One of the most common reasons for user abandonment is the failure to set clear expectations from the very beginning. The estimated time arrival as well as the shipping costs are essential information you need to feature on the product page and not wait for users to hit the checkout – it might be too late.\u00a0<\/p>\n\n\n\n
As you can see, Nordstrom Rack does a pretty good job. They let you know how quickly you\u2019ll get your boots, how you can unlock free shipping, while also shedding a light on the returns policy in a brief and clear manner.\u00a0<\/p>\n\n\n\n
![\"\"](\"https:\/\/ontrack.agency\/wp-content\/uploads\/2020\/02\/Nordstrom-Rack.png\")
2. Test adding a size assistant on your product page (applies to apparel stores)<\/strong><\/h2>\n\n\n\nUsually, people looking to shop clothes online face a pressing issue: the fitting. Most visitors aren\u2019t 100% confident in their size choice, which could explain the high cart abandonment rates of apparel stores that fail to offer users a solution to this setback.\u00a0<\/p>\n\n\n\n
When buying clothes from a website, one can\u2019t try them on as they would normally do in a brick and mortar store. This is why you, as the shop owner, need to offer customers an equally effective alternative and help them make a choice they\u2019re comfortable with.<\/p>\n\n\n\n
Test adding a size assistant on your product page – the chances to see a boost in conversion rates are quite high. A size assistant app allows users to enter their measurements based on which they receive personalized size recommendations. As a result, your customers will stop worrying about the fit and finish the purchase. Here\u2019s how Asos does it – pretty cool, eh?<\/p>\n\n\n\n
![\"\"](\"https:\/\/ontrack.agency\/wp-content\/uploads\/2020\/02\/Asos-Size-Assistant.png\")
Image source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n3. Make the benefits stand out<\/strong><\/h2>\n\n\n\nEven if you already have a product description in place, we believe you should also emphasize the benefits. Use icons and text, only text, or both – like Organifi did – but get those benefits in the spotlight!\u00a0<\/p>\n\n\n\n
Make it easy for users to understand what\u2019s in it for them if they buy from you – how your product can solve their most pressing issue. As marketers, we need to sell to the reptilian brain – so don\u2019t let visitors think too much before placing an order – give them what they need straight away!\u00a0<\/p>\n\n\n\n
Clearly state the benefits in a visually attractive manner and feature them as high as possible on the page for maximum visibility – preferably in the CTA area.\u00a0<\/p>\n\n\n\n![\"\"](\"https:\/\/ontrack.agency\/wp-content\/uploads\/2020\/02\/Organifi-Benefits.png\")
Image source<\/a><\/figcaption><\/figure>\n\n\n\n4. Prompt visitors to buy using urgency and\/or scarcity\u00a0<\/strong><\/h2>\n\n\n\nFOMO is real<\/a>. People who shop online are afraid of missing out on a good deal, so by letting them know that an item is low on stock or that an offer expires soon, you\u2019re basically giving them a nudge to buy.\u00a0<\/p>\n\n\n\nHowever, we don\u2019t recommend using fake urgency or scarcity because users will see right through it and this will most definitely backfire, hurting your conversion rate.\u00a0<\/p>\n\n\n\n![\"\"](\"https:\/\/ontrack.agency\/wp-content\/uploads\/2020\/02\/Booking-Scarcity.png\")
Image source<\/a><\/figcaption><\/figure>\n\n\n\n5. Offer an alternative for \u2018sold out\u2019 items<\/strong><\/h2>\n\n\n\nYou can either give users the chance to receive a notification via e-mail as soon as the item is back in stock – like ColourPop did –\u00a0 or you can show related items they\u2019d be interested in. Either way, don\u2019t just display the \u2018sold out\u2019 tag, but try to offer alternatives. Otherwise, customers will leave your shop and start checking out the competition.\u00a0<\/p>\n\n\n\n![\"\"](\"https:\/\/ontrack.agency\/wp-content\/uploads\/2020\/02\/Color-Pop-Email-notification.png\")
