The Power of Copywriting: Elevating Your PDP Conversion Rates

September 8, 2023
Ryan Hayes

A Product Description Page (PDP) comprises numerous crucial sections, with some benefiting from a particular order, while others can be optimized through A/B testing based on desired outcomes. For instance, if you're tailoring your page to existing customers with package deals, it's likely to have a shorter layout than a page targeting new traffic.

A typical structure might include the following:

Product Information (buy box above the fold)

  • Product picture/gallery
  • Product name
  • Review Star / Count
  • Short description
  • 2-4 Punchy benefits
  • Subscribe & Save / One-time Purchase
  • ATC (Add to Cart Button)
  • Variants
  • Quantity to Purchase (A lot of brands are putting this in the cart now to cut down on what sits inside this section)
  • Description

Secondary Product Information (below the fold)

  • Ingredients (for food/supplements)
  • Supplement Facts (for food/supplements)
  • Expanded benefits

User-Generated Content

  • Customer pictures

Product Recommendations

  • Recommendation widgets

In today's article, I want to delve into a pivotal aspect of e-commerce, specifically focusing on the Add to Cart (ATC) section. We'll explore the compelling debate between "Subscribe & Save" and "One-time Purchase" and why you might prioritize one. Furthermore, we'll emphasize the critical role of the chosen copy, which can elevate your conversion rates far beyond what is typically seen in the industry. I recently had enlightening discussions with Hayden Baugh and Nick Belanger at SKIO, underlining this section's immense significance and the pressing need for copywriting that breaks conventional norms.

The primary choice for directing inbound traffic, whether through purchased traffic or other means, revolves around defaulting to "Subscribe & Save" in a Product Detail Page (PDP) purchase box. This strategic move champions recurring revenue enhances customer convenience, unlocks cost-saving opportunities, and fosters brand loyalty. Doing so streamlines the shopping experience, mitigates cart abandonment, and aligns seamlessly with your overarching business objectives. However, it's essential to acknowledge that this approach may introduce a few potential customer service challenges and can directly impact your churn rate. It's not about being deceptive; it's about maintaining transparency regarding why subscriptions offer more advantages in the long run.

Missing the opportunity to subscribe might lead some customers to experience a slight surprise when they receive a notification about their second shipment. Still, the intention is not to catch them off guard but to underscore the compelling benefits of subscribing.

An incredible example, backed by excellent copy, pictured below:

If you're not inclined to opt for a subscription with this product, the creators have thoughtfully included persuasive copy that enhances the conversion process. From a psychological standpoint, this is a remarkable strategy. It taps into the HOP philosophy of "Hype, Opportunity, and Potential." This approach aids the end user in comprehending how the product can elevate their aspirations and contribute to their overall success.

To complement this choice effectively, you must accompany it with exceptional post-purchase content akin to what you'd provide for one-time purchasers. However, the tone should be supportive, highlighting why the decision to subscribe is wise and assuring customers of your commitment to their long-term product benefits.

If customers stay on this path, and the analytics indicate that they likely will, you will gain significant advantages. Your overall Customer Acquisition Cost (CAC) will decrease, and your Lifetime Value (LTV) will rise, translating into a more sustainable and profitable customer base.

In addition to your conversion analytics, I recommend conducting a split test for each selection within the same traffic segment. By collecting a sufficient amount of data, you'll transition from the realm of anecdotal hunches to possessing precise and reliable conversion metrics. Monitoring the churn rate of those who eventually subscribe will be crucial, albeit requiring long-term tracking. I assure you that the effort will yield significant rewards.

Utilizing tools like SKIO enables you to tailor your cancellation reasons, while Klaviyo empowers you to construct customized response flows based on these choices. For example, suppose a customer cancels due to misconceptions, such as thinking it was a one-time purchase or something similar. In that case, you can swiftly guide them through a targeted flow aimed at addressing objections, enlightening them about pricing differences, emphasizing product benefits, and illustrating the long-term advantages of remaining committed to the product. This proactive approach can help retain valuable customers and enhance their overall experience.

In the ever-evolving e-commerce landscape, the path to success is paved with data-driven decisions and innovative strategies. As you navigate the intricacies of your Product Description Pages (PDPs), remember that optimizing conversions, reducing CAC, and increasing LTV are not just goals but the cornerstones of sustainable growth.

At APBD, we specialize in precisely these areas. Our agency is committed to partnering with brands like yours to unlock your potential. Whether you're looking to fine-tune your PDPs, implement persuasive copy that converts, or master the art of subscription models, we're here to guide you every step of the way.

Let's embark on this journey together. Contact us today to discover how we can tailor our expertise to your unique needs, elevate your e-commerce performance, and chart a course toward lasting success. Your brand's growth story begins with a single click. Take advantage of the opportunity to redefine your e-commerce success. Get in touch with APBD, and let's make your vision a reality.