Improve CR% on product pages (Emotional + Logical: Customer purchase decision stages)

by Allen Burt
April 7, 2020

Hey crew. Today I want to talk to you about how to improve the conversion rates on your product pages.

First of all, why does it matter?

This answer is pretty obvious, especially in today’s environment. We want to find all areas possible to create more leverage- selling more at a higher price to existing traffic and existing customers. Improving your product page is a great way to do this.

I want to give you a breakdown of the framework we use at Blue Stout and recommend to all of our clients. Apply this to your own business to help increase the conversions on your product page.

This framework is twofold- emotions and logic. Everything about your product page can be structured to address these two points, clearing most barriers that would stand in the way of a conversion.

Think of the last time you were drawn to a product, maybe a pair of pants as you were scrolling through Instagram. Your first response was emotional. Maybe you were drawn to the fit, the color, or the way the guy in the picture looked so chill and rugged.

After your emotion told you that you needed the pants, logic kicked in. Maybe you just purchased new pants last week. Maybe you want to look rugged and chill, but most of your life is spent in the city. Or maybe these pants are exactly what you need.

Your consumer will first decide to buy your product with their emotions, and then seek to justify it with logic. It’s your job to catch their attention through their emotions, and then silence their objections to overcome any barriers presented with their logic.

1. Sell Emotionally.

Emotion is the biggest factor when you look at product page conversions.

With every purchase you make, whether you realize it or not, there is some level of emotional decision making going on. Whether it’s scrolling through Instagram, or walking by a store display that catches your eye, when you’re drawn to a product there is a primal inherent desire that rises up.

Speak to the customer’s emotions first on your product page. Help foster that primal desire, that you will then nurture and convert through logic.

How we do it.

The best way to grab your customer’s emotions on your product page is to focus on these key areas.

  • Imagery.

    • Focus on producing incredibly high-quality imagery.
    • Utilize lifestyle Imagery. Make sure the customer can envision themselves living that better version of their life with your product.
  • Product Descriptions.
    • A lot of people create verbose, text-heavy product descriptions. It’s not a problem for you to include all of the info, as long as you structure it properly.
    • Leverage your copy, utilizing one to two sentences to sell them. Use these two, brief sentences to hook them so they continue reading.
  • Videos.
    • Use video to show close ups of the product, or showcase the product.
    • Videos are incredibly interactive, and are a fantastic tool to create deeper insight, enhance the customer experience, and help them picture what their life can be like when they purchase your product.
  • Benefits.
    • Focus on benefits rather than features. Even better, find a way to transform your features into benefits.
    • It’s paramount that you talk about product benefits in a way that is easy to consume. Use things like iconography to showcase benefits in a bite-sized way.
    • You want information to be easy to digest, especially for those who are accessing your product page on a device like mobile.

 

2. Justify the Purchase with Logic.

Once you’ve sold the customer emotionally, they’re going to ask the questions to justify the decision. It’s your job to anticipate and answer all of the questions they will have in a way that talks them into buying and not out of buying your product.

How we do it.

When looking for the potential barriers to a sale, we look to answer all questions possible about product, process, and brand.

  • Product. 

    • How can you address the logical barriers consumers have about your product?
    • Your product page should answer questions about size, materials, care of the product, etc. (i.e. answer questions about sizing issues with a size guide).
    • Logic asks questions like, “Will the product even fit in my kitchen?” “What if the shirt shrinks the first time I wash it?” Make sure they know everything they need to know about your product to help them feel confident about giving you their credit card info.
  • Process.
    • Your product page should include information about shipping, returns, warranties, anything that relates to the way you are going to deliver your product, and how the product is going to work when it arrives.
    • Often, purchases are time sensitive. Your customer needs to know that the product they want to order will arrive in time for the trip, or birthday, or special occasion.
  • Brand.

    • Answering questions about your brand is very important, especially for first time buyers. Maybe they saw an ad and came through the product page the first time and then hit a targeting ad or got in an email campaign that brought them back.
    • They’re back at your product page, and it’s possible they didn’t come through your homepage. However they found their way back to you, they aren’t going to remember all of the details about your brand.
    • What do you need to explain about your brand to provide transparency, story, emotional connection, all of the details that will help them know you and trust you?

If you’re focusing on driving higher conversions through your product pages, focus on the following equation:

Sell emotionally first. Then justify that emotional decision with logic.

If you have any questions, or want us to take a look at your product pages, schedule a strategy session here. We’ll look at your metrics and your product pages to help determine the next steps you need to take to improve your conversion rates and create more leverage in your business.

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Allen Burt Allen Burt is the CEO & Founder of Blue Stout. A design and development agency that builds applications to power commerce and drive user engagement. Follow him on Twitter.