Image source<\/a><\/figcaption><\/figure>\n\n\n\n6. Test adding a zoom function to your product photos<\/strong><\/h2>\n\n\n\nHaving a ‘zoom in’ function on product images it’s a must-have, especially for high-end products for which small details really matter. However, you\u2019d be surprised to learn how many websites lack this function. If you\u2019re not sure of the effect this might have on your conversion rate, what better way of figuring it out if not by running an A\/B test?\u00a0<\/p>\n\n\n\n![\"\"](\"https:\/\/ontrack.agency\/wp-content\/uploads\/2020\/02\/Fossil-Zoom-in-Function.png\")
Image source<\/a><\/figcaption><\/figure>\n\n\n\n7. Test adding trust badges under the \u2018Add to Cart\u2019 button <\/strong><\/h2>\n\n\n\nIf you\u2019ve previously conducted user research and lack of security turns out to be an issue for your prospects, you have nothing to lose if you decide to add trust badges in the CTA area as part of an A\/B test. This might boost brand credibility and make users more comfortable with placing orders on your site, thus reducing the cart abandonment rate<\/a>.<\/p>\n\n\n\n![\"\"](\"https:\/\/ontrack.agency\/wp-content\/uploads\/2020\/02\/Viking-Lair-Trust-Badges.png\")
Image source<\/a><\/figcaption><\/figure>\n\n\n\n8. Test featuring cross-sells in the CTA area<\/strong><\/h2>\n\n\n\nAdding cross-sells on your product page it\u2019s a great way of boosting your AOV (Average Order Value). It’s definitely one of those A\/B testing ideas you need to try.\u00a0\u00a0<\/p>\n\n\n\n
However, bear in mind that if you are to suggest additional products, they need to be related to the initial product. These items should enhance customers’ experience with the main product. Otherwise, visitors won\u2019t find these cross-sells useful and they won\u2019t consider buying them.\u00a0<\/p>\n\n\n\n
In other words, if you\u2019re selling a phone, don\u2019t cross-sell kitchen utensils. Instead, offer something relevant and useful, like a phone case or a screen protector.<\/p>\n\n\n\n![\"\"](\"https:\/\/ontrack.agency\/wp-content\/uploads\/2020\/02\/Try-Snow-Cross-sells-1.png\")
Image source<\/a><\/figcaption><\/figure>\n\n\n\n\u00a09. Test adding star ratings<\/strong><\/h2>\n\n\n\nRatings are a powerful form of social proof that can highly influence the buying decision. If you have testimonials on your product page or you don\u2019t feature reviews at all, we recommend testing star ratings.\u00a0<\/p>\n\n\n\n
Keep in mind that the reviews should be mixed. Don\u2019t block the negative reviews (or any reviews with less than 5 stars for that matter) because you\u2019ll lose credibility points. There is no such thing as a perfect product and everybody knows that. So be honest and show all reviews – good and bad.\u00a0<\/p>\n\n\n\n![\"\"](\"https:\/\/ontrack.agency\/wp-content\/uploads\/2020\/02\/Fit-Tea-Star-Ratings.png\")
Image source<\/a><\/figcaption><\/figure>\n\n\n\n10. Test adding a product video <\/strong><\/h2>\n\n\n\nPeople are more likely to buy a product if they can test it – at least this is how it goes if you want to buy something from a brick and mortar store. For online shops, you need to emulate a customer\u2019s experience in real life.\u00a0<\/p>\n\n\n\n
This is why testing a video could have a positive impact on your conversion rate. Using a video offers you the possibility to present the product from all angles and demonstrate its use in a clear manner.\u00a0<\/p>\n\n\n\n![\"\"](\"https:\/\/ontrack.agency\/wp-content\/uploads\/2020\/02\/All-Birds-Product-Video.png\")
Image source<\/a><\/figcaption><\/figure>\n\n\n\nConclusion<\/h3>\n\n\n\n
If some of these A\/B testing ideas for the product page sound interesting and you want to start running experiments, but you don’t know how, let us know and we can help out! Drop us a line at contact@ontrack.agency and let’s talk!<\/p>\n","protected":false},"excerpt":{"rendered":"
3. Make the benefits stand out<\/strong><\/h2>\n\n\n\nEven if you already have a product description in place, we believe you should also emphasize the benefits. Use icons and text, only text, or both – like Organifi did – but get those benefits in the spotlight!\u00a0<\/p>\n\n\n\n
Make it easy for users to understand what\u2019s in it for them if they buy from you – how your product can solve their most pressing issue. As marketers, we need to sell to the reptilian brain – so don\u2019t let visitors think too much before placing an order – give them what they need straight away!\u00a0<\/p>\n\n\n\n
