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Honey Stinger is a company that provides “great tasting, honey-focused energy foods made with wholesome ingredients.” They offer products like organic waffles, organic energy chews, bars, energy gels, and so on. Their site does a great job of explaining their products, why they work, and who they’re for.
The Problem & Why It Matters
Despite the fact that Honey Stinger explains their products well, we don’t believe they’re answering one important question: “Why should I buy your energy products and not a typical energy drink or bar?”
The food and beverage industry is full of energy drinks and energy foods. This means Honey Stinger has many competitors for their traffic to turn to if they’re not immediately convinced that Honey Stinger is the best option for them.
In short, answering the above question directly can be the difference between a new shopper clicking that Add to Cart button or leaving the site entirely to go pick up a Red Bull.
How Messaging Solves the Problem for New Buyers
Here’s our hypothesis: if we include messaging that addresses the above question on all product pages, then we can increase the purchase intent of shoppers and drive more traffic to the cart page.
So what did we do?
Let’s take a look at one of Honey Stinger’s product pages:
Above the Add to Cart button and beside the product price, we added the following copy:
We know this is a question new visitors to this page might have. Based on our previous testing, this will likely result in a respectable click-through rate on our call to action.
Once shoppers click on See Why >, they will see this modal (popup):
Here’s the copy from the above modal:
WHAT MAKES HONEY STRINGER SPECIAL?
We understand — there are hundreds of energy drinks, supplements, and foods out there promising you never-before-seen energy around the clock. We admit — they can be compelling because we’re always on the go, whether that means we’re a runner, a gym-goer, or just plain busy.
For the past 62 years, Honey Stinger has done things differently than those other companies. Instead of filling you with unhealthy and potentially harmful additives and added sugars, we only use what nature provides for us naturally. Why? Because as the old adage goes, “if it ain’t broke, don’t fix it.” Here’s the thing about our most important ingredient (honey) — it ain’t broke!
Honey is a superfood that’s full to the brim with nutrients and antioxidants that boost our health and immune system.
In this lightbox window, we tell shoppers we understand their skepticism. Then we explain to shoppers that other companies are using unhealthy additives in their products while Honey Stinger only uses natural ingredients.
In other words, we’re directly answering the question: “Why should I buy your energy products and not a typical energy drink or bar?”
We’re confident this type of messaging will drive more traffic to the cart page and drive more transactions.
The copy in the modal was constructed using our Price Justification sales pitch construction process. In the example, we’ve shown one version but there are other angles you may want to explore for your brand. To learn more about Price Justification head over here: Increase Conversions With Price Justification.
Why We Picked This Location to Insert This Message
We placed our call to action above the Add to Cart button and beside the price because shoppers will naturally move their eyes to this location to see what the price is. This will help increase the number of clicks on our call to action, which in turn will increase the number of eyes on our messaging.
Art of the Start
If you operate in a highly competitive space you need to master the art of the start strategy. Here’s why: if you are in a competitive space that means shoppers are aware of multiple other alternatives, which means they spend less time per site visit, which means we have a narrow window in which we need to connect with the shopper. If this is your scenario you need to read this article: The Art of The Start.
We hope you enjoyed this article.
We’ve spent the last 12 years in our marketing lab, experimenting with ways to optimize conversion rates and grow sales. We’re ready to spill the beans.
The following articles will save you 12 years:
— Before revealing the secret that’ll improve conversion rates by 20% let’s zoom out to see the forest for the🌲: Optimize Conversion Rates: A Totally Different Approach
— For every 1,000 product pitches encountered the shopper buys one item (and we’re being generous). You want this to be your product. How do our brains choose? They rely on a ranking algorithm, not dissimilar to the one Google uses for search results. Our conversion copywriting process is designed to get your pitch to the front of the line.
— The link above revealed how to construct the perfect sales pitch. Next, this killer pitch needs to be infused into your product page. We have just one chance to convert this visitor (only 15% of visitors ever return). Read this next: Infusing Your Product Story To Your Product Page.
About Frictionless Commerce
We deliver an unfair advantage to technical product DTC brands (for example, Dyson) by improving advertising effectiveness by 20% in 90 days. This is achieved using a buyer psychology conversion copywriting framework. All paid traffic eventually reaches the product page and this is where we strike. 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.