Newsletter #16 - 8 expert tips to build the perfect product page and boost your D2C Brand's CVR

30% of users say they never reach the bottom of a product page.

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So to optimise your conversion rate, you need to ensure your customers find all the information they need at a glance, without scrolling.

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To help you out, I'm sharing 8 tips from the most beautiful brands to create the perfect product page 👌

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And if, like me, you have more of a visual memory, I've added an illustrated cheat sheet at the end of the newsletter ⬇️

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0️. Get into m-commerce

I recently read that by the end of 2022, 53.3% of French shoppers (or over 22 million) had placed orders from their smartphones.

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By the end of 2023, more than 43% of total e-commerce sales are expected to be made on mobile devices.

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To provide your customers with the best possible experience, make sure that your page is optimised for small screens, that it loads quickly and that your navigation is smooth.  

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1️. Take care of your product names like Asphalte.

Your product name is the first thing users see when they arrive on your page.

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Like Asphalte, choose a descriptive and catchy name that immediately communicates the product's value and reassures your customers.

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By opting for "Ultimate T-shirt" rather than "white cotton T-shirt", Asphalte has been able to increase its conversion rate by 78%.

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<sub>⭐️ Tips for creating great product names

‍To get your visitors to click every time, here are some magic words that appeal to the 7 universal emotions:
-> Vanity: brillant, sexy, awesome, unbeatable…
-> Laziness: guide, simple, less than, child’s play...
-> Gluttony: enjoy, benefit, huge...
-> Urgency: don’t miss, more than...
-> Humour: funny, amusing, original...
-> Trust: approved, tested, authentic, for life...
-> Envy: for you, personalised, unique...</sub>

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2️. Display your customer's reviews like Détective Box.

92% of online shoppers trust a brand recommended by their peers, and 90% believe that positive product reviews influence their purchase decision.

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So showing your customer reviews is a real hack to gain their trust and triple your conversion rate 🚀

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Like Detective Box, let your visitors know what your users think of your products directly on your product page.

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<sub>💙 Bigblue Tips

‍Our order tracking emails have an average open rate of 74%. Like Detective Box, Unbottled or Lashilé, set them up to automatically collect customer reviews with every order.

Level-up my post-purchase emails →</sub>

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3️. Optimise your add to cart button...

Think BIG and use contrasting colours to ensure your customers can't miss it!

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To take your user experience up a notch, I would also recommend :

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• Opting for a static button, which is always within the user's thumb's reach,
• Including the price directly (to save space on mobile ☝️),
• Offering a quick purchase button to improve the buying experience.

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<sub>🤜🤛 Bigblue Friends

‍Like Cōtelé, ANJA or Puissante, use the tool JUST to offer your customers an immediate and easy checkout process and increase your conversion rate by up to +20%</sub>

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4️... and display the fastest delivery date like OMA&ME

Offering fast delivery is a must for your customers, and 41% of them expect to be able to choose a two-day delivery.

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Offering fast delivery options and an estimated delivery date directly on your product page is a great way to reassure your visitors and encourage them to order.

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<sub>💙 Bigblue tips

‍OMA&ME uses Bigblue’s Fast Tag to highlight to its customers the fastest delivery date according to their location and enhance their pre-shopping experience.

Learn more about Fast Tag →</sub>

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5️. Offer free delivery, like Si Si La Paillette.

9 out of 10 customers admit that free delivery encourages them to add more items to their basket; their orders are, on average, 30% higher.

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Like Si Si La Paillette, opt for this strategy to increase your conversion rate and your customers' average basket.

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6️. Wow them with your images like Cabaïa.

67% of consumers consider the quality of a product photo as "very important" in their purchase decision.

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Here is a checklist for ideal product images:

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• Prioritise high definition,
• Present the specificities of your products (materials, benefits, etc.),
• Offer images or videos of your products in real-life situations,
• Add User Generated Content to increase your conversion by up to 6%.

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7️. Offer your products in batches like Unbottled.

Products sold in batches have an AOV 42% higher than those sold individually.

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Offering your products in batches and with a discounted price is a great way to increase your average order value by encouraging your customers to buy multiple items.

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<sub>💙 Bigblue tips

‍Unbotted uses Bigblue to quickly set up their product bundles and ship them smoothly.</sub>

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8️. Reassure your customers like Tediber.

Reassuring your customers at the time of purchase is crucial, even more so if the item's price is high.

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Like Tediber, reassure your customers in an instant by offering :

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• Different payment options (payment in chunks, "buy now, pay later", etc.),
• Free returns,
• A "satisfied or refunded" guarantee after a certain period.

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<sub>🎁 The perfect product page cheat sheet

‍Because a picture is worth a thousand words, I'm sharing with you, as promised, the illustrated version of an ideal product page made by Tim Dumain, the CEO of Bigblue.</sub>

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