Product page copy is something that, generally, gets ignored.
Not just the content, but how it is formatted.
In this 3 part study from CXL Institute on eCommerce product pages (part 1 here, and part 2 here), we wanted to explore how elements of a product page affect users’ visual and value perceptions.
This experiment looks at how users view a page and read product text descriptions when the text format changes.
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You can divide SEO tactics into two general categories: the black hat and the white hat.
I believe we can do a similar classification with conversion optimization. If we had two categories worth distinction they would be:
- BS CRO
- Intelligent CRO
Perhaps using the same concept of Black Hat and White Hat for conversion optimization is a step too far.
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The grass is always greener on the other side of the fence, right?
That’s the mentality of comparison shoppers. If they look hard and long enough, they will find a better value. If they don’t look around, they’ll miss out on greener grasses.
Today, the term “comparison shopper” describes the majority of consumers, especially those online. If you’re running an eCommerce or SaaS company, you absolutely must be optimizing for comparison shoppers.
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Do a quick Google search for “A/B testing mistakes,” and you’ll find a good amount of articles.
Common on those lists is the oft-repeated advice that you should “not make more than one change per test.”
As it turns out, like much of the advice in the conversion optimization world, it’s not so simple.
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What makes a good product page?
Well, there are tons of elements that come together to make a successful product page. These include price, product image, product copy, layout, etc.
One element in particular, product image size, seems to affect the value perception of the product. In this study from CXL Institute (part one of three of a full eCommerce product page study, the others to come soon), we look at product page design, and in particular, how you can increase the value perception of your particular product.
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It seems all technology is getting smaller and more efficient. It’s certainly true for computers, as smartphones are progressively overtaking their larger counterparts.
According to Dazeinfo research, there were about 1.13 billion smartphone users in 2012. This number increased by 27.1% in 2013 to 1.43 billion, and by 2017, nearly half of global mobile users are likely to own a smartphone.
Band-aiding a mobile experience is no longer a possible solution, as 70% of mobile searches lead to action on a website within 1 hour of searching.
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If there were only one email campaign we could send for 350+ of our online retail and eCommerce customers for rest of their lives it would be this one….
The cart abandonment campaign.
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It’s no big secret that video often improves conversion rates.
And with Facebook, Twitter, and Instagram all making recent upgrades to their video capabilities, it may almost seem like a no-brainer to blast your next marketing video everywhere you can.
Not so fast.
Every platform is different and therefore no single video is right for every platform. That’s not to say your business shouldn’t be using every platform, but let’s be smart about it.
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Drip, drip.
Did you hear that?
That’s the sound of potential customers leaking out of your sales funnel.
Drip, drip…
Another customer gone.
After fighting tooth-and-nail to launch your SaaS business, the last thing you want is a leaky sales funnel to undermine all your hard work. Because even a small leak can snowball into a gushing cascade of leads, leaving your business bone-dry.
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William A. Foster once said, “Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction, and skillful execution; it represents the wise choice of many alternatives.”
Yet, we continue to see businesses pushing leads through doors, pushing customers through funnels… just hoping that they’ll create a high quality, engaged audience by accident.
Unfortunately, it doesn’t work that way. A high quality, engaged audience is anything but accidental. It requires that optimizers put in the effort to create user state models, dig into cohort analysis and correlative metrics, run experiments for different user states, etc.
It’s not the easy choice, but if you’re looking for long-term revenue growth, it’s the only choice.
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![How Does Product Copy Format Affect User Engagement? [Original Research]](https://cxl.com/wp-content/uploads/2016/03/study3_aoi_figure-320x160.jpg)
![How Product Image Size Impacts Value Perception [Original Research]](https://cxl.com/wp-content/uploads/2016/03/shirt2-1-320x160.jpg)
