Streamline products to improve conversion rate

Streamlining the product, can greatly improve the conversion rate, this must not be difficult to understand.

If you have ever heard people say "pager is more", yes, this is the secret to increase the conversion rate by 10 times times!

Most people tend to create a broad list of services/products when they start selling something online. They believe that more products and services make it possible for them to recruit more customers and facilitate more deals. Look at the Amazon,ebay,taobao, there are enough types of goods on these sites for people to choose from, on the internet you can have an infinite shelf, of course, the more products more favorable.

If you have read the long tail theory, you must think that "more are decoupled" is very reasonable, most people think so. However, the fact that the unlimited extension of the product line is the first killer to affect the conversion rate. If you want to improve the conversion of product sales, you must simplify your product.

To illustrate this point, let's look at a very famous test by Sheena Iyengar

Less choice, more sales

Columbia University Professor Sheena Iyengar [is interested to refer to her book "The Art of Choice"] a free tasting booth was set up at a supermarket in Draeger, a supermarket for the upscale class, and displayed on a two-week-a-day Saturday.

In the first Saturday, 24 flavors of jam were provided for people to taste, while the other Saturday offered only 6 flavors. Now let's guess which of the Saturday sold more jam?

According to the "more the better" mentality, you should think that there are more options for the first Saturday will sell more products. But the result, as you may know, is not that the more you choose, the better it is for your product to sell.

On display of 24 flavors, 60% of customers stopped at booths and participated in free tasting activities, with 3% of them buying the product. In only 6 flavors of the show, 40% of the customers involved in the free tasting activities, but in these people, 30% of those who bought the product.

Great results! More tastes attract more people, and less tastes sell more products, 10 times times the former conversion rate!

Why is limiting the choice of space more conducive to sales improvement?

Shopping is like a moral tax. In most cases, it is not a simple choice between black and white. You need to understand the information available, evaluate whether it is right for you, compare it to other competitors ' products, and decide if you want to buy or not.

When you get a very detailed list of products, you want to use the decision process mentioned above to choose from all of these products one that you think is the best.

This is not a relaxing and enjoyable job!

This situation leads to what social psychologists call the choice overload [Choice overload]. In general, when people are faced with several choices, they always give up everything they've found and turn to something else, and maybe they don't expect to find the perfect one, but they expect a relative perfection inside. This may be the real version of the Monkey Corn.

Sheena's test results clearly demonstrate the theory that 97% of people with 24 choices choose not to buy anything, while only 6 of those who choose have 30% buy at least 1 products.

A wide variety of at least two aspects of the marketing business disadvantage. First, too many choices make it harder for consumers to find the variety they like, which can be a potential hindrance to buying. Second, a large variety of species increases the likelihood that each option will be shrouded by a "negative halo", which is a feeling of reinforcement, as if each option will allow you to give up some of the features you want and other products can provide.

Reducing the number of choices will not only increase the likelihood that people will make decisions, but also make people feel more satisfied with their choices.

However, our problems remain unresolved ...

How many options should be available on your comparative review page?

In supermarkets, fewer options mean more sales. Does this work in your online and affiliate comparison reviews landing page? Is there a magic number that can help us maximize the conversion rate?

Given the different online businesses, with my experience and research, offering 1 to 6 choices should be the magic number we're looking for. A case from 中文版 writing Software reviews shows that the site was modified from the original top writing Software comparison to top 3, WhiteSmoke, The conversion rates of stylewriter and ginger software were increased from 3%,5%,1.5% to 10%,15%,6%, and due to a significant increase in conversion rates, end software vendors WhiteSmoke and ginger Software's commission ratio increased from 30% to 45%.

Because of the conversion rate and the increase in commission ratio, eventually the site's affiliate sales monthly income increased by more than 400%.

Why do we limit the magic number to 1 to 6 and listen to my explanation:

Online retailer (frequent customer browsing)

If you are the owner of Taobao, or the online retailer of your own shop, you should offer 4 to 6 choices that will be better.

The people who love to shop are more inclined to the "go" word, that is, to browse, so that they have more choices will help capture their attention, but not let them choose to overload.

Amazon, for example, is famous for its rigorous sales tests, and the "Customers who bought this also bought" in their book pages shows up to 6 books that customers have purchased.

Note: The actual number depends on the width of your browser

SaaS Software is a service provider (a customer needs some kind of service)

If you sell Internet services such as software or online applications such as virtual hosts, cloud storage services, etc. that require a customer to pay monthly fees, my advice is to offer 4 to 5 choices to customers.

Usually when people need some kind of service, they think more about their actual needs than they want more or less. On the one hand, you need to meet the mild user, on the other hand, you have to consider how to meet the heavy use of customers. In all cases, you don't want any user to feel that they've got more services they don't need, but they have to pay for it because they can quit at any time.

For example, 37signals, another company known for its testing. They provide 4 to 5 plans for each software service. Is it a coincidence? I don't think so. Even Netflix offers 4 to 5 levels of service, and many web hosting companies offer 4 to 5 programs for customers to choose from, including their virtual hosts, VPS, and stand-alone servers.

Information product sellers (customers need advice and advice)

If you are an information product seller, such as an e-book seller on Clickbank, you should focus on the same product at the same time.

The reason is simple, people want to get valuable information from experts. Therefore, if you are not focused, people will naturally wonder if you have the ability to guide them.

What if you are a professional in many fields, or if you have multiple niche information? Many of the top information product sellers use different domain names for different niche and use different aliases.

Summary

The last thing I want to say is that I didn't ask everyone to take things off the shelves and the long tail theory is still valid. It's not contradictory, you just have to think about how to show the existing products and do some streamlining on the product display, which will greatly increase your sales.

How to streamline the product? You can create specific, exclusive categories. For example, if you offer online marketing training, you can offer 3 different options:

Junior Plan: You can provide a starter program for new people, how to apply for the purchase of suitable domain name, host, network management, web Design Foundation, Landing page design, wordpress Installation management, common tool installation configuration, how to apply for advertising alliances ...

Intermediate Program: Search engine optimization, Google Adwords,ysm,adcenter, Baidu promotion, such as PPC search advertising skills, aspires marketing,social Marketing,media buy and other promotional methods ...

Advanced Plan: To provide customized software tools, automated promotion, build stations, teamwork, project management and other aspects of training, and according to user needs customized training content, recommended to join the excellent team and so on ...

What, do you think this article is helpful to you?

Do you have a good case to share with us by streamlining the product and eventually increasing the sales?

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