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Converting online shoppers is hard as hell.
There are so many things to consider.
For those of you who prefer learning in video format we’ve made this video:
The battleground is the product page because beyond the product page the shopper knows she will need to pull out her credit card.
This means the product page is the last chance I have, as a marketer, to convince the buyer.
My job then is cut out— I need to craft a sales pitch that’s so complete and so persuasive that by the time the buyer reaches the bottom of the description she’s ready to take a leap of faith in my incredible invention.
I find it incredibly useful to learn through analogies, so maybe this will help you too.
I like to imagine a courtroom drama where I’m playing the role of the lawyer and my job is to convince the Jury of my peers.
The reality is that the Jury is a little biased against me (totally understandable).
The only tool I have available to me is the truth but what I can do is this:
— Think of ways of making the truth interesting
— Decide on what aspects of the truth I’ll give more emphasis to
— Decide the sequence in which I’ll unfold my story
When I look at writing product page copy using this courtroom analogy I find it leads me down very interesting paths.
Now that you have the mental model let’s use this to craft killer content (content that converts):
ABOUT FRICTIONLESS COMMERCE
Product pages matter because that’s where our prospects make the crucial buy / no-buy decision.
We specialize in Shopify product pages. Watch your bestseller convert 20% better in 90 days. Our process.
If you like doing the hard work yourself, our founder Rishi shares conversion ideas on LinkedIn every day. Connect with him here.
If you want to make your life easier and still increase conversions, jump on a call.