Use Customers to Craft Better Product Pages

A couple of weeks ago, we wrote an article (link) explaining how you can improve product descriptions by studying submitted reviews. Reviews are a great way to see why customers actually “like” the product you are selling. We received some very interesting comments and questions:

— What happens if your product page doesn’t have a lot of reviews?

— How are you supposed to know why customers are purchasing if you don’t have any reviews?

There are two ways in which you can deal with a product page that either has a low number of reviews or low purchase numbers:

1. Send an email to people who have purchased your product asking for feedback.

This is a great way for you to increase feedback from your customers. Generally speaking, 1,200 purchases will generate 1 organic product review. Sending an email to each customer might sound tedious, but 71% of customers will leave a review for a product when asked (source). What does this mean for you? A potential of 852 new reviews from those 1200 customers when normally your site would only be getting 1.

Now we come to the question of what if the purchase numbers for this product are low?

2. If the user is on the page, engages with the page, then starts to exit, show them a message.

Not everyone is going to interact with the prompt, but it slows people down. If someone takes the time to read that prompt and enter their email, you can collect feedback on what you need to do to improve your product page. For the sake of continuity, we’ll use the same site (spinlife.com) that was used in the previous article.

The first image is the default state of the product page:

Spin life control.png

Once the user navigates towards the close button, a popup will appear with our messaging:

Spin life exit prompt.png

You don’t need to have high sales numbers to figure out what’s on your customer’s mind, you just have to ask.

Site Search

If your site has a search box and a user enters multiple search terms (one after another), it tells us two things: a.) they are motivated, b.) they are having a difficulty locating their target item.

When this happens you need to show them a really well-written message that suggests they speak with a product specialist. These people are frustrated, serious buyers.

Choreographed User Experiences

We all know how important user experiences are. But what about choreographed user experiences? They’re even more important. Let me explain …

Imagine you’re an author who has written an excellent mystery novel with 12 chapters. Would you let your readers read the chapters in any order they please (chapter 8 followed by chapter 2)? Or would you demand that they read starting in sequence, from chapter 1?

It’s very similar for your ecommerce site. Yes, we want to give our visitors freedom to explore our store as they like but make no mistake about it, the sequence in which potential first-time buyers consume your story has a dramatic impact on their overall conversion rates.

Don’t know what the magic sequence is? Here is a template that can be applied to any site:

— The first content first-time buyers need to see is why your product/service is unique.

— The second content first-time buyers need to see if what makes you unique (your story).

— The third content first-time buyers need to see is why they should trust you.

— The fourth content first-time buyers need to see if what happens if the promise you are making isn’t true (risk reversal).

As marketers, we need to ensure all engaged potential first-time buyers “buy” this content (and in that sequence).


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