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Getting 2x more conversions from product pages

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For the majority of e-commerce stores, a product pages should convert the majority of its traffic through proper persuasion, anxiety alleviation, and better usability. However, product pages for many e-commerce websites suffer from a low Product Page Effectiveness Rate (PPER).

To view webinar: https://www.youtube.com/watch?v=VphrNRzwTdQ

Published in: Business
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Getting 2x more conversions from product pages

  1. 1. Getting 2x More Conversions on Product Pages
  2. 2. Join the conversation @invesp #invespCRO
  3. 3. Your Speakers Khalid Saleh CEO A recognized expert of marketing strategy, Khalid has been a frequent guest in key media outlets, including CNN, BBC, SKY, France 24, MSNBC, New York Times, National Public Radio, and more. He is an in-demand speaker who has presented at marketing conferences across the globe. Ayat Shukairy Co-founder, Managing Partner 400+ conversion optimization projects, She has worked with some of the world top brands such as, 3M, O’Reilly, the Special Olympics, Discovery, helping them increase online revenue by creating successful marketing campaigns.
  4. 4. THE Conversion Framework Personas Trust Buying Stage Stage FUDs Incentives Engagement 250Elements Every website page has a standard CRO map which drives the way the page is analyzed
  5. 5. Audience Question: Which framework elements has a higher priority (stronger impact) on the product pages?
  6. 6. 0 22.5 45 67.5 90 112.5 Trust Continuity Value Prop FUDs Buying Stages Urgency Personas Engagement Homepage Category Pages Product Pages Cart Page Checkout Pages
  7. 7. 1. A single element on a page may require more than one conversion framework element in order to fully optimize it, however, one CF element remains dominant Element Characterization
  8. 8. Audience Question: Is the Add to Cart button on the product page impacted by more than one conversion framework element?
  9. 9. Trust FUDS Personas Buying Stages Engagement Urgency Title X X X Description X X X X X Options X X X X Image(s) X X X X Price Amount X X X X X Price Placement X X X X X CTA Design X X X X X CTA Placement X X X X X X SKU number X X X Shipping Design X X X X Shipping Placement X X X X X X User Reviews X X X X X X User Reviews Icon X X X Benefits X X X X Features X X X X Social Media icons X X X X Videos X X X Banner X X X X X X Left nav X X X Discounts X X X X Product Pages by Element
  10. 10. One of the largest online furniture retailers across the USA, operating offline since 1913
  11. 11. • Problem: • Low overall site conversions of less than 1%. • Product pages seem to be a bottle neck, 1.7% of visitors click on the add to cart button • AOV $2,200 • Client drives most visitors to engage with the chat feature. Furniture Retailer Product Pages
  12. 12. Providing easier access to major elements such as price, add to cart, selection options, etc. will increase CR by reducing visitor anxieties and confusion, and addressing the needs of the impulsive persona
  13. 13. The control: • Product selection below the fold • CTA below the fold The control
  14. 14. Variation 1: • Change placement of CTA • Add product options (drop downs). Variation 1
  15. 15. Variation 2 Variation 2: • Move CTA above the fold.
  16. 16. Side By Side Look 0 1 2 Audience Question: Which design generated the most sales?
  17. 17. The Winner 108% Increase in website conversion 1
  18. 18. The Results 108% Increase in overall website conversion rate
  19. 19. Audience Question: Is the product page the most important page in the conversion funnel?
  20. 20. Digging Deeper When a visitor has made his way to the product page, you have a greater opportunity for persuasion. At this point, the site visitor is more invested in the purchase process and you are able to deliver more information as compared to other pages.
  21. 21. 0% 25% 50% 75% 100% 125% Help pages Homepage Category pages Product page Cart Checkout Conversion Rate Correlation Factor
  22. 22. 1. Product Page Effectiveness Rate, (PPER): % of visitors who click on “Add to Cart”from the product page. 2. PPER = Clicks on the add to cart / visitors to product pages 3. PPER is impacted by average order value 4. A higher PPER can be achieved by reducing customer anxieties and FUDs. Key Terms
  23. 23. • CTA below the follow reduces buyer momentum and increases FUDs. • Page is not catering to an impulsive persona type. • Adding unnecessary elements on the page, only takes up prime page real estate and doesn’t meet visitor needs. The control
  24. 24. • Increase buyer momentum by placing CTAs in a visible place. • Address the impulsive shopper by presenting them with all product options immediately. • Opening space and removing unnecessary elements makes the page more user-friendly. Variation 1
  25. 25. • Increase buyer momentum by placing CTAs in a visible place. Variation 2
  26. 26. 1. This is the shopper which many sites love: the one with credit card in hand. They may or may not have premeditated the purchase, however, the swiftness in which they make a decision puts 35% of shoppers in this category. Impulsive Persona
  27. 27. Digging Deeper For this page, the biggest impact was addressing the location of the CTA (56.5% increase in CR). However, Adding product options and removing unnecessary elements, which addressed FUDs and Impulsive Persona, not only reduced call center calls, but resulted in 108% increase in CR.
  28. 28. 1. A single element on a page may require more than one conversion framework element in order to fully optimize it, however, one CF element remains dominant 2. Product Page Effectiveness Rate, (PPER): % of visitors who click on “Add to Cart”from the product page 3. When a visitor has made his way to the product page, you have a greater opportunity for persuasion. At this point, the site visitor is more invested in the purchase process and you are able to deliver more information as compared to other pages. 4. Impulsive Persona: This is the shopper which many sites love: the one with credit card in hand. They may or may not have premeditated the purchase, however, the swiftness in which they make a decision puts 35% of shoppers in this category. Summary
  29. 29. More information Amazon.com
  30. 30. Live Optimization

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