How to Make Your Product Page Convert

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

👉 1 Winning A/B test that added 5 figures

👉 2 Incredible e-commerce funnels

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

It's been a little while since I updated you, but I have a great topic today: product pages, specifically buy boxes and everything above the fold.

Every store could benefit from optimizing their buy box because it's where all the buying action happens.

This post will help you make more money.

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

Lets get into it!

1 Winning A/B Test 🧪

I. A clothing brand we worked with had a problem.

People jumped into product pages but left without adding to the cart.

So we tested a new layout that resulted in a revenue per session lift of 7.4%!

Here’s what we did:

We moved their swatch selector above the fold.

But why?

Because it now means users can see the best-selling swatches and click to view them without scrolling up and down the page each time they want to make a selection.

They see more products, are more likely to find one they’d buy, and are more likely to complete a purchase.

This single change boosted revenue by $0.35 per page session

Which equals a monthly increase of $32,742 - the equivalent to a entire day’s sales that were previously being lost!

Friction removed ⛔️

sales increased 📈

(Note: demo store used for these images. (Our client has asked for his store to remain anonymous).)

2 Funnels, Hacked 👨‍💻

I. Pet Lab Co

If you don’t already know, above-fold is everything you see before you scroll.

It comes from the era of newspapers, when there was a literal fold in the page when the paper was on the shelf. You’d be browsing the newspapers, making a decision based on which one to pick up, and all you could see is whatever was above the fold in the page.

This meant it was essential to get the juicy details of the top story of the day above the fold line. So your paper would stand out and get bought.

The same is true in ecom. You want to grab attention above your virtual fold (which is the bottom of the phone screen on your product page)

And Pet Lab Co makes excellent use of their above-fold:

And directly below the fold is their buy box.

This is where we incentivize bigger orders, push a subscription, and ask customers to buy.

Obviously this makes this real estate some of the most valuable on your entire website.

Here’s how Pet Lab Co nails it:

​II. How Primal Harvest wins subscribers

If subscription purchases are important for your brands strategy you should test this tactic Primal Harvest’s is using on their product page.

This is their buy box, which defaults to subscription whilst showing all the benefits of doing so.

But here’s what happens if you click one-time purchase.

Text appears pushing you to grab the subscription. It literally says you can have the same product for $7.39 less. As if you’d be stupid not to!

But this tactic can work. At our agency we tested the same for a beauty brand’s subscription offer and saw a statistically significant lift in the number of net new subs.

Now lets look at some tactical PDP tips:

3 Learnings from 1,000+ eCommerce experiments 🔬

I. How to show your product benefits to customers who don’t scroll:

​II. Feature Unboxing Videos on your PDP to make the product feel tangible:

III. How to incentivise sales by using gift with purchase on your PDP:

Want to chat about how we can help you scale your brand? Our team handles full-service CRO for brands like Jambys, Happy Mammoth, Laundry Sauce, and many more. If you’re running an 8 or 9 figure brand that could use a lift in website performance we want to chat with you.

I hope you managed to take some ideas for your PDPs from this post, even if it’s just to improve the content of your image slider - that can make a huge difference!

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