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FOR ECOMMERCE OWNERS GETTING PRODUCT PAGE VIEWS... BUT NOT ENOUGH ADDS TO BASKET
The Add-to-Basket Formula
Why Are People Looking At Your Products...
But Not Adding Them To Basket?
Learn the simple Product Page Check I use to work out what may be stopping someone from taking that next buying step - and what I’d change first.
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BIG NEWS:
I’ve taken the way I diagnose an underperforming ecommerce product page and turned it into one simple, practical check.
Instead of randomly rewriting copy, adding more sections or redesigning the whole page, you can work out what’s most likely getting in the way of the buying decision.
FINALLY: A Better Way To Fix A Product Page That Isn’t Getting Enough Adds To Basket...
Let's face it,
Getting someone onto a product page is already quite an achievement.
You’ve got their attention.
They’ve clicked an ad, a Google result, an email, your homepage or a collection page.
They’re looking at something you sell.
And then... Nothing.
They don’t add it to basket. They don’t buy. They just leave.
So naturally you start wondering what needs changing.
Is it the price, the photography, the description, the add to basket button, do you need more reviews, more information, a discount... maybe a complete redesign?
But what if there was a much simpler way to work out what’s actually getting in the way before you start changing everything?
That’s what this is designed to help you do.
Rob McNicoll
ECOMMERCE CONSULTANT
*CURRENTLY RUNNING 2 ECOMMERCE BUSINESSES DOING OVER £200k A MONTH
WHO AM I AND WHY SHOULD YOU LISTEN?
I’ve worked in marketing for more than 25 years and I’m a Fellow of the Chartered Institute of Marketing.
But more importantly, I’ve spent years working inside real ecommerce businesses where product pages actually have to sell things.
I’ve seen what happens at both ends.
I’ve helped build a specialist B2B ecommerce business from scratch.
I’ve helped established ecommerce retailers grow beyond £120k a month and keep growing.
And I’ve worked on stores selling everything from relatively straightforward products to purchases that customers can spend weeks considering before they finally buy.
So I’m not interested in making a product page look prettier for the sake of it.
The question is whether the page is doing its commercial job.
Because once someone has shown enough interest to view a product, you want to make it as easy as possible for them to take the next step.
HERE’S THE PROBLEM WITH MOST PRODUCT PAGE ADVICE
When a product page isn’t performing, there’s never a shortage of things people tell you to change.
Make the button bigger.
Add sticky Add to Basket.
Rewrite the description.
Add more icons.
Move the reviews.
Add another pop-up.
Put delivery information higher up.
Add urgency.
Add a discount.
And any one of those things might help.
But there’s a problem.
You still haven’t worked out why people aren’t adding the product to basket.
So you end up changing five things at once and hoping one of them was the answer.
Sometimes sales improve.
Sometimes nothing happens.
Or worse... sales drop.
Whatever happens you’re not really any wiser.
WHY “THE PRODUCT PAGE NEEDS IMPROVING” ISN’T ENOUGH
Here’s the distinction I think matters.
A visitor doesn’t arrive on your product page thinking: "I hope this website has a better conversion rate.”
They’re trying to decide whether they want this product.
- Whether it’s right for them.
- Whether they have enough confidence to go any further.
- And whether there’s anything making them hesitate.
So when somebody views the page and doesn’t add to basket, I don’t start by asking:
“What CRO tactics could we add?”
I want to know:
“What stopped the buying decision?”
Because once you understand that, deciding what to change becomes much easier.
THE MINDSET SHIFT THAT CHANGES THE PAGE
Most ecommerce owners are asking:
“What should I add to my product page?”
I think there’s a better question:
“What does the customer still need before they’re ready to add this to basket?”
That small change gets you away from random optimisation.
Instead of piling more things onto the page, you start looking at it through the customer’s buying decision.
- What are they seeing?
- What are they understanding?
- Where might they be hesitating?
And what is the most useful thing you could change first?
That’s exactly what I’ll show you inside the Add-to-Basket For?
