This document summarizes a webinar about optimizing e-commerce websites for conversions. The webinar covered: - Examples of optimized category and product pages from real stores - How to set up product schema for search engines - Tips for building visitor confidence like using reviews and displaying shipping info - Bryan Eisenberg's formula for increasing conversions which was not disclosed - Attendees could ask questions throughout and the slides and recording would be shared after

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July 12, 2017
#wpewebinar

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CROP IMAGE
TO GRAY BOX
We’ll answer as many questions as we can after
the presentation
ASK QUESTIONS AS WE GO
Slides and recording will be made available shortly after
the webinar
Use the “Questions” pane
throughout the webinar

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WHAT YOU’LL LEARN:
● Actual examples of a couple of stores
● How to optimize your shop’s category and product pages for SEO
& conversions
● How to set up your product schema
● How to raise your visitor’s confidence as they give you cash
● Bryan’s magic formula for increasing conversions
● Q&A

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CEO and Founder
Yoast
Joost de Valk
● LEGO fanatic
● Has 4 kids
● Reads fantasy books - a lot
Partner
Buyer Legends
Bryan Eisenberg
● Bounce rate metric - thank Bryan & Jim Novo
● Started 1st CRO agency in 1998; doing CRO
before that
● Used analytics to get 11 YO throwing 65 MPH

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Actual examples of a couple of stores

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Product Page Sections
• Headline/Title
• Product Image
• Product Description
• Ready to Buy Area
• Additional Details

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Add video where possible - test as
default

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Product Description

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Analyze Reviews for Trigger Words
& Buying Modes
• Look for products with low look to book ratios & 3-4.5 star
reviews
• Pull the “trigger words” from each review
• Plot them as Logical or Emotional
• Modify your product descriptions based on the results

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Example

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Logical Emotional
shows beautifully as a watch and bracelet
The face is so pretty, and the double band is unusual
only drawback is the combo of the mother of pearl face
(shiny) and the watch hands (also shiny).
I found the dial very hard to read with my age 40+
eyes (eyesight is not what it used to be).
It's like wearing 2 silver chain bracelets with a
beautiful watch center piece.
And it's waterproof! I'm a constant hand washer and I don't have to worry about "time
stopping" just because I have to have clean hands.
Simple to adjust the size...no jeweler needed.
So many mother-of-pearl watch faces....It is bluish, purplish,
pinkish, greenish...exactly as pictured!
Pros
Cons

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Logical Emotional
shows beautifully as a watch and bracelet
The face is so pretty, and the double band is unusual
only drawback is the combo of the mother of pearl face
(shiny) and the watch hands (also shiny).
I found the dial very hard to read with my age 40+
eyes (eyesight is not what it used to be).
It's like wearing 2 silver chain bracelets with a
beautiful watch center piece.
And it's waterproof! I'm a constant hand washer and I don't have to worry about "time
stopping" just because I have to have clean hands.
Simple to adjust the size...no jeweler needed.
So many mother-of-pearl watch faces....It is bluish, purplish,
pinkish, greenish...exactly as pictured!
Pros
Cons
These features are
not emotionally
based!

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Revised Description
Kenneth Cole Women’s Stainless Steel Watch
• This unusual double chain bracelet band and watch is an instant attention getter
• Kenneth Cole design features hypnotic mother-of-pearl face and is pleasing to look at
• The high polish silver hands compliment the shimmery dial
• No worries while washing hands, because this watch is water resistant to 30 meters
• Simple to adjust the size...no jeweler needed
• Secure and elegant jewelry clasp
• Case is a slim 9mm and only 18 mm wide
• Bracelet dimensions: 13mm wide & 7.75 inches long

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Badging - callout specific product
features or selling points

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Location variations
Left Center Right
Above the fold
Below the fold

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Independent Visually
Listing Under Product Boxed/Bordered Area

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Pricing
Not near Add to Cart Button Straight Pricing Near Add
Cross through of original price
Price Showing Discount and Final Price
Percentage discount Quantity discount

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Important to Test Pricing Layout

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Promotion threshold messaging

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Upsell savings where applicable

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Select Quantity Variations
With blank form field Form field defaulted Pull down
No field

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In Stock Messaging
None Clearly Labeled Labeled with “Ships in..”
“Estimated Delivery Date”

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Current stock availability messaging

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Shipping & Handling charges clearly
laid out

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Confidence Building
Reviews
More detailed review
Free/Flat Rate Shipping
In Stock/ Shipping info

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Add to Cart Buttons
8 Variables including:
• Wording
• Shape
• Size
• Style
• Icon
• Color
• Legibility
• Location

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Secondary Actions
Links Links with Icons Buttons

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Alternate Payments Options

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Product Options
List Pull downs
Links (graphics)

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Product UpsellsRadio Button Selects
Form Field Selects
Recommended Products (cross sell) Links to Pages

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Additional Details

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Testing alternative copy
Testing alternative copy

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Use Persuasion Principles
Like Scarcity
• Scarcity
• Reciprocation
• Authority
• Consistency
• Consensus
• Liking

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© 1998 - 2012 BryanEisenberg.com & @TheGrok
Lagniappe for Reciprocity

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How Do You Use Your Thank You Page?

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Authority

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Make Forms Engaging

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A 15% Abandonment Rate

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How to optimize your shop’s category
and product pages for SEO &
conversions

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Site Structure
• Empty /
useless
categories

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Site Structure
• Show category
Here too:

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Site Structure
• Add category
“intro”:

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Site Structure
• But make sure
people see you
have products:

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Site Structure
• Link from blog posts
to products:

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How to set up your product schema

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Structured data
• WooCommerce makes
It easy:

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Structured data

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Structured data

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Structured data
• WooCommerce makes
It easy:

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How to raise your visitor’s confidence
as they give you cash

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Bryan’s magic formula for increasing
conversions

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Slides and recording will be made available shortly after the webinar
QUESTIONS AND ANSWERS

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CROP IMAGE
TO GRAY BOX
NEXT UP...
Register Now:
http://wpeng.in/
111yo
Tuesday, July 25
11:00 a.m. CDT,
12:00 p.m. EDT,
9:00 a.m. PDT,
18:00 UTC/GMT

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HELP US IMPROVE

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THANK YOU
#wpewebinar
@wpengine
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