Boost Your Website Conversion Rate in Minutes With These Easy Tips

In this video, I'm going to show you how to increase your conversion rate by improving the quality of your product pages. The tips in this video should help you boost your conversion rate from 1 to 2% in just about 10 to 20 minutes. There will be a few tips that, uh, take a bit longer to implement, but lots of these concepts are very easy tweaks and should be relatively simple. Your product page is essentially a landing page. So what that means is when somebody visits it, you need to do everything in your power to keep the person on this page. Now, we call this reducing the leaks in a funnel or reducing friction. And what that means is that once somebody lands on your product page, you don't want to give them a reason to leave this page. They are very close to actually beginning checkout. That means that any information related to the product should be attainable on that product page. Yes, it's great to have FAQ and About Us and supporting pages, but you don't want somebody to get to your product page, start reading a description, and then leave to another website or another part of your website in order to find information they need, because the likelihood of getting— of you getting them back onto your product page to purchase again has dropped significantly. While you may want to build an individual landing page once you have winning products, to begin with, you just want solid product pages for all of your products or SKUs on your website. Here are some examples of changes that you can make to get instant results and increase your conversion rate. To start, you need to make sure that the product images look professional and the descriptions are well done. Nothing makes people leave a store faster than bad quality images, and it's a mistake that I see a ridiculous amount of beginners make. Just by getting high quality photos of people using your product, your product pages will convert at a higher rate. You don't need photos that were taken in the studio by a photographer, but you do need pictures that clearly show your product being used in the setting that it should be used. If I was selling a canoe, pictures of a canoe in a river with somebody actually riding it will convert a lot better than pictures of a canoe up against a wall in somebody's backyard. After that, you need to make sure that the branding of your store is consistent, sleek, and professional. Keep the colors to a minimum as well as the fonts. This is something that we preach a lot, but I'll say it again because Too many fonts makes people lose trust in the authenticity of your store. If you're selling multiple variants of the same product, try to avoid dropdown menus and multiple products on Shopify itself. Instead, try and centralize everything into one product and list all of the variations at once. This will also reduce the drop-off that you have as people don't need to keep switching between different product pages just, just to look at a different color or a different size. Last but not least, you need to check that all of the information that you could ever possibly want to find to do with your product is on the product page itself. From an FAQ to your offer to the features and benefits of the product to pictures of people using it to reviews from customers that have used it before. Make sure all of this information is on the product page itself. As I mentioned earlier, your product page needs to be an encyclopedia of knowledge, all while keeping the design minimal and not allowing the user to feel overwhelmed. For this next part of the video, I want to show you a product page that has done incredibly well. I'm going to jump onto my computer here. So at first glance, when you look at the store itself, there are a few things that catch my eye. And the first thing is you can see the product. It's clear they have a lot going on, obviously, but it, it really isn't that overwhelming. The way that they have laid their sections out, there's only really two main sections here. There's nothing more than that. They do have a few different color schemes going on here, but again, the colors are all very consistent. The first thing that I see when I load this page is their headline. The headline does a great job of explaining the main benefit of their product. So you'll see that the product title isn't just towels or sheets. The product title is self-cleaning and self-cooling sheets. They're explaining the reason and the benefit of that product straight away of the sheet itself. And they're using kind of a marketing catchphrase, transform how you sleep. So they're setting the tone off the bat and explaining what makes their product so different. They have differentiation from the second that you load this page. A few other things that you'll notice they do. They've got this sold out 4 times here up in the top right. This is adding a bit of urgency to the offer. I've already loaded this page, but they had an offer valid for countdown timer up here again to incentivize urgency. There are a couple of other cool psychology tricks they've done with numbers here that you wouldn't really notice. But the first thing is instead of saying up to 40% off or up to 50% off, they've chosen to go with a very odd number like 46% off. Now, this is a marketing tactic. This isn't just accident. They've chosen 46 because it sounds incredibly specific. And from their end, they kind of just made up a number anyway. It's not that specific, but But as a result, it builds more trust with the user. They've done the exact same thing here with the reviews. Instead of saying 200,000+ happy customers, they've given a specific number, 221,878+ happy customers. Now, I loaded this product page a few days ago and had a look at it, and that number stayed the same. Obviously, they're getting orders every day, which means you can assume they're getting more happy customers, but they've just chosen a big number and been very specific about it. Because it actually builds more trust with you as a user when you come onto this website. Now, a few of the things that have been done incredibly well with this page is if you look at the other images, they have actual images of the sheets being used. Like we explained, you want your product images to actually show the product in action. You don't just want a few images of the product itself. So they've done a good job of helping you visualize what it would be like to actually use these sheets on your bed. And there are a couple of other key things before you actually start scrolling that you'll notice. They have 3 colors with a color swatch and that's it. They don't have 19 different colors. They've kept it incredibly simple. They have their size guide that's easily