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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:
Behavior prior to product page
When a new visitor first lands they are in a hyperactive state. They have 4 other tabs open and their mind is in 10 different places. They are seeing your site for the first time and don’t know how to navigate it. Your design and layout might be familiar to you but it’s totally new to our poor visitor. They are experiencing an explosion of new information. These 3 picture cards nicely illustrate the situation:
Why the grinding halt on the product page?
Our visitor knows that after the product page they will need to pull out their credit card. Up till the product page, the visit was totally free, they were basically window shopping. But now, a decision needs to be made. And this causes the buyer to slow down. We now have their full attention.
Many visitors don’t even make it to the product page. But those who do are making their intentions clear (see 2 images below):
The marketer’s job is cut out at this point. 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 potential buyer is the judge. The site is the client and the copywriter the lawyer. The copywriter needs to present a flawless case or the judge will throw the case out. The lawyer has zero room for error and if she doesn’t cover all the points the esteemed judge is looking for, she will lose. But, if she does cover all the points (our 9 point conversion copywriting process) the judge has no choice but to rule in our favor.
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.