Answer
Nov 27, 2020 - 08:56 PM
It really depends on several factors and there is not a simple, one-size fits-all answer. Based on my experience, if your product is low priced and your brand is well known in your market, you can do just fine directing the ads to a buy page.
If your product is high priced and your brand unknown, you almost always do better by providing useful information first usually in the form of some kind of lead magnet. You could also use a long form sales page that both sells and provides useful information.
Some examples from our Conversion Rate Optimization work.
1. Relatively unknown brand with a mid-priced product (insoles) that sold for $79. Presenting more information in a long form sales page produced significantly more sales
2. Completely unknown brand in the supplement industry. Directing ads to an article page, then linking to the product page got almost 2x better sales.
3. Well known CPG (Consumer Packaged Goods) with a relatively high price ($100 average order value). Long form page with useful info did not make any appreciable difference in sales in spite of our survey indicating taht most non-buyers were confused about the various options and wanted more information before making a buying decision.
My recommendation, as always, is to test. Conversion optimization is very sensitive to little things and the result from one case study doesn't always translate for another product or industry.
If your product is high priced and your brand unknown, you almost always do better by providing useful information first usually in the form of some kind of lead magnet. You could also use a long form sales page that both sells and provides useful information.
Some examples from our Conversion Rate Optimization work.
1. Relatively unknown brand with a mid-priced product (insoles) that sold for $79. Presenting more information in a long form sales page produced significantly more sales
2. Completely unknown brand in the supplement industry. Directing ads to an article page, then linking to the product page got almost 2x better sales.
3. Well known CPG (Consumer Packaged Goods) with a relatively high price ($100 average order value). Long form page with useful info did not make any appreciable difference in sales in spite of our survey indicating taht most non-buyers were confused about the various options and wanted more information before making a buying decision.
My recommendation, as always, is to test. Conversion optimization is very sensitive to little things and the result from one case study doesn't always translate for another product or industry.
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