A few weeks ago, we released The Big Book of Ascend Ideas, a collection of a whole bunch of stuff we’ve learned from the smart tests our customers have run using Ascend.
A lot of those tests came from our customer’s PDPs, or Product Detail Pages. For retailers, this is a crucial step in the buying process, where shoppers can read the particulars about the items they’re considering, be exposed to recommendations, and, hopefully, click on an add to cart button.
Here are 10 tests we’ve seen work live and increase conversions for our customers. Keep in mind: the Big Book of Ascend Ideas is totally free and there are tons more tests in there to try if you find yourself wondering what to test next on Ascend or, frankly, whatever conversion rate optimization solution you’re using today (but we definitely think you should try Ascend. Just sayin’).
Button Color and Placement
Bright colors and pulling the button above the fold are best practices on your product detail page, like they are on pretty much any page on your site.
It’s less cut-and-dry on the product detail page than elsewhere on your site, but often, a user doesn’t need to see additional recommendations or offers here. Generally, a shopper has found something they like and are about ready to add it to their cart. Test removing distracting elements that prevent that from happening. Cleaner experiences often convert a lot better.
In addition to moving your buy button above the fold and making sure its color pops, try new copy on the button itself. Here are a few treatments we’ve seen improve conversion rates:
- “Add to cart”
- “Add to bag”
- “Add to shopping cart”
- “Buy now”
- “I want it”
We’ve also seen that adding a greater-than symbol on this copy—so you’d get something like “Buy now >>”—can help too.
Button Copy Size
Try increasing the size of your button copy. We’ve seen font sizes that could best be described as “obnoxious” improving conversions. And yes, this can increase the size of the button itself. After all, getting a user to add a product to their cart is the goal, so making that easier to do is never a bad idea!
The Product Details Themselves
Enough about the button. Let’s talk about some content that exists on this page alone: the actual product details.
Depending on what you’re selling, you’ll see information like product name, size, description, color, etc. here. Experiment with rearranging these fields (within reason, of course: it’s best to keep product name up top), even if doing so means moving not just text but entire elements around the page. And, while we’re looking at these details, try increasing the font size on the product name.
Most sites assume that having a product image on the left and product details on the right is the way to go. But it’s just that: an assumption.
Since Ascend lets you test a ton of ideas at once, challenge that assumption. Switch up the layout on your product detail page and see what happens. You might be pleasantly surprised by the uplift.
Here’s one that’s especially important for retailers with high-quality product or lifestyle images: bigger images often equal bigger conversion rates. That client we referenced a bit ago, Cosabella? Bigger images were an important part of the test that increased their conversions by 38%.
Are you running low on a popular item? Is a deal expiring in a week? Well, then tell your users about it!
Text like “Only 2 left in stock!” or “Deal expires soon!” can help incentivize users who are on the fence to click the add-to-cart button. This text often pops—red is a popular choice—but be careful about overusing this tactic or making it generic across pages. Customers are smart and if every product says there are “only 2 left in stock!”, they’ll know you’re up to some shenanigans.
The same goes for any savings messaging you might have. Surfacing coupons or frequent-buyer deals or free-shipping copy on your PDP can reminds users they’re getting a deal. Try to keep the clutter down and don’t incentivize users from clicking off the page—don’t make them register for a coupon by navigating to a new page that isn’t converting, for example—but definitely let them know if they’ll be saving money on their order.
Finally, we have our trust symbols again. On a product detail page, it’s best to put them near (or on) the add-to-cart button. Some tests we’ve seen succeed include putting a lock icon on the button itself or changing the button copy to read “Begin secure checkout.”