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.
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 betting 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 the “why this product must exist” story answers.
I’d like to return to the “why we exist” story for a minute. Think of it this way, “why we exist” fills all the space that isn’t taken by the “why this product must exist” story.
Power of Two
These two questions are central characters in the product page optimization saga. Nail them and experience a 20% sales bump.
Combined “Why we exist” and “why this product must exist” form your product story. What we explained above was the primer. What you need next are the step-by-step instructions. Luckily, that’s exactly what we’ll reveal next 😀
Since you're liking this article on PDP optimization you're gonna love the conversion ideas I share in my weekly newsletter. Signup below. If it isn't as good as I'm making it sound unsubscribe with one click.
Step-By-Step Instructions for PDP Optimization
In order to really understand the awesome power of PDP optimization one needs to zoom all the way out. We’ve broken everything into 4 chapters. Marketers who deeply engage with these 4 chapters, which have taken us 12 years to figure out, will zoom past their peers (and make a lot of 💰💰💰. Ready?
Each chapter in our forthcoming book will feed into the next. Click the link that best describes where you want to start the story:
Chapter 1: is all about conversation rate optimization (CRO). It talks about the history of CRO, statistics of CRO, and describes how most agencies do CRO. We need to describe how most are doing it before revealing our process (that’s the topic of Chapter 4.)
Chapter 2: For every 1,000 product pitches encountered the shopper buys 1️⃣ item (and we’re being generous). If the goal is to have the consumer choose your product we need to understand their selection criteria– we need to understand their buyer psychology. Marketers who nail this will always outrun their peers.
Chapter 3: Conversion optimization work typically focuses on design and layout changes. We don’t limit ourselves to design and layout. Through extensive experimentation, we realized that the thing that moves the conversion needle 🧭 are the words and ideas expressed on the page. Conversion copywriting is where it’s at.
Chapter 4: Marketers make a fatal mistake. They focus on optimizing the whole site. We focus on the tip of the spear. The most important page on your entire site is your product page. To understand why this is, read this post: Product Page Optimization.
About Frictionless Commerce
We only work with technical product DTC brands by improving advertising effectiveness by 20% in 90 days. This is achieved using a buyer psychology conversion copywriting framework. All paid traffic eventually reaches the product page and this is where we strike. 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.