In this tutorial, we will talk about the main causes, which greatly affects your product’s conversion rates, on the eMAG Marketplace platform. You can see the conversion value, in the main page of your seller account, right under the Product Health section.
In the eMAG Marketplace platform, Conversion shows the performance of your active products on the eMAG site. Conversion is a result of a ratio between the number of orders placed in the reference period and the number of your product pages views and is generally used to signify the percentage of visitors that turn into customers.
The first thing you should understand is that conversion rate is highly contextual. A seller who sells electronics isn’t going to have the same conversion rate as one who sells t-shirts.
Some of the variables that impact conversion rate include:
- the product type you sell
- the product documentation quality
- the product price
- the shipping tax and term
- the average order value
- the page views
One of the main tool for an increase conversion is the product customization. This could mean:
- a concise title
- high quality and rich information images
- a complete list of characteristics
- a generous description, including demonstrative photos or even videos
- a competitive price which reflects the quality of your product
- promo packs and gifts offered
- a fast delivery term
- an easy and quick return flow
- good reviews
- quick answer to customers questions on web site
Before you think about what to do to increase your conversion rate, you need to know what your current visitors are doing to set up your future tactics. Some of the most usual tactic is to improve each of the elements above, gradually.
Use the My offers menu form your seller account and see here which are the less visited products, products with a high return rate, the low ranking ones, or the products with bad reviews.
All of these are the red flag for you and provide you the answer to how to improve your conversions and sales.
Reasons for a low conversion rate:
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The product quality
When clients are seeking for a certain product, they always compare the price with its features. If your products features will not reflect the price, then the conversion rate will be a poor one.
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Unattractive prices and offers
You cannot maintain a high level of conversion rate unless you are competitive and always thinking of customer attractive offers that will still cover your costs.
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Poor documentation
A single image, few characteristics and a brief description will give to customers the felling of uncertainty in the purchase decision.
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Poor quality images
In online sales, the visual impact is decisive. Adding only few images, or images of poor quality, featuring very few details, will decrease the client interest and in turn meaning the conversion rate.
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Few characteristics
A great influence on conversion has the visibility of the product on the eMAG website. Product characteristics are included in the filters list, which customers use in their search. So make sure you fill in the entire list of characteristics from the template in order to make your product visible no matter the applied filter.
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Negative reviews
Negative reviews are posted by customers who bought at least one of your products and the experience they had was not as they expected to be. Negative reviews are generated both by the quality of the product, the delivery process or by the quality of services. They are extremely important reasons for why visitors leave your product page, without purchasing.
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You do not have a proactive attitude
Make sure you keep in touch with your client about any event or situation occurred in the particular process and propose a suitable solution for the client.
For a better understanding of the way the eMAG Marketplace platform works and can improve your online business, we invite you to visit the eMAG Academy section and follow more tutorials like this.
Keep up the good work!
