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Product Page Optimization: A Totally Different Take
Rishi Rawat- Owner of Frictionless Commerce
February 18, 2022

I’m confident this article will completely change your life. It’s that big.

eCommerce has been growing rapidly for 20 years. But there’s one way in which eCommerce can never compete with a retail store.

At a retail store the sales associate initiates a friendly conversation and gauges your situation: has this person been looking for a long time? How early in the buying process are they? Are they price sensitive? etc.

Based on your responses you are guided to the perfect product.

eCommerce, on the other hand, is a broadcast medium, with the marketer doing all the talking.

The visitor can’t talk back. They can’t participate in the buying process.

And that’s why we invented Active Participation.

The idea behind Active Participation is to allow the buyer to drive the buying process. It’s the ultimate conversion cheat code.

Now the marketer is able to personalize the sales pitch based on the information voluntarily submitted by the shopper. No more bloody guessing.

3 Active Participation Use Cases

1: Reveal Content That Most Interests Our Visitor

Different buyers care about different details. We had this dilemma with Giesswein. They sell running shoes with woolen uppers:

There were so many important details to discuss for this revolutionary shoe. Details like the 100% natural material, comfort, benefits of Merino wool, etc.

Cramming all this content on the page could would make the page super long and intimidating. It would end up being a little something for everyone, and that is the worst way to optimize conversions.

So, we showed this element mid way down the product description:

Now the user can select the topics they care about. When selection is made a submit button appears. On click we reveal content that only talks about the topics they had just selected.

Does this work? Well, this test improved bestseller sales 29.28% (statistically significant.) Case study.

2: Format Content to Match Buyer Personality

Your site is visited by two types of visitors: skimmers and diggers.

Skimmers like short content. Diggers are information hungry. They want to be fully informed before pulling the trigger.

The mistake marketers sometimes make is that they try to speak to these 2 shoppers at the same time. That’s hard as hell. Active Participation to the rescue.

We were working on a test for a room air purifier (EJ120). This is a highly technical product. There were details like MERV17 rating, quiet German motor tech, and 0.3-micron filtering that needed to be explained.

These were details that would really appeal to diggers.

The skimmers, on the other hand, would just need the quick version of the pitch. They would be turned off by a detailed explanation.

So, we added the question How much time do you have? to the page (screenshot below):

Now, instead of guessing what type of reader was seeing the page, we let them identify themselves.

We knew skimmers would be drawn to the {I have 2 minutes} button. On click, they were shown the quick elevator pitch.

Diggers would most likely click the {I have time} button. And when that was clicked we showed everything in incredible detail. 3 pages full of educational content.

Did it work? Bestseller sales shot up 30.56% (statistically significant.) Case study.

3: Personalize by Visitor’s Awareness Level

Imagine you sell a juicer.

Your product page visitors will be in these three awareness levels (read text in image below):

Your sales pitch will be so much more powerful if it were personalized to the awareness level of these three visitors.

The other benefit of crafting copy based on levels of awareness is that it drastically reduces word count because now you are writing for just one audience.

Here’s the solution (be sure to read the opening copy):

About Rishi Rawat

Rishi photo:

Rishi is a buyer psychology conversion copywriter.

Rishi’s company, Frictionless Commerce, uses a 9 point copywriting framework to optimize conversion rates.

Rishi also has a weekly example-filled conversion secrets newsletter:

He’s also quite active on LinkedIn where he’s constantly posting quick examples you can easily implement on your site: