Playbook
Think about how you might address any concerns prospective buyers might have when they’re on the cart page.
Aim to make forms on your site as painless as possible. Put yourself in the customer’s shoes.
An important play you should consider running for the cart page and checkout flow is removing the majority of the navigation and non-essential elements from the page.
The product details page is a good place to highlight the benefit of any free shipping, related promo offers, and discounts that your site offers.
A great play that many marketers run is to lean into the scarcity of a product or promotion.
Some buyers visit a website with a vague idea in mind of what they’re looking for but are open to suggestions.
Some sites offer an automatic refill option for products that are regularly repurchased by the same customer when they run out (e.g. skincare products or coffee).
When you’re viewing a list of products, think about what you might want to see yourself.
Keep it simple and easy to scan. Most customers don’t want to wade through a lot of text.
Reflect on which options and info your buyers might be most interested in as they browse your category pages.
One way to personalize your customers’ experience is to remember how they sort and filter on your category and search pages.
Regardless of which page you’re optimizing, your primary CTAs (e.g. Add to cart, Checkout, Sign up) should stand out to a buyer that’s scanning the page.
Shoppers tend to look for social proof to help guide their decision when they’re uncertain about making a purchase. You can buyers' concerns by prominently displaying social proof.
Consider testing out different ways of composing the homepage so that specific types of content are emphasized. When customers land on the page, what’s the first thing that stands out to them?
Most of the time, online shoppers browse product images to help visualize owning the product before they make a purchase.
Your customers are individuals. Leverage Intellimize to tailor their experience so that it feels more personalized to them.
The concept of “above the fold” originates with newspapers, where the newspaper was folded and only a portion of the page was visible at first glance.
Form validation can be a good option to leverage if you want to filter out less qualified leads so that more of the prospects converting are highly qualified leads.
The page that appears after a prospect submits a form is often underutilized.
Chatbots are a handy way to gain more insights into your prospects, help direct them towards what they’re looking for, and guide them to your own objectives.
Compel visitors from paid ads to convert once they reach your site by using the same imagery, keywords, phrases, and special offers from the ad.
Imagine a world where every time a prospect landed on your homepage, they were presented with content tailored specifically to their traits and interests.
You don’t want to overwhelm your prospects by giving them too many CTAs to choose from.
Adding brand logos for your existing customers is a good way to build trust and present social proof.
Generally, case studies and social proof can help give prospects an inside look into how effective your solution can be for them as well as build trust or provide a sense of validation.
Try testing out different approaches to how you say what you want to say.
Consider thinking outside of the form field box by injecting some color and life into your forms.
Once the prospect reaches the form, you’ve already caught their interest and they’re at least partially invested.
When prospects arrive on a page, you want them to take one or more desired actions.
Think about where you want your visitors to go from the homepage and test out different ways of organizing the page to effectively guide them to that destination.
Fear not, intrepid explorer, search on!