USP - Unique Selling Point
The importance of explaining your brand's USP was covered on the landing page (see page 20), Whilst you may think you've already told people, here is a good
place to bring it up again.
For starters it's possible users have missed it at other points on your site and may have just landed here. In addition, as the user is getting close to buying you'll want to remind them why they should buy this product from you, rather than something similar from somewhere else. The message can be told through copy or more creatively with photography, video, or infographics.
It's a chance to relate your USP to individual products too. I've seen some great clothing sites that make their differentiator the provenance of the garments and that they know exactly where the materials have come from. They introduce the concept on the landing page but follow this through by displaying the exact sources for each product's materials on their respective pages.
Are you making data-informed improvements?
For websites with a significant traffic (7K+ visitors per month), we recommend Conversion Rate Optimization.
CRO is the process of enhancing your website and content to boost conversions(sales). Every change made will tested and backed by your visitors' data.
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Don’t be content with your existing conversion rate. Every visitor you don’t convert is money left on the table and it is happening right now.
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