INTRODUCING: THE ADD-TO-BASKET FORMULA
I’ve taken the way I look at this problem and turned it into a simple, repeatable check that:
Takes around 30-40 minutes to work through
Can be applied to a real product on your store
Helps you stop guessing what needs changing
Shows you where the buying decision may be getting stuck
Helps you choose one sensible fix to make first
Gives you a simple number to watch afterwards to see whether things improve
This isn’t a giant CRO audit.
And I’m not going to give you 57 product page “best practices” and send you away to implement all of them.
The goal is much simpler:
Work out why people may not be adding to basket - then fix the most important thing first.
GET INSTANT ACCESS FOR JUST £7
Why Just £7?
For three reasons:
1. Because people are more likely to use something they’ve paid for. I could give this away for free.
But free resources are very easy to download, skim and forget about. I’d rather you pay a small amount, pick a product page, work through the check properly and actually make the change.
2. Because I want to get this into the hands of a lot of ecommerce owners. There are a lot of stores spending money and effort getting people onto product pages, then immediately looking for more traffic when those visitors don’t buy. I’d like more ecommerce owners to look at what happens after the click before automatically deciding they need more people. Keeping this inexpensive helps me do that.
3. Because this is also an introduction to The Next Stage. If you like the way I approach ecommerce growth, there will be other things I can offer you afterwards. That includes optional tools and support that go further than this check, as well as The Next Stage newsletter, where I go deeper into the commercial decisions, numbers and tactics behind growing an ecommerce business.
So yes - part of the reason I can keep this at £7 is because I hope some people will want to go further with me afterwards.
If you do, that will be great.
If you don’t, you’ve still got the Product Page Check you came for.
Yes, of course there is a guarantee!
I can’t guarantee that changing one thing on a product page will suddenly double your sales. Nobody looking at your business from the outside could honestly promise that.
What I can guarantee is that if you work through the Add-to-Basket-Formula and genuinely don’t think it was worth the £7 you paid for it, you can contact me at anytime within 30 days and I’ll refund your money, no questions asked.
FREQUENTLY ASKED QUESTIONS
Q: What if my store is already making sales??
A: That’s absolutely fine. This isn’t only for product pages that sell nothing. You might have a successful store but know that an important product or collection isn’t converting as well as you think it should. The same approach applies.
Q: Do I need to be good at CRO?
A: Absolutely not! In fact, part of the point is to stop you needing to know dozens of CRO tactics. I’ll show you what to look for and how to decide what deserves attention first.
Q: How long will it take?
A: Around 30-40 minutes. I’d suggest choosing one important product page and working through the check against that page as you go.
Q: Do I need to redesign my product page?
A: Very, very unlikely. The whole point is to diagnose the problem before deciding on the solution. You may find the most useful change is actually quite small.
Q: What if I have hundreds or thousands of products?
A: Start with one. Choose an important product that gets meaningful traffic and where improving the number of people adding to basket would matter commercially. Then use what you learn elsewhere.
Q: What if people are adding to basket but still not buying?
A: Then this probably isn’t the problem you need to solve. The Add-to-Basket Formula is specifically about the decision that happens on the product page before somebody puts the item into their basket. If customers are already doing that, your constraint is likely further along the buying journey.
Q: Will this work for my type of ecommerce business?
A: The simple answer is yes! The products people buy - and the amount of consideration involved - can vary enormously. But the underlying buying decision still needs to happen. That’s why this is a diagnostic rather than a generic product-page template that assumes every ecommerce store should look the same.
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Please understand my results are not typical. I’m not implying you’ll duplicate them (or do anything for that matter).
I have the benefit of being an entrepreneur and launching several 7 figure-businesses over the past 3 years and have an established following as a result. The average person who buys any “how to” information gets little to no results. I’m using these references for example purposes only.
Your results will vary and depend on many factors… including but not limited to your background, experience, and work ethic.
All business entails risk as well as massive and consistent effort and action. If you're not willing to accept that, please DO NOT GET THIS PROGRAM.
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