In the final piece of a two-part series, here are four best practices to improve your landing page conversion rate for your Chinese websites.
Previously I’ve mentioned three approaches to improve the landing page conversion rate for your Chinese website. Below I've included four more ways for improvement.
1. Provide Localized Web Content for Users in Each Location
You have a large Chinese classifieds site that has a unique set of content facing each unique Chinese location. Let’s say your site’s domain name is MyChineseClassifieds.cn. You have unique content for:
You could set up your website in this way because you believe users from different Chinese locations would benefit most from the content of their local cities. To maximize online marketing results:
2. Put Product Filters Above the Fold
On a typical product list landing page, most Chinese users are used to having the product attribute filter options above the list of products. For consistency, keep it this way, whether the users arrive at the page by clicking on a Baidu paid search ad or browsing from the homepage of your website.
3. Make It Easy for Users to View Product Pictures
Showing your users the pictures of the products they are browsing or about to buy will increase sales on your website. For marketplace and e-commerce sites, do at least provide several pictures of a single product on the product individual pages.
3. Provide User Reviews of Your Products
Chinese customers want their money to be well spent on products or services in which they have confidence in. One way to cross-check is to read other user reviews of the products online. Below are some examples.
Summary for the Best Practices to Improve Landing Page Conversion Rate
Gordon Choi is the co-founder of E-Bizcamp.com, a Shanghai-based firm specializing in data analytics and data integration solutions. Gordon also volunteers at Web Analytics Wednesday China, assisting in the conference and content operations, and volunteer recruitment. Gordon's previous experience includes leading in-house teams at Ctrip.com and Alibaba. His areas of expertise include strategy, solutions and workshops for multi-screen data integration and mobile SEO for the local Chinese market.
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