如何提高外贸网站转化率,降低跳出率?

How to improve the conversion rate
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Article List

After the outbreak of foreign trade orders are becoming less and less, online channels began to shine, more and more people realize the role of independent stations. A large number of people began to build 2B foreign trade official website or 2C cross-border e-commerce website. Mi class Yan Sir offline station building class is hot, although the cost is up to 10,000 more, but still in short supply to run a period after a period.

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Many people say that foreign trade independent station is the next windfall for foreign trade enterprises, in fact, this sentence is only half right, the front should add "high traffic", "high conversion rate" these 2 modifiers. No traffic, low conversion rate of the site is like no traffic, low purchase rate of physical stores, a waste of time, money, rather than end early.

Many people think that the independent station will be built up inquiries, orders, can not wait to build the station. When the site was built and found that the effect is not as expected, the inquiry is pathetic, and slowly the independent station began to be beaten into the cold. Compared with B2B platform independent station has a fatal flaw: no optimization of the case of no natural traffic.

阿里国际站一年要好几万块钱,虽然询盘质量很一般,可是只要上传产品就会有流量分配(不然就没人续费了)。独立站从名字就知道它不归属任何平台,所以费用超级低、很自由,可是也没有流量分配。目前来说网站要想获得流量只有引流(投广告,发开发信,联盟营销,社媒等)和做谷歌搜索排名优化(SEO)这2个方法。

SEO optimization is the most cost-effective and the best way to attract traffic compared to advertising.Google SEO Optimization ServicesThe cost is low, the results are guaranteed, and no renewal is required.

High traffic + high conversion rate of the site is meaningful, foreign trade independent station must do to attract traffic, improve the conversion rate, one of the two is indispensable.

 

Why is conversion rate so important?

Conversion rate can greatly improve the amount of orders / inquiries, save advertising, traffic costs. Traffic alone, if the conversion rate does not work, it is likely that the basket is empty. Especially for websites with Google/Facebook ads, each click can cost a few dollars or more than ten or twenty dollars, and the average advertising cost of an inquiry can be as high as tens or even hundreds of dollars. Conversion rate and bounce rate are closely related and affect each other. Improve website conversion rate natural bounce rate will be reduced with.

 

How to improve the conversion rate of foreign trade websites?

Conversion rate involves the company's selling points, product advantages, the grasp of customer pain points and human nature, very profound. We only know the skinny, the following is our own business and access to relevant research information summary of the factors that have an impact on the conversion rate, if you have better ideas welcome to comment exchange together to improve the article.

 

Trust Factor

The trust factor is the content that increases customer trust. Simply put, it is the content that makes customers trust us, feel good about us and want to work with us. Business is actually trust, the first thing customers consider when looking for suppliers is the issue of trust. Only believe in the strength of a company, professionalism and so will place an order to each other. Price is also very important, but only to get the customer's trust first to have the opportunity to bargain with customers. Solve the problem of trust is the key to obtain foreign trade orders.

What specific content can improve customer trust? In fact, the website is equivalent to a development letter, usually you will write how to send a letter to gain customer trust you will put which content on the page. Here are a few of our suggestions for website content.

1- Add content such as customer reviews, success stories

I believe you have seen the customer reviews section in many websites, foreigners like to read reviews first when buying the same product, there are many foreign websites specializing in reviews. For example, Yelp, TripAdvisor, etc.. Adding a customer evaluation section to a foreign trade website definitely helps to improve trust.

2- About us page to write down company history/story, company vision, etc.

Companies/people with stories and personalities are more likely to gain empathy, recognition and trust. We often read articles related to building websites abroad and find thatEach oneThe author of the article will write 2-3 sentences describing personal information in the profile. For example, "love playing badminton with my husband and trying to beat him", "love cats so much I could spend all day with them". Some bloggers set up their profiles with personal experiences, such as the 50 most incredible things they've done, their life and journey from graduation to now, etc.

