What's your name?
Before getting into PDP optimization let’s walk in the shoes of a typical shopper:
As a marketer if I could pick just one focus area it would be PDP optimization. The product page is where the “moment of truth” happens.
Visitors engaged on the product page are telling us, “I see all you have to offer and this, right here, is what I’m most intrigued by.”
Shoppers enter your site looking to buy one item. Therefore, as far as they’re concerned, your entire site is one product page.
How to Think About Your PDPs
The purpose of the product page isn’t to impress your competitors or win design awards. The singular goal of product page optimization is to get new visitors to buy.
I love and have huge respect for, old-school direct response copywriters like Joseph Sugarman. People like Joseph don’t care about awards. They wrote copy for effect. They crafted sales pitches for … sales.
You Have One Shot
Databox did a survey of marketers and found that the average percentage of new visitors on a site is 68% (source).
This means if you don’t convert the visitor on your site right now there is a 68% you’ve lost them forever.
Don’t blow it.
Why Listen to Me
My name is Rishi Rawat and I’ve been running marketing experiments for the last 13 years. eCommerce is a giant space (there are over 12 million eCom sites) and while it’s impossible for me to study each of them each week I spend at least 5 hours studying how marketers are using clever marketing tricks. Each week I note at least 3 ideas for my swipe file. Speaking of swipe files:
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A Different Take on Product Page Optimization
Products are typically sold by talking about things like features and benefits, current price specials, glowing reviews, product photos, etc.
But these are table stakes (meeting minimum customer expectations). To make my product really shine I need to make a compelling case for the buyer– I need a sales pitch.
The Two Aspects of Your Sales Pitch
1: “why we exist”
2: “why this product must exist”
We’re living in a world where shoppers have more choices than ever and their attention has never been more fragmented. “why we exist” and “why our product must exist” stories break through the clutter and grab the buyer’s attention.
Think of your site as a hurdle race where the shopper has to overcome hurdles before they are ready to use their credit card.
The first hurdle is “who are you and why should I care?” and this is what the “why we exist” story answers. At this point, we’re trying to get the site visitor over the unfamiliarity barrier (graphic below).
Your “why we exist” story really matters. KoMarketing did a survey where they asked “Once you’re on the homepage, what information do you want to see available?“. 52% said About / Company Information.
Think of “why we exist” as your origin story. You launched your DTC (direct-to-consumer) brand because you had a personal frustration (we are all consumers before becoming entrepreneurs). Maybe there were already a few brands that promised to solve your frustration but didn’t deliver. You studied these products in great detail. Few seemed promising, but in the end, no one product lived up to exactly what YOU needed.
Or maybe there wasn’t any solution to the problem you were having.
In either event, you went from having an idea to quitting what you were doing to focus on making your vision a reality. Your goal was to create a solution that would prevent other shoppers from experiencing your personal frustrations. Starting the journey wasn’t easy— the challenge turned out more complicated than you imagined. You even flirted with the idea of getting rid of a few key features or even giving up completely. But a voice from inside gave you the strength.
I don’t know you but I’m confident you experienced a few of the elements mentioned above. These are important details and need to be shared with your visitors. In fact, this is the sales pitch that connects your buyer with you. People buy from people they like. By reading about your personal frustrations you are helping the visitor overcome the unfamiliarity barrier and connect with your brand.
Once they’re sold on the “why we exist” story they move to hurdle 2: “I like you and understand why you exist but what makes your product the best?“
This is what why this product must exist story answers.
Think of it this way, “why we exist” fills all the space that isn’t taken by the “why this product must exist” story.
Step-By-Step Instructions for PDP Optimization
This PDP optimization article simply mentions the two things you need to develop to maximize conversion rates– “why we exist” and “why this product must exist”– what we haven’t done is to give you the step-by-step guide for how you can construct these sales pitches for your eCommerce site and get a massive hand over your competitors.
We aren’t teasers. We will reveal the whole story to you.
You are lucky you’re seeing this post today
I’m currently working on converting this material into a paid course that’ll be priced at over $3,000. But because I am still working on organizing the course structure and video content (the written content is finalized) you’ll be able to read it for free for now. Once the course is ready I will delete these blog posts and redirect this traffic to by course signup page.
To access the 4 chapters of my conversion optimization playbook please start here: Marketing Secrets.