Clearly state the benefits in a visually attractive manner and feature them as high as possible on the page for maximum visibility – preferably in the CTA area.\u00a0<\/p>\n\n\n\nImage source<\/a><\/figcaption><\/figure>\n\n\n\n4. Prompt visitors to buy using urgency and\/or scarcity\u00a0<\/strong><\/h2>\n\n\n\nFOMO is real<\/a>. People who shop online are afraid of missing out on a good deal, so by letting them know that an item is low on stock or that an offer expires soon, you\u2019re basically giving them a nudge to buy.\u00a0<\/p>\n\n\n\nHowever, we don\u2019t recommend using fake urgency or scarcity because users will see right through it and this will most definitely backfire, hurting your conversion rate.\u00a0<\/p>\n\n\n\nImage source<\/a><\/figcaption><\/figure>\n\n\n\n5. Offer an alternative for \u2018sold out\u2019 items<\/strong><\/h2>\n\n\n\nYou can either give users the chance to receive a notification via e-mail as soon as the item is back in stock – like ColourPop did –\u00a0 or you can show related items they\u2019d be interested in. Either way, don\u2019t just display the \u2018sold out\u2019 tag, but try to offer alternatives. Otherwise, customers will leave your shop and start checking out the competition.\u00a0<\/p>\n\n\n\nImage source<\/a><\/figcaption><\/figure>\n\n\n\n6. Test adding a zoom function to your product photos<\/strong><\/h2>\n\n\n\nHaving a ‘zoom in’ function on product images it’s a must-have, especially for high-end products for which small details really matter. However, you\u2019d be surprised to learn how many websites lack this function. If you\u2019re not sure of the effect this might have on your conversion rate, what better way of figuring it out if not by running an A\/B test?\u00a0<\/p>\n\n\n\nImage source<\/a><\/figcaption><\/figure>\n\n\n\n7. Test adding trust badges under the \u2018Add to Cart\u2019 button <\/strong><\/h2>\n\n\n\nIf you\u2019ve previously conducted user research and lack of security turns out to be an issue for your prospects, you have nothing to lose if you decide to add trust badges in the CTA area as part of an A\/B test. This might boost brand credibility and make users more comfortable with placing orders on your site, thus reducing the cart abandonment rate<\/a>.<\/p>\n\n\n\nImage source<\/a><\/figcaption><\/figure>\n\n\n\n8. Test featuring cross-sells in the CTA area<\/strong><\/h2>\n\n\n\nAdding cross-sells on your product page it\u2019s a great way of boosting your AOV (Average Order Value). It’s definitely one of those A\/B testing ideas you need to try.\u00a0\u00a0<\/p>\n\n\n\n
However, bear in mind that if you are to suggest additional products, they need to be related to the initial product. These items should enhance customers’ experience with the main product. Otherwise, visitors won\u2019t find these cross-sells useful and they won\u2019t consider buying them.\u00a0<\/p>\n\n\n\n
In other words, if you\u2019re selling a phone, don\u2019t cross-sell kitchen utensils. Instead, offer something relevant and useful, like a phone case or a screen protector.<\/p>\n\n\n\nImage source<\/a><\/figcaption><\/figure>\n\n\n\n\u00a09. Test adding star ratings<\/strong><\/h2>\n\n\n\nRatings are a powerful form of social proof that can highly influence the buying decision. If you have testimonials on your product page or you don\u2019t feature reviews at all, we recommend testing star ratings.\u00a0<\/p>\n\n\n\n
Keep in mind that the reviews should be mixed. Don\u2019t block the negative reviews (or any reviews with less than 5 stars for that matter) because you\u2019ll lose credibility points. There is no such thing as a perfect product and everybody knows that. So be honest and show all reviews – good and bad.\u00a0<\/p>\n\n\n\nImage source<\/a><\/figcaption><\/figure>\n\n\n\n10. Test adding a product video <\/strong><\/h2>\n\n\n\nPeople are more likely to buy a product if they can test it – at least this is how it goes if you want to buy something from a brick and mortar store. For online shops, you need to emulate a customer\u2019s experience in real life.\u00a0<\/p>\n\n\n\n
This is why testing a video could have a positive impact on your conversion rate. Using a video offers you the possibility to present the product from all angles and demonstrate its use in a clear manner.\u00a0<\/p>\n\n\n\nImage source<\/a><\/figcaption><\/figure>\n\n\n\nConclusion<\/h3>\n\n\n\n