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3- Increase the content of social responsibility and humanistic care

Many foreign companies write about social responsibility, do not work with sweatshops, donate to charities, etc.. It is to express themselves very formal, social responsibility, trustworthy, after all, no one wants to cooperate with "bad companies". Foreign trade websites are also recommended to put appropriate content, we have written on the home page of our own handbag website to attach importance to the life and welfare of workers, to provide satisfactory compensation and a safe and comfortable working environment.

4- Let customers know as much about us as possible

Trust comes from understanding. We are always wary of the unknown, and we are more receptive to familiar people and things. Let customers know as much as possible about us helps to improve trust. Try to introduce your company/products as much as possible, preferably with pictures + videos. For example, production workshop, staff dinner/activities, professional company introduction video in English, machinery and equipment, factory inspection report, cooperative big customers, export countries and share, etc. Trust comes from understanding, the more advantages of understanding, the higher the trust. The above are just suggestions, different from industry to industry. Some large customers will send a document (similar to the factory inspection report) before cooperation with suppliers to fill out in order to better understand each other, that document to fill in the contents of the customer care about the point, it is worth reference!

5- Create key pages to build credibility

About and Contact pages are a must. the About page is already mentioned above and the Contatc page should show the physical address, phone number, email, social media, etc. Users show that there is a real company behind our website, reliable and professional. It is also convenient for customers to contact us at any time.

Terms of Services, Privacy-policy pages and cookie collection alerts (usually pop-up notifications) are also essential. This is to comply with the EUGDPRPrivacy law, but also to let consumers understand that this is a regular website, a regular company. The terms of service inside the terms can also protect some of our rights and interests. If it is a 2C website should also produce a return policy page, so that consumers are clear about the conditions of return and exchange as well as methods to avoid disputes later, to protect the rights and interests of both sides.

6- From the customer's point of view

We have seen many foreign websites, and the feeling is very different. The domestic website is basically a yellow woman selling melons, mainly about the merits of their own company, and the merits with some water. Generally do not do news page blog page, news page generally send some company holidays, activities and other developments. Foreign websites in marketing is really good, the website content around the customer pain points to write, from the interests of customers. Condense the company's selling points and customer accurate portrait, focus on marketing.

The vast majority of foreign trade enterprises for the first time do not know how the site is good, how should be done, basically choose a template to build a site, there is no design / marketing to speak of. Most of the construction companies do not understand foreign trade marketing, it they do not want to understand, as long as the template to do a little exquisite, and then blow their company how good on the line, domestic customers eat this set.

Our foreign trade website templates comply with the AIDA consumption model, marketing around customer pain points, and design to follow the fashion trend. All templates can be changed according to customer needs, and even build/imitate websites according to customer design drawings. For more details, please check ourWebsite Package Details.

 

Information Communication

It doesn't matter how good we make ourselves look, the customer has to get it. Don't brag about yourself too much, don't put a lot of advantages, this will be counterproductive. Pick the key content to express, moderate expression, and key information and key information to add hyperlinks between each other to guide customers to click.

The website menu/navigation is as simple and clear as possible, easy to understand, and convenient for visitors to identify and understand. Product categories as far as possible to control the 3-6 categories, too few categories unclear customers can not easily find what they want, too many categories too detailed is not as good understanding, find. Two customers reflected that their products are many types, and many models, must be divided into many categories. In this case, it is recommended to make 2-3 websites and divide all products into 2-3 categories and then put them into different websites for marketing. Or only the important categories into the website, other categories with a little text or picture description to let customers know that we can do it, no need to create additional categories uploaded to the site, and then increase the categories or new website to do up.

Text layout also requires a little skill. Most people read with a Z- or F-shaped eye scan, so putting key text in the Z and F trajectories is good for customers to get information.

Z-shaped text layout   F-shaped text layout

50% U.S. PopulationReading level below 8th gradeTry to use short sentences and paragraphs and simple grammar.Hemingway is a free online tool that pastes sentences into the box on the left and gives suggestions on how they should be modified to improve readability.

