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3 Product Page Conversion Hacks

This section offers three ways to solve a problem. See more on Linkedin.com/in/ahern

The product page is the most important page on an e-commerce site. You have spent ad dollars and social energy to get the buyer to this page. This is the last chance you have to turn them into sales. The following should be above the fold for desktop devices and very close to the top for mobile.

1. Prince Anchoring

   Pricing anchoring sets the value of a product in the buyer’s mind and then offers it at a lower price. However, you need to offer a percentage off or a dollar savings at the right price point. In general, a percent off sounds larger for items less than $100, and dollars off sounds larger for prices over $100. You should always test your pricing anchoring including the price, offer text, and placement.
   

2. Description
   Many e-commerce systems place the description of a product below the fold. This can slow and or stop the purchase especially when products are similar. Always test adding text to describe and show benefits above the fold.

3. Limit CTAs
   Often companies add too many purchase options, from "add to cart" to "buy now" to different types of processing systems to purchasing with multiple payments. For each decision a buyer has to make the conversion rate drops. Each of these offers can have value, but the issue is sometimes they are placed in the wrong part of the checkout funnel. Always test what works best and track the orders and order value as a goal.

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