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Any website conversion gurus here? Need opinions on my webpage idea.

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Idea threads

Xeon

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Hi all,

For most eCommerce product's individual pages, the layout usually look like this:

#1
e08907808ecf08bf34c7d98181fbee92.png

(click attachments below for full quality resolution)

However, I was thinking of selling my product in more of a "story-telling" style, where I get the user to scroll down while I use beautiful photos and benefits/value copywriting to draw them in, and the Add to Cart button is at the bottom of the page, shown below:

#2
7b149e958c825d4c82d5df9cc05fd41b.png

(click attachments below for full quality resolution)

Something like a sales pitch where you discuss the price and other logistics last.

However, because my website theme looks like #1 above, I would need to hire a developer to do some customisation to achieve #2. Is this worth it, or is a layout like #2 a bad idea since the Add to Cart button is at the bottom, it can destroy any kind of conversions.

Any opinion is highly appreciated.
 
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grobez

New Contributor
Feb 15, 2018
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france
I doubt any conversion guru will have any other answer than "test test test".
I like your idea a lot, but I still think page length is a bit long without a second add to cart button.
Have you thought about having either 2 buttons or a fixed button that moves when you scroll ?

Edit : before hiring a developper you should have a look at a/b testing tools, some of them contains plain visual editors that would allow you to test w/o coding skills.
 

pastemaker

New Contributor
Feb 1, 2016
10
12
44
Hi all,

For most eCommerce product's individual pages, the layout usually look like this:

#1
e08907808ecf08bf34c7d98181fbee92.png

(click attachments below for full quality resolution)

However, I was thinking of selling my product in more of a "story-telling" style, where I get the user to scroll down while I use beautiful photos and benefits/value copywriting to draw them in, and the Add to Cart button is at the bottom of the page, shown below:

#2
7b149e958c825d4c82d5df9cc05fd41b.png

(click attachments below for full quality resolution)

Something like a sales pitch where you discuss the price and other logistics last.

However, because my website theme looks like #1 above, I would need to hire a developer to do some customisation to achieve #2. Is this worth it, or is a layout like #2 a bad idea since the Add to Cart button is at the bottom, it can destroy any kind of conversions.

Any opinion is highly appreciated.

It depends on a lot of factors, different tactics will work based on what you're selling, who your customers are, the budget of the product, how customers are accessing the website, where they come from etc... etc...

As grobez said, testing is vital to see what works and what doesn't and that is the only way one can tell for certain. (Split testing will only give correct results if performed against enough traffic, forget testing if you are not getting significant traffic)

That said, a good Cro will generally have an idea of what will work for your project after he analyses your website, audience and sales process.

Story telling is a great way to sell products but this has to be reflected in every process of your business from marketing to sales to service and the copy itself. It's also a way to build a brand so make sure that the story you are selling conforms with the brand identity you want to build.

I would seek help of a cro before hiring a developer, or else try to find someone who does both like myself. There are many CROs who are also developers.
 

Fox

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As already mentioned make sure you test.

I would think that for smaller priced, impulsive buys the top would work best. For larger purchases though the bottom could possibly out preform.

I would also look at the best in your niche and see what they have been using. That is a good base to go off and test from there.
 

Sanj Modha

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Here's what I would change. You don't need to test it because I have:

1 - Way too much text. I'd use bullet points but if you need that text for product specs then put it on a separate tab.

2 - The gap between the title and the 'Add To Cart' is too big. It has to be 'above the fold'.

3 - Change every call to action from black to green or orange. It's proven to increase conversions.

4 - If it's a product page you only need to answer a few key points. Put yourself in the prospect's shoes...

"What's it made from?"
"How big is it?"
"Does it come with batteries?"
"How long does shipping take?"
"Is there a 30 day returns policy?"

Think of all the questions you've had as an online customer. It's the same process. All I do now is sell off e-comms and help others optimize their pages too.

Good luck.
 

Xeon

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Thanks all. Appreciate the insight here. I've decided to go with the first one and put everything above the fold.
The only downside is that the user needs to click the thumbnails for the images to slide though.

I'm trying to see if I can put all the images on the left vertically one below the other, so there's no clicking and all the images are in full view (so visitors can see the full glory of my product photos).
 
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ApparentHorizon

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Thanks all. Appreciate the insight here. I've decided to go with the first one and put everything above the fold.
The only downside is that the user needs to click the thumbnails for the images to slide though.

I'm trying to see if I can put all the images on the left vertically one below the other, so there's no clicking and all the images are in full view (so visitors can see the full glory of my product photos).

Totally agree. The traditional woo and spopify ecomm page looks bland.

Look at Amazon, they spent millions doing the testing for you.

All important info above the fold, including the CTA.

Everything below, landing page.

The thumbnails change on rollover. Not on click.
 

Sanj Modha

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Feb 16, 2016
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Totally agree. The traditional woo and spopify ecomm page looks bland.

Look at Amazon, they spent millions doing the testing for you.

All important info above the fold, including the CTA.

Everything below, landing page.

The thumbnails change on rollover. Not on click.

Amazon is the benchmark now. Nobody spends more time and money on customer optimization and sales funnels than Amazon.
 

Sanj Modha

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Just remember something:

Banner or video ad = sales pitch.
Landing or product page = the close.

Never try to sell on the close.
 
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