The most important page on an eCommerce site is the product page and the
best smartest way to maximize product page conversions is by using personalization.
Wait, why is my product page the most important page on my site? Isn’t it my homepage?
The product page is where you’re buyer is choosing between buy and no-buy. This is where they are voting with their wallet.
But product pages aren’t personalized. They are the bloody same for every visitor. Does this make sense to you? If someone walked into a physical store and asked a question would be make sense to give the same reply no matter what the question was? Heck no. Do that and you’re retail store will be bankrupt in 60 days.
So why do we do this online?
Look, if you’re selling a sport hydration drink mix you can get away with a basic product description. The price point is relatively low and the use cases are pretty easily understood (it’s a hydration mix for people who are into active sports).
But, if you’re selling a complex product that appeals to different audience types then you have a problem. Because in order to cover ALL details and address ALL questions for ALL users you need a lot of words. But only 30% of that content is relevant to any one buyer group.
What is a marketer to do? How can they personalize the product page?
We think we’ve invented a brand new solution. I know it’s new because I’ve studied over 1,500 product pages in the last 4 years and never, not once, seen it.
To illustrate the idea we created a concept for GOAL ZERO’s Yeti 150 portable station (note: not a client).
We picked this product because it’s a complex sale and costs around $200. Different user types reach this page, each with their own sets of questions.
Instead of showing a really long description our concept replaces all the content and shows a questionnaire where the content was:
The user clicks checkboxes that apply to their purchase criteria. And we’re smart, to hedge bets our first checkbox is “See answer to all questions”. This is for people who hate checkboxes (I want to convert everyone).
Once the user selects their checkboxes and clicks SEE ANSWERS button we reveal their personalized product page content:
To recap: product page content has been reduced by 70% without cutting any of the questions this shopper cares about. Win-win.
PS: If you’re on LinkedIn much you
can should definitely connect with me. I’m posting ecommerce conversion ideas every day, multiple times a day.