I've spent $40M+ on ads and learned I can't control the cost of advertising.
Instead I focus on improving conversion rates through split testing.
Here are 9 product page tests you can start experimenting with today.
RT if Valuable Please 🙏 Quick 🧵👇
#ecommerce #DTC
Instead I focus on improving conversion rates through split testing.
Here are 9 product page tests you can start experimenting with today.
RT if Valuable Please 🙏 Quick 🧵👇
#ecommerce #DTC
1/
Let users buy out of stock products by clearly extending the delivery date.
If a potential customer is trying to scratch an itch, chances are if they don't buy from you, they will find somewhere else to make the purchase.
Just be CLEAR on the extended delivery date.
Let users buy out of stock products by clearly extending the delivery date.
If a potential customer is trying to scratch an itch, chances are if they don't buy from you, they will find somewhere else to make the purchase.
Just be CLEAR on the extended delivery date.
2/
Style your "Add To Cart" to be PROMINENT. This could mean making the button bigger, or changing the button color.
Other ways to make the add to cart button pop is making sure it is above the fold on mobile, or making it sticky as the user scrolls.
Style your "Add To Cart" to be PROMINENT. This could mean making the button bigger, or changing the button color.
Other ways to make the add to cart button pop is making sure it is above the fold on mobile, or making it sticky as the user scrolls.
3/
If you have discontinued products, offer a suitable alternative.
You never know when somebody might land on your product page through a recommendation or search.
You spent resources promoting the old product, give new potential customers a path to buy something similar.
If you have discontinued products, offer a suitable alternative.
You never know when somebody might land on your product page through a recommendation or search.
You spent resources promoting the old product, give new potential customers a path to buy something similar.
4/
Hide the quantity field if most customers are only buying a single unit. Having extra fields and inputs creates an opportunity for confusion.
If you do commonly sell multiple units you can ignore this one :D
Hide the quantity field if most customers are only buying a single unit. Having extra fields and inputs creates an opportunity for confusion.
If you do commonly sell multiple units you can ignore this one :D
5/
If you sell different size packages or quantities, consider adding price per unit to persuade potential customers to take the larger quantity package.
If you sell different size packages or quantities, consider adding price per unit to persuade potential customers to take the larger quantity package.
6/
Stylize your product pricing to be very visible. If the customer can't find the price on your product page, you will increase browse abandonment. We don't want that :D
Stylize your product pricing to be very visible. If the customer can't find the price on your product page, you will increase browse abandonment. We don't want that :D
7/
Limit the "Buy Box" to essential information and options.
Too many options creates decision fatigue and may send your customer on an off-site research journey.
If your product requires additional information to make the sale, consider using benefit focused bullets.
Limit the "Buy Box" to essential information and options.
Too many options creates decision fatigue and may send your customer on an off-site research journey.
If your product requires additional information to make the sale, consider using benefit focused bullets.
8/
Add "delivered by date" near the add to cart button.
People want things fast. Sometimes they need them for an event, or deadline. If you don't have access to this, figure out the longest delivery time, and use that.
Add "delivered by date" near the add to cart button.
People want things fast. Sometimes they need them for an event, or deadline. If you don't have access to this, figure out the longest delivery time, and use that.
9/
Test risk reversal. Make sure your money-back guarantee is easy to find, and easy to read. Test no-brainer guarantees, but track money-back redemptions.
Often times a great money back guarantee can create a much bigger lift in conversions that the cost of the returns.
Test risk reversal. Make sure your money-back guarantee is easy to find, and easy to read. Test no-brainer guarantees, but track money-back redemptions.
Often times a great money back guarantee can create a much bigger lift in conversions that the cost of the returns.
10/
The most important thing with all of these is that you actively split test them. A tool like Google Optimize is free, and can be setup really quickly using Google Tag Manager.
Don't just blindly implement these without testing. Customer journey's are all unique!
The most important thing with all of these is that you actively split test them. A tool like Google Optimize is free, and can be setup really quickly using Google Tag Manager.
Don't just blindly implement these without testing. Customer journey's are all unique!
11/
Have a split test that killed it for you?
Share your winning PDP test as a comment, and give me a follow.
If you liked this Twitter thread, I will be creating a weekly video on Youtube, make sure to subscribe:
youtube.com/channel/UCr_WZ…
Have a split test that killed it for you?
Share your winning PDP test as a comment, and give me a follow.
If you liked this Twitter thread, I will be creating a weekly video on Youtube, make sure to subscribe:
youtube.com/channel/UCr_WZ…
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