 

Video>Image/Icon>Text

One of the reasons for the success of Jitterbit is that it is in the form of video, which can convey more information than pictures, text and audio and is more infectious. Customer reviews and company presentations, etc. will work much better than graphics if they are displayed in video form.

Video also has disadvantages, viewing time is long easy to get the point, slow loading speed. Some of the simpler content would be better expressed in pictures. A picture may convey as much information as 1000 words. If we want to describe the factory environment is good, the workers are happy to work here, the compensation is reasonable, the company often organizes activities and so on, we may have to use a lot of words to describe, and the customer will be very hard to read. If we match a photo of workers playing basketball or doing activities, with a smiley face and a neat and tall workshop or building in the background, the customer can get the message we want to convey at a glance.

The advantage of icons is that the information is simple and prominent, suitable for conveying brief information, but also can play a beautifying effect of page layout. Generally, the company's selling point or some paragraphs of the description of the text in front of the icon will be added, visitors will know at a glance the text is probably about what content, icon + text also seems less stiff and boring.

 

Online Chat Tools

Many websites install online chat tools such as WhatsAp, Facebook Messenger, Tidio chat software, etc. The advantage of online chat software is that you can communicate with your customers instantly online, which is much more efficient than email communication and naturally has a higher conversion rate. You can also get customer contact information to carry out follow-up communication.

But online chat also has disadvantages: 1- these plug-ins will slow down the speed of the site; 2- online communication on the salesman's English ability, product expertise, response ability requirements are high, if a question three do not know the expression of the words do not reach the meaning but affect the customer's first impression. 3- need to keep an eye on the information to do timely response, more than 1 minute no response customers began to leave one after another, the reason for jet lag is difficult to do timely response. I remember the god of material or Yi Bing said that you can communicate by email as much as possible not to choose online communication, email communication can slowly think how to reply, organize the language. Of course, if your English is very good, the product and so very familiar with the professional, when I did not say. The god of information has introduced the charm of Cool Call, that is mainly used to promote the single, we can be fully prepared before giving customers the phone. Not the same as the first contact with customers online chat.

Do not do online communication function according to their own situation analysis, there is no right or wrong, only appropriate or not. whatsAp, Facebook Messenger and other online communication is the benefit of knowing the customer's cell phone number / Facebook account, late reply can also contact the customer, the disadvantage is that the customer's cell phone / computer to install the appropriate software, the computer side of the chat customer to scan the code to log in Chatting.

Tidio, Live Chat and other online chats are the most convenient for customers to initiate a chat directly without logging into their accounts by filling in their email and name. You must set the customer to enter the email, name and other information first before you can initiate the chat. The disadvantage is that we need to install the app on the computer/phone to remind the customer to send a message in time. If you reply late, you may not be able to contact the customer.

We generally recommend to do click on the pop-up message + WhatsApp. most foreign customers like to send messages, do not like to chat online, did Ali international station people know more clearly that not many customers will choose to communicate online, online chat is also directly ask the price and so on, and then play disappear. Some customers are willing to communicate online will be willing to scan the code to log WhatsApp to send information over (cell phone side directly call app chat without scanning login). Our foreign trade website has many customers contact us through WhatsApp, communication is more convenient, you can also build a group to pull colleagues in. Sending files, viewing chat records and so on is more convenient, and the communication experience is much better than Tidio and so on.

Some studies say that most orders from 2C cross-border e-commerce standalone sites are the result of impulse spending by visitors (similar to Poundland), where customers don't necessarily need the product, they just buy it on a whim and feel good about it.2C e-commerce website to convert high must not give customers time to think and wait. It is best to let customers place orders immediately and complete payment as soon as possible. If there is a professional customer service, 2C website or do Tidio and other online communication better, the customer experience is better, but also timely response. If you don't have that condition, it doesn't matter, Amazon and so are no customer service, product descriptions are super short, even the details of the picture only 2-3, the customer self-service orders.

