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When a new visitor first lands on your site, they are hyperactive, clicking everywhere.
The moment they reach the Product Page their momentum slows to a crawl.
Shoppers who reach here are saying "I see what all you have to offer. But THIS, right here, is what I'm most interested in."
Once the visitor reaches the Product Page, they become a potential buyer. This is where we need to communicate our Product Story in a way that connects with them, that answers all their their questions and that convinces them why this product is worth their hard-earned money.
The Product Page is the last page in the window shopping experience, the visitor knows that they will need to give up their credit card information on the next page. So this is where the crucial buy or no buy decision is taken and so for conversion optimization,
the most important page in your website is your Product Page.
Imagine you sell a juicer, your potential buyers come in all shapes. Each one reaches your product page with different intentions and expectations. One differentiation could be their awareness and experience of juicing.
If, instead of visiting your site, these 3 distinct visitors met you in person you would naturally (without even trying) tell them 3 different juicer stories.
“Why is the story on your product page the same for all visitors?”
This is one of the angles we use to boost our client’s conversions. These next few examples may shine some light on how you could do this for your business.
Different buyers care
about different details
There were so many important details to discuss for this revolutionary running shoe with woolen uppers by Giesswein. Details like the fact that the material is 100% natural, the return policy, comfort, etc.
Cramming all this content on the page could would make the page super long. It would end up being a little something for everyone, and that is the worst way to optimize conversions.
So, we first warmed the page visitors with the opening of our product story and then presented this menu element:
29.28% improvement in bestseller sales.
Methodical shoppers are detail hunters. They want to be fully informed before pulling the trigger. Impulsive shoppers move much quicker. Both shoppers ultimately want to invest their hard-earned money wisely but this speed aspect of their personality greatly changes the dynamics of how the marketer needs to sell to those 2 personality types.
The mistake marketers sometimes make is that they try and speak to these 2 shoppers at the same time. That’s hard as hell.
We were working on a test for Oransi’s room air purifier (EJ120). This is a highly technical product. There are details like MERV17 rating, quiet German motor tech, and 0.3-micron filtering that need to be explained.
These were details that would really appeal to the methodical shopper. The impulsive shopper, on the other hand, would just need the quick version of the pitch.
So here’s what we did. We added the question "How much time do you have?" to the page:
Now, instead of guessing what type of reader was seeing the page, we let them identify themselves.
We knew impulsive shoppers would be drawn to the “I have 2 minutes” button. On click, they were shown the quick elevator pitch. The word count might have been cut but we made sure every word counted.
Methodical shoppers, on the other hand, would favor the “I have time” button. And when that was clicked we showed everything in incredible detail. 3 pages full of educational content.
30.56% increase in bestseller sales.
Mobile vs Desktop Shoppers
Why is it that the mobile and desktop versions of the Shopify product page have identical product descriptions? Is it because mobile and desktop visitors are identical?
We don’t think they are. Our testing reveals a clear distinction between someone shopping on thier phone versus their computer. Typically, shoppers surfing on their phones are earlier in the research phase and people on their computers are deeper in their product research. Also in comparison, typically shoppers on their phones have lower attention spans and are easily distracted.
We see a mobile responsive layout that’s different from desktop. But never a product description that’s different from desktop. A missed opportunity.
We’re Frictionless Commerce and these are the types of Shopify conversion optimization questions we think about every day.
Convert 20% better
in 90 days
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It looks like our product story optimization program could work for you.
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