No crazy illustrations or animations. Straight to the point.
One of the biggest reasons this page converts so well is the compelling copy and offer.
Above the fold:
High converting copy: When writing the copy it’s critical to know your audience. This brand's entire audience is African Americans. As you can see in the first sentence of the copy it says “African-owned businesses make up only 11% of all businesses.”
This creates an EMOTIONAL response in the readers and compels them to support this African-owned business.
With products like jewelry that don’t have a measurable benefit, you need to be creative with your copy.
Emotion sells.
The rest of the copy above the fold helps build scarcity and trust.
Everyone loves to bash on building scarcity. If you do it correctly it works.
There is a right way and wrong way to build scarcity. The wrong way is a countdown timer, low stock bar, and other gimmicks.
Social Proof and Guarantee - The most common objections and questions are addressed above the fold so a customer does not even need to scroll to the FAQ section.
“3312 Reviews” above the fold. Always want to have reviews above the fold.
Section 2 - High AOV tiered bundles that work
There are many ways to do bundles. To maximize AOV and take rate your bundles should be:
An irresistible offer - You want the customer to feel stupid to not take the highest AOV bundle (3 necklaces). For the three necklaces bundle, the customer practically gets the third necklace for free.
Very profitable - When creating bundles, especially for high margin products you have tons of wiggle room and bundles can be very lucrative. The take rate on these bundles is very high. Test your bundle offers and combinations until you see what performs best. This is what we did
Accordion - All the information that customers like to know before purchasing is contained in an organized bundle. Doing this optimizes the real estate on the page and customers don’t have to scroll through blocks of information.
Reviews - Unmissable CTA to leave a review.
Obtaining a 6%+ CVR is very difficult in e-commerce. The first go-around of this page did not have a 6% CVR. It took tons of tests and changes to the page to get it to 6%+
You should always be A/B testing changes to your pages. A day without a test running is $ on the table
Hope this short thread was helpful for everyone when thinking about how their products' landing pages should look.
I am giving anyone who RT’s and likes this thread a FREE landing/product page audit.
DM me “ FREE AUDIT” after you’re done.
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I always get asked:
“Cart page or skip to checkout?”
My answer - is neither.
A well-optimized slide cart will usually outperform.
Here is a full breakdown of an optimized cart page we did for @oliver__b1 for his brand Tabs
(use this for your store)
1/ Progress bar
As a CRO agency, we are research-driven, when we make design decisions it’s backed by research.
One of the things we found in our research is that 35% of people were ordering the “2 boxes” and 54% of people where ordering the “1 box”
There is clearly interest in people wanting to buy more than one box so adding a progress bar gives customers a nudge to order two and increase that AOV. Especially when having two boxes in a cart reaches the free shipping threshold.
If you have a many similar SKU’s, add a compare page
If you go onto your Google analytics behavior flow and notice lots of back-and-forth comparing products this is usually a sign customers need a compare page
Really nice how you can choose the bikes you want to compare via the dropdown and then also the color. It compares the bikes across many metrics like speed, battery and range
CRO Tip:
A founder section on the page can help massively with building trust.
We’ve seen this increase conversion rates by over 10%. Here are some good examples from other sites + FREE outline on how to write your own founder section for higher CVR
/thread 🧵
Really great founder section on the homepage. It hits on the founders mission, her pain points (which many customers also relate to) and compares how HoneyPot is superior HoneyPot.co
NoonBrew s/o @andrewbcase
Works well because establishes credibility:
“Allan’s background was in herbal medicine”
Mentions custom pain points and makes them relatable
“Would leave us anxious and overtime start to negatively impact our sleep at night”
We started working with one of the biggest e-bike brands in the US a few months ago.
Here is how we were able to increase their conversion rate over 30%
(and how you can do the same for your store)
🧵 🧵 🧵
Preface
The company FLX Bike sells high-end electric bikes starting from $1,500. Their conversion rate was struggling and they knew they needed to optimize their site before summer when they had a bigger sales rush.
Phase 1: Research
We put together a 175 page research report that dove into every leak in their funnel.
Here are some of the tools we used to conduct our research:
-Scrollmaps
-Clickmaps
-User testing
-Surveys (on-site, post purchase, exit intent)
I took a $2,000 course on writing high-converting product page copy so you don’t have to
Here is what you need to know + a FREE copy template doc included
Before I start, please RT and Like this thread. I am literally saving you thousands.
(10 ppl who RT will get a full review of their sales page copy)
To be a great copywriter you need to know your customers better than they know themselves. Every single pain point, insecurity, or doubt they may have should be reflected in the copy you write
But how do you know your customers' fears, desires, and pain points?