Product Page Optimization Secret: Micro-Improvements

2: I won’t make a change to the product name.

3: Under these stars, I’d add this copy:

47,723 reviews & counting. Here are some of our favorites >

Here are some of our favorites > would be a link. On click, I’d show a lightbox window with the following:

This lightbox would feature a handful of my favorite reviews, reviews that I felt covered a variety of different use cases, contained surprising details that a shopper might find interesting, etc. At the bottom, I’d include a button that says {Read More Reviews}. On click, the user would be taken to the Reviews section at the bottom of the product page.

This product page has over 47,000 reviews. While that’s a compelling detail on its own, we still want shoppers to see the reviews. This micro-improvement gives us an opportunity to increase the visibility of positive reviews, which invariably results in higher conversion rates.

4: What is a Magslider™ lid? It sounds cool, but some shoppers will want to know more. These shoppers are known as Diggers (learn about skimmers vs diggers here).

Even if this detail is covered lower on the page (it is), why not give the shopper who wants to know more now the ability to do so?

I’d make “WITH MAGSLIDER™ LID” a link (or add a tooltip icon beside the copy). On click, I’d show the following content in a lightbox window:

Magslider™ Lid Is Magnetically Sealed for Ultra Protection

The Rambler^® Tumbler harnesses the power of magnets to provide an ultra-tight seal. Keeps temperatures locked in (and anything else locked out — bugs, dust, rain…). Open or close with the flick of a thumb.

The lid is 100% BPA-free and dishwasher safe.

I’d also use this as an opportunity to highlight important details, such as the fact that this product is 100% BPA-free and dishwasher safe, details that are somewhat buried deeper on the page and are therefore harder to find.

5: I’d change this copy from:

A go-to for coffee on the go. Fits in most cupholders.

To:

The ultimate bestseller from the most recognized name in the world of on-the-go cups.

This builds more excitement and credibility.

6: The main product image is the most visible element on a product page. Since we know that essentially all shoppers will see this image, it’s a great opportunity for us to highlight important details. I’d modify this image to include this copy:

– Guaranteed to fit most cupholders.
– Maintains drink temperature.
– Puncture & rust-resistant.

Take a look:

7: Many of the reviews rave about the customization that’s available with this tumbler. But I don’t feel that the customization options are clear enough on the page. To improve this section, I’d change the Color: label to Make it yours (Color + Customization):

8: I’d remove the Customize button (which to me only communicates that maybe you can customize the color more) and add a button above the color options that says: {Add custom logo, monogram, text, or design + }

The button is more wordy, sure, but it fully communicates what customization options are available. As a result, I’m confident it would get more engagement.

9–13: 9–13: I wouldn’t make any changes here, at least not right now.

14: $35.00 can be a lot of money for a cup. But I know YETI makes high-quality, long-lasting products, which means the price is worth it. But I can’t rely on shoppers feeling the same way. Instead, I need to communicate this idea and justify the price for the shopper (learn more about price justification).

Just to the right of the $35.00 price tag, I’d add this copy & built to last a lifetime.

This quickly communicates that this $35.00 price will only need to be paid once or twice over the course of many years. Shoppers correlate longevity with value.

15–16: 15–16: I wouldn’t make any changes to the quantity selector or Add to Cart button.

17–20: 17–20: If a shopper is on your site, the first thing you want them to do is buy from here. Putting more emphasis on a “Find a Store” tool only delays the purchase (potentially indefinitely). Normally we’d remove this from the product page entirely, but if a client really wanted to keep this on the page, then we’d simply deemphasize it.

In this case, I’d swap #17 (the “Find in Store” tool) and #20 (the 5-year warranty info), and change the 5 YEAR WARRANTY text to this 1 3 5 YEAR WARRANTY

The 5-year warranty requires more attention to make shoppers feel comfortable with making a purchase. I updated the copy to amplify the impact of the warranty duration, which is quite generous (most warranties seem to last just 1–3 years).

21–23: I’d remove the 21, 22, and 23 content. The focus of a product page should be to sell that product. Cross-selling and upselling shouldn’t receive this much attention, at least not at this point on the product page.

24: Above #24, I’d add this image with the following copy on it (this is what we call a Picture Story):

Here’s how that could look:

This communicates an important selling angle (more on this below) that I want to be highly visible on the page. I felt that if shoppers could imagine themselves taking their tumbler with them everywhere that they’d more easily see the value.

Additionally, I’d show all the slides from this gallery in #24 on the page by default, one on top of the other. Since I’m removing #21–23, there is enough freed-up space on the page to prevent this change from significantly extending the page length.

I’d also amplify the copy in these (former) slides. I’d change slide 2 to say:

We’re building more excitement with this copy and explaining the significance of 18/8 stainless steel (which on its own is an abstract detail that most aren’t familiar with).

I’d change slide 3 to this:

Here I’m highlighting another important selling angle — that this tumbler keeps drinks at the perfect temperature — by relating it to a familiar story (Goldilocks).

I’d then update slide 5 to this:

Again, the goal here is to amplify the copy and build more excitement.

25: I wouldn’t make any changes here at this time.

26: This section is only letting shoppers know that there are 3 size options, information that is evident at the top of the page when you add this to your cart. A more effective strategy would be to use this space to emphasize another important selling angle.

I’d add this image (which is currently only on the desktop version of the page):

Then I’d update the image to include this copy on it:

I’m not sure if this copy is 100% accurate, so to make sure I would ask YETI and make adjustments if needed.

27: On this image, I’d add the following copy: Guaranteed to fit your cupholders.

This is a critically important detail that YETI already emphasizes in a few locations. However, we know shoppers are drawn to images, so including this message directly on an image dramatically increases its visibility.

28–31: 28–31: I wouldn’t make any changes here at this time.

32: I’d add a blur effect or transparent overlay on top of the reviews section. On this overlay, I’d add the following copy:

Why in the world would I add this? Doesn’t this increase friction?

Yes! But in a good way. I want the shopper to slow down at this point and take in my message, which is doing a few things:

1: It’s forcing the user to acknowledge how many reviews we have (over 47,000), which increases credibility and their confidence to buy.

2: We’re acknowledging that our opinion on our own product is meaningless. What means the world is what shoppers just like them are saying. This builds a sense of likability and shows the shopper that we aren’t just salespeople — we want them to buy only if it works.

3: And finally, we’re explicitly giving the shopper a goal: to read 10 reviews. They may only read 4, but at this point, chances are very good that that’s more than what they would have read otherwise. The more reviews shoppers read, the higher likelihood they will convert. This is especially important in this example because a negative 1-star review is the first visible review on this product page at the moment. We need to encourage shoppers to read beyond that first review to get a full picture of this product.