Most Important Page on an eCommerce Site Is …

Rishi Rawat Blog Posts Leave a Comment

… the product page.

This article isn’t about “18 of the Best Product Page Design Examples” or “18 Ecommerce Product Page Best Practices” it’s about one simple idea:

How to think about your ecommerce product page to make more $$.

Whether your site’s conversion rate is 1% of 8% (on the high end) the fact is that you can improve your landing page as you want and it will have very little impact on your overall conversion rate, which is the only number ecommerce business owners should care about (everything else is a vanity metric).

However, if you improve product page conversion rates for product page A by 10% it’ll have a 10% lift in sales of product page A. Now, that’s a big deal.

So let’s think about our wonderful eCommerce product page.

eCommerce Product Page. Photo by Charles Deluvio on Unsplash
Photo by Charles Deluvio on Unsplash

So the product page really matters. This much is clear. But here’s the thing that really bothers me: I’ve studied over 900 ecommerce sites in the last 12 years (a little about me) and no matter how big the retailer is their product page is always static.

I mean, no matter who I am and how I get to their product page the sales pitch on the product page is always the same. But should it be? You’ll see below the answer is no.

Possible paths to an eCommerce product page:

  1. Someone might reach product page B via a “you may also like…” link on product page A. This visitor doesn’t have any context about product B. They just got here because your marketing brought them here. For this visitor give a detailed product category back story. They’re intrigued but have no context.
  2. Someone might reach product page B via a long-tail organic search term like “golf smartwatch with GPS tracker and course map“. This ecommerce product page visitor knows what they want. Give them technical details.
  3. Someone might get to your product page via an ad that appears when they Google “Garmin golf watch”. This person is brand focused but doesn’t have a specific model in mind. They’re looking to Garmin to make that recommendation. Be that trusted advisor.
  4. Someone might revisit your product page via your retargeting ad (what is retargeting?). This person has already seen your product page story and something was missing which is why they didn’t buy. Would it be smart to repeat the story they rejected earlier? Or could we show copy that addresses questions our main product page doesn’t?
  5. Someone might be visiting your product page for the 3rd time in 20 days (on their own, not via retargeting). Clearly, this shopper is itching to pull the trigger but something is holding them back. What if you slightly tweaked the product description tone to give them that extra nudge?

As you can see each of these visitors is totally different. Yet, we show them the same e-commerce product page content.

Other buyer psychology-based eCommerce conversion ideas

If you liked this idea to boost eCommerce sales on your product page you are bound to also love these ideas:

“Is My Marketing Working?” A Unique Product Page Design Idea

Price Insensitivity Priming

Product Reviews & Buyer Psychology

Making Long-Form Content Mobile Friendly

Personalized Product Description

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