getting 2x more conversions from product pages
TRANSCRIPT
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
• 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
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
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