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When it comes to PDP optimization and trying to boost conversion rates, marketers always dread one thing: changing their PDP template or design. It takes so much time, money, and effort, and it can feel like a lost cause if you don’t see A/B test winners quickly. In this article, I’m going to show how you can begin optimizing your product page without changing your template or design and still see results.
Micro-improvements are worked on after the Deconstruction step is complete.
Instead of making big design changes, we’ll rely on micro-improvements. A micro-improvement is a small but strategic update to the page designed to improve impact.
Your only limitation is that you are working within the space available at a location. So if a location has a one-sentence description because that’s the only room available you can’t alter the page design to make it a 4 sentence detailed explanation. But you could turn a keyword in that sentence into a hyperlink and on click show a lightbox with as detailed an explanation as you like. Lightboxes don’t break the design of the core page since they visually appear on top of the page, so any changes like that are totally allowed. We show an example lower in this article.
Don’t let the term micro-improvement signal the change is small– let me show two examples:
In the video above we mentioned the following:
– Long-form sales pitch article.
– Price justification example.
Did the video clear things up? /
To fully illustrate micro-improvements, I’ll walk you through a complete example below using one of YETI’s best-selling products (if not the best-selling product): their Rambler® Tumbler:
Here is a screenshot of their deconstructed product page.
When I work on a project for a client, I create a numbered list (1–X, where X is equal to the number of elements I labeled in my screenshot of the page I’m working on). In this YETI example, I have a 32-item list. Beside each number, I’ll note down what improvements can be made. I typically have an improvement for almost every element on the page.
The screenshot below has two sets of numbers. The numbers on the image show what element we’re looking at, and the numbers to the left of the image are clickable. Click those to see an explanation for the micro-improvement:
1: This “Limited Edition” label is interesting, but I’m not given any information about what makes it limited edition. Before making a change here, I would ask YETI: “What makes this limited edition? Once I have the answer, I’ll make this label clickable and on click show a lightbox with more info that amplifies the impact of this being a limited edition product.”
2: I won’t make a change to the product name.
3: Under these stars, I’d add this copy:
47,723 reviews & counting. Here are some of our favorites >
“Here are some of our favorites >” would be a link. On click, I’d show a lightbox window with the following:
What you see below is a collection of some of our favorite reviews. But if you prefer to see all the reviews, you can click the button below:
[Customer review 1][Customer review 2][Customer review 3][Customer review 4][Customer review 5]{Read More Reviews}
This lightbox would feature a handful of my favorite reviews, reviews that I felt covered a variety of different use cases, contained surprising details that a shopper might find interesting, etc. At the bottom, I’d include a button that says “Read More Reviews”. On click, the user would be taken to the Reviews section at the bottom of the product page.
This product page has over 47,000 reviews. While that’s a compelling detail on its own, we still want shoppers to see the reviews. This micro-improvement gives us an opportunity to increase the visibility of positive reviews, which invariably results in higher conversion rates.
4: What is a Magslider™ lid? It sounds cool, but some shoppers will want to know more. These shoppers are known as diggers (learn about skimmers vs diggers here; hint: if you clicked on this link, then you’re a “digger”).
Even if this detail is covered lower on the page (it is), why not give the shopper who wants to know more now the ability to do so?
I’d make “WITH MAGSLIDER™ LID” a link (or add a tooltip icon beside the copy). On click, I’d show the following content in a lightbox window:
Magslider™ Lid Is Magnetically Sealed for Ultra Protection
The Rambler® Tumbler harnesses the power of magnets to provide an ultra-tight seal. Keeps temperatures locked in (and anything else locked out — bugs, dust, rain…). Open or close with the flick of a thumb.
The lid is 100% BPA-free and dishwasher safe.
I’d also use this as an opportunity to highlight important details, such as the fact that this product is 100% BPA-free and dishwasher safe, details that are somewhat buried deeper on the page and are therefore harder to find.
5: I’d change this copy to the following:
The ultimate bestseller from the most recognized name in the world of on-the-go cups.
This builds more excitement and credibility.
6: The main product image is the most visible element on a product page. Since we know that essentially all shoppers will see this image, it’s a great opportunity for us to highlight important details. I’d modify this image to include this copy:
– Guaranteed to fit most cupholders.
