If the purchase of your product depends on visual appeal make sure it’s presented in the most visually compelling way possible. Herbco.com product page:
Imagine this scenario: you A/B test an idea and it does well. The second test also does well. And the third test ends up outperforming both preceding tests. Now you test the fourth idea and it underperforms. The fifth and sixth ideas also underperform.
Does this mean we need to move on because we’ve discovered the best version of this page? No.
There is nothing known as the best version of a page. You can continue improving a page indefinitely.
When deciding to stop testing ask this question: how important is this page to the overall success of my business? If the answer is very you owe it to yourself to test six more ideas.
I visited etienneaigner.com and saw this popup (below). I have just 1 question:
I was on a product page that had 562 reviews with an average rating of 4.7 out of 5 stars. 96% of respondents said they’d recommend this product to a friend. That’s amazing, right? We’ll, it depends.
While the overall stats are impressive their latest review was very negative:
This one negative review stopped me on my tracks. It’s silly to focus on the latest review when the next 4 have 5 star ratings, but who said shoppers were rational??
So, what is the etailer to do? They have 3 options:
1: Moment the review came in they should have posted a review reply stating they’ll fix the situation.
2: They could have sent an email blast to people who made a purchase in the last 60 days but didn’t post a review. This would effectively push the negative review lower.
3: They could have added a graphic like this to the right of the review:
Option #3 can only be used sparingly. If you apply this tactic for every negative review then it’ll lose its potency. Use it only once on a popular product page.
If 90% of your site visitors aren’t seeing your #1 asset then the person responsible for not achieving your potential is you.
Dharmashop.com is an online store. As I explored their site I didn’t see anything that really blew my mind: they have a fairly good product selection, fairly OK site design and fairly good number of customer reviews. Then I stumbled on their Facebook page and saw they have 254,391 fans. And these are active fans who comment on every DharmaShop post.
I haven’t seen many ecommerce sites with 254,391 fans so my mind was blown. Talk about social proof. Why didn’t Dharmashop.com draw attention to their Facebook page moment I landed on their site? Most visitors spend less than 20 seconds on a site.
They should have done what bavariasausage.com does. When you visit that site the first thing you notice is this Facebook floating tab:
It’s impossible to miss and on mouseover it opens to this:
Nice and simple way to let shoppers know how many people love you on Facebook.
Dharmashop.com doesn’t need to copy bavariasausage.com but they do need to figure out a way to ensure 90% of their site visitors know they have 254,391 Facebook fans.
I don’t understand why most sites either:
1: Don’t tell their story.
2: Tell a formulaic story.
There is no template for an About Us page. All you have to do is give the world a glimpse of who you are and what you stand for.
The first thing balsamiq.com does when you land on their homepage is show a prompt to their About Us page (see bottom right corner of screenshot below):
And on click this content is shown on top of their About Us page. It’s very short, to the point and full of personality:
Now here’s the thing, Balsamiq is used by some of the largest companies in the world:
But that information is buried lower on the page. Balsamic is giving more prominence to their About Us content over their client list. And that’s the right thing to do. Shoppers buy from people they trust. Yes, social proof is important, but it’s less important than your amazing personal story.