Key Conversions for Increasing Sales on Wildberries
For successful sales on marketplaces, conversion is one of the most crucial factors. It affects the promotion of a product listing and its position in search results. Conversion cannot be viewed as a single metric; it is a whole cascade of buyer actions, known as the sales funnel.
What is Conversion and Why is it Important?
For successful sales on marketplaces, conversion is one of the most crucial factors. It affects the promotion of a product listing and its position in search results. Conversion cannot be viewed as a single metric; it is a whole cascade of buyer actions, known as the sales funnel.
The customer's journey consists of several sequential steps:
- The customer sees the product in the general search results.
- They navigate to the product listing.
- They add the product to the cart.
- They place an order.
- They purchase the product after receiving it.
At each of these stages, a conversion occurs — the user moves to the next step. It's important to work on each of these steps, as, according to public data, the combined importance of conversions in ranking algorithms can range from 5% to 20%.
Stage 1: From Impression to Click (CTR)
| Term | Description |
|---|---|
| CTR (Click-Through Rate) | Click-through rate. It shows the ratio of clicks on a listing to the total number of its impressions. |
| Rich Content | Information-rich content, such as infographics on the main photo, which provides a comprehensive description of the product. |
The first stage of the funnel begins when a customer enters a search query, for example, "women's coat," and sees numerous product listings. The seller's task is to make sure that their offer is clicked on among all this variety. The CTR metric plays a key role here.
Before moving on, it is important to understand the basic terms associated with this stage.
There is no single correct CTR value, but on average, sellers aim for a rate of 2-3% or higher. This coefficient directly depends on how attractive your product's main photo is.
How to Measure and Improve CTR?
The easiest way to measure the CTR of your main photo is to launch an internal advertising campaign on Wildberries. After some time, the system will provide statistics that can be used to evaluate click-through rate. If the rate is low, you need to run tests to improve it.
There are several hypotheses you can test to increase CTR:
- Change the angle: for example, for clothing, try a closer shot to better show the fabric's texture.
- Add infographics: place information on the main photo about the size range, available colors, or key product benefits (e.g., "pilling-resistant").
- Improve photo quality: use professional editing or change the background, including with the help of artificial intelligence.
By changing the main visual and relaunching the advertising campaign, you can track how the changes affect CTR and choose the most effective option. Working on this metric directly impacts the conversion from impressions to listing views.
Stage 2: From Listing View to Add to Cart
After a customer clicks on the product and navigates to the listing, the second stage of the funnel begins. Now, you need to convince them to add the product to their cart. This decision is influenced by a combination of factors that should answer the customer's questions and address their potential objections.
The key elements at this stage are:
- Photo gallery: the other images should show the product in detail from different angles, demonstrate it in use, and highlight its benefits.
- Reviews: many customers, especially pragmatic ones, carefully study reviews from other people. It is important not only to have positive ratings but also to handle negative feedback competently.
- Video review: a video helps to better understand the actual size, color, and functionality of the product.
- Description and characteristics: the text should be informative, contain all important details, and be optimized for search algorithms.
Stage 3: From Order to Purchase
The third and final stage of conversion is the purchase of the product after it has been delivered to the pickup point. To increase the purchase rate, it is important that the actual product meets the expectations set by the photos and description in the listing.
It's good practice to exceed the customer's expectations. Some sellers add small gifts or compliments to the order. This increases loyalty and the likelihood of a purchase. However, it's worth remembering that offering cashback for reviews is prohibited by the platform's rules and can lead to the listing being blocked.
Packaging is also very important. It's not so much about an expensive box, but about its integrity and functionality. For example, regular bags with an adhesive flap often tear after the first try-on, and the product is returned in a messy condition. Using thicker zip-lock bags helps maintain the product's appearance and creates a better impression on the customer.
The Impact of Conversion on Listing Ranking
Working on conversion at all stages of the funnel is critically important for ranking, especially for new products. Unlike old listings that already have a sales history, new items cannot boast a large sales volume. Therefore, Wildberries' algorithms give more weight to behavioral factors for them.
High conversion rates, along with delivery speed, signal to the system that the product is interesting to customers. This is why you can often see products with a "New" tag and a relatively small number of sales at the top of the search results.
Thus, competent and consistent work on improving CTR, add-to-cart conversion, and purchase rate allows even new products to quickly rise to the top, using internal advertising and the right strategy.