– Maintains drink temperature.
– Puncture & rust-resistant.
7: Many of the reviews rave about the customization that’s available with this tumbler. But I don’t feel that the customization options are clear enough on the page. To improve this section, I’d change the “Color:” copy to the following:
Make it yours (Color + Customization):
And…
8: I’d then remove the “Customize” button (which to me only communicates that maybe you can customize the color more) and add a button above the color options that says: {Add custom logo, monogram, text, or design + }
The button is more wordy, sure, but it fully communicates what customization options are available. As a result, I’m confident it would get more engagement.
9–13: I wouldn’t make any changes here, at least not right now.
14: $35.00 can be a lot of money for a cup. But I know YETI makes high-quality, long-lasting products, which means the price is worth it. But I can’t rely on shoppers feeling the same way. Instead, I need to communicate this idea and justify the price for the shopper (learn more about price justification).
Beside the price, I’d add this copy:
& built to last a lifetime.
This quickly communicates that this $35.00 price will only need to be paid once or twice over the course of many years. Shoppers correlate longevity with value.
15–16: I wouldn’t make any changes to the quantity selector or Add to Cart button.
17–20: If a shopper is on your site, the first thing you want them to do is buy from here. Putting more emphasis on a “Find a Store” tool only delays the purchase (potentially indefinitely). Normally we’d remove this from the product page entirely, but if a client really wanted to keep this on the page, then we’d simply deemphasize it.
In this case, I’d swap #17 (the “Find in Store” tool) and #20 (the 5-year warranty info), and change the 5 YEAR WARRANTY copy to this:
135 YEAR WARRANTY
The 5-year warranty requires more attention to make shoppers feel comfortable with making a purchase. I updated the copy to amplify the impact of the warranty duration, which is quite generous (most warranties seem to last just 1–3 years).
21–23: I’d remove this content. The focus of a product page should be to sell that product. Cross-selling and upselling shouldn’t receive this much attention, at least not at this point on the product page.
24: Above #24, I’d add this image with the following copy on it (this is what we call a Picture Story):
TAKE THE RAMBLER® WITH YOU ANYWHERE.
THE OFFICE, THE BEACH, THE CAMPGROUND, THE BOAT…
This communicates an important selling angle (more on this below) that I want to be highly visible on the page. I felt that if shoppers could imagine themselves taking their tumbler with them everywhere that they’d more easily see the value.
Additionally, I’d show all the slides from this gallery in #24 on the page by default, one on top of the other. Since I’m removing #21–23, there is enough freed-up space on the page to prevent this change from significantly extending the page length.
I’d also amplify the copy in these (former) slides. I’d change slide 2 to say:
Puncture & Rust-Resistant 18/8 Stainless Steel
Drop it, kick it, throw it — the Rambler® Tumbler can handle it. It’s kitchen-grade, 18/8 stainless steel construction provides more durability than 18/0.
We extensively tested the Rambler® and we weren’t gentle. It has fallen off trucks, down rocky hillsides, been kicked by a horse, and lived to tell the tale.
We’re building more excitement with this copy and explaining the significance of 18/8 stainless steel (which on its own is an abstract detail that most aren’t familiar with).
I’d change slide 3 to this:
Keep Drinks In the Goldilocks Zone
Shine or snow, the Rambler® Tumbler will keep the temperature of your drinks “juuuust right” thanks to our perfected double-wall vacuum insulation technology.
Here I’m highlighting another important selling angle — that this tumbler keeps drinks at the perfect temperature — by relating it to a familiar story (Goldilocks).
I’d then update slide 5 to this:
Magnetically Sealed for Ultra Protection
The Rambler® Tumbler harnesses the power of magnets to provide a tight seal. Keeps temperatures locked in (and anything else locked out — bugs, dust, rain…). Open or close with the flick of a thumb.
Again, the goal here is to amplify the copy and build more excitement.
25: I wouldn’t make any changes here at this time.
26: This section is only letting shoppers know that there are 3 size options, information that is evident at the top of the page when you add this to cart. I believe a more effective use of this space would be to emphasize another important selling angle.
