No. 93: Hey all,
Welcome to this week’s Commerce Lab newsletter!
Each Wednesday, you get actionable insights to boost conversions and site revenue based on our experiments on 8-and 9-figure brands.
Today’s topic is the top dog of the customer journey: the beloved, mysterious, and often misunderstood product detail page.
Are you sidetracking buyers unintentionally here?
Harmless features are usually the ones that end up hurting revenue the most.
Friction is the enemy of the product page.
Attract, don’t distract.
In this 1-min read, you’ll learn:
- Win of the week: How to remove what doesn’t serve on product pages.
- Insights: Where to put strong sales copy, how to use low-inventory to lift conversions, and what 90% of CRO wins come down to.
- News: How to use “emography” to fuel high-performance marketing.
Let’s dive in. 🎯
– Allen
👉 Did someone forward you this newsletter? Head over here to subscribe and read past issues.
WIN OF THE WEEK
Relocate non-essential features on your product page to later in the buying process.
Don't ask customers to make an extra decision before they decide to purchase.
Previously, our luxury home goods brand incorporated a, “Is this a gift?” checkbox right on the product page.
To streamline and optimize, we moved it exclusively to the cart page.
In addition, the add-to-cart button was positioned higher on the product page.
This change resulted in a 6% boost in conversion rates and a 5% upswing in Average Order Value (AOV).
Here’s Why it Worked
The, “Is this a gift?” checkbox on the product page (although well-intentioned) diverted the buyer's attention from the main objective: purchasing the product.
By eliminating this distraction, we ensured a straightforward journey from product to cart.
Simplify the process, make it intuitive, and avoid unnecessary sidetracks.
What Most Brands Do Wrong
Many brands incorporate features they think will enhance user experience.
However, what seems beneficial may unintentionally hinder the purchase process.
Adding too many options or questions on the product page can create decision fatigue, or worse: distraction.
Remember: the main goal of your product page is to inspire a purchase.
Every element on that page should be laser-focused on achieving this.
Steps to Implement Today
Do you have messages on your product page meant for later in the buyer journey?
Follow this guideline to streamline:
- Ask: Is this helping or hindering their purchase decision?
- Remove non-essential elements to later stages in the buying process.
Then, test and refine based on your data.
📣 INSIGHTS
Why luxury stores should never hide strong sales copy.
Use low inventory to build demand & boost conversions 26%.
90% of CRO success comes down to 3 things.
🎯 NEWS
Why “emography” is the new frontier of consumer insights.
👀 LAST WEEK'S LETTER
What collections should you show visitors first?
💡 TWEET OF THE WEEK
👊 STOUT SUCCESSES
|
|
“Very helpful. Allen was detail-oriented in the audit that he provided for us - showcasing areas of opportunity on our website specifically for mobile, checkout, etc. Really appreciate the time that Blue Stout took to walk us through the audit a few times with multiple members of our team. It was a very thorough and data-driven audit that provided us with good insight and valuable info.”
Melanie Bedwell, OliPop
|
Want this for your store, too?
|
That's all for today!
If you enjoyed this, please consider forwarding it to a friend, founder, or fellow marketer.
And if you have any comments/questions, I'd love to hear them.
Until next time.
— Allen
Want to work together? Here are 3 ways I can help you:
If you liked this conversion win, see all previous wins here and read our collection of case studies here.
If you want shorter insights daily, follow me on Twitter and LinkedIn.
Want to work with myself and our team? Reply or click here to schedule a call.
