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Surprising
Shopify Results

Something interesting happens when you’ve spent 12 years working on a marketing puzzle. You reach a point where you’re still starry eyed but have little tolerance for time wasting.

The Journey

When it comes to Shopify, we’ve experimented with every part of the site. Homepage. Category pages. The checkout flow (mobile and desktop). Sitewide elements. Design elements. Top nav menu options.
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Few of these locations have produced gold but there is only one mega winner.

We realize timing is everything. You might be in the middle of another project and improving conversion rates might not be your top priority.

How important is conversion optimization for you right now?

NOT A PRIORITY

IT'S ALL I THINK ABOUT

We love focus. You should celebrate your sense of awareness. There is no point rushing into conversion optimization when you are still working on foundational stuff. We’ll be around 6 months from now when you’re ready for us. In the meantime, we have an idea:

There's so much marketing experimentation going on right now.

The collective wisdom of marketers is insane.

But many great marketing innovations are hidden away in tiny niche sites.

Zappos.com and Nordstrom.com are hardly pushing the marketing envelope.

Ritual.com, on the other hand, is going all out. Their survival depends on it.

But who has time to track and observe these niche marketing hustlers?

This guy (pointing to self).

Every Monday morning I share visual examples.

Ideas you can apply on your site within a day.

If you’re interested, please signup:

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Rishi Rawat
The Product Page Guy

Good. What we’re about to reveal next will improve your conversions by 20% in 90 days.

But, we'll need the next 8 minutes to properly explain the key lesson that took us 12 years to figure out. Avoid the mistakes we made along the way.

What's your current Shopify conversion rate?

Enter a number between 1 and 100

Thank you,
You'll see this % reappear in our calculations below...

Continuing our story:

It’s true; few of the elements mentioned above (like your Shopify homepage and your checkout flow) do matter but they pale in comparison to the conversion impact of your product page.

Turns out, the product page is the most important page on the whole site. Think about it and it’ll start to make sense.

Typical shopper behavior (we’ve seen this movie 1,200 times):

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Your Shopify product page matters for a bunch of reasons, most users who reach here are saying:
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At this point my job is cut out. I need to present a flawless sales pitch.

As a copywriter…

Convert your product page copy into an attention black hole.

I like imagining a courtroom. I’m the lawyer. I’m representing you, the client. The judge is our online buyer. This judge is a tough one. If we don’t build our case by the book her honor isn’t scared to squash it like a grape.

But, if we follow a proper checklist, build a watertight argument, don’t take unnecessary risks, the case is ours to win. Most product pages aren’t written this way. Most start and end with a listing of features & benefits.

To me at least, this feels like the self-checkout lane at the grocery store. Effective, but lacking a human touch.

Make sense? /

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~ Rishi

Your product page wears many hats

  • It welcomes new visitors and puts them at ease.
  • It shows visitors that we deeply understand the problem they’re looking to solve.
  • It educates about the benefits of your invention.
  • It answers 2 crucial questions: “Why we exist?” & “Why this product must exist?”
  • It anticipates questions and objections before visitors even think of them.
  • It gives them the confidence to place their first order on your site.
Did this list make sense? /

Thank You

Please type your question and I (Rishi Rawat) promise to respond to you within the next 12 hours.

Please enter your question...

Thanks for submitting your question.

What email address would you like me to send a detailed response to?

Please enter your email address...

Thanks for your question and your email address. You will get a response in the next 12 hours.

~ Rishi

Dangerous trend (hidden opportunity to outsmart of the competition)

Over the last 12 years we’ve noticed a gradual shortening of product descriptions. They say it’s because shoppers don’t like to read. This is the wrong conclusion.

If the copy is relevant, well written, and addresses the problems our buyers care about, it will be read. We’ve run over 410 copy length A/B tests. The results are clear on this.

Matching the awareness level of visitors

Visitors to our product page aren’t the same. Their levels of awareness vary.

Imagine you sell a juicer. Our product page visitors will be in these 3 awareness levels:

👶

Someone new to juicing.

👦

Someone familiar with juicing but new to your brand.

🧔

Someone deep in their juicing research journey.

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.

Then why is the story on our product page description the same for all visitors?

Have you ever seen a product page that was personalized based on the criteria above?

The answer is no.

Hopefully, now you can see how far behind e-tailers are and how big an opportunity this is for you to leap ahead. We need to act before this strategy is copied by everyone.

We are pioneering this approach for our select clients and the results have been staggering. Two product page case studies worth sharing:

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Oransi sells the world’s best room air purifiers. In our research we realized that there were two types of people visiting our page. People who wanted the full story (people new to room air purifiers) and those that just wanted the facts (people deep in their research journey). Instead of trying to present the content so it worked for both audiences we simply asked visitors how much time they had today. Based on their selection the product page content was personalized. Those 2 tiny buttons generated a 30.56% increase in sales
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Giesswein sells incredible women’s running shoes made of Merino wool. There were 8 incredible details about the shoe but we felt showing all 8 would be too much. We realized that depending on the awareness level of the audience different parts of the content would be relevant. So we simply presented a menu so users could pick based on their awareness level and interest:
ImageGiesswein AB Test Results
This somewhat simple tweak (plus other adjustments we made to the page) caused bestseller sales to jump 29.28%

How high could we take our Shopify conversions?

Imagine if we transported highly engaged visitors from your site to your office.

Out of a 100, how many could you convert in person?

Enter a number between 1 and 100

Why is this so much higher than our site? It’s because:

— In person your personality shines. Your enthusiasm is clearly visible.

— In person you adjust based on the buyer’s facial expressions.

— Your in-person pitch has a set structure that you’ve perfected over the years. There is a start, middle, and end. On your site people can navigate any way they like. Imagine reading a book by jumping from chapter 2 to 8 to 3.

But why can’t our Shopify site be as effective as our in-person presentation? It absolutely can. We just need to make strategic tweaks. Not a redesign. Strategic tweaks.

Even if, at best, we were able to make your site 1/5th as effective as your in-person pitch it would be a improvement adove our current conversion rate. Translation: you’ll make more in sales without increasing ad spend by even one cent.

Even if, at best, we were able to make your site 1/5th as effective as your in-person pitch it would mean our new conversion rate is . That's pretty awesome.

Ready to get started?

SEE IF WE ARE
A MATCH MADE IN HEAVEN
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Rishi Rawat
The Product Page Guy



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