Sales Collateral Creation

90% of product pages struggle to convert. With conversion rates below 2%. Mainly because of: - Poor copy - Poor design  - Difficult to use Positioning as a premium brand?  Then optimizing for these is even more critical. In this post, using Hawaii Coffee's example, I'll be sharing how you can increase your sales by improving copy, design and usability. Below are the 8 changes I recommend - 1. Adding a short description below product name. This should show the brand's personality and tell something valuable about your product. 2. Using an image that catches attention. This is key. Use an image that leaves a memorable impression. 3. Highlighting key features before add to cart CTA. These should be in bullets and each within 3 words. 4. Making sure the variants are super clear. Consider using images if selling different flavors, colors. 5. Highlighting why someone should subscribe and not just purchase one time. This brings you recurring revenue monthly. 6. Adding short copy that builds trust in the brand and product. Don't hide this under an accordion. 7. Adding FAQs. Check with your sales/customer support team for common questions. Also these are great for SEO. 8. Adding USPs with icons. These are reasons why you should trust the brand and why the product is great. Other design changes I made: - Increased font size in places - Removed the image thumbnails - Moved price close to the product name - Added the weight next to price to show value - Added service USPs below add-to-cart CTA Found this useful? Let me know in the comments! P.S. You can also do this for your ads. Have you ever tried these? #conversionrateoptimization

If more of your store sales start on TikTok lately, you might wanna read this. 𝘛𝘩𝘦 𝘴𝘢𝘭𝘦 𝘪𝘴 𝘥𝘦𝘤𝘪𝘥𝘦𝘥 𝘣𝘦𝘧𝘰𝘳𝘦 𝘺𝘰𝘶𝘳 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳 𝘦𝘷𝘦𝘯 𝘦𝘯𝘵𝘦𝘳𝘴 𝘺𝘰𝘶𝘳 𝘴𝘵𝘰𝘳𝘦. The checkout happens in-store. But the sale happens everywhere else. Here's the reality: This year 60%+, and in 2027, 70% of retail sales will be digitally influenced. I can't emphasize this enough; here's what most brands miss—digital influence isn't just about online sales. It's about shaping every moment before the customer even walks into your store. L'Oréal cracked this code: 100M+ AR try-on sessions driving real conversions. 31 brands orchestrating seamless experiences across 72 countries. No.1 in beauty influencer marketing (29% market share), 20-80% higher conversion rates through enhanced digital experiences. The new customer journey isn't linear—it's layered: - They discover you on social - Research you through reviews and UGC - Try your product virtually through AR - Get retargeted with personalized content - Finally purchase in-store (feeling confident they're making the right choice) Every touchpoint matters, and every interaction influences the final decision. The brands winning today aren't just selling products—they're orchestrating experiences across owned, paid, and earned media that guide customers from curiosity to checkout. Digital discovery is increasingly pay-to-play and shoppers are paying attention. ++ Tactical Recommendations for CPG / FMCG Brands ++ 1. Beyond just having perfect, high SOV product pages, create discovery ecosystems. - Optimize for "zero-moment-of-truth" searches. - Activate shoppable content at scale. - Leverage user-generated content as social proof. Brands that do these see a 35% higher conversion rate from digital touchpoints to in-store purchases. 2. Connect digital engagement directly to retail execution. - Geo-target digital campaigns to drive foot traffic - Create "store-specific" digital content CPG brands using geo-targeted social ads see a 23% higher in-store sales lift in targeted markets. 3. Most important one; stop flying blind—measure digital influence on offline sales. - Implement unique promo codes for each digital touchpoint to track conversion paths. - Use customer surveys at point of purchase. - Partner with retailers on shared data insights Brands with proper attribution see 15-25% improvement in marketing ROI within 12 months. 𝗧𝗼 𝗮𝗰𝗰𝗲𝘀𝘀 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗹𝗹𝗼𝘄 ecommert® 𝗮𝗻𝗱 𝗷𝗼𝗶𝗻 𝟭𝟰,𝟲𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗱 𝘁𝗼 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁® : 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿. #CPG #FMCG #AI #ecommerce Procter & Gamble PepsiCo Unilever The Coca-Cola Company Nestlé Mondelēz International Kraft Heinz Ferrero Mars Colgate-Palmolive Henkel Bayer Haleon Kenvue The HEINEKEN Company Carlsberg Group Philips Samsung Electronics Panasonic North America

Your deals are taking twice as long as they should. Not because the buyer “needs more time to think.” But because your sales process is designed for delays. When content is buried in endless email threads… When every stakeholder has to be brought up to speed one-by-one… When the next step isn’t crystal clear… You create friction. And friction kills momentum. Teams using Digital Sales Rooms (DSRs) are cutting sales cycles by an average of 50%. Why? Because the buyer experience completely changes: • Every stakeholder sees the same content in one secure link • Mutual Action Plans make next steps visible and accountable • Content updates instantly, so no more sending new decks for every change • Stakeholders can self-educate, ask questions, and get approvals without waiting on you As a result, there’s no chasing. No “just bumping this to the top.” Deals move forward while you sleep. In complex sales, speed wins. And you get there only through a digital sales room.

