“Is My Marketing Working?” Rethinking Product Pages

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This article is different from 10 pages you just read while Googling “Product Page Design Ideas”. We’re not going to list “18 of the Best Product Page Design Examples We’ve Ever Seen”. Instead, we’ll share one brilliant product page concept.

Backstory

As marketers, we’re constantly developing and pushing out new marketing ideas.

But how do we know our ideas are working?

We could look at the overall revenue impact but that’s very binary— it worked or didn’t.

The job for a marketer is to unearth and resolve struggling moments. There are points in the customer journey where a prospective buyer gets stuck:

Marketing breakdown
This is what’s happening with your marketing right now.

As you can see from the graphic above “buyers with struggling moments” is a big group, much bigger than the group that ultimately buys.

Imagine the revenue impact if we could improve conversions of the “buyers with struggling moments” group by 15%??

But there’s a problem

If I’m a marketer (I am) how do I know what struggling moments to focus on? After all, different personas (definition) of visitors to my site will have different questions and frustrations (what we’re calling “struggling moments”). Planning for all struggling moments is really hard nearly impossible. So we need to pair down to the most important, conversion moving, ones.

Some options we currently have to unearth struggling moments

  • Heatmaps (definition). Trouble: can be subjective.
  • User recordings (explained): Trouble: too granular.
  • Customer interviews (explained): Trouble: super expensive and time-consuming.
  • Polls. Trouble: need to be designed properly or will collect biased data.

What we’re looking for

As shoppers are reading our marketing content, if they have questions, we want a mechanism that captures their questions.

A better product page design idea

What if we could, across the whole marketing campaign, add widgets at strategic locations to collect feedback and facilitate conversions? Now we’ll know where potential buyers are struggling + we’ll know more about them. This will create a feedback loop for constant tweaking and improvements.

Here is the broad idea: as users consume our marketing material questions will form in their heads. Different people will have different questions.

Previously the marketer would have to design messaging based on the types of guesses “average” could have.

But as the great Avinash Kaushik would say, “averages lie“. (Link).

The marketer’s dilemma:

“If I assume the buyer will have tons of questions I’ll end up with a campaign where every detail is over-explained. Too much copy. Good for a few but a turn off for the rest.”

“But if I assume the buyer is well-informed and has very few questions I could risk leaving many shoppers scratching their heads.”

It’s hard impossible to find the right balance.

What if we didn’t have to find the right balance?

Our idea is to add tiny icons (we call these action buttons) at strategic locations. What these buttons say will depend on the types of conversations you are trying to ignite.

Example 1

In the example below we’re using clear and unclear buttons on the product page:

Unique product page design idea. We're constantly looking for an edge on product pages. This is a totally new product page design concept. It'll radically improve your conversion rates.

You’ll notice the buttons aren’t super big. We don’t want them to be visible for people that just land on the page. We want the action buttons to be visible once the visitor has read the relevant block of text.

Example 2

On Levi’s 501 product page it would make sense to add a Never worn 501 jeans before? button at the end of the first paragraph.

Levi's product page. Adding [never worn 501] button on page. Unique product page design idea
Levi’s product page

Think about it. 501 is their flagship design. If someone is a first-time buyer on Levi’s they will likely reach the 501 page. It is their flagship product, after all.

For a brand like Levi’s converting a first-time buyer is HUUUUGE. Their lifetime value is super high (definition: an estimate of the average revenue that a customer will generate throughout their lifespan as a customer. More context). For their marketing team converting a first-time buyer is likely the single biggest goal. People clicking Never worn 501 jeans before? button are basically saying:

“Hey, I’m new to your brand. I’m coming from [competitor] brand. Tell me a little more about what makes 501 so special?”

I’m sure Levi’s has plenty to say to this high-value warm lead. But that information isn’t on the page by default because they don’t want to clutter it. I get it. That’s why have a mechanism like Never worn 501 jeans before? is so powerful. It’s low profile enough where it doesn’t super distract the reader but visible enough should a page visitor need it.

Example 3

While the idea of strategically placing action buttons is super powerful and delivers the highest quality insights it does require a fair amount of work.: you have to think about which action button needs to be placed at what location.