 

Registration, payment process (2C)

We read an article about how one of the main factors that causes customers to abandon a purchase is that they find the registration and payment process too cumbersome. So the simpler the checkout process, the fewer the steps, the better! We build a cross-border e-commerce stand-alone site to simplify the payment process as much as possible, payment interface as little text as possible, as little information as possible for customers to fill out. As mentioned above, most orders from 2C cross-border e-commerce stand-alone sites are the result of impulse spending by visitors, and the bet is on the customer's "impulse", the goal of 2C sites is to be fast, so that customers can quickly make a decision and quickly complete payment.

 

Multilingual/Multisite

Many customers will ask us to do multi-language, think more customers in one more language. We have to explain to customers every time the advantages and disadvantages of multilingual help customers judge (so tired), now write here, who asked in the future to send articles to TA see. Multilingual is divided into about 2 kinds, the first is only one site, using software to translate multiple languages, different languages URL prefix the same, suffix to end with the language abbreviation. According to the different translation software, some sites multilingual SEO effect (pre-translation saved in the database), some do not (generally instant translation). The other is a multi-site multilingual, each language has a separate site, different site URLs are not the same, each site has SEO effects can be indexed by search engines into the rankings.

We do not recommend doing multilingualism for 2B websites, unless your company is deeply involved in a small language, or the target market is a small language, then do it. English is a very common language, as long as you have gone to college or the client company is a little bit bigger, the buyers will speak English.

Multilingual can be said to be specifically for small customers who do not know English, the order rate as well as the order amount is very probable very small, and the communication process requires the use of translation software chat very tired also may be details of communication errors. So really do not recommend 2B to do multilingual / small language.

2C is still recommended to do multi-lingual it, have the ability to have a team if the best to do multi-site, a site a language. Different sites can have different pricing strategies, different currency display prices, different payment methods, different promotional methods, different page layouts, decoration styles, etc.. It is helpful to increase the order volume as customers like it and place orders without communication. Multi-site requires each site to upload products individually and so on, which is time-consuming and laborious.

No professional team or do not need to set different prices for different languages and so on, do a stand-alone site on the line, withTranslatePressThe translation of the plug-in to achieve multilingual functionality, with SEO effects can do Google ranking traffic.

 

Mobile Optimization

Research shows that the website 60% more than traffic from the mobile side, the mobile side of the website has become the main battlefield of the website, if you have not paid attention to it hurry up to get! If you have invested in Google ads you will find that only set in the computer side of the traffic will be very little, a day can not burn much money. If you set the cell phone, then more advertising quota can be consumed.

The overall browsing experience on the mobile side is worse than that on the computer side. The text, pictures, size and everything else on the mobile side looks smaller, the layout is very restricted, and the page loading speed is also worse. Optimizing the mobile side also brings higher traffic and conversion rate than the computer side, so it is necessary to optimize the mobile side in particular. Now not many people pay attention to this, as long as we do what others did not go to do, is an opportunity.

 

Optimize page loading speed

Speed is critical when it comes to user experience. AConsumer Researchshowed that the stress response to movement speed delays was similar to watching a horror movie or solving a math problem, and was more stressful than waiting in line at a retail store checkout.

Speed is the key to victory. Details.https://web.dev/why-speed-matters.
Pinterest reduced perceived wait time by 40% and increased search engine traffic and registrations by 15% directly.
COOK reduced the average page load time by 850 milliseconds, resulting in 7% more conversions, 7% fewer bounces, and 10% more page views per visitor.

 

Google AMP

AMP is a page acceleration program launched by Google, which simply means that by deleting the page features and streamlining the layout to play the purpose of accelerating the site. AMP was very hot in the first few years, because it can greatly improve the speed of mobile, to know the speed of mobile is very difficult to optimize.

