How small tweaks to your eCommerce site can make a big impact

You might have a hunch that making a few changes to your product detail page (PDP) will improve performance, but how do you really know without testing? 🤷

We had one of these very hunches.

We felt that perhaps if we cut to the chase and put the product buy box right at the top of the page, people wouldn't have to scroll down past information and it could lead to quicker (and more) purchase decisions - wrong! ❌

As you can see the buy box at top (version B) had a poorer conversion rate.

Why? We very quickly realised that:

✏️ Although the ad that brought someone to this page intrigued them...

✏️ The content on the PDP educates and inspires them make the purchase.

The content included a heading, images and a video explaining the product. Putting the buy box at the top cut out this valuable sales process!

The learning here... consider the customer journey and what content they need to consume before they're ready to make the purchase.

Sometimes more really is more.

But what about Amazon?

Yes the buy box is at the top of page on Amazon listings - but again consider the customer journey. Amazon is a search engine, so 90% of the time someone will already be in 'purchase mode', or might have even searched for your product or brand directly.

So this additional sales work doesn't need doing, just a picture, a few bullets and if your product is right for them its a much easier sell.

If you're selling on Amazon, remember this tip! ✅