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We have a slightly skewed view of conversion optimization. While we recognize that your paid search landing page matters, that your checkout flow matters, for us the most important page is your product page:
Why your product page really matters
What happens on the product page?
The product page is the last stop in the window shopping train ride. Our hero knows what happens beyond the add to cart button:
At this point, we are fighting the deepest aspects of shopper psychology. Monday has existed since 700 BC, which means humans have been practicing the art of not parting with their hard-earned money for over 2,500 years.
Overcoming that is no simple task.
The marketer’s job is cut out. We need to build a case that’s so watertight, so compelling, that the buyer has no choice but to give in to our siren song.
I like using a courtroom analogy. The copywriter is the lawyer and our objective is to convince the jury. The copywriter can only use the truth but they can present it in the most interesting way possible. But here’s the thing, if the copywriter makes one slip-up, one mistake, the jury will bury them.
But, if we do everything right the jury will rule in our favor. And to do everything right you need to use a 9 point conversion copywriting process.
So it really comes down to product page copywriting. We have a visual for this too:
ABOUT FRICTIONLESS COMMERCE
Product pages matter because that’s where our prospects make the crucial buy / no-buy decision. Shopify product pages are all we do. Watch your bestseller convert 20% better in 90 days. Our process.
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.