If some of these A\/B testing ideas for the product page sound interesting and you want to start running experiments, but you don’t know how, let us know and we can help out! Drop us a line at contact@ontrack.agency and let’s talk!<\/p>\n","protected":false},"excerpt":{"rendered":"
4. Prompt visitors to buy using urgency and\/or scarcity\u00a0<\/strong><\/h2>\n\n\n\nFOMO is real<\/a>. People who shop online are afraid of missing out on a good deal, so by letting them know that an item is low on stock or that an offer expires soon, you\u2019re basically giving them a nudge to buy.\u00a0<\/p>\n\n\n\nHowever, we don\u2019t recommend using fake urgency or scarcity because users will see right through it and this will most definitely backfire, hurting your conversion rate.\u00a0<\/p>\n\n\n\nImage source<\/a><\/figcaption><\/figure>\n\n\n\n5. Offer an alternative for \u2018sold out\u2019 items<\/strong><\/h2>\n\n\n\nYou can either give users the chance to receive a notification via e-mail as soon as the item is back in stock – like ColourPop did –\u00a0 or you can show related items they\u2019d be interested in. Either way, don\u2019t just display the \u2018sold out\u2019 tag, but try to offer alternatives. Otherwise, customers will leave your shop and start checking out the competition.\u00a0<\/p>\n\n\n\nImage source<\/a><\/figcaption><\/figure>\n\n\n\n6. Test adding a zoom function to your product photos<\/strong><\/h2>\n\n\n\nHaving a ‘zoom in’ function on product images it’s a must-have, especially for high-end products for which small details really matter. However, you\u2019d be surprised to learn how many websites lack this function. If you\u2019re not sure of the effect this might have on your conversion rate, what better way of figuring it out if not by running an A\/B test?\u00a0<\/p>\n\n\n\nImage source<\/a><\/figcaption><\/figure>\n\n\n\n7. Test adding trust badges under the \u2018Add to Cart\u2019 button <\/strong><\/h2>\n\n\n\nIf you\u2019ve previously conducted user research and lack of security turns out to be an issue for your prospects, you have nothing to lose if you decide to add trust badges in the CTA area as part of an A\/B test. This might boost brand credibility and make users more comfortable with placing orders on your site, thus reducing the cart abandonment rate<\/a>.<\/p>\n\n\n\nImage source<\/a><\/figcaption><\/figure>\n\n\n\n8. Test featuring cross-sells in the CTA area<\/strong><\/h2>\n\n\n\nAdding cross-sells on your product page it\u2019s a great way of boosting your AOV (Average Order Value). It’s definitely one of those A\/B testing ideas you need to try.\u00a0\u00a0<\/p>\n\n\n\n
However, bear in mind that if you are to suggest additional products, they need to be related to the initial product. These items should enhance customers’ experience with the main product. Otherwise, visitors won\u2019t find these cross-sells useful and they won\u2019t consider buying them.\u00a0<\/p>\n\n\n\n
In other words, if you\u2019re selling a phone, don\u2019t cross-sell kitchen utensils. Instead, offer something relevant and useful, like a phone case or a screen protector.<\/p>\n\n\n\nImage source<\/a><\/figcaption><\/figure>\n\n\n\n\u00a09. Test adding star ratings<\/strong><\/h2>\n\n\n\nRatings are a powerful form of social proof that can highly influence the buying decision. If you have testimonials on your product page or you don\u2019t feature reviews at all, we recommend testing star ratings.\u00a0<\/p>\n\n\n\n
Keep in mind that the reviews should be mixed. Don\u2019t block the negative reviews (or any reviews with less than 5 stars for that matter) because you\u2019ll lose credibility points. There is no such thing as a perfect product and everybody knows that. So be honest and show all reviews – good and bad.\u00a0<\/p>\n\n\n\nImage source<\/a><\/figcaption><\/figure>\n\n\n\n10. Test adding a product video <\/strong><\/h2>\n\n\n\nPeople are more likely to buy a product if they can test it – at least this is how it goes if you want to buy something from a brick and mortar store. For online shops, you need to emulate a customer\u2019s experience in real life.\u00a0<\/p>\n\n\n\n
