One simple collection page change = $135,307

Author

Oliver Kenyon
January 24, 2024

Hello Optimizers!

Welcome to this week's edition of ConversionMail!

Get ready to dive into a treasure trove of insights and strategies guaranteed to elevate your digital marketing game.

This issue is packed with practical tips, myth-busting wisdom, and innovative ideas that will keep you ahead of the curve. And for those who missed it, don't forget you can catch up on all the invaluable lessons from the Ezra workshop.

Just click here to view the replay.

Also in this release:

Highlights of Today’s Newsletter

  • CRO trends: What’s working at the moment?

  • Mythbusters: The more call to action I use, the better!

  • A/B Test: One simple collection page change = $135,307

  • Giveaway Results: Did YOU win a free annual pass to our Academy?

Weekly Content Roundup

Get the latest and greatest CRO content from around the net.

CRO Around the Web 🌐

Hubspot: Personalized calls-to-actions perform a whopping 202% better than basic CTAs. (Source)

Shopify: It is now possible for merchants to automatically redirect visitors to translated storefronts with the Language redirection setting within Markets. (Source)

Landing Page Design 🎨

Mobile PDP Design: Product page design 101 + Wireframe. (Link)

Copywriting Tips: 8 CRO Copywriting Tips for High Conversions. (Link)

On-going CRO ⚡️

Case Study: How we added over $324K/ARR to our client by redesigning their above-the-fold. (Link)

A/B test ideas: Mattress protector store optimization. (Link)

Academy 🏫

7 Live Page Audits: Watch this week’s live site audit session where we audit 4 lead gen sites, 2 Ecom stores and 1 listicle page, that were posted in our "Ask for Feedback" section of the Academy. (Link)

Ecom Size & Fit Quick Win: If you're selling clothing, shoes, jewellery etc, always add a dropdown section just below your call to action on the PDP. (Link)

Video of the Week

Check out our conversion rate optimization video of the week.

CRO Strategies to Skyrocket Your Supplement Brand's Revenue

CRO Trends

Some quick wins and trends you can test on your brands today.

  1. Add a "free gift" threshold to your cart.

Further boost your AOV by incentivising even more.

For example: Spend $75 = Unlock Free Shipping

Spend $95 = Unlock Free Gift Spend $115 = Unlock $25 Gift Card

Spend $130 = Unlock Free Gift Test combinations.

  1. Let people view multiple product images on collection pages.

Add functionality for product cards in collections that allows users to swap between product images without the need to visit the product page.

Mythbusters

Myth: The more call to actions I use, the better!

Buster: Contrary to popular belief, bombarding your landing page with multiple calls to action (CTAs) is not a recipe for success.

In fact, it's counterproductive.

Why? It's simple: When presented with too many options, people often struggle to make a decision, a phenomenon known as 'choice overload'.

Instead of scattering numerous CTAs, the key is to focus on one clear, compelling call to action. Repeat this CTA strategically throughout your page to reinforce the message.

Ensure that it's straightforward and communicates precisely what will happen when clicked.

This focused approach not only simplifies the decision-making process for your audience but also significantly increases the likelihood of them taking the desired action.

CRO Case Study

One simple collection page change = $135,307

The Test: Adding Quick Add to each product card on the collection page.

The Goal: To increase revenue per session on our client’s collection page.

The Why: Our data revealed that 70% of our purchases were made by returning customers, with an average of 2.4 units per order.

This led us to hypothesize that adding 'Add to Cart' (ATC) buttons directly on the collection pages could enhance conversions by simplifying the buyer journey.

The idea was to eliminate friction by reducing the steps a user must take to complete a purchase, thereby minimizing potential drop-off points.

The What: To test this, we integrated ATC (quick add) buttons on the collection pages, allowing customers to add products to their carts without needing to navigate to individual product pages.

Our goal was to streamline the shopping experience for our core audience, enabling them to easily add multiple items to their cart while browsing through collections.

The Results: +$135,307 per month
+ $1,623,684 per year (forecasted)
+ $0.19 revenue per session

Optimization by Oliver  

I breakdown how I would optimise some of my favourite brands.

Collection Page Revamp:

  1. Optimized above the fold section by removing unnecessary content and rather focused on showcasing as many products as possible from the Collection + social proof to build trust and credibility.

  2. Added labels on specific products and SKUs to highlight the bestsellers and products running low on stock, making the visitors buying decisions easier.

  3. Added scrollable buttons under the products allowing customers to view multiple shots of images from different angles.

  4. Used a clearer and bigger call to actions with directional cues making the buying experience easier.

Click here for the full in-depth breakdown.

☎️ If you'd like to speak with our team about our ongoing CRO solution click here to book a free discovery call. 

Giveaway Result

I want to thank everyone again who took part in the survey!

Your input will help us continue to improve ConversionMail.

Now, without further delay!

The winner of the giveaway is - Imran!

Congratulations! I will be in touch with you via email shortly.

Vote Next Week’s Topic

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And who better to guide us than you ?

In this spirit, I would like to give you the chance to pick a topic for the next edition.

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