The Task

How can you improve conversion rate on an online store? Our experience of similar global e-commerce Shopify builds helped us to quickly create a plan of Trtl’s requirements and a website architecture that focussed on conversion.

The content flow of the website had to highlight the product benefits in a way that would resonate with each user. Some users would react more to visual information, some to instructional text, some to iconography. The creative design and web development teams worked in harmony to create pages that would blend the relevant features and information for optimal engagement. The client provided clear imagery of products in use, to feature prominently on product pages to create a strong resonance with users.

For more analytical consumers, tables were designed to show the strong product features against other market alternatives. In line with Trtl’s unique brand personality, these did refer to standard travel pillows looking like toilet seats!

Trtl clearly understood that the technical specifications and product use benefits were some of the key unique selling points. Word of mouth from unbiased customers -  through reviews and recommendations - is a strong tool to increase both traffic and conversions.

Any company will tell you their features or benefits, but how can you use your customer reviews to increase conversion? Displaying product-specific social media feedback on product pages provides users with the social proof they need to feel confident in making a purchase, at just the right point in the customer journey.