But AMP popular after a period of time we found not quite right, the site conversion rate dropped more than 50%! This is to be expected, the original page is beautiful like a flower girl with makeup dressed beautifully. Now AMP to remove people's makeup, replaced with a very plain kind of factory jumpsuit, the success rate of blind dates naturally greatly reduced. So we began to abandon AMP plug-ins one after another, Google officials also said not to have expectations of AMP, and now do not recommend that you use AMP.

 

Banner Multi-image Rotation

Basically every website has a Banner ad image, especially 2C websites, some are multi-picture rotation some only one picture. Diamo recommends to put only one picture, not to do multi-picture rotation. Because this is the fastest, the best results!

大部分国内网站很喜欢放多图轮播,能多宣传卖点。可是banner多图轮播非常非常非常影响转化率,一是因为轮播代码繁重,二是图片多页面体积会很大,三是banner大多放在页面顶部非常影响首屏内容显示效果。点击查看轮播图降低转化率的6大原因.

For 2B website, the effect of multi-picture publicity is not as good as a single picture. Too many points of sale is equivalent to no point of sale, the information is too cluttered visitors can not get the focus, the effect is not good. And many visitors will not click on the rotation of the picture, look at one directly after skipping. Refine all the selling points into 1-2 selling points, with oversized fonts in the most conspicuous position in the banner focus on publicity, straight to the visitor's soul, so the effect is the best. If you can not distill all the advantages into one, it may be that your product positioning is not clear enough, the target customer portrait is not accurate enough, think again.

For 2C websites, you can put multiple images in rotation and pick the key content to put! Foreign prices are high, coupons and discounts are very helpful to attract customers to place orders, and businesses like to have events (Black Friday). Most foreign 2C sites will put coupons, special offers, special events and other information in the Banner picture, visitors also know that the banner rotation picture inside the information, will go to see.

It is recommended not to P the text inside the image, but to add it above the image using the code. This way the text is displayed clearly on all sizes of devices, can be indexed by Google (with SEO effect) and can be translated.

 

产品、文章轮播/幻灯片

很多人喜欢在首页使用轮播/幻灯片的形式展示产品和文章,觉得这样能显示多点产品,节省空间(尤其是在手机端)。我们觉得这样不利于转化率,我们也不会主动在客户网站使用轮播。一是轮播的JS代码比较影响页面加载速度,二是轮播对信息的展示效果不好。客户不一定会主动点击轮播箭头查看其它产品、文章,轮播可能起到反作用。建议直接把所有产品、文章直接显示出来,1行放不下就放2行,尽量不要超过2行。

 

Advertising pop-ups

Two clients asked us to add ad pop-ups to their websites, so that every time they open a page, ads, inquiry forms, and subscription windows automatically pop up for customers to fill out. This is definitely a domestic marketing idea, many domestic websites like to engage in this, especially medical and service websites, bombarded to the point where customers are overwhelmed.

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The above picture is a peer website pop-up ads, every page has, after closing a few seconds pop-up again. Block the content of the page can not be closed, you say it is not annoying. Some people will say that the effect is good to play a hint to guide the effect, the probability of customers leaving information to contact customer service increased. For their own benefit deliberately make the customer uncomfortable, smart customers will think what? This is a matter of opinion, I do not comment too much.

This set is only suitable for the domestic environment, not for foreign, I have not seen a foreign site so engaged. If foreign trade get this frequent advertising pop-ups customers will feel very annoyed, immediately leave. And so large pop-ups blocking the content is very affect the customer browsing experience. Content under so much effort to optimize, the results because of a pop-up window before the work abandoned, it is not worth.

It is recommended to pop up the window only once and shrink it into a button not to actively pop up again after closing. It can also be set to display only on certain pages, or after the user scrolls down the page 50% or more, to reduce the disturbance to the customer, yet let the customer know it exists and can find it.

