Case Studies
Landing Page Conversion Rate Optimization Using Buyer Psychology
- Goal:
- Improve the conversion rate on the main landing page for the wheelchair product category by 20%.
- Outcome:
- 35.68% conversion rate lift on the main landing page for the wheelchair product category.
The Problem
The biggest product category on HandicappedPets.com is their Walkin’ Wheels® pet wheelchairs. This category is responsible for half of their revenue, and the wheelchair has helped more than 112,000 aging and disabled pets live longer and happier lives.
Most of their landing traffic arrives on their main wheelchair landing page, so we knew that if we could focus our attention on dramatically improving conversion rates on this one page, it could have a massive impact on the business.
Since HandicappedPets.com achieved massive success with their Walkin’ Wheels® pet wheelchairs, a number of other wheelchairs entered the market.
Shoppers often have multiple tabs open to compare options. This is why it’s critically important we explain to shoppers what makes us the best choice. If we can’t do that, then we will lose the shopper and the sale.
Before we tested on this landing page, the page didn’t provide a lot of information about who the company is, why they exist, and why their wheelchairs are the best option. This was especially true for the mobile version of the page.
Additionally, the product category can be further split into two more categories: rear leg wheelchairs and full-support wheelchairs. Shoppers were navigating from the main wheelchair landing page to either of those two landing pages, then finally navigating to the product page. We knew this experience could be simplified.
Continue to the next section to see what the old version of the page looked like…
Control
Here is a screenshot of what the desktop page looked like before we started testing.
And here is the mobile version.
Test Concept
At Frictionless Commerce, our main conversion optimization tool is our long-form sales pitch formula. But this test required more than that — we also needed to rethink the structure of the entire page if we wanted to dramatically simplify the user’s experience navigating through the site.
For this concept, we focused on two areas:
1: Improving the story told on the page with a long-form sales pitch
As you saw in the screenshots of the original page (especially the mobile version), most of the content on the page was purely informational.
But this is an emotional product — it’s something that can make a beloved pet’s life so much better, and most pet owners view their pets as part of the family.
That means we needed to craft a story around that while also highlighting the superior build quality that comes with a Walkin’ Wheels® pet wheelchair. Quality is always important, but especially so with medical products.
Typically, we show our long-form sales pitch in a lightbox window/modal that can be accessed through various buttons throughout the target page. But since we were rethinking the entire landing page in this project, we decided to directly embed our pitch on the page.
Below is an annotated screenshot of our concept. Click on the annotations (green and blue numbers) to read the explanations for the copy choices we made throughout the page:
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When it comes to a medical product, quality is the most important detail. We added this heading to make it clear right when the user lands on the page that quality is our number one concern.We also used this hero section as an opportunity to highlight the main benefit of this wheelchair: pet owners no longer have to resort to euthanasia for aging or disabled pets; instead, they can help their furry family member live a more mobile life with a wheelchair. + The product quality isn't the only "type" of quality we wanted to highlight. We also wanted shoppers to understand that ultimately they aren't buying a wheelchair, they're giving their pet the gift of more mobility and a higher quality of life. This adds even more value to the product. + In this section, we're highlighting the most common medical conditions that are bringing shoppers to this page. The point of this is to confirm to shoppers that we have a product that will address the specific needs of their pet. In turn, the shopper will be more likely to continue on the page. + Here we're reminding shoppers that their pet is also a part of their family. This both lets the shopper know that we're in alignment (we both view pets as family members) and encourages them to think about their pet's medical and emotional needs (rather than view their experience on this site as a purely transactional one). + We're again highlighting the build quality of this wheelchair to guarantee that shoppers understand this point. + In this section, we're featuring a compelling customer testimonial in which an adopted, paralyzed dog's owners describe their experience with the Walkin’ Wheels® pet wheelchair. Their story really captures the "pets are family" atmosphere we're trying to create throughout the page, and gives shoppers the opportunity to see the wheelchair in action (which was largely missing from the original version of the page). + In this section, we're talking about how the wheelchair was "meticulously designed" to ensure the highest quality. We're emphasizing this point again because we truly believe it's the most important detail shoppers are looking for in a medical product for their pet. It also helps the shopper justify the price, as higher quality typically means higher price. + Pets love their owners unconditionally. We're reminding the shopper of this to reduce their price sensitivity. Sure, hundreds of dollars is a lot of money, but wouldn't you spend that if it meant your pet could live a longer and happier life? That's what we're putting in the shopper's head (but subtly). + Here we're letting shoppers know that every decision we made when designing this wheelchair was made with a specific purpose. Simply letting your shopper know that everything was carefully considered helps them understand the level of quality in the product. + In this list of features, we're intentionally using language like "puncture-resistant", "aircraft-grade", "highly-durable", and "dense" to continue emphasizing the quality of the wheelchair. + It's not enough that we say this is high quality. An expert opinion is far more believable. We're featuring a testimonial from a pet rehabilitation specialist to reinforce our arguments higher on the page.
2: Simplifying the navigation
Next, we needed to address the complex navigation that shoppers were required to do to reach the product page. Instead of asking the shopper to navigate from this landing page to another landing page, we added a “Ready to Shop?” section at the bottom of the page. It looks like this:
We briefly explain the purpose of the Rear Wheelchair and the Full Support/Quad Wheelchair, then ask the user which one they need. On click, instead of taking the user to a new landing page for the rear or full support category, we ask the user one more simple question, “How Much Does Your Pet Weigh?”:
Before, the shopper had three ways to find the wheelchair size they needed: they could select based on weight, they could use a sizing chart, or they could use a fit calculator. We decided to simplify this by giving the shopper one option (multiple options can often hurt conversions).
When the shopper clicks on their pet’s weight in the second step shown above, they’re taken directly to the product page for the size their pet needs.
As a result, our test variation saw an 82.81% lift in visits to the wheelchair product pages:
Additionally, there was a 67.97% lift in clicks on the add to cart button on the wheelchair product pages:
Outcome
Our original goal was to generate a 20% lift on this landing page. Instead, we saw a 35.68% lift:
Why Our Concept Won
We believe this test won because we focused our story our quality and emotion, allowing the shopper to be less price sensitive. We also dramatically simplified the navigation experience, which brought many more shoppers to the product pages and cart/checkout funnel.
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