Conversion rate

Newsletter #33 - 3 Science-Backed Strategies for Conversion-Optimised Product Pages

Julie Cauville

May 17, 2024

Hi !

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I recently stumbled upon these mind-boggling stats:

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Every day, we're bombarded with over 1200 advertising messages.
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34 million TikTok videos get posted daily.
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More than 720,000 hours of video content hit YouTube every single day.

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With all this overload, knowing how to organize and deliver information effectively is key to grabbing prospects' attention and beating the competition.

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So, in this edition, I'm sharing 3 science-backed strategies to supercharge your product pages and ramp up those conversions 🧠

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1️. Highlight Your Product's Sales or Views

Why does it work? 🧠

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We're naturally inclined to follow others: 95% of us imitate, while only 5% initiate.

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Plus, our brains love numbers—they help us make sense of things logically.

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So, views and sales figures are solid social proof for consumers because they show a product's popularity and quality.

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How to do it? 💡‍

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Start by showing the number of views, then move on to sales as they pick up.

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Depending on your sales volume and product type, you can test different time frames (today, this week, over the last 90 days, etc.).

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🚨 High numbers can be overwhelming because they're hard to digest. If you've got loads of views, focus on showcasing your sales.

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*Booking.com throws loads of data on their product pages, including the "experiences lived" number in their ads to reassure visitors and drive bookings 🌴*

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‍^{3 Shopify Apps to Boost Your Social Proof
-}^Nudgify^{to display sales and views on your product pages.}‍
^{- FOMO}^{to announce each new sale made.}^{- Hey!}^{to create a sense of urgency with a limited stock counter.}

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2️. Ditch the Technical Jargon

Why does it work? 🧠

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Which cover would you choose ➡️ the one "made from soybean fibres with a 3D multilayer creping" or "soft, warm, breathable, and fluffy"?

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Obviously, the second one is because humans are instinctively wary, even suspicious, of the unknown.

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Using technical vocabulary can frustrate your customers and leave them with an unpleasant memory.

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Conversely, clear and understandable descriptions generate a positive impression and make your message more memorable and convincing.

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How to do it? 💡

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Ditch the technical and scientific terms and use simple language to describe the product benefits.

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Instead of discussing the "pentanol, glycerin, or citric acid" in your shampoo, explain how it "gets rid of dandruff while leaving hair soft and shiny".

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*Instead of citing the scientific names of its competitors' components,* *Conee's* *goes for simplicity and education to stand out.*

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_{🔎 Be transparent to convince your customers.}_Ensure_{key information on your product pages is above the fold}_{(customer reviews, short description, add to cart button, etc.).}_{Clearly state your delivery times}_{to reassure them and boost your conversions (or use Bigblue's}_{Fast Tags}_{for a more precise date 😉).}

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3️. Adjust the Model’s Gaze According to Your Product

Why does it work? 🧠

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The direction of your models' gaze influences your sales:

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An outward gaze favours product identification and imagination.
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A direct gaze marks a separation between the model and the viewer but increases the message's credibility.

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How to do it? 💡

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Opt for photos where your models aren't looking directly at the camera to evoke positive emotions.

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If you aim to convey precise information (features, prices) or evoke negative feelings, go for a direct gaze towards the camera.

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PS: If you prefer solo product photos, ensure they're centred or facing the centre for easy reading.

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*Loop Earplugs* *models look outward, making it easier for consumers to immerse themselves in the experience offered 🎵*

‍^{Two last tips before leaving}^{- Use}^{videos or GIFs}^{if your products promise an experience (fashion, holidays, etc.).
- For functional products (dishwashers, tools),}^{static images}^{are enough.}

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Thanks for sticking around 💙!

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Hope these tips help you rack up more sales!

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And hey, don't hesitate to let me know what you think or keep me posted if you've tried them 😊

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See you soon,

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Julie

E-commerce Expert @ Bigblue