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Drive Conversion with Product Page Messages for BFCM

Drive Conversion with Product Page Messages for BFCM

Jonathan Roque
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Black Friday and Cyber Monday kick off the holiday season for retail. We break down how specific product page messages can drive conversion and increase revenue lifts. 

The most wonderful time of the year is just around the corner...Black Friday and Cyber Monday, or as we, e-commerce folks call it BFCM! These two events, kick off the holiday season for retail and ecommerce with major sales, exclusive products, and incentives to shop. 2021 brought in $6.3 billion dollars in sales during the Black Friday and Cyber Monday weekend, with the average cart price being $100. The potential to generate revenue and increase conversion is massive this year. 

We are breaking down how specific product page messages can drive conversion and increase revenue lifts. 

Utilize Text Elements 

Text elements are a simplified way to create and add content throughout your product page, while also integrating with your theme styling. Add in as many key texts that live above or below your add-to-cart button. 

Text Elements were designed to integrate seamlessly with your Shopify store theme, which is why Inherit Theme Styling is so important. Text Elements will inherit the default styling of your product pages for things like font, font sizing, colors, and branding. Becoming part of your product page. Here are some messages you can incorporate Text Element's for:

  • Product Reviews
  • Product Inventory 
  • Discounts 
  • Product Information 

Linkable Banners 

Linkable Banners allow you to add a link to your Banners text description. This will allow site visitors to click the hyperlinked text in your Banner to get to any URL you choose. Shopify merchants have used Linkable Banners to drive up-sell, cross-sell and showcase related products. 

Club Ride Apparel tested two campaigns that used linkable banners to direct customers to an additional product, when site visitors were viewing a product. Their Linkable Banners were effective in introducing customers to additional products with one easy click. 

Shipping Threshold 

Proactively answer questions on your product page can be helpful by conveying any answers right to your customers. Your customers will find value in the details in your text elements or a banner above the add-to-cart button, one of them being shipping thresholds. 

Shipping thresholds have become a conversion driver for many merchants. Based on product or site visitor rules, you can set messages to appear based on how many items are on a site visitor’s cart. This provides an incentive to potential customers to add more items to unlock free shipping. 


Capitalize on Reviews 

Don't let your returning customers and site visitors have to scroll all the way to the bottom to read a product review. Display you shining customer review directly on the product page, above or below the add-to-cart button. 

Display Deals on each Product Page

Major sales and deals are advertised everywhere! And we mean everywhere, email, homepage, social media, and even those digital ads that follow you everywhere. One important message to add to your site to convert is showing first-time promotions and discounts. Every customer is searching for a first-time discount or a deal they can apply at checkout. Why not give it to your customers, before they click add-to-cart.

 

By simply adding strategic messaging on your product detail pages, you can engage site visitors. Giving zero room to doubt your business on anything related to your product.

What messages should I display? 

  1. SALES, and all the DEALS! Let your customers know the latest BFCM and holiday deals on each product 
  2. Shipping Thresholds: Let your customers know how much is needed to unlock free shipping
  3. Product reviews to let your products shine with all the awesome things your customer say
  4. Inventory and updating your products in realtime 
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