Customer Experience on your Product Pages with Adam Pearce (episode 126)
by April Buencamino-dyAdam Pearce is the host of the Shopify Across the Pond Podcast, co-founder of the eCom Collab Club, AND Co-founder at Shopify Agency Blend Commerce – who describes themselves as the Customer Experience Agency – a perfect fit for this episode!
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About Adam
Adam had a number of different careers before landing in eCommerce. Roughly seven or eight years ago, when Shopify was coming around, his friend and business partner said they had to do something together related to the platform.
They started out building Shopify stores for small startup brands, but eventually realized it was in the area of customer experience that they were making a difference. That’s how the focus of Blend Commerce came to be on customer experience and helping brands retain their customers.
Changes to the Template
When it comes to your product page, the goal is to get the customer to click on that call to action to buy. So the first thing to do is to make sure that it stays at the top of the page.
Another objective is to allay your customer’s fears and get them to trust you enough to buy your product. To accomplish this, you need 3 to 4 key indicators or social proof. Information such as guarantees, shipping, and delivery will give customers a good idea of whether they’ll go with you or not. So remember that the formula of having trust indicators below the CTA is going to be good for your page. Related to this, testimonials are good to have but don’t include very long ones.
When it comes to the use of images, make sure you have a gallery of images and videos. Put in navigation buttons and make it easy for your customers to go through the photos and see the quality of your products.
Lastly, at the bottom of the page, have your best customer testimonial or review in there. This will help your customers finally make the decision to buy from you.
Changes to Individual Products
First, remove items that are out of stock or only have one size left because those are dead ends and you don’t want your customers to end up there.
Second, for top-selling items, use video in your image carousel. Utilize user-generated content or influencer videos if you have them. If you’re on Shopify, apps like Videowise will let you add videos and will make those videos shoppable.
Lastly, on the copy side, make use of accordions and tabs. There is plenty of information you want to give customers, but give customers the option to choose what they want to access. Another thing about copy is that you have to stop writing descriptions for SEO. Google is now better at understanding what people are interested in, so it would be best to write in a more natural manner.
Insider Tips
If we’ve inspired someone to take their first step with customer experience – what do they need to know to give themselves the best chance of success?
Focus on your email marketing and particularly your welcome flow, because that’s the perfect place for customer experience.
Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve customer experience performance?
Look into your recency, frequency, and monetary (RFM) segmentation.
When you have this figured out, you can then personalize your home page, acquisition ads, and your emails. And then you’ll be able to increase the customer lifetime value, which is something everyone should focus on right now.
If someone listening wants to learn more about customer experience is there one cheap/free resource you’d recommend?
Follow Valentin Radu on LinkedIn for free resources on customer lifetime value and customer experience.
Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in customer experience?
There is still a lot of uncertainty today, much like at the beginning of the pandemic. What customers are going to look for are consistency, value, and customer experience.
With this in mind, make sure that your communications are consistent, your site is updated, and you’re providing customers with what they want.
Interview Links
Adam on Social media:
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