How to Make Your Buy Box Convert

Hey I’m Harry, and this is CRO 1 2 3 where each week I break down the following:

👉 1 Incredible DTC Website

👉 2 Winning A/B tests that added 5 figures

👉 3 Actionable CRO Tips based on over 1,000 A/B tests our team has run while building 8-figure e-commerce stores

Today’s theme is a doozy: The Buy Box

As a reminder, that’s everything at the top of your product page:

This is where all the buying action happens.

So naturally small changes have an outsized impact on:

• Boosting conversion rate

• Increasing AOV

• Growing subscription opt-in rate

This issue is for you if any of those 3 are your goals.

If you’re not subscribed you can do so here:

1. Incredible DTC Site Breakdown 👨‍💻

I. Javy’s Impressive PDP Buy Box follows the AIDA framework:

1. Attention

2. Interest

3. Decision

4. Action

Above the fold, they prioritize grabbing your attention with their value proposition: delicious coffee concentrate.

And spark your interest with a short but dense product description that tells you everything you need to know in less than 3 lines.

Next, they help you decide if you want to buy the product and how much money you want to spend.

And finally, they help you take action by making the bundle-building process frictionless:

BONUS:

For comparison, this is Javy’s landing page buy box. It’s an even more concise version of the product page, optimized for cold traffic and their new customer offer.

2 Winning A/B Tests 🧪

I. Adding $46k Monthly with Offer Testing in The Buy Box

We helped a client introduce a new multipack offer on their product pages and measured an 8.64% lift in revenue per visitor 👇

That’s +$46k monthly.

Given the product was a consumable we sensed a big opportunity to introduce multipacks.

Notice these features of the winning design:

- Multipack buttons (vs quantity selector)

- Price per unit

- Price per serving

- Percentage saved

- Best Seller/ Best Value tags

But why?

Because in CRO, offer testing is king.

Having a rock-solid new customer offer is how you win in customer acquisition.

I wrote a whole post on this if you want to learn how.

Put simply, if you're not testing and optimizing your new customer offer, you're potentially missing out on tens of thousands in revenue every month.

(Note: These images showcase a demo store. Our client has requested to remain anonymous regarding their actual store.)

​II. A tiny test for an 8-figure brand that brought in $113k

So we tested a new element that increased their conversion rate by +6.79%

and revenue per visitor by +6.44%.

Here's what we did:

But why?

The brand's top conversion driver was customer stories, but heatmaps showed that less than 50% of visitors even saw a single review.

Pushing the review above the fold meant most people’s first impression was social proof, vs the high price point.

Instead of sticker shock, people saw real-world results.

And this led to a giant increase in revenue per site visitor:

(Note: These images feature a demo store, as our client has requested to keep their store anonymous.)

3 Learnings from 1,000+ eCommerce Experiments 🔬

Finally, here are three learnings to apply within your buy box:

​I. Sell more multi-packs by giving people a real-world excuse to buy them:

II. Take the friction out of signing up for subscriptions:

III. Tried everything and still struggling with a low conversion rate? It’s time to test your pricing:

Want to discuss how we can help scale your brand? Our team provides full-service CRO for brands like Jambys, Happy Mammoth, Laundry Sauce, and more. If you're managing an 8 or 9-figure brand and looking to boost website performance, we’d love to connect.

Hopefully, you found a couple of tactical tips you can test on your own product's buy box.

If you have a question for me or your store, reply to this email and I’ll get back to you ASAP.

If not, please rate the quality of this issue by replying with one of the following emojis:

🤑 = I will be applying these tips to my store!

🤩 = I learned something new reading this

🙂‍↔️ = I don’t agree with your tips

And if you know someone else in the DTC space who you think would be interested in tactical CRO advice then go ahead and forward them this email.

Until next time,

Harry Molyneux
​Founder of CRO Agency, DTC Pages​
Operator of Top Secret DTC Brand