Hey, Ezra back with you, and in this video we’re going to talk about the most important page in your entire sales funnel. No matter what your sales funnel looks like, whether you’re using pre-sale engagement pages, whether you’re just linking directly to the offer page, which is by far the most important page in your sales funnel. The product offer page or product detail page. This is it. These are the most important pages on your store. The prospect is almost there. This page just needs to push them over the edge. So, they are interested enough to actually check out the product. So, you want to make sure that this page is set up for conversions and there I go quoting myself again. So, the question is Traditional vs Long Form.
Which is better? Now, the traditional page is what you’ll see on the left. More of a traditional e-commerce page where you’ve got the Hero Shot and a carousel of images. Then tabbed product information. That’s more traditional e-commerce. Then on the right, you’ll see the long form page, which is more long form, left-right content. Now the truth of the matter is that it doesn’t really matter, because the elements on the page are the same. Now, I’m a big fan of long form product offer pages, but the key here is that it doesn’t so much matter which kind of page you use, whether you use traditional or long form, as long as you have the proper elements on that page.
So, let’s talk about winning offer page elements. What elements do you want to have on your product offer page? You want to have multiple high quality product images for sure. You’ve got to show the product in use. You’ve got to show the product … You know, show people that it looks good. You also want to have a well done product description with headlines, bullets, stuff like that. Tell good stories. Mention the features and benefits. You definitely need a product sales video. You’re going to want third party pitch videos, which we’ll talk about in a minute. You want an Add to Cart button above the fold if at all possible, meaning it’s visible when they open up the screen. They don’t have to scroll to see the Add to Cart button. You want to use unique selling propositions under the Add the Cart button, as I’ll show you in a moment.
Image zoom is helpful, where people can zoom in on the images. You’ve got to have reviews and, hopefully, your reviews that you’re able to have question and answer and user submitted content, images and stuff like that. Customer video reviews, which is a whole separate thing that I’ll talk to you about in a moment. So getting customers to shoot videos reviewing your product and incentivizing them to do so. Social proof images of people happily using your product. Selfies of people using your product and also cross-sells, so mentioning other products that you have in your brand, kind of You Might Also Like essentially.
Also, you want to lose the left navigation. So you want the page to be wide open. You don’t want a left navigation on this page. You want the whole page taken up with your product information.
Okay, so let’s have a product sales video, a Hero Shot, a Call to Action and content above the fold. Now, on mobile, you’re just going to have the Hero Shot, the Call to Action and the content and then the video’s going to be below the scroll. You can check boombycindyjoseph.com to see what it looks like on mobile and again you can build these pages using our Shopify landing page builder. If you don’t have Shopify, you can get a designer to design this and code this for you on whatever platform that you’re using.
Now, you’ll notice on the traditional page, we have the same thing. We’ve got a video above the fold. When you click that, it switches over to the video. We’ve got multiple images. We’ve got a Call to Action. We’ve got nice unique selling proposition images under our Call to Action button here, under our Add to Cart button. We also have third party pitch videos. On both ways we lay out our pages, we use third party pitch videos. These are essentially a third party pitching your product, a press video, a news video. Someone who is not you.
Obviously you’ve got your sales video, where you’re talking about how great your product is. But of course you would think your product is great. So you want videos of other people, professionally produced videos of other people, talking about how great your product is. If you don’t have someone to produce these for you, I’ve got a great contact who does third party pitch videos for a couple of hundred bucks a piece and they’re really, really good. We actually use them on Befriendly. You can check them out. In fact the main video that you see on this page was produced by that company.
Multiple high quality images and image zooms, so the ability for people to see your products very easily, and unique selling proposition images under your Add to Cart button. If you’re using a traditional page, go for the tabbed product information, so that you’ve got the information they need in tabs. Just so you know, the tabbed product information became standard in e-commerce because people were trying to fit more content above the fold. Now that people scroll, you can do long form, left-right content which is my favorite type of content, where you lay out the content about your product in a long form, left-right format where you’ve got headline bullets image, image headline bullets, kind of laid out going down the page.
Now, customer video reviews are really important. What we do is we incentivize people to leave us a video review. So after they buy from us, we send them an email and we also send them to a landing page and we say, “Hey, we’ll give you a $10 gift certificate to our store if you give us a video review. Shoot it on your iPhone. Email it in.” Helps with conversion and then we also say, “Hey, You Might Also Like these other products.”
It’s also beneficial to have traditional reviews on your pages. So the traditional e-commerce reviews where people leave text and maybe even image reviews of your products and you’re going to want to use a reviews widget for that, which we’ll talk about later in the module. This is kind of what the page looks like, where we’ve got Hero Shot, text snippet, sales videos, Call to Action button, long form, left-right content, reviews, video testimonial reviews and then You Might Also Like cross-sells. So this is how we lay out our page. Then we’ve got a whole footer. If you go to our website, you can see our footer and how that’s laid out. Also these templates are available inside of our landing page builder, which give you the ability to copy our templates.
Now this is what more of a traditional e-commerce page looks like, where it’s a much shorter page, but it still has the same elements and it’s also got the reviews and the You Might Also Like et cetera. So, there’s not really a wrong way to do this as long as you have the proper elements. You’ll see eBags and Zappos here have a lot of the same elements, even though their pages are laid out much differently. They’ve got high quality images. They’ve got videos. They’ve got You Might Also Like. They’ve got reviews. They’ve got the Call to Action button. They’ve got the unique selling proposition.
So you want to make sure that your offer pages are optimized for conversions. That’s my main point here. Make sure your product offer page is optimized for conversions, because if it’s not, if you did all this work to get someone to your product offer page, and then the page isn’t optimized … it doesn’t have a good sales video, it doesn’t have a customer video review, it doesn’t have good sales copy, it doesn’t have long form, left-right content … then why did you go and do all this work?
So again, this course isn’t about the funnel, but I want you to understand how to make good, high quality landing pages so that when people do get to your pages, they’ve got the best chance of actually taking you up on the offer you’re making.
Ezra here. See you in the next one.