About the Site
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:
Here, we’re using our Serendipity tactic (learn more about that here) to predict a thought a new shopper could be having while on this site (that this product is like other energy products). 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 lightbox window:
Here’s the copy from the above lightbox window:
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. But then we use our Narrative Control tactic (learn more about that here) to 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.
Why We Picked This Location to Insert This Message
We targeted the product pages for two reasons: 1) shoppers here have already shown a bit of interest in the company and product, so their purchase intent is a bit higher compared to homepage traffic, and 2) this allows us to reach many shoppers because we’re targeting all product pages (and not just a single page like the cart page).
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.