accessible through a cool little button here, quantity as well. And you can, you can choose your size, you can, you can choose your quantity and your color all in the same row. They've managed to keep this incredibly compact. So they have a lot of functionality and a lot of information as well, all on the initial load when I load this page as a user coming onto it. So this is done incredibly well. Most people wouldn't realize the amount of effort that has gone into hard coding this, but in terms of structure, they have a lot of information. They've checked a lot of the boxes that you need with their product images and urgency. They've also added things like 3 times free, 3 free towels in here as well to solidify the offer and justify their product price. And I haven't even started scrolling yet. So the second that I scroll, there's a proceed to checkout button here. They don't do add to cart. They don't take you through a cart funnel first. They take you straight to the checkout. Another great way to reduce drop-off. We see about 25 to 50% drop-off rates every time somebody has to take a new step Checkout. So this is going to be making them a lot more money just having that button right there. And then they have a few other things here. So again, they're reestablishing their, their offer. They're saying that you'll get a free towel set, which they highlighted already, but the sale is live. It ends in 24 hours. The sale doesn't actually end in 24 hours. They've had this up here for ages. But again, they're building more urgency. Another great way that they build urgency is they show their shipping dates. So It says ships by Sunday, August 28th. I don't believe that means delivered. I think that means they actually ship it out. So their shipping could be 7 days, it could be 14 days, it could be 3 days. I don't actually know. But when you, when you come onto this product page, they build trust with you by telling you that it will ship within a couple of days. And most people, when they come onto a website, their biggest thing is they want to know how long shipping will take. And that's why so many people just order off of Amazon is because it's consistent and they know that they're going to their product quickly. Another just a few ways that they build trust and credibility and solidify their offer. They've got free shipping and returns, a 30-day money-back guarantee. They build more urgency with the 16 orders at this price remaining. Again, look at the amount of information that they're packing in with this product page here. They've, they've coded this or they've built this themselves. They haven't just used a regular Shopify template. And as a result, they've able— they've been able to, to add a whole new layer of customization. Now, as I continue to scroll, watch what happens the second the Proceed to Checkout button disappears from my screen. An Add to Cart or a Buy Now button pops up right at the bottom of the page, again, taking you straight to the checkout and keeping a big call to action in my face the entire time. They're making sure that they're prompting me to take the next step in the funnel. You'll also notice that there's no menus popping up for me. There is no way for me to leave this page now that I've started scrolling down it. The only action that I can take is hitting by now. And that is a key CRO tactic that they are using right here. A few other things that they're doing are just building more trust with other brands' logos here. They've got NBC, Hustle Magazine, USA Today, and a few other big names, Yahoo. And again, that's just building more, more trust with you as a, as a user. And they go into main benefits now. So they spend much of the, the rest of the page's space, I guess, on actually explaining lots of their benefits. And what you'll notice with this page is they've, they found a really creative way to find tons and tons of benefits of using their sheets. Typically, if you think about bedsheets, you wouldn't be able to come up with many benefits or many angles for why somebody should buy bedsheets off of you. But if you go through their entire funnel, they've managed to come up with a lot of benefits and then be actually reframe those benefits in slightly different ways. So they talk about advanced temperature regulation, waking up feeling refreshed and not sweaty. Down here they talk about how they're self-cleaning. There's fewer odors and there's less laundry involved. Now, those are technically the same point, right? You're going to be less sweaty so you don't have to do as much laundry. But they found a way to take one benefit and turn it into two. They also explain how it prevents bacteria growth. Premium quality, obviously. Again, the fact that your sheets are cleaner. Now they're taking the healthier skin angle as well. And if you look through the rest of their benefits on this page, they've done an excellent job finding as many good reasons for you to buy their sheets and stop using your old sheets as possible. Another really cool thing that they've done is because they've argued that you will do less laundry by using their product, they're claiming that they've saved over 14 million gallons of water as well. So without looking too deep into this, it looks like they're just helping the environment. Really, they're not. They're not doing anything, but they've still found a way way to, to make that a core focus and feature of their, of their product page. As you get to the bottom, they highlight their 30-day money-back guarantee. Notice that all of these are GIFs and not images, and these GIFs show the product in use, or they show one of some— somebody in bed and interacting with their brand in some way. And last but not least, all of their reviews have images, and they've prioritized putting reviews with people's actual faces in here. With them smiling or looking happy and satisfied with their product. As I scroll down to the bottom, you'll see frequently asked questions. They don't take you to a sec— a separate page for FAQs. Instead, they address all of them on this page and they again have that, that CTA right below. Once you're satisfied that all of your questions have been answered, again, they have nice big call to action buttons ready for you. If you implement the strategies we mentioned in this video and you study brands like Miracle Sheets, you'll be able to see a 2 to 3% increase in your store's conversion rates, which will allow you to spend more on marketing and scale your business further. If you do own an e-commerce business, you, and you want a free audit from myself and my team, book in a free call if you're making at least $25,000 a month, and we'd be happy to run through tactics, tricks, and tips that you can use to increase your store's conversion rate.