do
on your store because if the conversion rates are improving
and you didn’t AB test, you can’t really know what is the
reason behind the improvement of the conversions. Just the fact that you assume
that something would work
better doesn’t mean that it will work better in
the actual real life. I had so many times that I assumed
that the product page will outperform a different product page and I was surprised
that the product page that didn’t look so well and I thought that wouldn’t
convert so well converted much better than the new product page which I’ve
created based on all my assumptions, so you don’t know how the crowd will
react and you need to test everything. Next thing is you must drive traffic to
your website and learn the benchmarks. You can spend hours in Facebook groups
and asking people what are their conversion rates and reading articles
about conversion rates and stuff like that. But the most important thing is that
you get to know the benchmarks of each niche and each market.
What do I mean by this? As soon as you drive a lot of traffic
for let’s say cosmetic products in your store and you get to understand
that cosmetic products, the conversion rate of cosmetic products
in the US market are around 3% so from now on, you know that every time you upload a
new product in the same market and in the same niche, and if the conversion rates are lower
than 3% so probably something is off with this specific product
page or specific offer. So where can we see your conversion rates? You can see them in the Shopify or
WooCommerce analytics dashboard. Here’s an example from one of our stores. As you can see you have here the add
to cart conversion rate and sessions converted. The next place in which you can see
your conversion rates are in your Google analytics dashboard, and you guys, if you haven’t connected Google
analytics yet, you should do so. It’s highly important. It’s a really powerful tool that you
can use to analyze and optimize your funnel. Here’s an example from
one of our stores. As you can see, I created a breakdown between
desktop and mobile users. And this is very, very important
because this way you can see two things. First of all, you can understand that if
your performance in desktop is better, so you might as well consider targeting
and creating adsets that are desktop specific and not using only auto-placement
and driving traffic only to your desktop website. This is the first thing and the second
thing that if you know that your conversion rates in mobile are lower, so you should enter your mobile version
of your website and try to optimize it because you want the mobile
conversion to be as high as possible, obviously, because the majority
of the traffic comes from mobile. Let’s cover now the majority of the elements that you can
use in order to promote a conversion. So the first one is scarcity. Highlighting items that are
low in stock and making people, letting people know that
the stock is running out. Here’s a quick example from Amazon. Even Amazon uses these kinds of tricks. As you can see only two left in stock. This is a thing that obviously
can promote conversion. The next thing is creating
a sense of urgency. Using countdown timers in your website, telling people that the limited
time promotion is ending by the end of the day or ending by the
end of the weekend or ending before Christmas or whatever.
Here’s a quick example from Best Buys’ website, as you can see
here, they have a countdown timer, which is ending by the end of the day. The next thing is the exit intent popup. This is not used so often in mobile
versions because the popups don’t look so well in mobile, but this is something that many websites
do use in their desktop versions. Just let me show you guys an example.
This is the Cinderella solution, one of the best offers running in the Clickbank
affiliate network these days. I’m here watching the video and as soon
as I go to the ‘back button’ I get this, this is the exit intent popup. Normally the website is going to try for
the last time to convert you and make you change your mind instead of
leaving. So as you can see here, they’re telling me ‘hold
on, don’t leave this page’. They might even offer me a promotion
– 20% off or even ask me to enter my email and then they can re-market and
send emails and try to convert me via email before I leave The website. By the way, this is something
that we use a lot in our website. We tested the mobile versions as well. The mobile popup didn’t work so
well for us, but desktop popups have improved the conversion in one of
our website in almost 1% conversion, which is crazy because when
you drive a lot of traffic, a 1% improvement in your conversion
rates can mean a lot of money. Okay. The next thing is having
a lot of call to action buttons. You want to make the purchasing process
as frictionless as possible for the buyer. So this means you have to
have a lot of buttons, not too many, cause you don’t want to confuse them, but you have to let them the possibility
to start the checkout whenever they want. Some people believe that
the call to action in the
buttons in the page should be similar. It means add to cart
or buy now or whatever. And some people believe that each call
to action should be a bit different and should approach the customer
from a different angle. So let me show you a quick
example from what Russell Brunson, the founder of ClickFunnels
is doing on his website. So you see here that the
call to action is ‘yes, I want my free copy of
the dotcom secrets’. Then you scroll down and suddenly You
see another button ‘ship my free copy. Now I’m ready to get started’…
‘ship my free copy now, I’m ready to get started’, ‘Ship
my free copy of dotcom secrets now, I’m ready to get started’,
Ship me my free copy now’… So they are using different microcopy, . This is called microcopy, the small
portions of copy in your buttons, in your call to actions,
it’s called microcopy. So using different microcopy along
the page it might be beneficial. It’s something that you should consider. The next thing is having
social proof and testimonials. So I divide this to two. Testimonials is the first thing you must
have customer reviews on your website and if you have images of customers using
your product and benefiting from the main benefit of the product,
obviously this is awesome. Also having video testimonials,
is something that can
really promote the sale. And the other thing is having social proof in a way
that lets the people understand, let the customers understand that
they are not alone on the website. That people know this website that it’s
not a shady website and this isn’t a scam. So let’s go back to
the example of Clickfunnels, As you can see here, you have many different videos
and testimonials of customers. I’ll show you another example
from the Inspire Uplift website. So they have a lot of
testimonials of customers. Obviously in my opinion, it’s better to have testimonials
that are detailed and really emphasize and elaborate about the
use of the product, how the customer, the potential customer can benefit
from using it. And on the other hand, this is a small social proof trick
that a Inspire uplift are using. They took this widget, and placed it under the add to cart section. And this basically whenever I entered
the website and I see that me and the friends of mine have liked the
Facebook page of this website, this gives me the understanding and
the feeling that more people know this website and it’s not a scammy website. The next element is product badging. So just using a small ribbon or even text
saying that one product or one bundle or one type of product is the most popular
or the best value or most recommended or any thing like that can really
improve the conversion rates and can make people choose this offer over another. I’ll show you an example from a website,
which is not e-commerce, exactly, It’s a website of a plugin for
WooCommerce, but it’s a good example. So as you can see, they’re offering 3 different pricing
plans and they’re using this badge, the ‘most value badge’.
