Getting 2x More Conversions on Product Pages

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Your Speakers

Khalid SalehCEO

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 ShukairyCo-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.

THE Conversion Framework

Personas

Trust

BuyingStage Stage

FUDs

Incentives

Engagement

250 Elements

Every website page has a standard CRO

map which drives the way the page is

analyzed

Audience Question: Which framework elements has a

higher priority (stronger impact) on the product pages?

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

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

Audience Question: Is the Add to Cart button on the product page

impacted by more than one conversion framework element?

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

One of the largest online furniture

retailers across the USA, operating

offline since 1913

• 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

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

The control:

• Product selection below the

fold

• CTA below the fold

The control

Variation 1:

• Change placement of

CTA

• Add product options

(drop downs).

Variation 1

Variation 2

Variation 2:

• Move CTA above the

fold.

Side By Side Look

0 1 2

Audience Question:

Which design generated the most sales?

The Winner

108% Increase

in

website

conversion

1

The Results

108% Increase in overall website conversion rate

Audience Question: Is the product page the most

important page in the conversion funnel?

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.

0%

25%

50%

75%

100%

125%

Help pages Homepage Category pages Product page Cart Checkout

Conversion Rate Correlation Factor

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

• 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

• 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

• Increase buyer momentum by

placing CTAs in a visible place.

Variation 2

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

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.

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

More information

Amazon.com

Live Optimization