The most important page on your entire site isn’t your homepage, your paid search landing page, or category page. It’s your product page. My goal is to show you how to create high converting product pages.
Your product page is complex. It has a lot of information:
— Detailed product description which includes “what’s unique about the product” and “why buy from us”.
— Value for money statement. No matter your price point we need to prove to shoppers value for money. If your price point is high our emphasis is on explaining why this is an important investment and long term value. If your price point is low we need to explain, convincingly, how, even though the price is low, our quality is still high.
— A listing of features and benefits
— Frequently asked questions
— Product images
— Product reviews
As you can see this is a lot of content to consume. Would a new visitor have that kind of time allocated to fully digest our sales pitch? We answer that question below.
User attention spans prevent us from having high converting product Pages
2020 findings: Wolfgang Digital analyzed 130 million website sessions, over €330 million in online revenue, and calculated the average session duration (time on site) for all of eCommerce at 2 minutes and 32 seconds (source).
This 2 minutes and 32 seconds time is for your entire site. How much time does that leave for the product page? 1 minute? Can you imagine closing the sale in under 60 seconds?
Buying more time
You could rewrite your copy using our 9-point buyer psychology copywriting process to give the reader a compelling reason to spend more time on the page. And we definitely recommend you read that article to learn techniques to stretch time. But, even if we can stretch time, we are going to come up against the limits of user attention. If a user would normally spend a minute on a page then, by using techniques of buyer psychology I can get them to spend 50% more time but that is still 1 minute and 30 seconds. Still not enough.
So what is a marketer to do in the situation? We apply 2 techniques:
— The first technique uses something called action buttons. We insert this action button somewhere at the midpoint of the copy and the action button is trying to understand if the user is looking to buy today. According to Neil Patel’s blog, 96% of your site visitors aren’t ready to buy. The engaged reader will interact with the button and pick one of the two options: “yes” or “not today”.
If the user picks “not today” that’s an opening for us to ask permission to send them information about this product via email. Keep in mind, you’re still going to have to write persuasive copy to get them to give up their email addresses.
— The second technique is to use an exit-intent popup. What happens is that as the user is exiting the page (either by clicking the back button or the close (x) button on the browser) we show a pop-up that will say something like:
Hey, it looks like you’re leaving before reading all the great things about [product name]. Could we send you details about our [what product does] to your inbox? [email ID]
Now that we’ve earned the hot prospect’s permission you can send them a personalized email series. These emails only talk about this product. Our idea is to send a short sequence of emails that systematically increase desire with each read so that by the time the reader is on the last email she’s ready to buy.
What you saw in this article is a description of the opportunity and an outline of the solution. At this point, you could go ahead and implement this on your website but you would be missing a far greater opportunity. The strategy to create high converting product pages is one piece of the puzzle.
Online shoppers don’t just experience your product page. They experience the entire website.
Therefore as a marketer, I need to think at a higher level. I need to think about optimizing the customer journey. If you are interested in massively improving your sales we recommend the most important article we’ve ever written. An article that’s taking 11 years of client work for us to formulate. That article is called How to Increase Online Conversions and Sales.