We Are a One Trick Pony

When I started, my core thesis was that higher ticket purchases are rational. After 8 years and 212 experiments (seen by over 1.2 million prospective buyers), we know nearly all purchase triggers are emotional.

This is good news because it means we can influence buyers. What's even better news is that you need just 11 triggers to get shoppers over the hesitation hump. Here is our formula:

When I started, my core thesis was that higher ticket purchases are rational. After 8 years and 212 experiments (seen by over 1.2 million prospective buyers), we know nearly all purchase triggers are emotional.

This is good news because it means we can influence buyers. What's even better news is that you need just 11 triggers to get shoppers over the hesitation hump. Here is our formula:

  • Story

  • Trust

  • Price

  • Cognitive Ease

  • Novelty

  • Play

  • Serendipity

  • Power

  • Choreographed Experience

  • Focus

  • Small Ask

Surprising Lessons A/B Testing Has Taught Us

1

Justify Price

It's OK if your product is more expensive than competitors. You just need to be able to explain your pricing strategy.

2

Who Says Shoppers Don't Read

Short form and long form content have their place. If you're selling a complex item or something that requires a lot of explanation don't be shy to use long form content despite what 'web experts' advice.

3

Just Because You Know It's There Doesn't Mean Shoppers Are Seeing It

Your site visitors are 5X more distracted than you are this minute. Having an element on page isn't good enough, you need to ensure it's seen.

4

Don't Distract Shoppers

We love to cross-sell/up-sell whenever possible. Is this always wise?

5

Shoppers Hate Hate Hate Shipping Charges

None of our clients enjoy offering free shipping because they assume that'll lead to lower net profits. This test challenges that theory.

6

Scarcity and Urgency Are A Great Duo

In this test we created a new call-to-action for newsletter signup that did two things:

1. Showed social proof for confidence.

2. Added a sense of urgency (dynamic date).

7

Reduce Shopper Anxiety

Site visitors, especially first time potential buyers, are a jittery group. They can get intimidated easily.

8

Measure What The Test Was Designed For

Every test has a specific end objective, and this is what one needs to measure. If your end objective is driving overall sales don't just look at conversion rates, also measure average order value.

9

Challenge Convention

We love having everything above the fold. Is that always necessary? This test proves it isn't.

10

Challenge Conventions

The convention is to cram as much as possible in dropdown menus. This test proves that's not always a good idea and shows how less can drive more sales.

Scott Jordan

CEO
Scottevest.com

$50+ million in annual sales

  • Mark Robinson

    President
    Handicappedpets.com

    "...after about 3 weeks the results came in. People who went to the page Frictionless Commerce designed, compared to people who went to my older page, resulted in a 10% increase. Well, frankly, that related, for that particular page, to $86,000 a year in increased sales. Wonderful. Measurable results, he did the leg work, he knew what he was doing..."

  • Steve Detar

    President
    Brownwoodacres.com

    "As the owner of Brownwood Acres Foods, Inc., I am always looking for ways to increase sales and conversions online. When I hired Rishi Rawat and Frictionless Commerce, I was skeptical of the firms ability to improve conversions. Boy, was I wrong!

    By using A-B testing and Rishi's design changes, we have seen conversions improve by as much as 20%. The cost involved in implementing these changes is really pennies compared to the dollars that it produces. Thanks Frictionless Commerce!"

  • Parker Garlitz

    Director of Marketing
    Preparewise.com

    "We have been using Frictionless Commerce for well over a year now, and the results we've gotten have paid for themselves many, many times over. We test an awful lot of different strategies, services and tools to either drive more traffic and / or get it to convert better. It's quite uncommon for us to get such a strong ROI as Frictionless has provided..."

We're improving conversion rates all across the U.S.A.!

While it's amazing to be able to sit in Michigan and work so closely with clients, we make it a point to meet face-to-face once a year.

Polyverse Rubber Flooring Inc Prepare Wise Mirror Mate Fast Slow Motion All Volleyball Tackle Direct Saatva
logo

LATEST BLOG POST

Words Work When They’re Readable

10 years ago the web was slow as a snail so websites were simple: black font with a white background. Today, because CSS is a thing and slow internet isn’t we’ve started designing the crap out of pages.

I can’t tell you how many sites I encounter that use a charcoal gray font color. It looks pretty but causes so much eye strain. And because CCS allows for it we also have pages with fancy shiny buttons, an incredible array of color shades, gradient backgrounds, shadow effects, parallax effect (example: a background image is moved at a different speed than the foreground content while scrolling), etc.

If your objective is to have visitors read your page content (and I hope it is) then just get out of way and follow the universal comfort reading formula: black text, nice big font size, eggshell white background.

Books and newspapers have used this formula for centuries.

This is ESPECIALLY important when talking about mobile pages.

Basecamp.com has some of the best graphic designers on staff. They could easily design the most beautiful pages in the world. But they don’t do it. Here is a snippet of the page they created to promote their latest book “Calm” (https://basecamp.com/books/calm):

Basecamp_Book_Calm.PNG

 

[My screenshot doesn’t do justice. Check https://basecamp.com/books/calm on your phone for full effect.]

We think visitors will not read long text. They will not read long text if your site is over-designed (design can cause distraction fatigue). They will also not read if your text isn’t in the right size proportion. And finally, they will not read if your content is boring. But if you don’t commit those sins your shoppers will read.

And you can take this to the bank: of all the things one could A/B test, words have the biggest influence on converting browsers.

LET'S TALK!

Thanks for taking the time to explore our site. Whether you need help improving conversions
or just want to have a general chat about them, we'd love to hear from you.

We can be reached at hello@frictionless-commerce.com or 734-788-8555

OR

You can add a call time directly on our calendar. It's super easy. Follow the steps on this page: meetme.so/RishiRawat

Frictionless Commerce LLC, 7504 Roxborough Ln, Grand Ledge, MI 48837