The document discusses the importance of effective product pages in online shopping, emphasizing that the product description serves as a sales pitch rather than merely a product overview. It outlines a three-part structure for crafting an impactful sales pitch, including an engaging opening, a compelling middle, and a decisive closing to boost conversions. Additionally, it highlights the variability of shopping habits and motivations among consumers, suggesting that there is no one-size-fits-all perfect product page.

2. 1. How shoppers search online
2. The marketer has one shot
3. How to think about your product page
4. Developing a product page sale pitch
5. Maximizing impact
13 year journey.
5 big lessons learnt.

3. How shoppers
search online
1.

5. We have one shot
2.

6. These are my siteʼs numbers.
Maybe yours is 20%. That still
means 80% never return.
We need to get the conversion
event now, in this visit.

7. How to think about
your product page
3.

8. Every 24 hours,
millions of shoppers
visit a product page
they’ve never seen and
based on the strength
of its sales pitch;
part with their
hard-earned money.
What an
incredible concept.

9. Your product page
is like an old-school
direct response ad.
Treat it like one.

10. Make no mistake about it,
the purpose of your
product description isn’t
to describe the product. It
is to sell the product.
Your product description
is your sales pitch.

11. Your ad is
the movie trailer
Your PDP is
The Feature Film
Work on the trailer
after nailing the final
movie edits.

12. For paid traffic landing
on your product page
your entire site
is the product page.

13. Developing a
product page sale pitch
4.

14. Three parts of the sales pitch

15. The Opening.
My goals with the opening are to:
● Help them cross the
unfamiliarity barrier
with our “why we
exist” story.
● Prevent the user
from thinking
about the 4 other
open tabs.

16. The Middle.
The second part of the sales pitch is
designed to introduce our creation
interestingly and build a case for it. It
gets into technical details, differentiates
our product from competing solutions,
addresses missing or inferior features.

17. The Closing.
The third and final part squarely focuses
on closing the sale. The marketer knows
his biggest enemy is inertia— the shopper
deciding not to take any action at all. So
the marketer helps the prospect imagine
her improved life. We’re near the bottom
of the page, time is running out. We’ve got
to take the shopper over the finish line.

18. How HandicappedPets.com used
their story to boost conversions 38.86%

23. Maximizing sales
pitch impact
5.

24. Myth of a perfect product page

25. There isn’t a perfect product page.
There are only perfect product pages.

26. Your shopping
habits are
different from
mine.
What motivates
you is different
from what
motivates me.
Yet, when you are I visit the same product page
we are both shown the same product description.

27. Let’s contrast that with
what happens at a retail store.

28. What would happen if
we could bring this
human technology online?

29. 1: Methodical and Impulsive
1: Methodical and Impulsive

31. Impact = 30.56% conversion lift

32. 1: Methodical and Impulsive
2: Awareness Level

34. If you want to learn more about
improving conversions of your product page
by 20% join my weekly newsletter.