We love inventors. In fact, most of our conversion optimizing work is done with inventors. When we were introduced to Andris Lagsdin we hit it off right away. Here was someone who had been baking pizzas for 24 years. After experimenting with dozens of ideas Andris found the secret to the perfect pie. He invented a 14″ by 16″ steel plate that dramatically improved pizza making.
While the product description was efficient we knew it could tell a better job converting new visitors.
We had a cursory understanding of what the product did but while interrogating Andris we uncovered a treasure trove of remarkable nuggets.
For example, the weight of the steel plate is 16 pounds. This isn’t some minor detail. Andris prototyped multiple weights, and through trial and painful error discovered that a 16-pound weight is what gave the pie the perfect crust.
We also discovered the unique heat transfer properties of steel make it the ideal baking material.
These details weren’t new to Andris; he just wasn’t talking about them on the product page because he didn’t think most customers would care.
And he is right, many buyers wouldn’t care. But maybe 20% would.
As copywriters, our job isn’t to convince those who are already sold; our job is to identify the subset that isn’t convinced and figure out what’s missing for them.
Story angles we explored in our updated copy:
— We introduced a scientific equation to explain the heat transfer property of steel. We didn’t expect people to read the whole equation but just seeing it there would build credibility:
— We used a relatable baking analogy so prospects could better visualize how Original Baking Steel works. Analogies help connect new ideas with familiar ones. If a buyer can’t understand the sales pitch their conversion rate will be close to 0%.
— We added tension to our story: “The pizza we’re going for is crispy on the outside and soft and moist inside.”
— We accentuated attributes. Instead of just saying the dimensions are 14″ by 16″, the thickness is ¼”, and the weight is 16 pounds we went into great detail to explain those precise dimensions. This creates an air of expertise and gives the buyer confidence.
— People buying BakingSteel aren’t interested in steel, the material. They just want to treat their tastebuds. So we added a whole bunch of pizza photos. The goal was to show variety and whet appetites.
— It’s also worth noting what we didn’t talk about. We didn’t talk about our return policy or apply any discounting gimmick.
We ran the test twice, just to make sure. The impact on sales was 46.42%.
Our idea won because we added a lot more dimension to the Original BakingSteel. We gave the product a chance to educate and entertain buyers. It’s like being in a fine dining restaurant and hearing the sommelier talk about the story of the wine while she’s holding the bottle.
There is a lot more work to do. We’re currently working on further improving the page, getting more people to the page, and converting people who are in research mode via email.
BTW, our test to increase product page visibility also won. We were able to improve visibility by 6.9%:
After getting this winner we decided to challenge ourselves so we completely rewrote the product description. This time the focus was on the origin story + we added a photo of Andris’ old factory photo. This concept also won.
Lesson: keep testing. Always challenge assumptions.
Tiege.com was already doing really well. They wanted to see how much further test to paid search landing page could be pushed.Read Case Study
Stix is on a mission to disrupt the golfing game. Consumers don't just buy a new golf club. A lot goes into that purchase.Read Case Study
This client's viral video was driving a ton of traffic to their bestseller page. Our job was to convert that traffic...Read Case Study
HandicappedPets has a product category responsible for 50% of their sales. We couldn't ignore the other half. How did we boost those sales?Read Case Study
Since HandicappedPets released their life-changing pet wheelchairs, others have entered the market. But the landing page didn't provide enough information for new shoppers, so we had to make big changes.Read Case Study
Increase conversion rates for HandicappedPets' flagship product—Walkin’ Wheels dog wheelchairs.Read Case Study
To increase call-ins to HandicappedPets.com's customer service team, which converts 52% of their calls.Read Case Study
Increase conversion rates for some of HandicappedPets’ best-selling products.Read Case Study
One of the best-sellers on HandicappedPets.com is their Walkin’ Wheels SMALL Dog Wheelchair. Our goal was to improve this product page's conversion rate by optimizing the copy.Read Case Study
ARE YOU OUR NEWEST CASE STUDY?
We are laser focused on the type of client that our methodology and skills will give the highest return on investment and so if you meet our criteria for taking on new projects, we are confident you will see results like these.