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- Stop ignoring customer objections ❌
Stop ignoring customer objections ❌
Plus: Anatomy of high-converting product pages
Octavian Samson
October 02, 2024
Hello Optimizer,
Welcome to your weekly workout for buff conversion rates.
Time to flex those optimization muscles!
Highlights of Today’s Newsletter
A/B Test: Stop IGNORING your customer objections!
The Chosen Topic: How to transform an average cart page into a top-converting one
CRO Insight: Anatomy of high-converting product pages
Video: Optimize these key pages on your store for high conversion rates
Weekly Content Roundup
Get the latest and greatest CRO content from around the web.
Design 🎨
Stop IGNORING your customer objections! You MUST address doubts and concerns upfront. (Link)
On-Going CRO ⚡️
A/B Test: We recently ran a test that added over $135K in monthly revenue for our client.
Here's the story & how we did it:
This client is an online fashion retailer.
They've cracked the code on customer loyalty.
Their shoppers keep coming back. Again and again.
→ 70% of purchases came from repeat buyers
→ These customers were ordering an average of 2.4 items per visit
That's HUGE!
But something wasn't quite right.
The path to purchase was like a maze.
Customers had to click through multiple pages just to add items to their cart. (Link)
CRO Around the Web 🌐
Shopify: Improvements to shipping refunds (Source)
Baymard: Apparel & Accessories Sites: Always provide an aggregate “fit” subscore in the reviews (Source)
Academy 🎓️
New Audits For Our Members: 💻 Web Development, Hair Care (Link)
Client’s Result
12 years in the landing page design game 🙏
Video Of The Week
Optimize These Key Pages On Your Store For High Conversion Rates
Using Hydro Flask as a live example, I’ll walk you through step-by-step improvements to enhance your product page, mega menu, and home page, ensuring visitors are more likely to make a purchase.
High Converting Design Inspiration
If you've got a sign-up page that's underperforming, look at this design.
We just transformed a client's affiliate program page, and the results are already looking promising.
CRO Insight
Anatomy of high-converting product pages
How to Transform an Average Cart Page Into a Top-Converting One
We've moved the trust right above the fold
❌ Before: This client does a GREAT job of showcasing their trust policies, however they're too far down.
✅ After: To enhance this we've added simple icons (visual) + text of all their trust policies on scroll below the nav.
We've improved the above the fold layout
❌ Before: The page was uninspiring and didn't sell the beauty of the card enough.
✅ After: We've made many improvements but some obvious ones are showing the product in a real life setting, enhancing the social proof and centralising.
We've moved the tiered payments up
❌ Before: These were displayed below the call to action and may have been missed.
✅ After: Due to this being a mid ticket item for cold traffic it's good to remove friction by offering payment plans. If you do this show them higher up!
We've shown clear deliverables for customisation
❌ Before: As you can see, there's no clear outline of when you'll receive your custom item.
✅ After: When it comes to something that takes time to manufacture it's important to show exactly when buyers can expect the item.
We've made the first step super simple
❌ Before: You had to click a customise button which wasn't visible or clear as an action.
✅ After: Instead we've allowed buyers to easily change between colours (and see visually) which makes the first step super easy to take.
We've improved the CTA and anchored
❌ Before: The call to action was too small and clashed with the brand colours.
✅ After: We've taken the colour customisation colours, made the button bigger, more direct and not confused with another action. Adding trust underneath.
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