When was the last time you fundamentally worked on the copy of your best selling product page?

For an eCommerce site, the product page is the most important page, and the product description is the most important element within it.

This is where we convince and convert a new buyer.

For as long as I’ve been in the marketing trenches I’ve NEVER thought about testing a product page copy.

The reason?

How has COVID-19 impacted your business?

Tell you what, some of our clients saw incredible growth – conversions and transactions increased by up to 300% – but some of them struggled as their sales dropped by 20% to 40%. There’s no denying that the pandemic has had an enduring impact on different industries.

But when the economy revs up again, some companies will struggle while others will excel.

The reason?

Stop listening to the customer. 

I know it sounds odd coming from a Conversion Optimization company, doesn’t it? 

But before you judge us – what if we probably have a good reason? 

In today’s data-driven world we are at risk of following everything that is said by the customer and taking our attention off our companies most valuable asset – our brand.

The point here is, the more you listen to the customer, the more you listen to the category needs, not your particular brand needs. 

Most companies end up drowning in a sea of sameness, just by listening to …

We did a soft launch for FigPii in late January of this year. But we had a problem!

Background: Our conversion optimization clients tend to be on the large side. The cost of the experimentation software for these clients is expensive. In 2013, we built FigPii, an internal platform to help clients conduct split testing, heatmaps, video recording, and online polling. The platform is available as part of our consulting work. 

FigPii was internal for many years, but more and more clients were suggesting that we need to make it available to the public. 

Fast forward to 1/22/2020 – FigPii …

How do you achieve the right balance between activities that generate ROI with long-term brand building activities? How do you use past learnings and competitor positioning to make the right strategic decisions?

These are typical concerns I hear from CMOs and directors of digital marketing on a weekly basis.

If you think about it, the answers to these questions are not as straightforward as one would imagine – they are sophisticated and thought-provoking.

Can we use Artificial Intelligence (AI) to improve the user experience on a website and thus impact the site’s conversion rate?

It seems that many products try to mention that they use AI as a unique feature that makes them different from other competitors.   

However, many AI methods are always confounded with machine learning methods. 

If a decision-maker is convinced about conversion rate optimization and the potential impact it can have on their business, then the next question is how much does it cost.

Sales staff might disagree with me, but I like to get the price discussion out of the way right away. I cannot tell you how many times I sat through sales presentations to end up walking away because the price was out of my range.

There are two elements when it comes to price: affordability and value. If I cannot afford something, and there is no way to figure how to …

One of the questions you should deal with in CRO is the impact a particular page (the homepage for example) or class of pages (product or category pages) on the overall website conversion rate. The answer to that question determines the impact of optimizing that page on your bottom line.