#134: Remove this from your product page.

No. 134: Hey all,

On the product page, don’t make customers think.

When you ask buyers to make a decision about anything other than the product they are viewing…

Distraction settles in.

Conversions dwindle.

Every element on the page should be laser-focused on the product they’re viewing.

Here’s why (and what to remove).

In less than 1-minute, take away:

• An insight to test: Remove what doesn’t serve on product pages.

• A news highlight: Prepare for the future of search with Google’s AI Sales Assistant.

• Useful tips: How to use low-inventory to lift conversions.

🎯 WEEKLY INSIGHT

Relocate non-essential features on your product page to later in the buying process.

Don’t ask customers to make a decision other than what to add to their cart before they’re ready to buy.

Previously, our luxury home goods brand incorporated a “Is this a gift?” checkbox right on the product page.

Too early.

We moved it exclusively to later in the journey. On the cart page.

This elimination resulted in a 6% boost in conversion rates and a 5% increase in AOV.

Bonus: in doing this, the add-to-cart button was moved higher up on the product page.

The “Is this a gift?” checkbox on the product page (although well-intentioned) diverted the buyer's attention from the main objective —

Purchasing the product.

By removing this distraction, we ensured a straightforward journey from product to cart.

Simplify the process. Make it intuitive. Avoid unnecessary sidetracks.

Here’s why most brands fail at this.

Many brands incorporate features they think will enhance user experience.

But they end up complicating the purchase process.

Adding too many options or questions on the product page creates fatigue and distraction.

Main goal of your product page: inspire a purchase.

Make every element on that page laser-focused on achieving this.

⭐ Takeaway: Do you have messages on your product page meant for later in the buyer journey?

Here’s how to streamline:

1. Ask, “Could this be adding friction to their purchase decision?”

2. Remove non-essential elements to later stages in the buying process.

Try it out and test!

🕙 WHAT’S BREWING

Live Training Replay: The Product Page Conversion Formula

📣 IN CASE YOU MISSED IT

What collections should you show visitors first?

Use low inventory to build demand & boost conversions 26%.

90% of CRO success comes down to 3 things.

🗞️ NEWS HIGHLIGHT

AI Meets Google Search: What e-commerce brands need to know to stay ahead.

👀 FROM LAST WEEK

#133: How an 8-figure brand lifted product conversions by 54%.

💡 ALLEN’S QUICK TIP

👊 STOUT SUCCESS

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•  🎯 If you liked this conversion win, see all previous wins here and read our collection of case studies here.​

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That's all for today.

If you enjoyed this, please consider forwarding it to a friend, founder, or fellow marketer.

And if you have any comments/questions, I'd love to hear them.

Until next time.

— Allen