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ATTENTION ECOMMERCE OWNERS
People Are Reaching Your Product Pages...
So Why Aren’t Enough Of Them Adding To Basket?
Learn the simple Product Page Check I use to work out what may be stopping someone from taking that next buying step, what I’d change first and how to change it.
ATTENTION ECOMMERCE OWNERS
People Are Reaching Your Product Pages.
So Why Aren’t Enough Of Them Adding To Basket?
THIS OFFER WILL EXPIRE IN...
If you're already getting traffic to your store but too many people are looking at your products and leaving without taking the next step, The Add To Basket Formula gives you a simple way to work out what may be holding them back - and what is actually worth fixing first.
It's a 3-step formula, taught across five short lessons, that you can apply to one of your own product pages in around 30 minutes.
GET THE ADD TO BASKET FORMULA FOR JUST £7
Instant Access • One-Off Payment • 30-Day Guarantee
THERE ARE HUNDREDS OF THINGS YOU COULD CHANGE ON A PRODUCT PAGE
And that's part of the problem.
If your Add To Basket rate doesn't look as strong as you'd like, it's very easy to start finding things to change.
Maybe you need better photography.
Maybe the product description needs rewriting.
Maybe you need more reviews.
Perhaps delivery isn't clear enough.
Maybe the button should be bigger.
Perhaps you need a sticky Add To Basket.
More trust.
More urgency.
A guarantee.
A discount.
Another app.
Spend half an hour looking for product-page optimisation advice and you can easily come away with twenty perfectly reasonable ideas.
But you've still got the same problem.
Which One Should You Actually Do?
That's the bit most CRO advice doesn't solve particularly well.
Because knowing that something could improve conversion is very different from knowing whether it has anything to do with the reason your customers aren't adding this particular product to basket.
And that's how ecommerce businesses end up changing five things at once, waiting a few days and then trying to decide whether anything actually worked.
I've done it.
I've watched experienced teams do it.
And I've seen plenty of money wasted fixing things that were never the real problem.
I THINK WE'VE GOT THE ORDER BACKWARDS
Most product-page optimisation starts with the fix.
I think it should start with the diagnosis.
Because the customer looking at your product page isn't thinking about conversion optimisation.
They're trying to make a buying decision.
Something made them interested enough to look at the product.
Now they have to decide whether they want to move one step closer to buying it.
And if they don't, there is usually a reason.
The useful question isn't:
"What else can I add to this page?"
It's:
"What is stopping this customer from wanting to take the next step?"
Once you start there, product-page optimisation becomes much easier to think about.
Because you're no longer choosing between fifty random tactics.
You're looking for the actual weakness in the buying decision
THAT'S WHERE THE ADD-TO-BASKET FORMULA COMES IN
When I look at a product page that's getting traffic but not enough Add To Baskets, I break the buying decision down into three areas:
VALUE
QUESTIONS
CONFIDENCE
That's the Formula.
Three different parts of the buying decision.
And three potentially very different reasons somebody can look at a product, be interested enough to stay on the page...
...and still decide not to put it in their basket.
The important part isn't memorising those three words.
It's learning how to apply them to a real product page, identify where the weakness appears to be and decide what deserves your attention first.
Because if you diagnose the wrong problem, you can make a perfectly sensible change and still see absolutely nothing happen.
More reviews won't solve every problem.
Neither will better photography.
Neither will rewriting the copy.
Neither will discounting.
Any of them might be the answer.
But first you need to know what you're trying to fix.
THE AIM ISN'T TO GIVE YOU MORE CRO IDEAS
You've probably already got enough of those.
I want you to finish with something much more useful:
A Clear First Fix.
One product page.
One diagnosis.
One change worth making first.
Then you implement it and watch what happens.
If the number improves, you've learnt something valuable about what was getting in the customer's way.
If it doesn't, you've still learnt something.
Either way, you're making decisions based on a commercial hypothesis rather than adding another widget because somebody said it worked on their Shopify store.
AND THIS MATTERS EVEN MORE IF YOU'RE PAYING FOR TRAFFIC
Because getting people onto your product page is only half the job.
You might be paying Meta or Google for those visitors.
You might have spent months building organic traffic.
You might have an email list sending people back into the store.
However they arrived, you've already done the work to get somebody interested enough to look at something you sell.
If too many of those people leave without even putting the product into their basket, my first instinct isn't necessarily to go and find more traffic.
I'd rather know whether the traffic you've already got could be working harder.
Because increasing traffic into a weak buying journey doesn't fix the problem.
It just sends more people through it.
THE ADD TO BASKET FORMULA IS DELIBERATELY SMALL
This isn't another enormous ecommerce course.
And I'm not going to give you a 63-point product-page checklist and pretend you should implement everything on it.
The Formula is a 3-step method taught across five short lessons.
You'll work through:
Lesson 1 - Find the Problem
Make sure Add To Basket is actually the part of the journey you should be concentrating on and identify the product page you want to work on.
Lessons 2, 3 and 4 - Apply the Formula
I'll take you through the three parts of the Add To Basket Formula and show you how to use them to assess the buying decision on your own page.
