Hit a brick wall when it comes to conversions. How to improve?

by KNZ
9 replies
  • |
A bit of a general topic, but I've hit a brick wall when it comes to conversions. I am selling non-prescription medical equipment to a very specific niche (women over age 50) via a Shopify eCommerce site and Amazon. It is actually a foreign product and sells well in its home market, but has little presence in America/Canada (where I'm trying to sell).

The medical equipment is quite expensive at several hundred dollars, therefore most transactions are one time sales with limited repeat customers.

When I first started, I was only selling three or four a month. Now I am selling around 30-40 per month. However these sales are fairly static and I believe it can sell much more considering how successful it is in its home market. I am getting 600 hits per day on the site, and even if 1% converted that would be a huge increase. Customer satisfaction is high, but the number one complaint is that it is too expensive. I can't drop the permanent price at this point. I was thinking about offering free shipping, but the only way I could do that is by increasing the base price of the product which also wouldn't be attractive.

However, I'm not really sure how to get over this hump. Since the product is so niche, I feel like a lot of typical marketing tips are inapplicable. I am using Google Ads, Google Shopping, Facebook Automated Ads, Amazon Marketing, mailing lists, coupons, etc., and while those have certainly helped, none have really led to a breakthrough. Obviously I don't expect to triple sales overnight, but I feel like I am missing something.

Any general suggestions about how to improve conversions?
#brick #conversions #hit #improve #wall
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  • Profile picture of the author savidge4
    I am going to offer a suggestion or 2... go find the same item on Ali Express.. is it less expensive there?

    Next question to ask.. what are your delivery times? do you actually have USA stock or are you shipping from overseas? I would suggest there is a premium to be paid for USA stock ( faster delivery )

    I get the feeling you are drop shipping.. and given the fact that I am assuming you probably can get your hands on less expensive through Ali Express, that it might be in your best interest to "Stock" the item at a far lower wholesale rate - Use Amazon FBA and in your other point of Sale locations make it very clear you are selling USA stock with 3 day USPS delivery.

    By simply having the inventory "in Hand" I bet you triple your Net per product.
    Success is an ACT not an idea
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    • Profile picture of the author KNZ
      Thank you for the reply.

      I apologize if my original post was vague. I am not dropshipping, I am working for a company that makes and manufactures this product. It is one of a kind, although there are similar products. We prepare and ship the products on hand.

      Delivery times are quite good. We use FedEx International Priority. Customers pay for shipping, but we take a little bit of a hit depending on where it goes. We do have items in Amazon FBA as well. Maybe I should be more transparent about the shipping on the website and have a clearer description of the shipping process on the product page.
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      • Profile picture of the author Frank Donovan
        Originally Posted by KNZ View Post

        Delivery times are quite good. We use FedEx International Priority. Customers pay for shipping, but we take a little bit of a hit depending on where it goes. We do have items in Amazon FBA as well. Maybe I should be more transparent about the shipping on the website and have a clearer description of the shipping process on the product page.
        Are you shipping the product from Japan? If so, the shipping cost and length of time for delivery will definitely be negative factors for US/Canada buyers. I suspect that's your main issue as you're getting a reasonable number of hits from your marketing, but a poor conversion rate.

        As a matter of interest, what's the conversion rate on the products you're selling via Amazon FBA? I take it they're different products, but I would guess the rate is better, assuming you're using Amazon US.

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  • Profile picture of the author dave_hermansen
    If you do not already have it in place, you should definitely consider adding a financing option to the website. Customers get much more affordable payments and for most people, the rates charged by the finance companies are far lower than what their credit cards charge them (or, in the case of SplitIt, there are no finance charges at all). We have had great success with it on a wide variety of sites selling high ticket items.

    There are several financing apps to choose from but Klarna or SplitIt seem to work best for most people.
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  • Profile picture of the author DABK
    If the common complain is that it is too expensive and you cannot lower the price, can you increase the perception of the product's value?

    It is too expensive is a comparison they make in their heads; help them make it differently.

    What does it fix? What are their other options? Have your website tell them more about the first and show them how it is better than the other options.

    Corny and idiotic but works and I bet you've seen it too: You would expect to pay $1,000 for this baby but it's only $750.

    The $1,000 before the $750 lowers the resistance...

    Also, people have thresholds in their minds. A few years ago, I found myself looking for something (don't remember what). One one website, it was $605 and I said, Too expensive. Next website said $599 and I bought. Then laughed at myself as the difference was low... but, seems my threshold was $600 for that particular item.

    You said you cannot lower the price permanently... And I accept that while still suggesting you lower it a dollar or 4, to bring it down below the next hundred or ten digit.

    You might want to look at this site too: https://www.crazyegg.com/blog/ They cover a lot of things you can do to increase conversions.
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  • Profile picture of the author Jamell
    So you are trying to expand in the canadian and america market but the product is selling well in its market .Maybe you need to produce more tutorials and content around that topic to build more awareness .You confused me when you said "customer satisfaction is high" but the number one comp-laint is that it is too expensive . I would suggest that you find away to develop and produce the product at a lower cost to offset expenses
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  • Profile picture of the author mkmckinn
    KNZ, a link to your product would be super helpful.

