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Choreographed Experiences are used to ensure site visitors don’t miss your most important page elements.
The most important page element for you could be the product image gallery:
Or it could be your customer reviews:
A big mistake we marketers make is that we assume that just because a call-to-action (CTA) is at a prominent location it will be seen 👁 and interacted with.
Shoppers Miss Around 80% Of What’s on a Page
Over the last 13, we’ve seen 100s of heatmaps and user session records for various direct-to-consumer (DTC) sites. These retailers sell very different products at vastly different price points. Yet, the common thread has always been our horror at seeing visitors ignore most of what we placed on the page.
Bryan Eisenberg is my conversion optimization mentor. I once heard him describe online shoppers as beagles on steroids. Bryan is 100% right.
If your goal is to maximize the visibility of a critical element you need to set it as a Choreographed Experience.
How Choreographed Experiences Work
The idea behind a Choreographed Experience is to ensure that the shopper doesn’t miss a key detail. We do this by conditionally repeating a CTA across the product page. An example– for our client HandicappedPets.com, we created a CTA to draw attention to a special popup message. That CTA was placed at multiple locations across the product page.
First, we added a red banner just below the Add to Cart section:
We then added two more CTAs in the Product Details section:
The text in these CTAs changed but the popup content was the same.
Next, we added a button at the bottom of their Quality Matter section:
And for people who missed all the subtle hints above– I’m looking at you Steve– we displayed a frosted glass overlay (imagine a locked screen) at the 40% scroll depth point of the page:
The 5 CTAs described above are conditional. If the shopper clicks anyone the others are made invisible. But if the shopper ‘misses’ one they will see the second one. If they miss the first and second one they will see the third one.
The genius of Choreographed Experiences is that they maximize visibility while minimizing CTA repetition.
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Choreographed Experiences Case Study
On HandicappedPets.com we realized that a key detail was their “why we exist” story. So we placed CTAs at multiple locations to draw attention to this content. Those 5 locations have been shown above.
To the client’s surprise, the test generated a 14% sales lift. You can read about it here: How Revealing Your “Why We Exist Story” Can Boost Conversions Sitewide.
If I’m wrong and this is your first visit to our site prepare to be blown away with this article: Marketing Secrets.