We can keep things simple. Simply add this dialog box to the bottom of your product description:

Did we answer all your questions? [YES] [NO]

Even a simple pairing like [Yes] and [No] can give valuable feedback. And for people who say [No] we could ask for their email address.

Example 4

In our internal testing, we find two thirds of site visitors are in research mode. These people will likely not buy today, so why push them to? A better idea is to embed in our sales pitch a subtle question that reveals their mental state. Here is the question we have in mind:

Just researching today? [Yes] [I’m looking to buy today]

If someone clicks [I’m looking to buy today] just get out of the way. But if someone says [Yes] it might be a good idea to add them into a mailing list so we can tell them more about the product they are studying.

Example 5

Another idea is adding this button to the bottom of the product description:

[What do you think about this product]

When clicked, show a popup like this:

Product Page Design Idea
Popup menu

As you can see from the examples above you can get creative with action buttons.

Functionality

If the reader clicks clear the button could remain pressed -or- the two buttons could disappear. You’ll need to see which works better for you.

If they click unclear we activate a dialog box. This dialog box could now ask specific questions related to the paragraph.

Action buttons serve multiple purposes:

  • Let us know if our content is clear. If people are clicking unclear it’s a signal we need to improve clarity. Click actions will need to be recorded so you can study the data.
  • It’s a signal for purchase intent. After all, a shopper who has read part of our sales pitch and is motivated enough to raise their hand and fill in a question is pretty damn motivated. Once they submit their question it could be sent as a priority to our sales team: “Hot lead waiting”.

Why add these little buttons?

I know what you’re thinking, “Rishi, why add these tiny buttons and clutter up my page?”

I like adding the button because I want to capture the question as it appears in the mind of the shopper.

“Couldn’t I use a tool a feedback tool like Hotjar?”

Hotjar is a great tool. I use it too. But the poll prompt …

Hotjar poll prompt
Hotjar’s poll prompt

… is activated at the page level. But the question appears while the buyer is reading paragraph 2. I want to capture his question at that very moment.

Strike when it’s hot.

“But we already have chat on our site”

Chat has problems:

  • Motivated shoppers will use chat. But many people new to your site aren’t that motivated yet (they don’t yet know how awesome you are).
  • We know from past tests that shoppers see only 17% of what’s on a page. So chances are high they will not even see your chat prompt.

And that’s why you need our product page design idea.

“How many buttons should I add?”

Not too many.

Does the dialog need to be in buttons? Do they have to appear by default?

What we’ve presented above is a solution. It’s not the most elegant solution. We hope, with time, to continue working on this and develop better ideas. Here are some alternative designs:

#1: when I’m reading on my computer I tend to move my mouse near the sentence I’m reading. If this is also how most people read on their desktop screens then we could set these action buttons such that they only appear when the user’s mouse it near the relevant content. The advantage of that is that it’ll minimize visual clutter on the page. Now the button appears as the user is consuming content, not before.

#2: I saw on Hubspot blog (example) they have a mechanism where when the reader highlights text a menu appears above it. Screenshot:

Hubspot Highlight
When you highlight text this menu appears

Obviously the menu options for our concept will be different but we’ll use this basic idea. In our case, the context of the menu would change based on the text that’s being highlighted. If the text that’s being highlighted is about measurement our overlay message could be: “we get a lot of questions about measurement, do you have a question?” when the link is clicked something will happen.

#3: another idea would be to reveal the action buttons based on where on the location of the center of the screen (here I’m assuming that’s where the reader is looking). The advantage of that is that the idea will work on mobile and desktop.

#4: Google uses a somewhat interesting approach for their help center section (example). See the animated Gif below:

Product Page Design Idea
Taken from Google Help page

If you liked this product design page idea there is a 98% chance you will really love these, too:

Price Insensitivity Priming

Why Discounting Is Bad: How It Impacts Buyer Psychology and How to Do It Right

Copywriting and Conversions

Buyer Psychology and Product Reviews

And …

… if you want to learn more about how we use buyer psychology to drive conversions visit to our homepage.

Finally, you can also follow me on LinkedIn. Here you will find 100s of examples.

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