CXL - List your products' jobs to be done

Increase ecommerce conversions by listing the jobs to be done, alongside a testimonial, for each product

The company: Ecommerce agency Accelerated, working for the shoe brand Vessi.
The goal: Increase ecommerce sales.
The tactic: List the typical jobs to be done for each product, alongside a relevant customer testimonial.
The result: 8.72% increase in conversion rate across all product pages.

What's the fast marketing tactic?

The Accelerated team looked through customer reviews and carried out user research to identify the “jobs to be done” for each of Vessi’s shoe products (i.e. the typical use case for each product, or the reason why people were buying them).

They then listed these jobs to be done on the product pages.

They also matched each job to be done to a relevant review or testimonial taken from the user research, making sure to include and address typical objections where relevant.

What was the result?

This tactic increased the conversion rate across the store’s product pages by 8.72%.

Learn more about building, promoting, selling, retaining, measuring, and growing with our Ecommerce Minidegree.

Meet the specialist behind this tactic

Carl Weische is the Co-Founder of ecommerce agency Accelerated, which helps D2C brands accelerate their online growth with conversion optimization and experimentation.

Would you like more tactics like this?