    By and large, if your conversion rate is low, you need to examine your conversion frictions.

    A) Lower Initial layout: Dave's suggestion of splitting payments is excellent - you could also offer a trial of the product (caution, return handling can be very expensive, and if there's a lot of product customization, its not often a good strategy).
    B) Change Value Perception: Again, DABK's suggestion to anchor earlier for a higher price point is a good one. In situations like this, you might slow the "ask for the order"... perhaps introduce a VSL, that reinforces the cost of the problem and reinforces the benefits existing customers have experienced? Perhaps add a cart abandonment campaign to allow follow up.
    C) Offer a Mini Version of the Product - if there's something you could create at a much lower price point that the customer would experience some but not all of the benefit from, then you can capture that. For example, you mention medical equipment - if its a bluetooth reminding pill box, sell a pill box with no bluetooth. It gives them some benefit, but when they go to take their pills and they've forgotten to refill them, and they see the website, you'll have a perfect trigger to go back to your website to get the benefit.
    D) Lower Your COCA (Cost of Customer Acquisition - if its truly niche, then build a webpage well SEO'd to hit the keyword searches that you're targeting in Google.. there should be few targeting that keyword if your product is truly niche... so you can potentially wipe out a bunch of your Ad cost by investing in organic traffic.
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  • Profile picture of the author savidge4
    Something to think about... "Comparison" is part of the buying process. In your case it would probably be to your advantage to compare less expensive models to yours. I would go so far as to buy 3 or 4 of the less expensive products and compare each on your site individually compared to your product, and as a group with your product included.

    Model 1 vs yours.. Model 2 vs yours... model 3 vs yours.. and then Models 1, 2, and 3 vs yours. #1 its a path to traffic #2 it should display WHY yours is "Premium" and worth the price. and #3 as I describe below, you have the traffic in place capitalize on it.

    This would allow you to show WHY your product is worth the investment.. OR it might even suggest that maybe to compete you may have to lower your price. Don't know what the item specifically is.. but things like brightness or strength or ease of use these things play in the minds of consumers. Keep in mind most don't mind paying a premium.. if there is a defined and clear separation.

    I would go so far as to offer the competing items for sale via a affiliate link on Amazon if available. Some people are just CHEAP.. and you will not get past that, so why not capitalize when you have the end users buyers interest? 4% is better than nothing

    Are you using factory direct as a USP? Things like service, warranty, replacement parts, expendables etc is also a clear path to making a choice of where to buy.
    Success is an ACT not an idea
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  • Profile picture of the author SARubin
    You've gotten a few good answers here, so I guess I'll throw in my 2 cents...

    Of course, without seeing your entire sales process (from your advertising, through your checkout, and beyond) it's impossible to give you anything but generic advice.

    But the first thing I would look at is "where" is the main blockage?

    Are a lot of people bouncing from your site in the first 10 seconds after clicking your ad? (then your landing page above the fold, or a slow loading website, could be the problem)

    Are they bouncing after 1 or 2 minutes? (then your headline and lede is probably OK, but something else is turning people away... could be the layout, the copy, the offer, the colors on your site...?)

    Are they adding to cart and then abandoning the cart? (then that's where to start looking for your problem) Do you have the proper trust signals in place at this critical juncture?

    You say the biggest complaint is price... Where do your visitors first see the price?

    On another note... If your product is selling well in your home country, but not in the USA, have you considered that you may need to overcome a few cultural differences in the market?

    A lot of it comes down to trust.

    What works for trustworthy perception in Japan isn't always the same thing that comforts or persuades consumers on this side of the pond. (In my experience, traditional Japanese culture is often a bit more formal and respectful in nature. And while respect is always important, Americans can sometimes come across as more narcissistic and emotional).

    And if you're selling something of a medical nature to women over 50, then right away we may have a couple hurdles to get over...

    Medical devices are often a personal / intimate type of purchase. Does your product relieve something of an embarrassing nature? If it does, then trust will be a huge deciding factor. So what are we doing to instill ultimate trust, not only with your product, but with you as a company?

    Also, people in your home country are buying from someone just down the road, and if there's a problem with the order then there's a good chance of quickly getting a satisfactory customer service resolution. (at least that's the perception)

    But here in the USA, if I buy something from Asia then there's a huge question mark inherent with the transaction. (if I have a problem with my order how long will it take to get it resolved?)

    Using a reliable distribution channel like Amazon for trust building is a great start (because Amazon will back up the purchase). But your website might be leaving western consumers skeptical. Especially when it comes to a several hundred dollar price point.

    Again, without seeing your entire sales process (from your advertising, through your checkout, and beyond) it's impossible to give you anything but generic advice.

    So my best advice right now... You may want to consult with someone here in the USA (not just on an open forum) who can help you translate your offer into a more persuasive value matrix for people in this country.

    And someone who can also walk through your entire sales process to see, and feel, if the flow is smooth from a Western point of view - or if there's some unnecessary friction causing resistance.

    Anyway, that's my 2 cents. And if you don't find my answer useful, just let me know and I'll gladly refund every penny you paid for it

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