3 Reasons Why Your Product Pages Don’t Lead To Conversion

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Of course, your business is all about conversion.  There are many scientifically proven factors that have been identified to improve conversions.  After observing multiple industries we identified the main three reasons most product pages don’t lead to direct conversions.  In most cases implementing just one of these small tweaks have been found to dramatically increase conversion rates.

#3 – Strategic A/B Split Testing Product Pages

How familiar are you with A/B split testing?  This was the single most ignored aspect across the audit of mid sized companies.  A/B testing, also known as split testing, brings objective scientific methodology to marketing.  It’s used to analyze how even small differences in your marketing campaign can influence customer behavior.

The goal is to have at least one (although several is preferable) A/B tests running concurrently at any given time on your site.  Remember, there is no “perfect” when considering marketing sites. You learn success and failure by continual testing.  Once you find a winning combination don’t stop the testing.  Continue to challenge your best performing combinations.

Marketers tend to guess what factors to focus on.  Often, they try methods that have little or no impact on either users or conversion targets.  Instead, available data should be analyzed to determine what areas to focus on.  Consider the potential revenue each test may bring, and rank, accordingly.  Test only one hypothesis at a time, so you know which change is making a difference.

Here’s some things you should consider testing.

  • Your Headline: It should be strong, believable, and convincing, while promoting the main offer. “On the average, five times as many people read the headline as read the body copy. It follows that, if you don’t sell the product in your headline, you have wasted 80% of your money.” (David Ogilvy)
  • Page layout and navigation: Is it pleasing to look at? Is it easy for the least experienced of users?
  • Your offer: Clearly state your call to action. Consider your phrasing. For example,“Join now for access to …” sounds better than just “Sign up.” For software products, consider using “demo/trial”, rather than “checkout/purchase” when setting up your buttons.
  • Experiment with media. Video can communicate a sincerity that text testimonials can’t provide.

Clearly define your product’s value proposition.  Improving results by changing your page elements probably doesn’t help your customers find the value in your product. Instead, you should be focusing on making the product, itself, more attractive. Don’t forget: there’s a difference between the value proposition for your business versus your product.
So, what makes a good value proposition? First, it must be different than your competitors offers. Second, you can match a competitor on every value, but one. You must excel in at least ONE element of value. Crafting such a value proposition requires you to have a strong understanding of  what is unique about your company/services. You must also be able to strongly articulate your value proposition on the product page for optimal results. Wording should be concise enough to get your message across in a single, credible sentence. Value propositions are a work in progress, though. They require constant tweaking. This involves identifying, expressing, and testing/measuring what works via A/B testing.

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#2 – Your Customer Is Getting Lost On The ‘Customer Journey’

Conversions can be lost by asking for the sale too quickly. Potential customers may be “just browsing,” and not yet psychologically ready to buy. Often, the more complicated or expensive the product, the longer time it takes to make a sale and the more research people will do. We’ve documented the ‘New Customer Journey’ in this PDF – click here. Know when you should offer a demo or free trial versus a straight-out purchase. Consider building a sales funnel to create trust, prove your expertise and develop a relationship.

Here’s an example.  Let’s say you want to sell an online course on DIY home repair.

  • What the visitor wants: to learn about DIY home repair.
  • What you want: sell your course.
  • What you can do: offer valuable free home repair advice via free reports, blogs and videos. (Remember, people often trust videos because they can see the person and product interacting together.) Have them sign up to your email list by offering good information (perhaps, free drip content) in return.
  • Become their “go-to” advisor.
  • Ask them for the sale by sending them your sales copy.

Statistics are not clear on how long it takes to close a sale. But, one thing for certain, the longer and stronger your relationship is with a prospective buyer, the greater chances you’ll close the sale.

Clarity About Your Product Will Always Reign Supreme

The description of your product may read beautifully, but it’s more important that your client understand what they’re reading.  Write for the individual.  If you would not use it when speaking to another person, don’t use it.  It’s that simple.

# 1 – Always – Be Honest With Potential Customers Upfront

Often, people will have a built in bias regarding your offer. It’s harder to detect these with online offers (versus in-person). The solution is to look hard at your product and determine as many possible blocks to buying as possible. Then, add information to your sales information to alleviate or eliminate those concerns.

Typical concerns may include:

  • “You don’t understand my problem.” Possible solution: explain the problems your product solves.
  • “Why should I believe you?” Possible solution: Describe your experience, credentials, awards, etc..
  • “What if it doesn’t work for me?” Possible solution: testimonials from those who benefitted from this product. Note: videos tend to be more credible than text.)
  • “It’s not worth the money. I can get a cheaper version.” Possible solution: explain your price, compare your product with the competition. In short, prove your value.

In summary, successful product pages are not the result of changing colors and beautiful fonts. Instead, they are the result of clearly defined value propositions and objective testing. In the long run, these strategies can save you time and be more cost-efficient.

Denise O’ConnorFrom The Desk Of Denise O’Connor
Director of Business Development of Criteek
153 W 27th Street | NY NY 10001

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