Shopify Video Series [Part 5]: Offer Pages

In this edition, we examine one of the most crucial aspects of creating a successful customer acquisition campaign, the product offer page/s.  Many times retailers on Shopify and other platforms make the mistake of believing that simply having a paid social advertisement linking to their site will drive the sales they crave.  In reality, it’s vital to drive consumers to a direct point of conversion; the simple rule of thumb for conversions associated with Facebook and other initiatives is the fewer clicks to purchase the better.  As well, once you finish here, feel free to check out our other article on how to make Facebook work for you!
As well, this conversion focused “product offer page” needs to be easily digestible and focused towards driving the consumer to purchase on your Shopify site (or whatever ecommerce platform you use).  There are two primary formats which we will review in the below video:

• Traditional (simple) product page:  This is the most popular type of product page where customers can find the basics of the product and the “star” of the page is the product hero image and content is limited

• Long form product page:  While a proud ecommerce store owner may feel the urge/need to include as much information as possible about their wonderful products on the product page, there are very few situations where this makes sense, especially with the majority of Shopify’s themes.  However, in my opinion, these are a couple situations where a long-form page should be evaluated
  • Your product/service comes with a high price tag.  While consumer confidence has improved, many are still wary to purchase high ticket items through ecommerce.
  • Your product/service is complicated.  As with anything in life, if something confuses you then the gut reaction is simply to say “no”.
  • Your consumers have low awareness about your product/service.  Consumer education is the cost one much pay for breaking into a new market and in today’s ecommerce ecosystem it’s important to connect with consumers on a deeper than product level irrespective.  A long form product page allows for vital pieces such explainer videos and long form testimonials (I would still suggest having consumer reviews on your site irrespective!).
  • Your product is high-commitment.  This is especially relevant in the services industry where often times the purchase is not one-time and also the cost of changing product/service is high from both a cost a time perspective

Tune in next Tuesday for our next installation of the Shopify series: Third Party Apps.