I saw a female hair strengthening offer the other day, and it truly caught my attention.

What made it so special was not the offer itself, but the fact that the entire page was in Chinese, yet I could still completely understand what was being sold, the product, and what kinda results customers could expect.

The reason I could understand it was because it was rich in visuals, showing a lot of before and after pictures, animations, GIFs, customer testimonials, graphs, an image of a hair stylist, guarantee badges, certain emojis, green check marks, red crosses, and so on.

I could get a sense of the offer in a few seconds of scrolling, in Chinese.

A lot of advertorials these days are text heavy. Nothing wrong with that. But a lot of prospects are simply not reading all of that. They’re scrolling. And they do it fast too, especially if they’re coming from ads.

So not only do you have to make them understand the offer quickly, but try to “convert” them in a short timeframe. Not easy, not easy at all. So here is a quick process you can follow to increase the odds of that conversion rate going up:

Step 1: Go to your advertorial, translate the page to Chinese, so you get all those amazing characters.

Step 2: Scroll through the page. Is the problem/solution/offer/product understandable when everything is in Chinese?

Step 3: If not, what would be required for the advertorial to be understandable in Chinese? Do you need to add more transformation images? Before and after images? Green check marks? Red crosses? Animations and GIFs? A Doctor? A different authority person? Emojis? There is a LOT you can add to “communicate” the offer more visually, and more compelling too.

Step 4: Add all new visual elements to your advertorial and repeat step 1 and 2 to see if the page passes the test.

Step 5: Watch your advertorial conversion rate *hopefully* go up. No promises.‎

PS. This article is the complete opposite of the Chinese mute test. It’s text heavy, no images, no before and afters, no visuals. I wish I had screenshotted the original page so I could share it with you. Normally I do and save it to my swipe file, but oh well, hindsight is 20/20. Namaste.