Conversion Metrics and Sales Copy

Posted on January 1, 2007
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Awhile ago I wrote of working on TheGolfCollection.com to improve sales copy. I was basing what I changed on the product detail pages on guidance from the book Call to Action. So what has happened so far?

First, there was a disturbing drop in sales conversion. This lasted for about a week. I’m not sure if the revised pages were jarring to those who had visited the site earlier or some other factor was at play. The drop in sales conversion hit most products except the first fiew I had changed. But then after a week, the sales conversion rate started to climb back and now we are running between 2% – 3% most days. Last Friday we converted at nearly 4% which is unusually high for us this time of year.

On specific product pages I worked on first, the sales conversion rates are fairly high. On one, almost 20% of all people who visited the page purchased. On that same product 100% of the people who found the page by typing in a relevant phrase purchased. So if they were looking for the product specifically, they purchased. If they were browsing through the site from another phrase (e.g. golf gifts) they had about a 12% conversion rate. Combined gets me to the near 20% quoted earlier.

The pattern I used was as follows:

  • Headline
  • Benefit
  • Feature(s)
  • Benefit
  • UPS
  • Specific product FAQ’s ( if they applied)
  • Clickable links to continue the ’scent trail’ to related products
  • Assurances

    • Pricing, ordering and order specific information (options and where we ship to) are provided above the sales copy in a ‘just let them pee’ set up suggested by the book.

    In addition to the product detail page work, changes are being made to department or category pages to improve skimming. And finally, changes were made to make the satisfaction guarantee more meaningful and easy to understand and great care was taken to ensure all references to our guarantee was made consistent in wording.

    Seems to be a good approach.

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