I’d add this image (which is currently only on the desktop version of the page):
Then I’d update the image to include this copy on it:
Keeps ice frozen…
Keeps coffee hot… 🔥
ALL DAY.
I’m not sure if this copy is 100% accurate, so to make sure I would ask YETI and make adjustments if needed.
27: On this image, I’d add the following copy:
Guaranteed to fit your cupholders.
This is a critically important detail that YETI already emphasizes in a few locations. However, we know shoppers are drawn to images, so including this message directly on an image dramatically increases its visibility.
28–31: I wouldn’t make any changes here at this time.
32: I’d add a blur effect or transparent overlay on top of the reviews section. On this overlay, I’d add the following copy:
What we say about the Rambler® Tumbler doesn’t matter…
What does matter is what 47,723 real customers say.
We don’t expect anyone to read all of their reviews. But to get a good idea of how people are liking the Rambler® Tumbler, all we ask is you read at least 10 of them.
That’s all we ask.
{Read the Reviews}
Why in the world would I add this? Doesn’t this increase friction?
Yes! But in a good way. I want the shopper to slow down at this point and take in my message, which is doing a few things:
- It’s forcing the user to acknowledge how many reviews we have (over 47,000), which increases credibility and their confidence to buy.
- We’re acknowledging that our opinion on our own product is meaningless. What means the world is what shoppers just like them are saying. This builds a sense of likability and shows the shopper that we aren’t just salespeople — we want them to buy only if it works.
- We’re explicitly giving the shopper a goal: to read 10 reviews. They may only read 4, but at this point chances are very good that that’s more than what they would have read otherwise. The more reviews shoppers read, the higher likelihood they will convert. This is especially important in this example because a negative 1-star review is the first visible review on this product page at the moment. We need to encourage shoppers to read beyond that first review to get a full picture of this product.
What Impact Can These Changes Have?
Individually, these changes won’t move the needle a whole lot. However, collectively they can provide a significant conversion lift. Each micro-improvement is like a drop in a bucket. A single drop doesn’t mean much, but once you start adding more and more, you’ll start to see a significant change.
Why Am I Ignoring Design When Doing PDP Optimization?
When it comes to your product page, the most important thing isn’t how beautiful it looks (I have seen product pages that look like they’re from 1999 convert at amazingly high rates). Instead, what your shopper ultimately cares about is the information. For example:
- Will this accomplish what they need it to accomplish?
- Will it arrive in time?
- Does it have the right features?
- Is the price fair?
Your page can be the best-looking one in the world, but if it doesn’t answer those critical questions, then who cares? Your visitor sure won’t.
That’s why I’m not too concerned about design when I start optimizing a client’s product page. As long as the page is functional and easy to use, I can focus my attention elsewhere.
What Are the Benefits of This PDP Optimization Approach?
1: You don’t have to worry about changing your PDP template or design and the impacts that could have. If you’re here not as a CEO but as a copywriter, marketing director, conversion strategist, etc., then this has an additional benefit: you don’t have to worry about the long approval process that often occurs with design changes.
2: When it comes to A/B testing, big design changes can cause a flicker effect when your testing tool tries to render your test variation. This results in a poor user experience, which will likely have a negative impact on conversions. These micro-improvements, which are entirely focused on improving the sales pitch, dramatically reduce the likelihood of this flicker from occurring.
3: Most micro-improvements don’t require the help of a developer. You can often make all the changes on your own.
4: Design changes often result in page content shifting. Google doesn’t like it when the page layout shifts as the page is loading. The technical term for this is Cumulative Layout Shift. So when your test dynamically inserts new content blocks on the page (or removes content blocks), it causes the page layout to shift. Learn more in this great article: Cumulative Layout Shift – Overview of 2021 Google Ranking Factor.
Now, it’s not like I will never change the design of the page. I just won’t do it during the initial phases of projects I work on. We can gain many conversions right away by simply focusing on micro–improvements.
What To Do After You’ve Applied This PDP Optimization Approach?
You will get to a stage where you’re having difficulty finding new micro-improvements for the page—the conversion juice has been fully extracted. At that point, you’ll want to shift your focus toward constructing the long-form sales pitch for the page. This is the most important step in the conversion optimization approach I use. I explain this concept in full detail here: Write Your Long-Form Sales Pitch.