What is making the customer hesitate?
Read support questions and comments under your ads. They often provide a better brief for a product page than another internal opinion about the colour of the buy button.
FEDJA POROBIC / CONVERSIONONE TOPIC. SEVERAL PERSPECTIVES.
Ecommerce conversion.
Give customers a reason to buy. Then find out what is making them hesitate.
Before moving the buy button, I want to know what customers are trying to work out. Will the product fit? What makes the options different? When will it arrive? A beautiful product page that leaves those questions unanswered creates more work for customer service and the returns team.
I write about making the promise in an ad hold up through to delivery: helping people choose, showing how a product works and explaining who it suits. I follow conversion rate alongside what people bought, the margin it earned and whether they sent it back. Otherwise, an improvement in the store can become a problem elsewhere in the business.
MY STARTING POINT
The questions I keep coming back to.
Can people choose without help?
More options do not automatically make a better offer. Explain the differences, who each product suits and what arrives in the box. Ask someone outside the business to make a choice.
Does the promise survive the purchase?
An ad can increase sales while creating the wrong expectations. Read conversion rate alongside returns, customer questions and margin before calling a test a winner.
FEDJA’S JOURNAL / SELECTED
Read the perspectives.
Articles by Fedja Porobic.
The customer wanted a clean deck. Now she has to read a dissertation.
You wanted the deck clean before the weekend. Now you are comparing five kinds of cleaning soap as if you were about to give a lecture on them.
READ ARTICLE
Beautiful ad. Wrong expectation. Expensive return.
We celebrate the purchase in the ad account. Then the product comes back because the customer thought she was ordering something else.
READ ARTICLE
Your product page should answer the questions that hold up the sale.
You paid for the attention. Now the product page needs to earn the purchase. Start with the questions the customer actually needs answered.
READ ARTICLEPOROBIC GROUP / GROWTH SERVICES
How we work on it.
These are the decisions we work on when we run marketing and ecommerce.
03 / EXECUTION
Marketing & ecommerce
We run acquisition, conversion and retention. We track how customers find the store, what gets them to buy and why they come back.
EXPLORE THE SERVICE02 / THE ENGINECreative Performance
We find out what customers need to understand before they buy. Then we make ads, test the ideas and build on what sells.
EXPLORE THE SERVICE