We’ve said it before and we’ll say it again: over the past 9 years, we’ve seen that on average 83% of content on a page is invisible to users.
That content could be in plain sight, but when users are in autopilot mode (using System 1 thinking), anything can go unnoticed.
Let’s take a look at Worthy.com again. Their homepage and page footer has a number of valuable assets located throughout. For example:
Asset 1: How It Works Video
Asset 2: Data that Builds Credibility
Asset 3: Frequently Asked Questions
The reality of online shopping, however, is that just because something exists somewhere on a site, that doesn’t mean it will be seen.
That’s especially true for Worthy.com. Why? Because they have a call to action at the very top of the page that will immediately drive clicks and take users away from Worthy.com’s pitch:
So what can we do to make sure the users who immediately click this call to action still see the site’s important assets?
When users click the “SELL YOUR RING” call to action, they are taken to a page that looks like this:
We made two changes to this page:
Change 1: Call to Action
The first change we made is adding some brief copy and a call to action below the page heading that only appears if users did not see/interact with the above 3 assets (Choreographed Experience):
Change 2: Popup Window
Once users click on the above call to action (“TELL ME WHY”), they’ll see the popup content below:
The popup contains each of the 3 assets we pointed out earlier in this post. While we didn’t guarantee that every user who didn’t see these assets on the homepage will see them here, we have increased the likelihood of more of them finding this content.
Are your most important assets being seen by all your visitors? If not, you should take a look at your site to see where you could emphasize them a bit more.
Like this idea?
This is just one of many examples (some obvious, and some not-so-obvious) of how we use buyer psychology to take visitors to your site from “I’m interested” to “That’s it, I’m pulling the trigger”. We use established principles of behavioral economics to influence. Marketers try and get results by dialing up the marketing volume. We show you how to zig when everyone is zagging.