The job of a marketer is to design an irresistible sales pitch and ensure it’s consumed.

Once the sale pitch is designed we have 2 new goals:

Goal 1: creating a system to know if the most important elements of pitch are seen
Goal 2: if an element is skipped bringing it back into the reader’s focus

Goal 1: creating a system to know if the most important elements of pitch are seen

The trouble with placing content on a page is we don’t really know if it was consumed.

Our hero may have scrolled past it. Not because they didn’t think it was important, but because they didn’t notice it.

Shoppers notice only a fraction of what’s on the page. Around 20%.

There are ways to use scroll speed tracking to know if a piece of content was actually consumed, but that requires coding knowledge.

A simpler solution is to house the most important elements behind clickable buttons (CTAs).

Now when the user clicks the CTA we know they at least saw our message.

Examples of important elements

Your sales pitch could have many important elements. Here are 2 that are always important:

1: “Why we exist” story

The “why we exist” story is designed to poetically explain what makes us the best in the world at what we do.

When our hero first lands her focus is on quickly determining if our solution is a good fit. She isn’t thinking about our “why we exist” story. But you’ve been doing this a long time and know shoppers who hear your “why we exist” story convert at a much higher rate. You need to get this content in front of our hero.

2: Knowing if buyer is in research mode

As a seller, I need to know if my shopper is in research mode or here to buy today. If they are in research mode I’ll naturally tweak my selling approach since I know they don’t plan to close the deal today.

A 2017 Baymard Institute study found that 57% of visitors who abandon shopping carts do so because they are in research mode.

Add to this the fact that the average site visit is 2 minutes and 32 seconds (source). That’s not a lot of time to welcome shoppers, educate them on our novel solution, and convince them to buy today.

Don’t try to force a sale. You will fail (personal experience).

Instead, do this: for visitors in research mode shift the focus to getting permission to keep in touch. We have a case study about this lower in the article.

Goal 2: if an element is skipped bringing it back into the reader’s focus

This can be achieved with Choreographed Experiences.

Definition: Choreographed Experiences maximize marketing message visibility while minimizing repetition. That’s what makes them so powerful.

How Choreographed Experiences work

Let’s say we place our “why we exist” CTA at the top of the product page. We then repeat it in paragraph 2. Finally, we mention it one more time at the bottom of the description.

If our hero misses the first mention they have a chance to notice the second mention in paragraph 2.

If that one is missed they have a final chance to see the mention at the bottom of the description.

However, if our hero does click the first mention of “why we exist” then the 2nd and 3rd links are automatically hidden. If they ignore the first link but click on the 2nd link then the 3rd link is made invisible.

How do the links get hidden?

Choreographed Experiences are tracked using cookies. The cookie value stores the data in yes / no format to indicate if a particular element was interacted with. If the value is yes the CTAs related to that element are made invisible.

Choreographed Experience Case Study

We were working on optimizing the bestseller sales for BakingSteel.com. One critical question was knowing if the visitor was here to buy or simply to research. Our strategy would have to change based on which bucket the visitor fell into. We knew people in research mode would not buy today, no matter what. So, instead of pushing to close the sale today, we shifted focus to getting their permission to keep in touch via email. But we had to know their intentions first. In this case study, you’ll see how we asked the question at 3 separate locations, but the visitor only saw it once. Case study: Popups Suck; This Technique Is 6.7x More Effective.

Choreographed Experience: make your own rules

The example above talks about using “why we exist” and “are you here today to research/buy?” but it’s very possible there is another CTA on your site that’s more important to you. Don’t just follow our formula, build your own process for choreographed experiences.

Here is an example from hydroslife.com (not a client):

Furthur reading

We hope you enjoyed this article but there is so much more we’d like to share.

In this article, we mentioned the term product story. Product stories are at the heart of our conversion optimization process and you can learn all about them in this article: How To Develop A Product Story.

Here are 2 more articles that can massively improve your conversion rates:

The Myth of the Perfect Product Page

Why Focus on Product Pages?

ABOUT FRICTIONLESS COMMERCE

Product pages matter because that’s where our prospects make the crucial buy / no-buy decision.

We specialize in Shopify product pages. Watch your bestseller convert 20% better in 90 days. Our process.

If you like doing the hard work yourself, our founder Rishi shares conversion ideas on LinkedIn every day. Connect with him here.

If you want to make your life easier and still increase conversions, jump on a call.