This series breakdowns OEM/ODM (customization) listings for WHAT they do that works and more importantly delivers insights for WHY they work.

Today’s breakdown is a little different than previous breakdowns, because I’m showcasing a company profile instead of a product listing.  The company profile is just as, if not more important than any single-product listing, because in the end it is the factory who will produce the buyer’s product or whose products will bear the buyer’s brand (and thus their reputation). This company has a 4.5 star rating on Alibaba with 167 reviews (at the time of writing).

Here are four ways this company prevents buyer’s bouncing and builds trust through congruence.

No Wasted Space

This company used the heading image – the only thing every reader sees and bases their decision on whether to stay or bounce –  to the fullest.

There is no wasted space here.  Where most companies would put a huge stylized logo, this company makes their name and logo the least visually noticeable item on the page – and this is intentional..

Let’s analyze this heading image from the perspective of their buyer who has just clicked on a link to come to the company profile:

1. The first thing their eyes are drawn to is the colored, neon, huge “20+ years”.  This immediately says to the buyer “established, reliable”.  The eye naturally scans to the right, where they see logos showcasing the company’s compliance with international standards.  This adds “credible” and “professional” to the buyer’s mental model.
2. The eyes naturally recenter and notice the next large colored text which is in all caps: “Support OEM/ODM”.  This reinforces that this is what the company wants to be known for, and the buyer automatically applies the mental framing from step #1 to seller’s OEM/ODM work.
3. The eye naturally scans right to the next colored icons, which have the contact information and service hours of the company (24 hours a day).  Not making the buyer have to fill out forms to talk to the company screams “easy to communicate with”, and the availability means “can get ahold of any time there’s a problem (very important when large time zone differences are involved).
4. Finally, the eye focuses on the company name, which clearly includes “Electronic Technology”.  This reinforces why the buyer clicked on the company profile in the first place.
5. The buyer now has a large, full, mental context of the company and adds the company name to their shortlist of companies to contact now or follow up with later.

Text Congruence

Buyers are untrusting people because they have their livelihoods and reputation at stake if they recommend a company who later costs the company a lot of money.  So they want to see the same thing said differently in multiple places to confirm the seller is not putting on a false face.

This company uses their About section to reinforce what they put in their heading image (highlights added):

• Global: supported by international certifications
• Good reputation among customers: supported by over 100 reviews with a 4.5 star rating
• OEM and ODM: reinforces what they focus on
• Multiple Certifications:supports Professional Manufacturer

Pre-Answers Questions

I’ve mentioned before how important acknowledging worries the buyer has before they contact a seller sets the tone for what it will be like working with that seller (the seller is experienced and mitigates risk).

This company – like many other top companies – does this too:

• Will they be willing to back a warranty if their products don’t work? “Yes – they already offer a 1-year warranty due to their confidence in their repeatable, quality control process that doesn’t just measure defects before shipping but is involved all the way from the raw material stage.
• How long will it take to get samples / bulk orders? “2 days for samples, 15 days for bulk orders”
• What if there’s a problem and they’re off work? “Seller responds 24/7”.
• How have they survived 20 years in the fast-moving constantly-changing electronics industry? “Market research to stay ahead of changing trends and hiring professionals”.

Show Their Process

Buyers want to know the seller has a process which produces repeated, quality results.  Unfortunately many companies simply say “have Quality Control” or “2000+m^2 factory space” and leave it at that.

For expensive products like electronics – that doesn’t cut it. So this company details a 10-step process that sets the framing for any discussion that follows:

• Will products be free of contaminants?  “Yes – employees wear special garments and the factory has a cleanroom.
• Do the products work for real-world customer usage or break once out of the controlled-store environment? “Products go through Vibration and aging testing”
• Does the seller have warehouse space to store products between shipments? “Yes – after testing the products go into a warehouse to await delivery”.

Key Takeways

This seller prevents buyer’s bouncing and demonstrates congruence through:

1. Putting multiple signs for credibility in their heading image instead of wasting space with their company name.
2. Saying the same thing multiple ways throughout the listing.
3. Answering common questions the buyer has before the buyer asks.
4. Showing their process which copies one buyer’s success to the next.