How 72% More People Are Buying From This Page After a Transformation
ZeboZap is a B2C e-commerce company specializing in TV mounting tools involving the use of straps, serving customers who seek easy and efficient solutions for TV setup on gazebo, pillar, etc.
Despite having a high-quality product priced at $200, ZeboZap faced challenges converting visitors due to low trust, confusion about product usage and benefits, and lack of a compelling product page experience. These challenges were compounded by the inherently lower conversion rates typical of higher-priced items.
Hence, the company sought expert guidance to identify bottlenecks and implement effective solutions to drive better performance.
The Challenge
With a significant drop-off identified on the product page, it became clear that the page was the primary bottleneck in the website’s conversion funnel. The rest of the funnel, including cart-to-checkout and checkout-to-purchase metrics, were performing within normal ranges. Our task was to optimize the product page to better engage visitors, address their objections, and encourage more conversions without lowering the price or changing the offer in any way. A brand’s offer has always been one of the most impactful levers to pull, and with that being limited, we had to look creatively into other areas.
The Approach
To address ZeboZap’s challenges, we restructured the product page to create a trust-building, objection-overcoming, and value-driven experience.
We began with the above-the-fold section, crafting concise and purposeful messaging to immediately communicate the product’s dream outcome the moment visitors land on the page. A new tagline was placed under the product title, followed by a clear benefits list tackling highest frictions (e.g. ease of setup despite intimidating look) and addressing key concerns (e.g. assurance of zero damage to building).
Social proof was integrated more effectively by replacing the hidden reviews with a dedicated section featuring customer testimonials and images. This not only showcased the product in action but also helped visitors visualize its use in their own homes. To further establish trust, we added a visible star rating above the product title and incorporated visuals of people using the product across the page.
We prioritized displaying ZeboZap’s 30-day money-back guarantee and free returns, which were previously hardly shown on product pages, turning these risk-reversals into powerful trust signals and action drivers by eliminating the pressure of risk from the transaction on consumers’ end.
For a product with uncommon functionality, we introduced a “How It Works” section with the product in live action, positioned strategically beneath the benefits list to address potential confusion and remove any lingering doubts.
Lastly, we streamlined the content to enhance clarity and drive action. The product title was simplified, shipping and refund details were highlighted in a dropdown menu as strengths, and urgency elements, such as a “Free Shipping Today” bar, were added alongside the price to boost perceived value and reduce price resistance. Together, these changes created a page geared for engagement, trust, and conversions.
The Result
Add to Cart (ATC) Rate: Improved by 36.14%.
Initiate Checkout (IC) Rate: Improved by 67.52%.
Purchase Rate / Conversion Rate: Improved by precisely 71.63%.
Revenue Per Visitor (RPV): Improved by 69.6%.
The optimized product page showed significant improvements across all key metrics compared to the original. The Add to Cart rate increased from 1.66% to 2.26%, the Initiate Checkout rate rose from 1.17% to 1.96%, and the Purchase rate improved from 0.55% to 0.95%. In turn, Revenue Per Visitor (RPV) jumped from $1.02 to $1.73, a 69.61% increase.
These results indicate that the new page effectively addressed friction points, engaged users more effectively, and encouraged target actions. The reasonably proportional increase in RPV reflects not just raw, improved, conversion rates, but also that this lift was achieved without sacrificing profit margins, ensuring that the purchases made remained meaningful. The data highlights the success of the redesign in aligning with user needs and clearing objections, paving the way for even greater returns with a full rollout.
What's Next?
To continue improving ZeboZap's funnel effectiveness, the following steps can be explored next:
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AOV Optimization: Aside from Conversion Rate, optimizing the Average Order Value is another cost-efficient profit-driving action. With CRO and more purchases coming in consistently now, strategies like post-purchase upselling, bundling, and promoting premium options can make a notable impact in boosting profit without increasing traffic costs.
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Focus on Checkout-to-Purchase Optimization: Identify and address friction points in the checkout process to improve follow-through rates.
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Test Individual Elements: Continue conducting A/B tests on headlines, CTAs, sticky carts, and other page elements to refine what works best.
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Content Enhancements: Incorporate User-Generated Content (UGC) to enhance social proof and credibility further.
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Experiment with Selling Angles: Test different value propositions or benefits to appeal to diverse audience segments.
