Meet The Odds

45%

leave a site quickly without engaging

80%

of shopping carts are abandoned

1.62%

AVG conversion rate

You get the point... odds are against you BIG time.

The Product Page framework generating $ millions in revenue👇🏻

Sections that Convert

Now let's break this down into two sections: Above the Fold and Below the Fold. We’ll go through the elements and explain each change and how it impacted the website.

Elements of a Killer Above the fold (ATF)

On AVG. 84% of people never scroll past the first screen

Elements of a Killer Above the fold (ATF)

On AVG. 84% of people never scroll past the first screen
1. Free shipping banner

73% of online shoppers indicate that free shipping greatly impacts their purchase decision​. It reduces the friction of additional costs at checkout, which is a major reason for cart abandonment.

2. High-quality visuals

High-quality visuals enhance the perceived value of the product. According to a study, 67% of consumers say that the quality of a product image is "very important" in selecting and purchasing a product.​

3. Ratings

The star rating and "Trusted by 300+ adventurers" statement build credibility. Indicators like ratings and reviews can increase conversion rates by up to 270%​.

4. Headlines

The headline "Portable Camping Shower GEYSER SYSTEM" is direct and informative. The subheadline highlights the key pain points and benefits: "Tired of showers that waste time, water, and energy?"

5. Price

Clearly stating the USPs helps visitors quickly understand the benefits of the product.

PRO TIP: Make the copy 100% about what the customer gets from using your product.

6. USPs

The price is prominently displayed, along with options to select different models.

7. Warranty

Offering a warranty and a clear return policy can significantly reduce purchase anxiety. A solid return policy can increase sales by 4-5%. Customers are more likely to purchase if they know returns are easy and the product is guaranteed.

After
Before
eCommerce is a game of numbers.
The more we incorporate small yet impactful elements, the better we can leverage our existing traffic. Each element, no matter how small, contributes to the overall success of your page. 

Now that we've set up the above the fold, let's move to below the fold.

Elements of a Killer Below the Fold (BTF)

Diving deeper into details 👀
1. Before and After Video

Reiterating on the USP and providing a highly visual and dynamic representation of the product.

2. Benefit Driven KVPs

Always benefits of features. Think in terms of what’s in it for your customer and how they can benefit from this.

3. Repetitive CTA

You want people to buy, not scroll... Also, PRO TIP: Keep the messaging on the CTA Button the same throughout the page.

Elements of a Killer Below the fold (BTF)

After
Before

Elements of a Killer Below The Fold (BTF)

Diving deeper into details 👀
70% of consumers trust reviews and endorsements.
1. Featured In Section

Make people feel more comfortable buying by leveraging trust from well known sources -> Up your PR game.

2. How-To Section

Keep it simple, stupid. People don’t want complicated setups. Showing a simple setup process reduces the fear of “I won’t be able to use this.”

3. Us vs Them

Clear comparisons help people see why your product is better and remove the need of the customer to cross-reference products.

Elements of a Killer Below The Fold (BTF)

After
Before

Elements of a Killer Below The Fold (BTF)

Diving deeper into details 👀 It’s not just about selling a product; it’s about joining a mission.
87% of consumers will purchase a product because a company advocated for an issue they cared about.
This section showcases your product's positive environmental impact, building trust and connection with eco-conscious customers.
1. Cross Selling/Up Selling

Adding a "Complete Your Setup" section with cross-selling and upselling options to your product pages isn't just smart—it's a must. Highlighting related products and offering enticing deals can seriously boost your sales and give your customers a better shopping experience.

2. Social Proof

Social proof is a powerful psychological trigger. When potential customers see familiar, trusted names, they’re more likely to feel confident in their purchase decision.

3. Frequently Asked Questions

Addressing common questions right on the product page helps alleviate customer concerns and reduce purchase anxiety.

Elements of a Killer Below The Fold (BTF)

After
Before

High-level Testing Framework

But, this isn’t just about setting up your product page once and forgetting about it.
It's about constant optimization and testing.
Here’s what you need to focus on to maximize conversions and drive sales:

Test, Test, Test = Success

Track how users interact with your product page, pinpointing which sections hold their attention and where they drop off. It’s essential for understanding overall user flow and identifying potential issues.
See More
Heatmaps and session recordings are your best friends for understanding user experience. Microsoft Clarity lets you see exactly where your visitors are clicking, scrolling, and getting stuck.
See More
For A/B testing and optimization, Convert.com is a powerhouse. Test different versions of your product page to see what drives the best conversions, and continually refine your page based on data-driven insights.
See More

Testing Framework

DETERMINE KEY METRIC TO IMPROVE

CREATE HYPOTHESES

RUN A/B
TESTS

ANALYZE AND REITERATE

By following this framework - spotting the key metrics, crafting smart hypotheses, running those crucial tests, and then analyzing and iterating - you’ll be on your way to turning your product page into a powerhouse.
Now, let’s check out some client examples.
We’re talking before and after snapshots of client product pages, showing exactly how we applied this High-Level Testing Framework to get outstanding results.

Product Page Inspiration Board

Wrappon

Wrappon

💡 Hypothesis: Replacing the current video (no engagement) of the homepage for a How to Use slider, since people seem to want to see more about the product.
🔥 Results: Conversion rate improved by 66% and revenue per user by 53%.

Giant Loop

Giant Loop

💡 Hypothesis: Reduce steps and friction in the funnel by adding an add to cart CTA on the collection page cards.
🔥 Results: Conversion rate improved by 108% and revenue per user by 188%.

Moon

Moon

💡 Hypothesis: Add info to product image to give a better visual of the product’s features and dimensions.
🔥 Results: Conversion rate improved by 29% and revenue per user by 33%.

Product Page Checklist

You've made it. Armed with this information, you're prepared to create a product page that can generate millions of dollars in sales. But remember: Information is worth nothing without execution.

This is the checklist you must follow

Above the Fold

  • SEO Optimized Heading + Subheading
  • Free Shipping/Offer Banner
  • High-Quality Visuals
  • Trust Indicators (Reviews + Testimonials)
  • Compelling Headline and Subheadline
  • Clear Unique Selling Propositions (USPs)
  • Pricing and Model Options
  • Call to Action (CTA)
  • Warranty and Return Policy

Below the Fold

  • Detailed Product Description
  • How It Works Section
  • Comparison Chart
  • Cross-Selling and Upselling
  • Customer Testimonials and Reviews
  • Trust Badges and Certifications
  • Social Proof
  • FAQ Section
  • Newsletter Sign-Up

Pro Tips

  • Write Benefit-Driven Copy
  • Match Your Copy with Your Target Audience
  • Optimize for Mobile
  • Use a Consistent CTA every 2-3 sections
  • Utilize Scarcity and Urgency
  • Ensure Fast Load Times
  • Add Before & Afters in the Product Pictures
This checklist ensures you've covered all the critical elements to maximize conversions and sales.

Let the Numbers do the Talking

+20%

Avg. CVR increase per A/B test

$1B+

Revenue Generated

18%

Average Order Value

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