If you want to know why you or other people that you set up a store run traffic to it, but don’t make any sales, this article is for you. I’m going to be asking you 15 hard questions, about your store and your ads and I want you to answer them honestly. You will be doing several of these things correctly and that is awesome. But keep listing because the chances are if you’re not making sales, you are not doing so well in other areas, so see which things you’re doing right and which things you can improve on.
Question 1# Can your products be found in a mall?
If you could go to the mall right now and find the product that you were drop shipping, the chances are you shouldn’t be selling it. Probably the worst offending niche for this is clothing, people start clothing dropshipping stores all the time.
But here is the problem, often time people are selling clothing that they could buy practically anywhere else, so yes if you are selling something that is super unique and original like this in the picture.
then that is unique and original. But this white beanie no.
yes is a nice white beanie, but is still just a white beanie. Now, this is bad for 2 reasons, as I explained in my article do not drop ship these items, selling common items does have low conversions. Why? Will because there is no sense of urgency for them to purchase this item from you. Instead of waiting for your version to arrive in two to four weeks later, they can go right now to the mall and buy something very similar. But there is an additional reason why I did not mention in that article, and that is perceived value, perceived value is the price that a customer could conceivably believe that an item is worth. So when they look at your white beanie they think to themselves “what does Hollister price their white beanie at?” and now suddenly they have a point of reference as to what your white beanie should be priced at. See the reason why in this industry we can take items that cost $2 and sell them for 4 times the price,
is because we are selling unique items that our prospective customers have never seen at their local target, they love cats, they love coffee and now they can get cat coffee spoons! They didn’t even know that this item existed. So within reason you know get to set the price.
Question 2# Are your product ad images good enough?
Take a good hard look at the product images that you are using in your ad. Because you need to remember, the most important part for conversions for your ad is the images.
this is a great picture because it clearly shows what is unique and special about this mug. That it’s got a violin for the handle. Keep in mind that people are scrolling through your Facebook feeds at lightning speed you need to make sure that you’ve got an amazing image that grabs their attention.
Of course, this mug actually does quite well as a video ad. Why? Well because a video shows what makes it unique and special, it shows drinks actually being mixed. So perhaps you are selling products that really should be advertised as a video instead or perhaps you’re selling products that are simply not photogenic or camera genic period, and if you are! I recommend stopping trying to sell them because it’s not going to end well.
Question 3# Are your product listing images good enough?
Product images are the most important part of your ad, and they are the most important part of your product listing. People do not underestimate the importance of product images. It has been shown in multiple tests that product images are the number of conversion factor when it comes to selling products. So do take the time to track down images of your product. It was actually G.M from Jangle Scout that taught me the importance of photos because while drop shipping often takes this issue lightly, Amazon sellers do not.
When GM released his private label product Jungle Scout for Amazon, he made sure to have photos that clearly showed the product at multiple angles. And then he made sure to have a photo that showed the height of his bamboo sticks this was to help overcome objections from people wondering if they were long enough. Plus he also made sure to include a photo of his product being used in real life context.
as this has been shown to help prospective customers visualize themselves using it. And once you get a customer to visualize themselves using it, that is when credit cards start to come out.
Question 4# Does your store have a custom color scheme?
Here is what we are asking prospective customers to do. We are asking them to, even though they have never seen us before, even though they have never interacted with us before, to after seeing our advertisement go ahead and click on it. And then again even though they didn’t know us 10 min ago, to go ahead and buy the product that we are selling, and to give us their money, to trust us with their money. That may seem like a big ask and that’s because it is. Of course every day thousands of people are asking prospective customers they’re never interacted with before to purchase from them. And every day thousands of customers say yes. But it’s still a big ask, so to help them say yes, so really need to try to use every opportunity that we can to build trust along the process. And one way that you can do that is by actually putting an effort to create a brand, a style that matches the niche that you are targeting. This is why my article tutorial how to create a Shopify Aliexpress dropshipping store, I tell people that they should be selecting two colors to use throughout their store. This helps set your start apart and makes people feel like they have landed on a real store, a real brand not just a lazy website that’s been set up to take their money. And of course, two colors is a starting point. If you would like to use even more to set your store apart, then that is great. Not sure what colors to use? Or what colors look good together? Then use tools like Coolers to help you.
Question 5# Does your store have a custom logo?
Just like a custom color scheme, having a custom logo is an essential way to turn your store from a generic website set up to take people’s money into a brand. You can make one for yourself, but I suggest that most people out there go to Fiverr and get them to create a simple logo for you for just $5.
Question 6# Does your product appeal to a certain niche?
