It’s like a red carpet.
Every time you get a visitor on your product page, it rolls out. And points straight to that BUY button.
That’s your product description.
If you want more conversions, ensure the carpet’s in good shape. Shoppers will leave your page when they feel they’re not getting what they came for. How do you get them to stay?
The answer is product description optimization.
What is it?
What It Means to Optimize Your Product Description
Simply put, optimizing your product description means making changes to improve things like speed, readability, mobile-friendliness, search engine visibility and, ultimately, conversions.
That last bit is what we’re all about.
If you run a Google search, you’ll probably find tips like:
- Know your audience
- Use descriptive language
- Focus on Benefits
- Make it scannable
- Make your CTAs clear
There’s only one problem with these tips.
They involve major changes to your product page. There’s a better way.
Product Description Optimization, the Frictionless Way
We’ve developed a revolutionary new method that takes all we’ve discussed above and supercharges your product page for massive conversions. To understand our method, you need to learn about a group of visitors we believe deserves 100% of your attention.
They’re those visitors leaning in with interest but not buying.
They’re looking for more information than they’d usually find on a product page to make up their minds.
It doesn’t make a lot of sense to overhaul your site for them because then what happens to the people you’re already converting?
So what do we do? How can we optimize your page for this important group of visitors?
We have a 3-step process
STEP 1: Map out Strategic Locations
We place subtle CTAs in high-visibility locations on your site. We’ve attached red arrows to this hypothetical product page so it’s easy to spot where we’d place the CTAs.
What happens when they click one of our CTAs? They’re conditional, so the rest of them immediately disappear. Next, they see a popup with a custom-built sales pitch we’ve designed to convert.
Step 2: Build the Sales Pitch
To build this pitch, we think about what else people leaning in with interest want to hear. What’s their ideal product? What do we need to tell them to convince them to buy? What anxieties do we need to address? For example,
— Are they anxious about your price, quality, and logistics? Have they ever shopped just for this kind of product online?
— Have they been disappointed by other products in the space? Or are they just stuck in old habits and need a gentle nudge?
We have a solid formula for building our copy that’s based on the 9 Truths About Online Shoppers. In reality, we make a bunch of pitches for your page this way. But how do we choose what to run?
Step 3: Find the Winning Pitch
Our 9 truths formula allows us build many sales pitches. But we don’t know which is the best, so…
That’s our strategy. To see the 3 steps in action, check out this article.
Our Optimization Works
This isn’t just theory. It’s the base formula for all our conversion work for clients. This marketing framework can be used to boost sales for sports products. To sell skincare products. Pet products. Consumer electronics. Athletic gear. Back pain solutions. Food items.
It can even be used to improve your overall conversion rates.
Want to try it out for yourself? Drop me a comment, and I’ll show you how.