Digital product sellers on LinkedIn are leaving $40,000 on the table every month. It's a bit sad. Here's the exact fix for that with no steps left out. 1. Target High-Intent Keywords Skip broad, competitive terms. Focus on niche, long-tail keywords that solve specific problems. How to Find Them: Use Ahrefs/SEMRush to filter for low-difficulty keywords with purchase intent. Look for problem-solution based search terms your target audience uses. Examples: Instead of "photo editing app" (too broad), target "photo editing app for food bloggers" or "batch photo editor for real estate listings" Instead of "project management software" (too competitive), target "freelance project management software with client portal" or "personal task management app with calendar sync" Why? These terms show clear intent and bring in visitors actively looking for specific solutions to their problems. 2. Build High-Converting Product Pages Your product pages should connect features to real user needs. Write benefit-focused copy that addresses specific use cases: "Edit 100 photos in 5 minutes" or "Never miss a deadline with smart project alerts" Add social proof: Real user reviews and results-focused case studies Use contextual CTAs: "Start Free Trial" or "Try Free Version" Optimize metadata with clear value propositions: "Photo Batch Editor for Real Estate Pros | [Your Brand]" 3. Publish Educational Content Create how-to guides, beginner resources, and problem-solving posts that bring in the right audience. Interlink content to build authority and include actionable steps. 4. Create Comparison Content Compare your tool to major competitors. Include feature and pricing breakdowns, plus user reviews. 5. Capture Leads with Free Resources Offer templates, guides, or quick tools that solve immediate problems. Use dedicated landing pages to convert visitors into leads. 6. Leverage Seasonal SEO Align content with upcoming trends or holidays. Use Google Trends and publish 4-6 weeks before peak demand. 7. Use Video Content Make quick tutorials, feature demos, and success stories to boost rankings and engagement. 8. Fix Technical SEO Fast Add schema markup, improve mobile speed, and fix broken links. 9. Build Backlinks Strategically Focus on earning links to product and helpful content pages. Aim for “best of” lists and blogger mentions. 10. Retarget Lost Visitors Show targeted offers based on pages viewed. Use email sequences and exit-intent popups. 90-Day Execution Plan Days 1–30: Optimize existing rankings, fix technical issues, start content around key features. Days 31–60: Create comparison pieces, add lead magnets, launch email sequences. Days 61–90: Scale what works, incorporate video, and improve conversion paths. Avoid Common Mistakes Don’t target keywords with no clear intent. Don’t post generic content. Don’t ignore mobile experience or email capture.

After processing $6B+ in digital product sales, here are the 7 copywriting rules we see the top sellers follow: 1. WRITE FOR THE BUYER, NOT FOR YOURSELF Most sellers describe what their product IS. The top sellers describe what their product DOES. Nobody cares that your course has 30+ modules, but they care about having a working funnel in 30 days. Lead with the outcome instead. 2. ONE PRODUCT, ONE CLEAR PROMISE The biggest conversion killer we see across our platform is sellers trying to do too much on one page. They list: > 5 benefits > 8 bonuses > 4 guarantees > 3 different audiences the product is “perfect for” Instead, pick ONE clear promise, make it specific, and make it believable. Then build your entire page around proving that one thing is true. 3. KILL THE GENERIC LANGUAGE “High quality” means nothing. “Premium content” means nothing. “Comprehensive guide” means nothing. Sellers who convert use specific, concrete language. So instead of “high-quality templates,” write “36 plug and play email sequences that generated $2.3M for our clients last year.” Specificity is credibility. 4. MAKE THEM FEEL WHAT IT'S LIKE TO OWN IT The buyer can't touch your product. They can't flip through it or try it on, so your copy has to do that work for them. Paint a picture of what life looks like AFTER they buy. Try writing “wake up tomorrow morning, open your ads manager, and launch your first profitable campaign before lunch.” 5. PUT THE MOST IMPORTANT INFORMATION FIRST People spend less than 15 seconds on your sales page before they decide to stay or leave. Your headline and the first two lines of copy do 80% of the work. If you bury the transformation at the bottom of the page, nobody will ever see it. 6. USE YOUR CUSTOMER'S ACTUAL WORDS The best copy comes from your customers. Go read your reviews, your DMs, and your support tickets. Find the exact language people use to describe their problem and put those words on your sales page. When a buyer reads their own thoughts in your copy, they trust you instantly. 7. STOP COPYING MANUFACTURER DESCRIPTIONS If you're reselling or white-labeling a digital product and you're using the same description as everyone else, you've already lost. Search engines penalize duplicate content, and buyers can tell when copy feels generic. So write your own description in your own voice (even if it's shorter). Your perspective is what makes it different. If you're driving traffic and not converting, the problem is almost always on the page, not in the ad. Fix the words first.

