Your maker story on product pages, where the buy decision happens

The maker story belongs where the buying decision happens

We've talked about the Hill Holiday research twice already in this course. First in lesson 3 of module 1, when I made the case that your maker story is one of your three unfair advantages over a generic ecommerce store. Then in lesson 1 of module 6, when we built the About page around it.

This is the third and last time we're going to come back to that research, and it's the time it works hardest for you.

The numbers, again: a study of 3,000 consumers found that the same product, with a maker's story attached, generated a 5% lift in purchase likelihood and a 6% lift in willingness to pay. Same product. Same price. The story did the work.

If that story only lives on your About page, most of your visitors are never going to see it. Most product page visitors don't click through to About. That advantage is sitting there unused.

We're going to put a short version of your maker story directly on every product page, near the Add to Cart button. Two sentences and one photo. That's the whole change.