You paid for the click. Why leave the product page half-finished?
The customer has clicked. Now she wants to know how the product works, when it arrives and why it is worth the price. Does the product page have the answers?
ORIGINAL EPISODE: Därför ska 60–80 % av din tid gå till produktsidan, inte startsidan #104 · · Audio in Swedish
In episode 104, we discuss new AI tools, Meta and platforms. I focus on the work after the click: the product page that needs answers, the email that must arrive while the customer remembers signing up, and the subscription that needs to survive a platform migration. There is plenty left to do even as the advertising tools get smarter.
There is work between a prototype and something people can use.
It has become easier to produce something that looks finished. A page, a tool, a report. In the conversation, we return to the friction between a first draft and something other people can actually use. It needs to be publishable, shareable, understandable and possible to work with further.
The same applies when a team starts using AI. If everyone has their own chat and instructions, the result depends on whoever happened to phrase the question. A shared way of working also needs to cover how you write, what the evidence contains and what the task should deliver.
Before seeing the next demo, I want to know who on the team will use the result and for which task. Let that person try an actual deliverable. The gap between the tool’s answer and finished work soon becomes clear.
Listen at this point · 06:09The customer does not divide the journey like your organisation does.
Around eighteen minutes in, we discuss parts of the landing page starting to appear closer to the ad itself. The features reflect the time of recording, but they raise a broader question: how well does what you show before the click connect with what the customer meets afterwards?
Internally, we may divide responsibility into media, creative and e-commerce. The customer sees a promise and tries to understand whether it holds. An ad can be clear while the next page leaves important questions unanswered. Each team considering its own part finished does not help much then.
Sometimes the next step is a product page. Sometimes an external article can help someone understand a brand. Choose a step with a job in the journey, then make sure the customer can continue from there.
Listen at this point · 18:34The product page should help someone become ready to buy.
A landing page need not be a separate campaign page. For many e-commerce businesses, the page customers land on is simply the product page. That is where paid attention needs to become understanding, trust and eventually a decision.
I think product pages deserve much more working time. Which questions need answering? What needs demonstrating? What might the person be unsure about when the price appears? When information is missing, the customer has to do the work or leave.
Minimal can look good. Thin content does not become helpful because it has space around it. Equally, a long page is no goal in itself. Let the content earn its place by helping the customer forward. Make buying easy when the person has read enough.
Listen at this point · 39:31The email address is not free if you pay with margin.
If the customer is not ready to buy, the next step may be leaving an email address. That does not mean the first thing on the page needs to be a discount. We discuss other reasons to share contact details, such as a useful guide or a relevant question.
A pop-up also needs to suit the situation. The person may first need time to look at the product or show interest. Interrupting immediately with an offer is a customer-experience choice, rather than merely an app setting.
You can test the size of a discount, but you need to calculate the result. More addresses are not enough if you give away more margin than the value returned. Consider the price expectations you create and how existing buyers experience the offer too.
Listen at this point · 37:16Send the guide while the customer remembers asking for it.
You may recognise an email from a company you barely remember giving your address to. To the company, you are a new lead. To you, it was one of several things that happened while scrolling some time ago.
We stress that the first contact needs to arrive quickly and be recognisable. Confirm what the person signed up for and deliver the promise. If it was a guide, the customer should not have to search behind a lengthy company introduction to find it.
Say what comes after the guide and why it may matter. The customer should be able to connect the email to what she just did on the site. The longer you wait, the more of that explanation you have to start again.
Listen at this point · 35:00Your platform migration must not become the customer’s unexplained problem.
We also discuss a subscription that stopped working around a platform migration. The customer received a payment email that seemed to place the blame on her, although a company-side change was behind the situation. The exact technical cause was not established in the conversation.
That distinction matters. Internally, the team may be celebrating a live site. The customer needs to know whether the next delivery will arrive, whether payment works and whether she needs to do anything. She has not followed the project and may not even know the platform changed.
Include customer flows in the migration plan. Test payment, subscriptions and the next delivery, and write the message customers receive if their help is needed. They must be able to resolve the issue without knowing about your technology project.
Listen at this point · 32:54This article is based on the conversation and adapted for reading.