Digital Experience Optimization isn't just about tweaking your website. It's about transforming how users interact with your entire digital ecosystem. Helium 10, a software company for Amazon entrepreneurs, faced a common challenge: their platform offered powerful tools, but prospective users struggled to grasp the core benefits. Through a comprehensive audit and optimization program, The Good uncovered that those prospective users found the homepage too cluttered, tool names unclear, and a pricing structure that left them confused. But identifying problems is only half the battle. The real value comes from strategic solutions. We redesigned the homepage to showcase platform benefits rather than individual features. This simple shift increased free account signups by 4.75% and paid conversions by 5.51%. On the registration page, we added social proof, like quotes from current customers. This seemingly small change boosted paid conversions by 12%. Throughout the site, we improved navigation, clarified tool categorization, and refined pricing communication. Each adjustment was driven by user data and validated through rigorous A/B testing. The results speak for themselves. Helium 10 saw reduced bounce rates, increased registrations, and higher paid conversion rates across the board. Want to uncover insights that drive more signups for your software? By focusing on the user journey and aligning it with business goals, companies can unlock significant growth potential. The key is to approach optimization as an ongoing process, not a one-time project.

SDRs and AEs: if your follow-up email has more than three attachments, you're doing it wrong. Last week I got a follow-up email from an AE with four links and 13 attachments. 13! 🤦 Sending everything under the sun early in the sales process overwhelms prospects. Most of it isn't relevant (at least not yet), so they'll likely not read any of it. Do this instead: 1. Create a personalized microsite or landing page -Host all your decks, PDFs, videos, or infographics on a single, tailored webpage. -Tools like PathFactory, Foleon or HubSpot let you showcase multiple assets in one place, making it easy for prospects to explore and share. -You can track which assets they actually view. 2. Use a 'digital sales room' -Platforms like Showpad, Seismic or Dropbox DocSend let you set up a private 'room' or link for all your relevant collateral. -It keeps everything branded and organized, plus you get analytics on what's viewed and for how long. 3. Share a cloud storage link -If you don't have access to one of these sales enablement tools, use Google Drive, Box or Dropbox. -Just be sure to include only the most relevant files and double check sharing permissions. Above all: KEEP IT RELEVANT The more work you give prospects, the less likely they will engage - and the less likely you'll close the deal. Your job is to guide buyers smoothly, not bury them in content. Make it easy for them to learn, stay interested, and can't wait to speak with you. #sales #salesprocess #salesenablement

Helpful episode to help advance your organizations' mindset on PDP content, the amount of data needed to have quality PDPs, and how to think about in-store Retail Media (David Feinleib mentions a great conversation with Grocery TV's Marlow Nickell on the Beyond the Shelf podcast- link in comments). Whole episode is worth the listen, especially at the 8:30 mark where the conversation talks about how often PDPs need to be optimized as more retailers are looking for Quarterly/Seasonal optimizations and also the concept of micro-seasons. Winning Brands will have changed their mindset when statements like the ones below move from a modern & consumer focused perspective: FROM: PDPs only impact online sales TO PDPs impact the omnichannel sales and make our marketing spend more efficient considering many social posts, CTV, QR Codes, emails, and more all lead to a PDP. FROM: We just need to create or update PDPs once and we are done TO PDPs should be optimized based on data from Consumer trends, Competitors, Category, and Retailer needs on regular basis to outcompete the competition. FROM: PDPs are the last thing to be prioritized by teams that don't have experience in PDP optimization TO PDP Content Dedicated teams that focus on navigating workflows, copy, images, video, iteration testing with tools like Vizit syndication, data analysis, negotiating with retailers with conversion/keyword data by SKU, responsible GenAI tool usage, measurement, and accelerating approval processes. FROM: PDP Content that is a rotation of packaging TO a compelling and cohesive carousel of images that resonate with consumers and are better than competition. With the impact of PDPs impacting so many aspects of the consumer journey along with Retailers and possibly Investors assessing how often Brands are updating their PDP content to improve sales and awareness, Brands that allocate dedicated headcount and follow many of the ideas shared in this podcast have a better chance to outcompete the competition. Thank you Lauren Livak Gilbert and Peter Crosby for all you do for the industry. #PDPs #consumers #digitallyinfluenced, #retail #digital

