Picture this: you've already got a great product page. It's converting well, it's ticking the boxes, it's converting visitors into satisfied customers.
Should you leave it as it is? How can you take something great and make it even better?
Super hard to do. But we're going to give it a go by optimizing one of Bushbalm.ca's product pages.
Usually we'd start by looking at relevant data; heatmaps, recordings, profit analysis, previous experiments.
But we don’t have any of that data to share… so we will rely on a Conversion Heuristic by MECLABS:
C = 4m + 3v + 2(i-f) - 2a
What that equation means:
C = Probability of Conversion
M = Tap into MOTIVATION.
V = Clarify the VALUE proposition.
I = Increase INCENTIVES.
F = Remove FRICTION.
A = Reduce ANXIETY.
And the numbers just indicate how much emphasis you place on each variable. So 4 is more important than 2.
Let's dive into how we'd use this to turn a good product page great:
1 — People are here to solve a problem! Bushbalm hides how it does that by hiding all their before/afters and pain-solving messaging below the fold and at the end of the image carousel.
I moved the BEFORE/AFTER Images to #2 and #3 in the image carousel ensuring more customers see proof that it solves their problem (ingrown hairs, razor bumps).
2 — Expanded on and specified the problems Bushbalm solves above the fold.
3 — Added the product's value proposition above fold/below offer name.
4 — This offer is in a stage 3-4 market, meaning that the audience has seen alot of these products, claims, and promises.
To break through the noise, Bushbalm needs to expand on its promise and mechanisms. I did this in the value proposition.
5 — Moved the menu icon to the right side, since most of the world is right-handed.
6 — Made the free gift bar at the top dynamic so it only shows the next Cart Value milestone ($90, $150).
This shortens the message to ensure more visitors comprehend this offer.
7 – Add image thumbnails to the product page. Place it on the side of the feature image, so it’s easier to navigate + doesn’t hide information. Keep images swipeable.
8 — Clarified how the offer prevents ingrown hair and inflammation
9 — Moved the Buy Now, Pay Later message below cart
10 — Replaced the “Apply to be stockist” with more relevant, risk-reversal messaging.
*Note, apply To Be A Stockist could be generating a lot of good leads. If so, making this change may impact longer term business outcomes.
Adjusting incentives are a great way to improve LTV and AOV while improving conversion rates. Often done through bundling, bonuses, gifts, and discounts.
11 — Free shipping threshold is quite low. Likely costing them margins. I've worked in the same industry and think that they can charge at least $70 and not lose RPS.
12 — Added a Subscribe & Save option with a $ discount to incentivize higher LTV. Clearly communicated savings + free shipping to make it feel like a no brainer offer.
We've scaled ad accounts to $170k/mo in spend.
This is the current funnel we're using for our ecom clients.
And it's scaling better than anything I've tried before.
Want it?
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