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Product page copy optimization AB test
Plus: Inside the test that boosted revenue by +💲159,125 per month
Oliver Kenyon
October 23, 2024
Lights, camera, conversions! This week's ConversionMail is your ticket to a blockbuster website. 📷️
Highlights of Today’s Newsletter
A/B Test: The 'Above The Fold' (ATF) area on Product Detail Pages (PDPs)
The Chosen Topic: Product page copy optimization AB test
Design: Here’s how you can make your collection pages 5X more appealing.
Video: The AOV-boosting strategy that completely transformed this landing page
Weekly Content Roundup
Get the latest and greatest CRO content from around the web.
Design 🎨
Design: Here’s how you can make your collection pages 5X more appealing. (Link)
A layout of a high-converting lead generation page (Link)
On-Going CRO ⚡️
A/B Test: We noticed our client's product pages weren't performing as well as they could.
Users were dropping off, and conversions were lower than we'd like.
So we rolled up our sleeves and got to work.
Our focus?
The 'Above The Fold' (ATF) area on Product Detail Pages (PDPs). (Link)
CRO Around the Web 🌐
Shopify: Customer winback automations can now accommodate longer buying cycles (Source)
Baymard: How to simplify address fields for faster, hassle-free checkouts (Source)
Academy 🎓️
New Audits For our Members: 🎭 Inkjet Media Products, Handcrafted Art, Love Gifts, Skin Care (Link)
Get access to the course that teaches you the same strategies we used to optimize some of the biggest brands on the internet (Link)
Client’s Result
Video Of The Week
The difference between a basic landing page and an optimized one:
We turned more clicks into customers with these changes.
Let's dive into the transformation:
1. Notice Bar:
→ Changed the color to make it pop.
↳ Ensures the discount is seen first.
2. Trust Policy Bar:
→ Added below the navigation.
↳ Shows satisfaction guarantee, free shipping, and customer count.
↳ Builds trust with cold consumers.
3. Image Section:
→ Full, beautiful image of the logs.
↳ Accredited logo within the image.
↳ Boosts authority and credibility.
4. Social Proof:
→ Made social proof bigger.
↳ Used a Trustpilot widget.
↳ Displayed the number of reviews and customers.
5. Bundling:
→ Added three select boxes across the page.
↳ Most popular, best value, and highlighted with accents.
↳ Increased average order value.
High Converting Design Inspiration
Brand: CRAFTD - Men’s Jewelry
Product Page Optimization
1. Added a trust policy bar
2. Optimized the image layout
3. Enhanced the social proof
4. Simplified the product selection process
5. Added the word “now” and a directional cue to the CTA
6. Added an expected delivery widget
Personal
Why I Don't Feel Like I Have a Job Even After 12 Years as a Founder:
12 years in, and I'm still f****** determined to build the biggest and best CRO agency in the world.
That's not normal, right?
- Most people burn out 🔥😩
- They get bored 😕😴
- They move on to the next thing ➡️🏃♂️
But not me. I wake up every morning with the same drive I had on day one.
Here's the thing:
→ I don't feel like I have a job. Never have.
→ Sure, I work. A lot. But it doesn't feel like work.
→ It feels like I'm building something. Something big.
And that feeling? It's addictive.
I've got an amazing life. An amazing family. I'm very lucky.
But I'm also RELENTLESS.
Every single morning, I wake up with this burning desire to:
→ Build
→ Innovate
→ Push boundaries
Some might call it an obsession. I call it passion.
It's not always easy. There are challenges. Setbacks. Moments of doubt.
But the drive never fades.
12 years in, and I'm still just as excited about CRO as I was when I started.
Maybe more.
Why?
Because now I know what's possible.
I've seen:
→ The impact we can have
→ The businesses we can transform
And I want more of it.
So yeah, I don't feel like I have a job.
I have a mission.
And I'm just getting started.
Product Page Copy Optimization AB Test
The Goal:
To increase Revenue Per Session (RPS) by enhancing the copy on the product page to be more benefit-driven.
The Why:
Our hypothesis was that by changing the copy to focus more on the benefits in terms of customer's needs and desires, and using language that triggers confirmation bias, we could significantly enhance conversion rates and revenue.
The What:
Control Version: Described the product as the ultimate portable and affordable solution for your health, emphasizing ease of use and cost-effectiveness, suitable for both indoor and outdoor use.
Variant: Addressed specific customer pain points such as muscle soreness, chronic pain, and mood issues, describing the product as an essential tool for peak physical performance and health benefits like boosted energy and immune system.
The Results:
+💲159,125 per month
+💲1,909,500 per year (forecasted)
+💲0.604 revenue per session
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