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As an online retailer you’re looking to maximize conversion rates. Conversion maximization is the practice of removing friction. As friction is removed conversions and sales go up.

How to Maximize Conversions

This is where your product story comes into the picture. There are 2 aspects of a product story:

2 Aspects of a Product Story
This graphic shows the two aspects of a product story.

1: Why we exist
2: Why this product must exist

The job of “why we exist” story

When a new visitor first lands your site their focus isn’t your product. No. This visitor is thinking, “why does this company deserve my attention?”

The visitor probably has multiple tabs open. These tabs contain sales pitches of your competitors. To maximize conversions we need to present a watertight case for “why we exist”.

“Why we exist” example

I study eCommerce sites every single day. In my travels this morning I discovered wonderful dental. These guys have done an excellent job presenting their “why we exist” story and they do it right on their homepage. I like how instead of showing a wall of text the story is presented with reinforcing graphical elements:

Excellent example of "why we exist" taken from wonderfuldental.com.
Example taken from wonderfuldental.com

If you’re curious about the second aspect of the product story (“why this product must exist”) you can read about it in this product page optimization article.

Hope you liked this maximize conversions article.

WHAT’S NEXT?

Driving sales by increasing ad spend is easy.

Mad skill is leaving ad budgets untouched and still managing to boost sales.

We (Frictionless Commerce) grow bestseller sales 20% for companies that have invented a better consumer product and do $2 to $15MM in Shopify revenue. And we do this within the first 90 days.

If you like doing the hard work yourself, our founder Rishi shares ecommerce 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.

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