Fall Line Digital

Two uncomfortable truths for e-commerce brands looking to increase their conversion rates:

1. Shopify is an incredible platform. But out-of-the-box Shopify, even with the best theme, will only get you so far.

2. Ad creative can move the needle for account performance — but only so much. Product pages are too often overlooked as part of a piece of creative you can test.

Here are 13 updates we made to this PDP for our client Little Partners to improve user experience, scalability, and conversion rates:

1. Updated layout to be more balanced to make site feel more trustworthy
2. Updated banner color from Gray to Orange, as Gray might make it seem product is sold out.
3. Included sticker with age range so users can quickly identify if product will suit their needs. Updated thumbnails to be more balanced. 
4. Moved title above the fold.
5. Moved price + free shipping into the same line for better legibility reinstating free shipping value prop
6. Updated swath to actual products, so users can visualize options and make a more informed decision (quicker)
7. Breaking down important info into bullet points upfront
8. Include price within Add To Cart button so price is immediately visible 
9. Using icons to visualize key traits making it easier for customers to understand offerings at a glance
10. Creating a sense of reliability and authenticity by showcasing real reviews, aiding the purchase decision
11. Updating bundle section by optimizing the headline, adding color swath, CTA and highlighting overall savings to get users to shop faster. 
12. Add headline to product information section and break into accordion style sections so users can get the info they need without being bombarded and overwhelmed with information 
13. Add headline to similar products section, display products in a 2-column layout to offer a clear and organized layout, removing CTA button allowing users to focus on products without distracting them with immediate shop now options

I’m thinking about offering CRO sprint packages to businesses who might not be interested in our full growth service, but see the value in optimizing their product pages - would you be interested?

That’s it. That’s all.

⚠️Have you adapted your Facebook ad strategy since the iOS-14 update? Here are 3 things you should be doing right now‼️

👉📲Running a Reel strategy. *Not a typo. Instagram Reels ads are here! And they’re awesome for three reasons. 1. When done right, Reel ads feel like content your friends would post. Good ads don’t feel like ads, and Reels are brilliant way to reach your target audience. 2. Reel placements are cheap! Average CPMs (cost/1000 impressions) $2-$4, where as average CPMs for other placements are $12-$20+. 3. You can retarget Reel viewers on other placements! If you’re not testing this placement, or even worse, running the same ads you are on stories or main placements here, you’re not only missing out, you could be making your brand look bad.

👉💻Breaking down campaigns by device. Part of growing a business is scaling your ad spend. Another part of growing a business is reducing wasted spend. Since the IOS-14 update, Facebook is missing some of the data it previously had to run highly effective ads to those on Apple devices. Lucky for you, you’re able to see if running ads to iOS users is still as profitable as it once was, and if or where you might need to reduce spend, increase spend or pivot next.

👉💌Running lead gen campaigns. Since iOS-14 online businesses need to be even more focused on first party data and owning a relationship with past and future customers. Facebook’s Lead gen campaigns, (aka email acquisition campaigns), are a great way to build your email list (aka first party data), especially leading up to the holiday season. I like to highlight here as many businesses are “channel hopping” - you can acquire an email address for $1.50 from Facebook ads, or you can pay $1.50 for someone to visit your site from a Google Ad. Which would you rather have? Both are important but I cannot stress enough how valuable these kinds of campaigns are for your overall marketing right now.