That means customers who land on the page are underwhelmed by what they see and leave without adding to cart or even scrolling to see all the great content farther down the page.

But here's the good news: you're only a few small tweaks away from having a killer buy box that drives more sales for your store.

In this article, I share the 8 proven elements behind my winning ecommerce buy box.

These insights come from years of hard work, hundreds of split tests and millions in ad spend running traffic to my offers.

See how Booster Boards uses this image to dramatize a specific benefit of buying their product (that it can go up hills)?

Other Tips for Image Carousel

• Use a variety of formats. We recommend 7 images, 1 video and 1 GIF.
• Make sure your images are optimized for all devices — desktop, tablet and mobile. 

Of course you think your product is great — buyers want to know that other people think your product is great, especially people they identify with. That’s where social proof comes in. 

Social proof is one of the most powerful tools you can use to influence a customer to buy your product.

And if you’re thinking “Perfect! I have my reviews section at the bottom of the page,” then I have some bad news for you: that’s not good enough. You want customers to see social proof right when they land on the page.

We leverage social proof in our buy box in 2 ways:

Overview of Product

Here we talk more about product features. What makes the product stand out in your market? 

Whether it’s your materials, ingredients, durability or something else, explain why someone would buy your product over the competitions’, and boil it down into 1–2 powerful sentences. 

These are essentially the same discount, just worded differently. So which offer did better?

Winner: Even though the discount is basically the same, the dollar amount discount was perceived at a higher value — pretty interesting! Even taking the 20¢ price difference into account, the dollar amount variation made 22¢ more per visitor. 

Try offering a dollar amount discount during your next sale and see if it impacts conversions.

Since 50% of people won’t see beyond your buy box, not only do we want to make this offer as strong as possible, we also want to show as many offers as we can.

Dynamic cross-sells let you make additional offers right inside the buy box based on things like which product the person is viewing and what else they have in their cart.

Here are some tips for choosing a good cross-sell:

• Upgrade to Bundle / Kit: Instead of doing individual complementary cross-sells, you can offer multiple items (including the primary product) in a bundle or kit. This is a great way to increase order value!

In your buy box, you want a call-to-action button that stands out and really sells the click. 

Here are 2 conversion tips to help you do that:

People love to split test one CTA color against another — red vs. blue, green vs. orange, etc. I’ve seen 1,000 of these tests with 1,000 different outcomes. The truth is, no color is more effective than another. 

It’s all about context. 

If you put a green button on a green-heavy page, it won’t stand out and it won’t convert. But put that same button on a page where it’s the only green element, and voila.

So far we’ve mainly focused on communicating benefits, which is great.

But we also want to use the buy box to minimize perceived risk and remove friction from the buying process.

Here are 2 elements to help with that:

In general, nothing beats a money-back guarantee. Shoppers love knowing they will get a refund if they aren’t happy.

You can still have a designated guarantee section further down the page where you explain the details. For now, though, you want a one-line summary of the guarantees you offer on this product. 

For our final buy box element, we want to continue to answer questions and remove concerns with an FAQ accordion.

Focus on overcoming the main objections that stand in the way of a sale. On the product page for my moisturizer, I answer who it’s for, what’s in it, and how to use it.

These boxes collapse and expand when a customer clicks on them, so they take up very little space unless someone wants to engage with this page element. 

You can even include images in your FAQ accordion!

Note that this is not meant to replace your full FAQ at the bottom of the page, which you should use to answer additional questions.

While not all Shopify themes offer this future, you can add an FAQ accordion to your product pages using Zipify Pages.