Tips On Increasing Product Review Conversion Rates

29 Feb

You aren’t testing your product review sites for conversions?!

Running product review sites that don’t convert is like having a car with no gas (or better yet, oreos with no milk!). Out of all the work you put in to your product review sites, this step is more long-term and doesn’t take a huge amount of work – but it’s extremely important. For example, you might leave your site as-is for a month before split testing it (A/B testing). This means for a month you might try a specific color, wording, or image, then change it and see what happens. Of course, doing any of this with little to no traffic won’t be of much use. If you only get 20 hits over a 30 day span, those 20 people could either be genuinely interested in your site or run in to your site by mistake. Instead, you need to be getting several hundred hits a month to be able to accurately judge whether “A” or “B” has a higher conversion.

If you’re thinking conversion-testing isn’t important, consider this. Say you get 1,000 hits per month and your conversion rate is 2%. That means you convert 20 people in to sales. Now, say the commission you receive is $20. If you increase your conversion a measly 1% to 3%, that’s an extra 10 sales – or $200! Or how about this: say commissions are $100 – that‘s $1,000 extra if you increase conversions by only 1%!

1. Test your wording. The way you review a product is crucial. If you simply spew out specifications about a product, this is information able to be found on the manufacturer’s website. Include pros and cons. Talk about alternatives. Explain why the product should be purchased (or not purchased for that matter). Write at least a couple sentences about the benefits an individual would receive from using it.

2. Test stock photos. Stock photos are great – they can be found on many stock photo websites such as Fotolia.com and iStockPhoto.com and cost less than $1 each. They’re very high-quality and can make your visitors stick around longer. After all, no one likes low-resolution pictures. Include the photo somewhat high on your reviews or posts to draw the reader in; it could be a humorous photo or one directly related to the product, but make sure no matter what that it’s relevant. Otherwise, you’ll have your visitors wondering why the picture is on your site, and better yet (or worse yet for you) why they’re on your site.

3. Test headlines. This is very important. Headlines are going to be the text that people see first in your post. You might want something simple such as “XYZ Review”, or something different such as “XYZ: Is It Worth Your Money?”. You might have to test several headlines before figuring out which is the best one. Plus, not every headline will work best for every sort of website. A specific headline might be great on your website but not on someone elses; contrarily, it may work poorly for you but great for someone else.

4. Test “call to actions”. This is another biggie. Your call to action is what people click on, whether it be an image or text, to be directed to the product or service you’re reviewing. If they never click the link for the cookie to be placed in their computer, you never have the chance to turn them in to a commission. You don’t want to annoy the reader with tons of call to actions, nor should they be right in the person’s face. They should blend in with the page and generally be at the top of the post and at the bottom. Don’t forget to add nofollow tags to the links (HTML is rel=”nofollow”) – this will ensure your “SEO juice” stays on your site. Popular call to action phrases include “Click Here”, “Buy Now”, “Click To Learn More”, and “Purchase”.

5. Test parts of your site not in the review. Your review isn’t the only thing that converts people. Some people may leave your site immediately after looking at your site’s header. Maybe the sidebar is cluttered or full of advertisements. Maybe there are dead links or raw HTML showing (always make sure everything looks proper before releasing a new review!). These are things that will decrease the validity of what you’re saying and make a lot of people leave your site before even getting to the text. Consider those sites with tons of colors that don’t mesh well and hurt your eyes – yuck! Make sure to never have one of those sites.

Two personal tips as well. First, include social media options at the bottom or top of your posts. Let people share the post, “like” it on Facebook, “tweet” it on Twitter, etc. People like to know others approve of the post and agree that it includes valid points. This will increase your conversions for sure. Also, let people post their own review of the product or service (allow comments). The more people putting their word in on your review, the more interaction occurs, the longer people stick around on your site, and the higher the chance they end up clicking on your call to action.

Now, what are you waiting for! Go increase your conversions!

Don’t forget to check out my product review article packs to get you started! :)

– Ross Cohen, Owner of HighConvertingPLR.com

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Trackbacks/Pingbacks

  1. 10 Ways To Use Product Review PLR | High-Converting PLR - March 12, 2012

    […] alter the text, be sure to maximize conversions through A/B testing (I have a post about doing it here), and drive traffic to the reviews individually through CPC networks such as Google AdWords, […]

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