The most underrated CRO strategy: A compact product page

Introduction

In the world of Conversion Rate Optimization (CRO), businesses are constantly on the lookout for strategies to enhance their website's performance and boost conversions. However, amidst all the tactics and techniques, there's one strategy that often goes unnoticed: a compact product page. In this blog post, we will delve into the concept of a compact product page and explore why it can be a game-changer for your CRO efforts.

Let's start by understanding what a compact product page entails. Essentially, it is the above the fold spaceon your product page where we present key information in a concise and streamlined manner. A compact product page ensures that vital details are readily available above the fold, making it easier for users to make informed decisions effortlessly.

This is not say your entire product page should be short - in fact below the fold you are encouraged t share as much additional detail about the product as you can: reviews, UGC, comparison to other products, etc.

The Significance of Above-the-Fold Space

The above-the-fold space holds immense importance when it comes to CRO. This prime real estate on your website is the first area that users see without having to scroll. Research indicates that visitors spend a significant amount of their time in this above-the-fold section. By optimizing this space, you can capture users' attention, drive engagement, and ultimately increase conversions.

For Staley we achieved a 49% conversion rate increase while optimising their whole site, including the product page.

Key Elements to Include Above the Fold

1. Product Gallery: Show off your products with high-quality images and videos that highlight the unique features. Have a healthy ix of product, lifestle and user generated photos for best results.
2. Product Title: Craft a compelling and descriptive product title that stands out and effectively communicates what the product is all about. A clear and attention-grabbing title sets the tone for the user's experience.
3. Price: Transparency is key when it comes to pricing. Display the product's price prominently, eliminating any confusion or uncertainty. Clarity in pricing builds trust and enables users to make swift purchasing decisions.
4. Product USPs (Unique Selling Points): What sets your product apart from the competition? Highlight the unique selling points, such as exceptional features or benefits, to emphasize the value proposition to potential customers. Keep the messaging short and impactful.
5. Variant Selectors: If your product comes in different variations, such as sizes or colors, provide intuitive selectors that allow users to easily choose their preferred option. Streamlining the selection process enhances the user experience and minimizes any frustration.
6. Size Information/Guide: For products that require size selection, offer a helpful size guide or relevant information that assists users in making accurate choices. This proactive approach mitigates the chances of returns or exchanges and enhances customer satisfaction.
7. Add to Cart (ATC) Button: The call-to-action (CTA) element, such as an "Add to Cart" button, should be prominently positioned above the fold. Ideally your add to cart button is also sticky, so it remains visible even if you scroll down the page.
8. Service USPs: Address any potential concerns by highlighting essential service-related features such as shipping options, return policies, and available payment methods.

For Stieglitz we achieved a 19% higher conversion rate by implementing a custom designed and built Shopify theme, including. compact product page.

Conclusion

In your pursuit of optimizing Conversion Rate Optimization (CRO), don't overlook the potential of a compact product page. By strategically organizing crucial information above the fold, you can create a seamless user experience that drives higher conversion rates. The key elements discussed in this blog post provide a strong foundation for crafting an exceptional compact product page. Remember to strike a balance between providing necessary information and avoiding overwhelming the user. Implement these strategies, continuously test and refine, and watch as your conversion rates soar to new heights.