Lesson 5 - Choose Your First Fix
Bring everything together, decide which area deserves attention and choose the change you want to make first.
That's it.
You should be able to work through the whole thing in around 40 minutes with one of your own product pages open beside you.
THIS IS NOT ABOUT BUILDING THE "PERFECT PRODUCT PAGE"
I don't believe one exists.
A customer buying a £25 skincare product is making a different decision from somebody buying a £1,500 sofa.
A customer buying a replacement part knows different things from somebody discovering a new fashion brand.
A well-known branded product has a different sales job from something nobody has heard of before.
Which is why I'm wary of universal product-page templates.
The right question isn't:
"Does my page follow somebody else's best-practice layout?"
It's:
"Does my customer have what they need to take the next step?"
That's what the Formula helps you work out.
WHO AM I
I'm Rob McNicoll.
I've spent more than 25 years working in marketing and ecommerce, and across that time the work I've been involved in has generated more than £256 million in revenue.
I've built ecommerce businesses from scratch, worked with established retailers doing £100k+ a month, and managed paid advertising budgets as high as £200,000 a month.
In one of the ecommerce businesses I'm directly involved with now, monthly revenue has grown to around £120,000+ and rising, while monthly ad spend has scaled from roughly £1,500 to £15,000 over the last two years.
So when I look at a product page, I'm not really interested in whether it looks nice or follows the latest CRO fashion.
I'm interested in the commercial questions:
Why aren't more people taking the next step?
And:
What should we fix first?
That's the thinking behind the Add To Basket Formula.
SO WHAT DO YOU ACTUALLY GET?
For £7, you get instant access to:
The complete 3-step Add To Basket Formula
Five short practical video lessons
A simple process for applying it to one of your own product pages
A way of deciding where the buying decision appears weakest
A clear method for choosing your First Fix
A framework you can come back to and use on other important products
This isn't designed to sit unwatched in a members area.
Open an important product page.
Work through the lessons.
Decide what you're going to change.
Then see whether the numbers move.
WHY £7?
Because this solves one specific problem.
I'm not trying to bundle half of ecommerce into it and convince you it's worth £497.
I want this to be an easy way for you to try the way I think about ecommerce and make one better commercial decision.
And when you look at it in that context, the economics are fairly simple.
If it helps you identify one genuine issue you would otherwise have missed...
Stops you spending time fixing the wrong thing...
Or prevents you throwing more paid traffic at a page without understanding why people aren't moving forward...
I'd argue the £7 has done its job.
And if you decide you like the way I approach ecommerce, there are other ways you can work with me afterwards.
You don't need any of them to use this.
GET THE ADD TO BASKET FORMULA
3-Step Formula
5 Short Lessons
Around 40 Minutes
Apply It To A Real Product Page
Leave With One Clear First Fix
MY 30-DAY GUARANTEE
I'm not going to guarantee that one change will magically increase your Add To Basket rate.
There are too many variables in ecommerce for anyone to make that promise honestly.
But I can remove the risk of trying the Formula.
Work through it.
Apply it to a real product page.
And if you genuinely don't think it was worth the £7 you paid, email me within 30 days and I'll refund you.
Simple as that.
IS THIS FOR YOU?
The Formula makes most sense if:
You already have people reaching your product pages.
An important product is getting traffic but not enough Add To Baskets.
You're spending money on traffic and want more of that traffic moving forward.
You know the page could probably perform better but you're unsure what deserves fixing.
You're tired of collecting CRO tactics without knowing which ones actually apply to your store.
It probably isn't where I'd start if hardly anybody is reaching the product page in the first place.
And if people are adding to basket successfully but dropping out later, your biggest problem probably sits further down the journey.
The Formula is deliberately focused on one movement:
PRODUCT PAGE → ADD TO BASKET
FREQUENTLY ASKED QUESTIONS
Is it really only five lessons?
Yes.
I wanted this to be something you could actually complete and use, not another course you buy and never finish.
The method itself has three steps. The extra two lessons help you identify the right problem before applying it and choose what to do once you've completed the diagnosis.
How long will it take?
Around 40 minutes.
I'd strongly recommend working through it with one real product page open rather than simply watching the lessons.
Do I need to understand CRO?
No.
That's partly the point.
You don't need to become an expert in conversion optimisation before you can make a sensible decision about what to improve.
Will this tell me exactly what my product page should look like?
No.
And I'd be wary of any course that claims every ecommerce product page should look the same.
The Formula helps you diagnose the buying decision so you can make a more informed choice about what your page needs.
Can I use it on more than one product?
Yes.
Start with one commercially important product and learn the process properly.
Then use the same Formula again wherever it makes commercial sense.
Is there a monthly subscription?
No.
It's a one-off £7 payment.
BEFORE YOU SEND MORE TRAFFIC TO THAT PRODUCT PAGE...
It might be worth spending 40 minutes working out why more of the people already looking at it aren't putting it in their basket.
Not by changing everything.
Not by copying another store.
And not by guessing which CRO tactic to try next.
By diagnosing the buying decision first.
That's what the Add To Basket Formula is designed to help you do.
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