Providing a good user experience to visitors on your website is essential to improve conversion. That is unquestionable. But how do you achieve it?
There are many elements on a product page and each one plays an important role: the images, the texts, the price, the delivery date, the buy button etc. The need to improve the conversion leads us to seek perfection in each of these elements, reaching the maximum detail: the perfect extension of the descriptions, the optimal light in the photos or the exact size and colour of the button.
However, many times the search for detail makes us lose perspective. And here is where the LIFT Model comes in, a framework that was originally intended to optimize the conversion for landing pages and that is perfectly translatable to product pages.
The LIFT Model proposes a high level analysis, based on six concepts that determine the greater or lesser conversion.
The conversion is like an airplane that must take off
The LIFT analysis makes an analogy between the increase in conversion and an airplane that has to take off. With this idea, it proposes to ask what really drives the conversion, what factors accelerate it and what factors can slow it down.
1. Value proposition. This is the most important factor of conversion; it is like the plane itself. What do we propose to our potential clients? Do we inspire or do we just want them to buy? Do we sell you products or offer you experiences? For this it is necessary to do a competitor analysis and reflect on whether we differentiate ourselves sufficiently from our competitors.
2. Relevance. It is one of the accelerators of the conversion, a factor that gives speed to the airplane. Does our proposal fit the expectations of our potential customers? Do we offer them what they expect or exceed their expectations? It is not easy to attract traffic to an ecommerce and it is not always easy to get it right the first time. Therefore, in addition to the product itself for sale, it is interesting to provide options, such as related products or content related to the product, that help the user that first comes to a product page.
3. Clarity. It is another factor that speeds up conversion. Refers to all visible elements of the product page. Is the product well communicated? Are the images, descriptions and prices well presented?
4. Distraction. It is one of the factors that drive away conversion. The goal of an ecommerce is to present a catalogue proposal of products that may interest potential customers. We want the user to focus on valuing the products to make a decision. You must carefully test any dynamic elements (slideshows, animations, subscription pop-ups, etc.) that could distract you from the purchase process.
5. Anxiety. It is another factor that can prevent the conversion. For example, the absence of information may raise doubts in the purchase decision and the user may abandon the process. One has to ask, above all, about the price, for what can be very helpful to see competitive prices: is it well presented? Are the discounts and offers well communicated? Does the customer know how long it will take to receive the product or what are the shipping costs?
6. Feeling of urgency. If we return to the airplane analogy of the LIFT Model, the feeling of urgency is the engine, it is a conversion accelerator and this sensation is transmitted by the shortage, which means that the offers, discounts and promotions for a limited time are good forms of acceleration. In the end, it is the engine that can give a boost to our conversion.