Why product galleries are massive conversion boosters IF you do it right

Lets be honest.. Nobody is scrolling through a long PDP anymore. We just don’t have the time or interest.Consider that most people are coming from social media and they are not looking to buy your product right now.

You have caught their eye with an ad and got their attention for a minute.

They visit your site and you have 3-5 seconds to convince them to stay.

The first thing people are exposed to is usually a gallery but it is often:

Poorly optimized in terms of sizing.Loads slow and images are not all the same dimensions

There are often 4-5 shots of thep product from 5 angles and nothing else.

Basically, you just gave your potential customer the worst possible start and this is a MISSED opportunity.

So how do you fix it?

Reprogram how you think about product galleries. These are 7-10 slides that have the potential to convince your visitors everything they need to know to understand the product, create the needed desire for them to want to buy it and also addressing all the biggest hesitations your visitors may have

So what to do??

Guys. if you do all these things, we have seen cases where conversion rate double

want to work with me? book me here

⁠https://beacons.ai/daniel.chabert⁠

Here is the process.

First you want to do an audit and analyze the results.

First you are trying to understand if this could be due to a bug or other issues like your design not showing up as you planned… And finally you are auditing the test to see if you want to reject your hypothesis outright or just reject your solution to the hypothesis.Let's say you tried to fix a visitor dilemma that appears in the selector area of a PDP.Through session recordings you have uncovered that people are frequently unsure about what scent to pick for a product.

Your hypothesis is to fix this dilemma by making it easier to understand what each scent may smell like.Your idea is to fix this by adding images next to the name. (to basically explain what the scent smells like)You start testing it but in the end you don’t get a conversion uplift.Now should you reject your hypothesis or did your solution fail, but the idea is still strong?

If your hypothesis is strong you could implement other solutions:

Adding descriptive scents  we know like lavender, citrus, cinnamon that actually describe the scent in a way that everyone understands and thus reduces visitor dilemma.
Let me show you the flow we usually follow….1. We QA the test first of all. This is very important because maybe we missed something.We QA it in a few different ways.

1. We trigger the test on multiple devices and use browserstack to do this. Here we make sure we test it on mobile as well, we click all the buttons and make sure everything loads perfectly.

2. We throw our variant URL into markup.io which is a software you can use to see how closely your web version matches your original design.This is very important because it can change a lot visually from your original idea.If we found bugs at this point, we look at whether these are so big that the test has to be rerun again.

If there are none or smaller differences we proceed to the next stage.

A big hack is to create sub goals in your A/B test, so for example if i want people to pick a scent in the selector area of the PDP, i want to create a sub-goal of everyone who picked a scent, and perhaps everyone engaged with the scent selector.If i do this correctly, i can then go to mouseflow or convert and only look at session recordings that are relevant to my split-test.. This is a huge one guys!, makes a big difference and cuts down on time..

After recordings you can go further by also looking over heatmaps, clickmaps and so on.It can give you additional insights as well - are people doing what you expected them to do?Sometimes we also go the extra mile and setup simple user-group tests on userbrainhttps://www.userbrain.com/

In here we will present people both designs to the visitor and ask them what version they prefer.This is really good if you made bigger design changes.We mask ask what product gallery do you prefer and whyOr what selector option do you prefer and whySometimes we will also propose only our hypothesis like:The current page makes it difficult to understand what scent to pick due to fact that each name does not explain the scent associated with it. Do you agree with this statement or not? Please explain your answer in detail.This is a good way for us to test a hypothesis and whether people agree with it.We have gotten a lot of good feedback from doing this before running a test or after to test if it makes sense to design an alternative version of a solution.

In this video i breakdown the lastest development and improvements we made to our software called gosupersonic.ai

want to book a call or get in touch with me? ⁠https://beacons.ai/daniel.chabert⁠

Listen as i dive in and give free CRO audits to brands that commented on our FB ads.

want to book a call or get in touch with me? ⁠https://beacons.ai/daniel.chabert⁠

Defining - “bounce rate”

Why do you want to reduce bounce rate?

High bounce rate usually means your offer/service is weak for that reason your conversion rate is low.

Or that the medium/ad has a huge disconnect with the landing page. Ie. the visitor was expecting something else/better based on the ad.

So what are the “best practices” on fixing high bounce rate.

1. Is there a big disconnect between ad/landing page?This is a big one and if your ads shows something promising or your copy sells your services but your landing page is bad, then people will leave in a sec.You can usually tell if you place your ad side by side with your landing page and imagine what the visitor goes through…A common example of this, is when a brand launches in a new market and runs ads in the local language, but then the website remains in English. This will skyrocket bounce rate.