You create a sales room for your prospect, filled it with top-notch content and… waited… only to find engagement falling short? Uff, but here’s the catch: content alone doesn’t drive results. It’s the right metrics that unlock true buyer engagement. Here’s where you should focus: ✅ Visit rates –> How often are prospects engaging? Track these to know if your DSR is drawing genuine interest or if outreach needs refining. ✅ View duration –> Are they skimming or really reading? Longer views signal strong intent, especially on late-stage content like pricing or case studies. ✅ Revisits –> These tell you who’s serious. Multiple visits mean a buyer is diving deep...make them a priority. Regularly tracking these isn’t just about numbers... it gives your team visibility into buyer intent, drives data-backed decisions, and builds a roadmap for continuous improvement. Some additional quick tips from my end to boost your DSR performance: 💡 Set monthly reviews for each metric –> Stay agile by refining content based on what resonates. 💡 A/B test content types –> Does a one-pager hold more attention than a video? Use these insights to adjust content strategy. 💡 Benchmark KPIs for each stage of the buyer’s journey –> High engagement in later stages means you’re on the right track. Making data work for you is what turns a DSR into a real powerful tool. 👍 You can learn even more in our latest blog article about essential digital sales room metrics (link in comments). #digitalsalesroom #sales

Blue Triangle's #RevenueAssurance platform fundamentally changes how retail companies approach #digital #optimization. Instead of measuring technical metrics like "page load speed" or subjective metrics like "frustration scores," it translates digital #friction directly into dollars at risk For a #retail brand balancing #desktop, #mobile web, #NativeApps, and physical stores, Blue Triangle acts as a #financial compass, telling engineering and product teams exactly which bottlenecks to fix first to maximize revenue across all channels Here is how the platform quantifies #conversion paths digitally and bridges the gap to physical in-store purchases: Quantifying Digital Conversions: To optimize the path to purchase across desktop browsers, mobile web, and native apps, Blue Triangle uses a three-step continuous optimization loop: 1.Quantify Friction: Measuring dollars, not just errors. At the core of the platform is the proprietary Conversion Rate Curve (CRC). It monitors every page on a website and every screen in a mobile app to pinpoint the exact millisecond where performance drops begin costing the business money. It automatically quantifies the exact dollar amount lost to slow third-party tags, out-of-stock items, broken links, and checkout glitches 2.Prioritize by ROI: Aligning Product and Engineering. Instead of drowning developers in endless error logs, the platform's AI generates a prioritized list of fixes ranked entirely by revenue impact. It automatically creates root-cause analyses and developer-ready user stories, ensuring the team tackles the larger revenue impacting bugs first 3.Validate the Financial Return: After a fix is pushed live, Blue Triangle continuously tracks the exact amount of revenue recaptured. This gives technical teams board-ready data to prove the ROI of their engineering work and justifies ongoing budget for digital improvements Assisting In-Store Purchases (The #Omnichannel Bridge) The digital layer is the front door to the physical store. By optimizing the digital ecosystem, Blue Triangle directly protects and drives physical retail revenue: 🤝 Protecting #BOPIS (Buy Online, Pick Up In-Store): Shoppers frequently use desktop and mobile web to check local inventory before driving to a store. Blue Triangle flags friction points and sluggish inventory APIs. If a customer abandons a slow local inventory search, the physical store loses a guaranteed foot-traffic conversion 👏 Saving the "In-Aisle" Mobile Sale: When shoppers are physically standing in a retail aisle, they frequently use their mobile browser or the brand's native app to read reviews, compare prices, or pull up a loyalty barcode. Ensuring lightning-fast mobile performance captures the sale right at the shelf. 🤝 Integrating with Omnichannel Ecosystems: By optimizing the digital distribution network and order management visibility, it ensures that features like "ship-to-store" and omnichannel loyalty programs function seamlessly Blue Triangle