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.

LATEST BLOG POST

Reconsidering the Phrase Coupon Code

June 18, 2018

Video:

If you hate watching videos read this:

The Zeitgeist affects the emotions phrases evoke. One such phase is “coupon code”. 10 years ago (to me) it meant “use if you have one”. Today (to me) it means “leave this site and Google site.com + coupon code“.

But it doesn’t have to be. If the phrase coupon code has been highjacked use something else. Just ensure the new phrase makes sense to shoppers that do have a code while not tempting others to hunt for it on Google.

This is what Sears.com does:

They’re begging me to leave the site and hunt down a coupon code (top of the screenshot).

This is what Zingerman’s does. They use the phrase, “Have a secret code?”. It’s great because customers with a coupon code will intuitively know coupon code is a form of secret code. But someone without a coupon code will not instantly know how to search online for a Zigerman’s secret code. It’ll require extra mental effort. And humans are lazy.

Zingermans.com default state:

Zingermans.com activated state (here they make sure to use the phase discount code):

Read 412+ More Articles

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