This is why testing a video could have a positive impact on your conversion rate. Using a video offers you the possibility to present the product from all angles and demonstrate its use in a clear manner.\u00a0<\/p>\n\n\n\nImage source<\/a><\/figcaption><\/figure>\n\n\n\nConclusion<\/h3>\n\n\n\n
If some of these A\/B testing ideas for the product page sound interesting and you want to start running experiments, but you don’t know how, let us know and we can help out! Drop us a line at contact@ontrack.agency and let’s talk!<\/p>\n","protected":false},"excerpt":{"rendered":"
However, we don\u2019t recommend using fake urgency or scarcity because users will see right through it and this will most definitely backfire, hurting your conversion rate.\u00a0<\/p>\n\n\n\n You can either give users the chance to receive a notification via e-mail as soon as the item is back in stock – like ColourPop did –\u00a0 or you can show related items they\u2019d be interested in. Either way, don\u2019t just display the \u2018sold out\u2019 tag, but try to offer alternatives. Otherwise, customers will leave your shop and start checking out the competition.\u00a0<\/p>\n\n\n\n Having a ‘zoom in’ function on product images it’s a must-have, especially for high-end products for which small details really matter. However, you\u2019d be surprised to learn how many websites lack this function. If you\u2019re not sure of the effect this might have on your conversion rate, what better way of figuring it out if not by running an A\/B test?\u00a0<\/p>\n\n\n\n If you\u2019ve previously conducted user research and lack of security turns out to be an issue for your prospects, you have nothing to lose if you decide to add trust badges in the CTA area as part of an A\/B test. This might boost brand credibility and make users more comfortable with placing orders on your site, thus reducing the cart abandonment rate<\/a>.<\/p>\n\n\n\n Adding cross-sells on your product page it\u2019s a great way of boosting your AOV (Average Order Value). It’s definitely one of those A\/B testing ideas you need to try.\u00a0\u00a0<\/p>\n\n\n\n However, bear in mind that if you are to suggest additional products, they need to be related to the initial product. These items should enhance customers’ experience with the main product. Otherwise, visitors won\u2019t find these cross-sells useful and they won\u2019t consider buying them.\u00a0<\/p>\n\n\n\n In other words, if you\u2019re selling a phone, don\u2019t cross-sell kitchen utensils. Instead, offer something relevant and useful, like a phone case or a screen protector.<\/p>\n\n\n\n Ratings are a powerful form of social proof that can highly influence the buying decision. If you have testimonials on your product page or you don\u2019t feature reviews at all, we recommend testing star ratings.\u00a0<\/p>\n\n\n\n Keep in mind that the reviews should be mixed. Don\u2019t block the negative reviews (or any reviews with less than 5 stars for that matter) because you\u2019ll lose credibility points. There is no such thing as a perfect product and everybody knows that. So be honest and show all reviews – good and bad.\u00a0<\/p>\n\n\n\n People are more likely to buy a product if they can test it – at least this is how it goes if you want to buy something from a brick and mortar store. For online shops, you need to emulate a customer\u2019s experience in real life.\u00a0<\/p>\n\n\n\n This is why testing a video could have a positive impact on your conversion rate. Using a video offers you the possibility to present the product from all angles and demonstrate its use in a clear manner.\u00a0<\/p>\n\n\n\n If some of these A\/B testing ideas for the product page sound interesting and you want to start running experiments, but you don’t know how, let us know and we can help out! Drop us a line at contact@ontrack.agency and let’s talk!<\/p>\n","protected":false},"excerpt":{"rendered":"5. Offer an alternative for \u2018sold out\u2019 items<\/strong><\/h2>\n\n\n\n
6. Test adding a zoom function to your product photos<\/strong><\/h2>\n\n\n\n
7. Test adding trust badges under the \u2018Add to Cart\u2019 button <\/strong><\/h2>\n\n\n\n
8. Test featuring cross-sells in the CTA area<\/strong><\/h2>\n\n\n\n
\u00a09. Test adding star ratings<\/strong><\/h2>\n\n\n\n
10. Test adding a product video <\/strong><\/h2>\n\n\n\n
Conclusion<\/h3>\n\n\n\n