In today's edition, the Conversion Hacker talks about the importance of presenting your products properly. What does that involve? Or what's best not to do?
How can I set up my online store so that the customer likes to buy and likes to buy again? You can find the answers and more in today's podcast with Jörg Dennis Krüger.
TRANSCRIPTION OF THIS EPISODE OF THE PODCAST
Hello, my name is Jörg Dennis Krüger, and as my garbage collector at reception has already said:
Yes, I am the conversion hacker.
And yes, I also want to talk about garbage collection in this podcast. I often talk to store owners who think that their store doesn't sell. And honestly, that's because they're just a glorified garbage disposal.
They simply don't have excellent products or at least don't present them well. Because you can present any product well, you can think about how to make it a bestseller. A bad product with good marketing is much better than a good product with bad marketing. Of course, a good product with good marketing is still the supreme discipline. But you can't behave like a garbage collector and simply present junk products as junk and so on.
Of course, this happens particularly often with some dropshipping stores that sell some Alibaba products and then only take the images directly from Alibaba or wherever. And the pictures look bad, they have been badly edited, they have English texts and are somehow thrown together. The texts are also not proper or look bad or are worded quite exaggerated and so on.
That's the best way to realize that some coach has sold some "get rich quick" stuff. You know, "Here, I'll show you how you can become a millionaire in three months with dropshipping". And then they just set up a Shopify, put in a dropshipping plug-in, load in things like reviews and advertising, and then we see that it sells.
That works for the first person who sells this product, maybe for the second, but not so much for the third to 30,000. Because in the beginning there is still a news factor, then people buy it, even if the store isn't that great. But then it just doesn't work anymore. If you want to have a long-term, sustainable business model, then you have to take a completely different approach anyway.
In this case, you should present your products properly. Because when I go into a store, when do I buy there? Of course, when I find my way around, when I like the products, when I trust the store, when I know where the checkout is, etc.
But if I haven't even had the product in my hands as a retailer and really only work with what I get from Alibaba, the whole thing will sell badly. If I don't know anything about the product or perhaps I'm not convinced by the product myself and only use standard texts, then it can't work. Few to no customers will buy it and, in the worst case, it will ruin my PayPal account. Because the people who might have bought it and still haven't received it after a few days no longer trust the store and might even open a PayPal case. And especially if the store is new and then a few cases come in, that ruins my account.
In this respect: describe products in detail, hold them properly in your hands, take your own photos and videos, videos are the most important thing anyway. Especially if I'm advertising a product properly, I need good videos and it's best to make them myself. If I make them myself, I can show the products really well and highlight the benefits that I think are important, and so on.
And I don't just mean for these dropshipping products, where there are often relatively good products and where in many cases you realize that the products are significantly more expensive on Amazon. They are often even offered in Amazon Prime because they are not bad products at all, they are just poorly presented in these dropshipping stores.
But this also applies to companies that produce their own products. They often tend to describe their products incorrectly. They do it like in the store. Simply, the product comes into the store, the label is displayed and now everyone is supposed to buy it. That doesn't really work either.
You really (and I'm repeating myself for the twenty-fifth time) have to present products well. What does it mean to present products well? Well, I've already talked about pictures and videos. Good pictures, good videos, where you can really see the products, where the photos really look real, where there are people in them that I can identify with. If I have all these photos from Asia, with lots of Asians in them, then that subconsciously means that the identification with the products simply doesn't work as well.
Plus that doubts may arise, "Does this actually suit me?" "Does it suit my requirements" and so on. And then it just seems a little less qualitative overall. It's not about the fact that they are Asian, it's about the overall perception. If the whole store only looks Asian, but I don't sell any classic Asian products, then I need a good mix so that everyone really feels addressed in the store.
And then it's about the product description, where I also need a meaningful product description written for the right target group. So where it really says how I use the product, what the quality is like, and so on. And then the whole thing should be nicely formatted, with neat icons or neat images that give it some structure. I could also set up a second reading level and so on, so that this product really convinces me. And not put in horrible long continuous text, which you often see with dropshipping products, where the text and facts are completely mixed up and not where they really should be.
All the facts are of course important, but they are not part of the sales argument, as they must be placed further down. At the top, the customer has to find arguments as to why they should buy these products. For example, that a product is good for the skin, that it tastes great, and the products have to look great so that people are really enthusiastic about the products.
A lot of people are great at presenting their products to me on the phone, but don't manage to put it down on paper. You can also use an AI for this. Then you look for a nice AI (not ChatGPT, but another tool where you can store a bit more information), throw everything you know about the product into it, and with the help of the AI you get a proper sales text. This can also be a very cool help, and you can then use it to create key points. And if you tell the AI tool that you want to have sales arguments, then it will also make sure that the sales arguments are worked out accordingly, not just the standard arguments.
But you just have to do it. And the whole thing can be implemented nicely if you have a nice picture, maybe even several pictures with a video in the application, a nice product name, a few key points that describe what the product can do. A good price is also part of it, preferably not prices of products where a huge discount is involved, because that is dubious. In the case of services, it is perhaps a different matter, as you can sometimes offer significant discounts. But with products that have production costs, if you then say that the product normally costs €99 but is being offered for €19, it might be a bit difficult.
After all, you give the price, and then a nice big description where the product is presented even better, with various photos, detailed photos and so on. That can be a really great product description. And then suddenly this product page also becomes a really good landing page for my products.
Because that's the coolest thing, of course, if I have a good video on TikTok or Reels on Instagram, or just a good ad, and it goes straight to the product. If people understand everything and the product matches the video, they put it in their shopping cart, buy it and you've already made a sale.
But this only works if you really build up full trust, present the products properly and make sure that everything really fits together. So, revise your store and off you go. If you need help, you know how to contact me.
Like my profile "Jörg Dennis Krüger" on Facebook and Instagram, and give me five stars on Spotify, Apple, iTunes and wherever else, and tune in again next time for the Conversion Hacking Podcast.
See you soon, your Jörg Dennis Krüger!
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