I know a site whose bestseller product page does over $100 million in annual sales.
When I asked their team when they last updated their product description I expected to hear, “hmm, maybe a month ago.”
Instead, they said, without missing a beat, “we haven’t touched the description since we launched the site.” (Their site wasn’t new).
So this company, whose bestseller was generating a hundred freakin million dollars a year, took the extraordinary step of assuming their bestseller page story didn’t need to be tested. Ok.
Converting a new visitor to your product page ain’t easy.
Just think about the odds:
- This visitor is totally new to your site. They are not emotionally invested yet.
- If this visitor is coming via your Facebook ad they are distracted. They haven’t made the mental shift from “let me see how Jessica is enjoying her vacation” to “I’m now going to pull out my credit card and buy ____”.
- If they are coming from a PPC ad they have your page open but also a few of your direct competitors.
- You’ve seen your site
a 100 a million times. You could navigate it blindfolded. But your layout and design is totally new to our hero. If the layout seems counterintuitive, she will leave.
- Using a credit card, which links to a significant portion of a shopper’s net worth on a site they’ve never seen, has got to be the most nerve wrecking experience in the world.
Against this backdrop we’re trying to convince our visitor to buy today. And this is why we need to nail the landing.