That\u2019s the first two steps of the conversion rate optimization (CRO) process. I\u2019ll give you the third before we finish.<\/p>\n\n\n\n
If you want to learn the ropes, we\u2019ll walk you through some of the steps you can take to get started with tackling CRO makeovers \u2013 whether product page design or any other page on your ecommerce website.<\/p>\n\n\n\n
First, we\u2019ll answer a couple of questions that come up frequently. Then, we\u2019ll walk through the product page CRO checklist.<\/p>\n\n\n\n We use a conversion audit process to conduct an initial evaluation of sites. This often reveals a number of complex challenges, but can also reveal a surprising number of simple blind spots. The bottom line is, almost every brand has untapped conversion potential on their product pages.<\/p>\n\n\n\n We\u2019ve consulted with ecommerce managers who\u2019ve invested tens of thousands of dollars on their ecommerce websites but are still getting stuck..<\/p>\n\n\n\n The path is simple:<\/p>\n\n\n\n Most often, the problem with a product page that doesn\u2019t convert is too much friction and too little incentive. Fix those two problems, and you\u2019ll be on the right track.<\/p>\n\n\nThe problem with a product page that doesn\u2019t convert is too much friction and too little incentive. <\/a><\/span>Share on X<\/a><\/span>\n\n\n\n Let\u2019s say you want to increase sales revenue by 20 percent. Most sales and marketing professionals will instinctively turn to a solution that begins with \u201cSales is a numbers game.\u201d They will begin looking for ways to get more traffic and more leads.<\/p>\n\n\n\n There\u2019s nothing wrong with that.<\/p>\n\n\n\n Except that it can be exorbitantly expensive to get that extra traffic, and the tactic will work only as well as the targeting.<\/p>\n\n\n\n Here\u2019s another maxim: driving more traffic to a poorly performing website can be a colossal waste of money. Fix the site first, and then drive more traffic.<\/p>\n\n\nDriving more traffic to a poorly performing website can be a colossal waste of money. Fix the site first, and then drive more traffic. <\/a><\/span>Share on X<\/a><\/span>\n\n\n\n I promise we\u2019re getting to the specific issues on your PDP, and how to fix them. But first, here\u2019s another way to increase sales by twenty percent:<\/p>\n\n\n\n Let\u2019s consider a business where the current conversion rate is two percent, the average monthly traffic is 200,000 visitors, and the average order value is $150. That company is converting 4,000 sales per month for a monthly online revenue draw of $600,000<\/strong>.<\/p>\n\n\n\n If the ecommerce manager goes the \u201cnumbers game\u201d route and push out ads to boost visits by 20 percent, those figures will change like this: 240,000 visitors converted at two percent brings 4,800 sales for $720,000<\/strong> in revenue. Traffic increased by twenty percent and revenue increased by twenty percent. Conversion rate stayed the same. I won\u2019t guess at what getting the extra traffic cost, but it would likely have been substantial.<\/p>\n\n\n\n What if that ecommerce manager read this article, though, and applied the principles I\u2019m about to share with you?<\/p>\n\n\n\n Here\u2019s how that could look:<\/p>\n\n\n\n Rather than try to drive more traffic, this company invested in conversion rate optimization \u2013 whether in-house or by a qualified consultant.<\/p>\n\n\n\n Here are those numbers:<\/p>\n\n\n\n 200,000 visitors, a two and a half percent conversion rate, 5,000 customers, and $750,000<\/strong> in revenue. Sales increased by 25% simply by boosting the conversion rate only half-of-a-percent.<\/p>\n\n\n\n Is that possible?<\/p>\n\n\n\n It\u2019s more than possible. We see it happen all the time.<\/p>\n\n\n\n Conversion rate optimization uses data to make changes to your site that will remove friction from the user experience and increase engagement.<\/p>\n\n\n\n It\u2019s not magic, but it sure looks like it sometimes.<\/p>\n\n\n\n Here are the nuts and bolts of conversion rate optimization. If you need clarification, call us<\/a>. We\u2019re happy to help. We love this stuff.<\/p>\n\n\n\n Use eye-tracking, heatmaps, clickmaps, and scrollmaps to see where visitor attention is going.<\/p>\n\n\n\n Do you have the exact content your audience wants to see to make a decision? Is anything missing?<\/p>\n\n\n\n The information you gain from walking through the checklist will enable you to develop a theory to explain your poor conversion rate. Ideally you\u2019d test first, before activating the indicated changes.<\/p>\n\n\n\n Rinse and repeat as needed. Once you believe you have a winning solution, push it live on your site and observe the results. (Much could be said about testing protocols here, but that content is already available. I\u2019ll include suggested resources at the end of this training.)<\/p>\n\n\n\n If you obtained the desired boost in sales, good for you. Congratulations.<\/p>\n\n\n\n Now, here\u2019s the third step to conversion rate optimization: don\u2019t stop. Set another goal, go back through the checklist again. Keep working to make your ecommerce site perform better.<\/p>\n\n\n\n As your user experience gets smoother, your average order value will increase. Those happy customers will tell others, meaning your traffic will increase.<\/p>\n\n\n\n Done correctly, conversion rate optimization doesn\u2019t only affect conversion rate. It affects the rest of your key performance indicators.<\/p>\n\n\n\n So, how would you like to see these numbers?<\/p>\n\n\n\n The final tally: Revenue climbs from $600,000 to $1,005,125<\/strong>\u2026 and the CEO promotes you from Ecommerce Manager to VP of Ecommerce.<\/p>\n\n\n\n Have some fun. Play with the possibilities via our conversion rate increase calculator<\/a>.<\/p>\n\n\n\n Hey, it could definitely happen. We see it every day with our clients<\/a>.<\/p>\n\n\n\n Get in touch if you\u2019d like some help, too.<\/p>\n\n\n\n Resources:<\/p>\n\n\n\n![\"product-page\"](\"https:\/\/thegood.com\/wp-content\/uploads\/product-page-1.png\")
<\/figure>\n\n\n\nSo, what\u2019s wrong with my product page?<\/h2>\n\n\n\n
What difference does conversion rate optimization make?<\/h2>\n\n\n\n
How to Discover Why Your Product Page Isn’t Converting (Step-by-Step)<\/h2>\n\n\n\n
Explore the traffic feeding into your product page.<\/h3>\n\n\n\n
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Observe how visitors are interacting with your page.<\/h3>\n\n\n\n
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Is your page bug-free?<\/h3>\n\n\n\n
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Is the user experience (UX) pain-free and easy to navigate?<\/h3>\n\n\n\n
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Is the product page content rich?<\/h3>\n\n\n\n
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Are you providing a clear pathway to sales for your prospects?<\/h3>\n\n\n\n
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![\"product-page\"](\"https:\/\/thegood.com\/wp-content\/uploads\/product-page-2.png\")
<\/figure>\n\n\n\nOne more thing about conversion rate optimization<\/h2>\n\n\n\n
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