 

Click on the inquiry pop-up window

尽量在每个页面显眼位置放一个询盘按钮(点击弹出留言窗口)或者表单,暗示引导客户发送询盘,也方便客户留言给我们。一般是在首页底部,联系我们页面,footer或者侧边工具栏放置询盘表单。我们建站会同时把询盘弹窗按钮+页面转发分享按钮+WhatsApp聊天按钮+Totop回到顶部按钮都做在侧边浮窗版块里面,这样就很方便、主观。

 

Page social media forwarding sharing function

Most of the websites have social networking site sharing function, so that visitors can easily share the page to their Facebook, Twitter and other pages, or send email, WhatsApp, Skype to their friends, print, etc.

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If the page content is of high quality, visitors will be happy to forward and share it to their own website or social accounts, which will bring external links and traffic to the website and improve its ranking. We also need to forward the pages to social media to increase the weight, so it is very necessary to do the social sharing function. Most of the websites only put the sharing function on the article page and product page, we suggest to add the sharing function to the sidebar of the page for easy use, and all pages can be shared and forwarded.

 

FAQ section

FAQ section is also one of the essential content of the website, it can be short and direct to convey important information. FAQ section content should not be written too long and too detailed, we are not to answer customer questions, instead we want customers to have questions, and then send inquiries to us! The purpose of the site is to get information about the target customer and then marketing, leading to orders! It is recommended to put some FAQ insideUseful for customersIt is good to have a short and simple content that increases the impulse of the customer to send a letter tray.

For example, one of the questions and answers in our handbag website FAQ: How to deal with the goods if received with bad quality? Answer: We attach great importance to product quality and have a strict and perfect QA, QC system to strictly control the production. All products will be carefully checked through X process before leaving the factory to make sure there is no problem before entering the packaging. If you receive defective goods please contact us first, we will send you a brand new product to replace or refund the corresponding amount. Refunds are definitely deducted from the amount of the next order, replenishment is also shipped with the next batch of goods, these do not need to write out, customers complain about quality issues and then mention it.

 

Article Directory Navigation

The content menu navigation on the right side of the article (below) is called the article table of contents (TOC), listing the subheadings H2, H3, H4 (which can be set), etc. Clicking on the corresponding title will jump to the corresponding content.

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TOC is very useful (especially for articles with many chapters), visitors can easily understand the structure of the article and locate the corresponding content, making the browsing experience very good. The links to the TOC can also be indexed by Google and displayed in the search results (orange box below), which is very helpful to increase the article display rate and click-through rate!

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Article page must do article directory function! Now we give customers to build a site, the article page standard TOC, and we do the site's mobile TOC can automatically shrink the background translucent, as far as possible not to take up position does not block the content while facilitating customer click, the specific effect please use the phone to open any article on this site to view.

 

Install the monitoring and tracking plugin

InstallationLucky OrangeThe website tracking plug-in, such as the one that automatically records screens and statistics for each customer service visit. You can clearly understand which pages customers clicked on, what content stayed longer, from which page jumped out of the site, and whether the process of sending inquiries encountered any problems. With this information, you can optimize the website content, structure, functionality, etc. to greatly improve the conversion rate.

Especially for Google Ads, modifying the content appropriately according to the customer's visiting behavior can improve the conversion rate.

 

Other

The following are some of the conversion rate and bounce rate impact may not be very large, and a little interesting content, written for your reference only.

1- Phone and email add links that can be clicked to bring up the mobile dial pad as well as the email client. This saves customers time and also allows Google Analytics to track conversions.

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2- Jump to the thank you page after submitting a form inquiry, which allows Google Analytics to track conversions and let visitors know the form has been submitted. You can also set up an email to be sent to the visitor's email address automatically after submitting the form, with the content "We have received your message and will contact you as soon as possible, if you have any needs during the period or have not received a reply for too long, you can also contact us by replying to this email".

 

What other factors do you think affect the conversion rate of independent sites? Welcome to discuss in the comments below, I will properly adopt the update to the article inside.

End

Article out of date? Have a better opinion? Have a question? Please leave your comments below and we will follow up.

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