How to convert Healthy Skeptics - Interview with Rishi Rawat

Increasing conversions is a priority for many eCommerce brands. However, many brands are overlooking a key part of their audience (the healthy skeptics) and a critical part of the eCom store (their product pages).

Instant interviewed Rishi Rawat on our Click to Buy podcast to get a better understanding of his “Healthy Skeptics Formula”.

This article dives into the key points from our discussion with Rishi.

For our full conversation, tune in to our episode:

Rishi's journey in conversion optimization

Rishi Rawat has dedicated over 13 years to mastering conversion optimization, founding Frictionless Commerce along the way. He set out with a transformative goal: to enable online retailers to target and convert previously missed audiences.

Before launching Frictionless Commerce, Rishi often explained the importance of boosting conversion rates to CEOs.

Many would counter his arguments, proudly pointing to their above-average conversion rates. "We achieve a 4.5% rate when the industry average is only 2%; we're excelling," they'd boast.

But Rishi identified a gap in this reasoning. Relying solely on conversion averages could be misleading, especially considering the wide range of products and the nature of various businesses.

For instance, should a premium product seller or a reseller have the same conversion expectations as a plant company? And even if a company surpasses the average conversion rate, it's still overlooking more than 90% of potential customers.

Rishi chose to focus on this vast, untapped majority. He encourages businesses to look beyond mere statistics and understand why many visitors don't convert.

Why product pages are the real game-changers

Brands pour immense funds into advertising but often overlook a critical component: the product page.

Consider this - most ads point users directly to the product page. Even if users land on the homepage, their next clicks typically lead them to the desired product page.

Rishi compares this to visiting a retail store.

Shoppers don’t linger at the entrance; they head straight to the aisle holding their item of interest. The real decision to purchase hinges on whether the store even stocks the desired item. In the online world, the product page is this crucial aisle.

At Frictionless Commerce, the focus is crystal clear: optimize the product page. Rishi believes this singular emphasis can uplift the entire shopping experience.

While many agencies are busy redesigning layouts or refining search functions, Frictionless Commerce zeros in on copywriting. It's not just about how the page looks but what it says. Conversions will falter if a brand’s story isn’t resonating through the words on the product page.

Rishi's mission is to pinpoint and polish any rough edges in this story, mainly to entice first-time buyers. Repeat customers already have a rapport with the brand and behave differently. But winning over someone unfamiliar with the brand? That's the real challenge.

To put it in perspective, it's like convincing a staunch Home Depot shopper to give Lowe's a shot after years of loyalty. The goal is to make them place that pivotal first order, starting with an impactful product page.

This or that: on-site vs. off-site reviews

To understand how to optimize better product pages, we asked Rishi which he recommends more: on-site or off-site reviews.

Context, he stressed, is key. The content of the off-site review and its target audience can significantly influence its impact.

However, keeping everything else constant, Rishi leaned towards off-site reviews.

Why? Their inherent authenticity, sourced from reputable platforms, often garners more trust. In contrast, an overwhelming number of on-site testimonials can sometimes raise skepticism. It all boils down to a game of perception and credibility.

This or that: video versus written testimonials

Next, we asked Rishi if he could pick only one, would he recommend adding video or written testimonials?

According to Rishi, evidence shows that videos tend to be more persuasive. He leans towards video testimonials for their impact.

But he's also all about giving people options. So, instead of going all-in with only videos, he suggests a mix: How about ten video testimonials paired with ten written ones?

This approach lets users pick their own adventure. If they're in the mood to read, they can. If they want a more visual experience, the video is ready to play.

However, the power of video testimonials isn’t just about viewing. Rishi points out that just having a video serves as a strong social signal.

To him, videos exude authenticity. While someone could easily fabricate a written review, creating a fake video takes a lot more effort.

So, even if a visitor skips the video, its mere presence can boost trust and, by extension, conversion rates. It's not just about the content but the credibility the format brings along.

Understanding the "healthy skeptic" approach

Rishi Rawat's experiences in the eCommerce sector have brought him into contact with many businesses that heavily invest in advertising. They often wonder why only about 2% or 2.5% of their audience converts after spending so much on ads.

While it might seem like a great idea to investigate why the remaining 98% didn’t make a purchase, Rishi soon found that the reasons could be endless. Some reasons were even beyond his influence.

Rishi recognized that not all audiences are of equal importance. Instead of trying to cater to everyone, he began to ask, "Which group should I really focus on?" That's when he introduced the concept of the "healthy skeptic."

A healthy skeptic is someone who shows interest but isn't easily swayed.

They're critical thinkers and won't just buy any claim you throw at them.

Rishi likes the term “skeptic” because it indicates genuine interest and critical engagement, unlike those who are indifferent or overly loyal to a brand.

However, skepticism on its own can be negative. By pairing it with "healthy," Rishi emphasizes a more optimistic and constructive side of this critical approach.

The four key traits of a "healthy skeptic”

A "healthy skeptic" isn't just any customer. They stand out based on four distinct criteria:

1. Problem recognition: they're aware they have an issue.

2. Valuing expertise: they respect and value advice.

3. Willingness to spend: They're ready to spend money to address their issues.

4. Skepticism: They won't just buy at the first pitch. They need more evidence and convincing.

Out of the vast ocean of potential customers, Rishi suggests targeting these healthy skeptics. Engage in a genuine conversation, see how it impacts sales, and tweak from there.

The power of product descriptions in online shopping

To get started on optimizing your page for healthy skeptics, Rishi suggests working on your product descriptions:

The strength of the product description | Click to Buy, Episode 1 - YouTube

Here's why:

• Control and flexibility: Unlike the uncontrollable nature of customer reviews and the high costs of quality image galleries, product descriptions are entirely within a seller's control. Sellers can articulate their product's value, positioning, and effectiveness in this space.

  
  

• Presence in multiple areas: Product descriptions aren't just confined to their designated section. Modern website designs incorporate a short blurb about the product right next to the product image and before the price point. It serves as an introduction and is equally crucial.

In essence, the way sellers describe and present their products can make a significant difference. Ensure you craft descriptions that resonate with your audience, making your product irresistible.

Conclusion

Here’s where you can find Rishi if you’re looking for more conversion tips and advice from him:

• Rishi’s LinkedIn

• Frictionless Commerce

• Rishi Rawat - Click to Buy Interview

Overall, the main takeaway from the Click to Buy episode with Rishi is this: try focusing your efforts on optimizing the customer journey for your healthy skeptics. This has the potential to increase your conversion rate because these potential customers are more ready to buy and are willing to spend. Optimizing the copy on your product pages is a great place to start.