So I bet that many people, even though it’s the most expensive
option since they say here with the badge that this is the most value its obviously, I’m sure it’s improved the conversion
rates and the amount of people that chose this option. We tested something similar with a product
of ours and we just wrote next to one of the choices, which
wasn’t the cheapest one, We wrote ‘most popular’ and people started
buying this option more just because we wrote ‘most popular’, we actually did an AB test and we saw
that the use of just writing ‘most popular’ has really increased
the conversion rate and
increased the amount of people who bought that specific option. And this was amazing and something crazy
that you should keep in mind as well. So product badging is highly important. Another thing I’m going to talk
about is upsells and cros selling. Cross selling is basically selling a complementary product to your customers, and showing them related
products that can also help them. You guys probably know this
from Amazon which uses it a lot. ‘frequently bought together’ and then
they are offering you to buy a specific bundle,… customers who viewed this also viewed
this and they give you ideas and it also makes you feel that this
website is more legit and also might improve your AOV because if people, buy for example one thing and they
think that also the other product can compliment and help them solve
their problems. So they might, buy that product as well, and
this will increase your AOV. Upsells, is basically you sell
something to your customers. And then you can offer the same product for 50% off or buy one
get one or any type of discount like this. As you can see here, an example of using the
quantity breaks app. So they are offering basically a
discount based on the quantity. So if you purchase two
of these you get 10% off, if you purchase 3 of these,
so you get a 50% off etc. And the last thing is
having an order bump. Order bump is just making a
small increase in the sale price, during the checkout phase. Here’s an example of an
interesting order bump. Basically order bumps is something that
use in the checkout page and not in the product page, but I wanted to show it
to you guys. It will increase your AOV , it probably won’t increase your conversion
rate but it will increase your AOV. So many people, many dropshippers and e-commerce store
owners just add this box underneath the credit card input fields. You can offer your customers premium
shipping or a complimentary product. And all they need to do is tick this
box and they’re already filled their payment details and now that they place
the order and you get the extra money. It’s kind of like when
you go to a grocery store, next to the cashiers they put choclates
like a Hershey’s and Mars bars because they know that these are things
that you will take on the fly. So this is the whole idea
behind having an order bump, just slightly increasing your AOV. So the last three elements I want to
talk about are visual elements, the GIFs, images and videos. On one hand, all of them promote the sale
and can promote conversion, but they slow down your page loading time. And one of the things you
have to understand is that
if someone clicked your ad and they’re redirected to your website, the last thing you want to happen is
that they will wait for 7 or 12 seconds until the page is fully loaded.
So you have to use GIFs, images, and videos in a right
amount and only place images, GIFs and videos that promote the sale
don’t just use any image that you find in your Aliepress’s supplier page or any
image that you created in Canva in your page, only use elements
that promote the sale, that make the customer feel is that this
product is the solution to his problem. So If it’s a cosmetic product, you can use a before and after
GIF or a before and after images, or if the product is a technical you can
use a ‘how to’ video or you can show a quick GIF that shows the features and
the actual solution The product provides. So many different ways to use visuals
in your product page but I just want to emphasize that you have
to use them wisely. Don’t just put into your product page
any GIF or any image that you see. You have to use only high quality
GIFs and images and videos and only visuals that you believe that
really promote the sale. Okay guys. So now after we spoke about few of the
elements that you can use in your product page. I want to share with you a
study that was done in 2017 which I’ve found it in Google scholar. So basically the study is kind of long
and they speak about what they tested and what influenced the buyers, and what improved their conversion
rate in the most significant way. And they found that
scarcity, social proof, and creating urgency are the best elements
that can be used in order to promote conversions. So keep that in mind when
you build product pages. Don’t neglect the scarcity element, the social proof and the urgency
elements. Obviously, as I said before, everything needs to be
tested. And different markets, different customers react
differently to different elements. So this needs to be tested. But
generally speaking, scarcity, social proof and urgency are elements
that should be used in your product page, sometimes in a more subtle way, and
sometimes they must be more aggressive. But they do make a difference and they
can improve your profitability and conversion rates. That’s it for the first part of the video. Check out the second part of the video
in which I’m going to share with you the page structure that we use for all of
our product pages in our Shopify and WooCommerce stores. And I’m also going to share with you a
checklist that you can use before you upload any product and launch
a Facebook and Google ads. Thank you guys for tuning in. I hope
you enjoyed this video. If you did, please comment below like share and
subscribe to our YouTube channel and join our Facebook group. [inaudible].

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