5 unconventional strategies for high AOV landing pages
How to sell high-end products effectively
Hi there,
How often do you instantly buy a $100+ product online?
For me, it’s rare. But when I did, something about those landing pages made me trust them enough to click 'buy.'
So I went back and studied them. And guess what?
The best high-AOV brands aren’t playing it safe. They are doing the exact opposite.
In my latest article for Convert, I break down five unusual tactics top brands use to convince people to go for it and buy high-end products.
Stop trying to just sell your product
High-ticket customers don’t want to be "sold to." They want to feel understood and reassured.
If your landing page only shows 5-star reviews and hides policies deep in the site, you are adding friction instead of trust.
There are five unconventional tactics I recommend, starting with:
1. Don’t try to downplay the risk of trying out your product
A great example of this is Simba, the mattress brand. Not only do they offer a 200-night trial and a 10-year guarantee, but they also dedicate an entire page—and a separate FAQ—to clearly explain how the 200-night trial works:
This is especially key for items that can be a hassle to return or hard to judge before trying them. I recently bought a coffee table that turned up dented, so we wanted to return it.
Fast forward a month, ten phone calls, and five failed pickups, and we still have a dented coffee table in a box waiting to be returned. We’ve all had these experiences, and they can make us hesitant to order online unless we’re reassured.
I’ve got four other great tips waiting to be implemented for your brand, so check out the full article.
Recommendation
Convert, an incredible testing platform for Shopify, sponsors this week’s newsletter. If you’ve got the traffic to run A/B tests, they’re a great platform to use.
They’ve also recently updated their guide to scaling your eCommerce brand to 8 figures, 9 figures, and beyond, so definitely check that out.
The brands that win at high-AOV eCommerce design their pages around real customer fears and doubts…not just beautiful visuals.
That’s not to say visuals don’t matter, but it’s the understanding and ability to resonate that helps customers feel comfortable spending with you, even if they’ve just met you.
Daphne
P.S. I’m really excited to be hosting the 2nd Women in Experimentation x Convert Summit with them on July 9th. If you haven’t signed up yet, it’s free and online, but we do have limited spots.