Something that you always need to keep in mind when you are dropshipping a product in your store and advertising it on places like Facebook and Instagram, your goal is to get people to impulse buy. Again for everyone that emails in wondering why some people would buy from you despite the long shipping times, it’s because they have purchased from you out of impulse, and when you purchase something out of impulse, you don’t do it with price checking competitors, you don’t go to Amazon and check what price they are selling it at, with two days prime shipping. So how do you trigger these impulse feelings in someone? We selling a unique item as we have already established is very important. But you also need to make sure that you are appealing to a niche that people really truly love. Because that way when they see the picture or the video of the product that you are advertising, it will trigger an emotional reaction in them. So these long coffee spoons
I mean they’re helpful and kind of original, don’t get me wrong, but you’re probably going to have a much easier time selling these cat coffee spoons.why? Well because there are a group of people out there that really truly love cats. There are fan clubs for cats there aren’t really fan clubs for people that like long utensils.
Question 7# Did you add scarcity to your product ads?
We know that if we want to get people to impulse buy, that we need to pick products that are unique and that appeal to niches that people love. But there is something else we want to throw in there, and that is scarcity, we want to discount our product and make the customer really truly believe that is for a limited amount of time. And you need to make sure in your product ad and your product description, that the customer really and truly knows that it is limited. It could be that it expires after three days it could be that you are giving away your product for free but only for the next hundred people as long as you pay the shipping, whatever your scarcity is, make sure that you include it.
Question 8# Did you add scarcity every product you are selling?
Listen if every single product in your store is discounted at 50% off, then the customer quickly figures out that every item is not actually discounted at 50% off. In addition having items that are priced at their normal price increases the sense of urgency for the customer, by seeing other similar items priced at $20 then it makes them think that “this $10 item could really be $20 I need to act now so I can take advantages of this discount”. And don’t get me started on stores that have countdown timers on every single product page.
Question 9# Did you add 20 products to your store?
Would you trust a store that only has five products? Unless it’s a brand that you know doesn’t sell that many, the chances are you would not trust that store, it looks unprofessional, it makes it look like your store is almost unfinished, you will be hurting your conversions if you try and advertise to a store like this, so don’t be lazy, make sure that you add 20 products to your store.
Question 10# Did you add product descriptions to your product listings?
If you don’t have a product description then it’s going to hurt your store’s credibility and it’s going to make it harder for customers to trust you. Product descriptions don’t have to be super long, if you’re running pay traffic, then short sweet product descriptions usually convert best. A nice product description length to aim for, in this case, are 2 short paragraphs that perhaps 2 or 3 sentences long. And product description should be using sales psychology techniques that sale the customer on the benefits of the product and not the features. After that, you can then list your lines like secure checkout with Mastercard and Visa, or this product is not available in retail stores. Or then you can start listing the product features like the type of fabric used, and of course if you are dropshipping from Aliexpress, then you should make sure at the end of your product description that you include a shipping time disclaimer, and that you bold it so that the customer doesn’t have an excuse for not seeing it.
Question 11# Have you tested 20 products?
You might find a winner in the first five items that you test and if you do that is awesome but that is unusual.
Question 12# Did you run an alike campaign to your Facebook Fan page?
Before you run product ads on Facebook, it is a good idea to run a simple like campaign to your store’s fan page. Why? Well, it’s because of social proof, I mean yes everyday people are buying from Facebook store fan pages that have just 12 likes, but they have probably been making way more sales if they put a little bit more effort in.
Question 13# Do you have trust words and emblems in your store?
All of these individual things that we are doing to build trust with our customers like adding lots of products, to our store and running Facebook like campaigns, it’s unlikely that one of these things is individually going to make or break sales. But it’s all about the collective power of doing so, by doing all of these things we help to build trust with the customer, so if you haven’t already, go ahead and add some trust words and emblems to your store, say things like secure checkout with MasterCard and Visa, or noting that products can be tracked with USPS. And yes each package shipment can be tracked with USPS. These names, these brands have an enormous amount of trust associated with them. And by namedropping them and associating yourself with them on your store, a little bit of their trust rubs off onto you.
Question 14# Are your products priced at $15 or less?
For an item to be an impulse purchase it needs to be priced low enough that the potential customer doesn’t think too much before purchasing it. And as result, I find that most new drop shippers do struggle to sell items that are priced $50 or higher as a front end product and actually the truth is the real sweet spot as $9.99 because there is a huge psychological barrier from going from one digit to two digit pricing. The reality is this when customers look at the discount number they want to see it as a big number, but when they look at the price, they want to see it as a small number, and yes you can successfully dropship and sell items that are priced higher than this, but they require more advanced selling techniques and requires you to build more trust with the potential customer, you are new to make it as easy on yourself as possible. Stick to selling impulse items.
Question 15# Have you done a test purchase?
Finally, before you start running product ads for your store, it is a good idea to run a test purchase first, I have actually run into people who didn’t do this and they started running products, and traffic was coming through and they weren’t making any sales, and they were so upset. And when they realized that it wasn’t their product ad or their images or their copy that was the problem, but simply that they hadn’t set out their checkout process correctly, they were quite embarrassed.
So, guys, I hope that this article helped you on anyway to get sales and if you would like to get more dropshipping articles to be sure to subscribe to Meshrange newsletter.