2. Are you using the area “Above the fold” to communicate what's important?

“Hooking” people with something they want.Images, gallery.Benefits that people care aboutAlluding to more things people care about

How to fix this:
Mirror what the best brands are doing ,but personalize it and make it fit your brand.

https://purplefire.io/dtc-landing-pages/

3. Eliminate DistractionsToo much, creates a dilemma. The feeling of being overwhelmed with choices. Not knowing where to start.  Visual hierarchy is important 

4. Increase site speed

Do your pages load in 2-3 seconds max? If your answer is “no,” This could be one of the reasons you’re experiencing a high bounce rate. In ecommerce, site speed is the name of the game. The faster your pages load, the better.

Make sure you clean up your scripts. This means they don’t all fire instantly.

Make them all run in a container in GTM.

Use lazyloading - delay content that doesnt need to load immediately.Optimize your images so they take less space without quality loss.Fix your code, get an expert to review it.Keep them on the site more than anything.

They might have clicked an ad to see your latest diamond rings, but maybe they want to buy a necklace at the end of the day.

5. Fix your UX - Bad UX is killing your “customer’s engine”I always say - think of every visitor as somebody driving a car with limited gas. Gas in this case is their patience. Once they run out, they are going to leave the website.The more you make them “work for it” to navigate through the site, the quicker you drain the last gas in the tank. Here are examples to make things easier:1. Make the search functionality easy to use and easy to find, like exposing the search bar.

2. Add image thumbnails next to your categories:

3. On collection pages, add additional relevant categories in the top of page.4. Make filters sticky - and removable by 1 click

5. Add an easy way to get back to the top of a page with a simple click.6. Make your collection pages “shoppable” by adding the ability to swipe to see more images and the ability to add to cart 

The list really goes on. But you need to have this mindset all the time and constantly go through the store.

6. Fix - bugs and friction points 

You should be looking over bugs all the time. This is easily done by watching session recordings and monitoring for what is known as “rage-clicks. This is a metric that hotjar and mouseflow collects. It basically tells you about visitors clicking on things that are not clickable or loading correctly. This is not hard to fix and on a weekly or monthly basis you should give a report to your dev with all issues found and get them fixed asap. 

Service based businesses.. Often have the same issues.. After working a lot over the last few years.. We have found some big common mistakes that can be fixed and massively improve conversion rate.

https://www.lmaclinic.com/brazilian-butt-lift

The best way to convert leads at scales and fill your chairs with patients, is by getting people to commit to an online or an in-person free consultation. This is where they get to experience your business, and explain what they actually want to fix or get done. When you are not dealing with a pain (like a tooth issue) but a cosmetic treatment, people simply don’t know exactly what they want, they just know the result.You will not be able to convert people before they have more face-time with you and this needs to be done in steps.

Here is how the funnel should look if you really want to max out your capacity:

3. Not using a proper “CRM” system to store leads. 

As soon as a visitor gives you their email or phone-number, they become a lead. A lead may decide to not book a treatment because of many different things. They are simply not ready yet.It is your job to help them on that journey and make them feel safe and happy to proceed. 

The right systems needs to be built for this which includes calling them and or emailing them.You can only do this if you have a proper way to store the leads and understand what journey they have been on so far, like pages they visited, treatments they care about.This will help you close more clients.

4. Not using a setter team to close the leads that have not booked a treatment yet.

You are leaving so much money on the table if you do not call your leads. This needs to be done and you need to get yourself a team that will dial every lead. It is also possible to outsource this to third party services.

5. Not using Live-chat to book more appointments.

6. Not using automated email flows to get more appointments.

7. Not testing new creatives and ads on social media and Google.

You need to constantly be testing to beat your competition and to lower the cost per appointment booked and per new client.

Most fail because they do not test new creatives regularly.

Even more fail to understand that measuring the cost per appointment is not enough. We need to look at the quality of the leads as well, and make sure they turn into real customers in your clinic. This is something you must never take your eyes off, and always keep testing and improving.

8. Not using client case studies and video testimonials.

Nobody is going to book without social proof. They simply don’t want to be the first people to take a chance on you. Showcase these and you will see huge improvements in bookings.Don’t forget to consistently collect both Google reviews and Trustpilot reviews. You need to set up a dedicated flow to ask for these after every appointment.