What Makes Your Product Better Than Your Competitors? 

Preston Swarthout Blog Posts 8 Comments

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.

Comments 8

  1. I like this hypothesis, Rishi. Furthermore, I think one needs a strong value proposition.

    It has 6 components to be checked off–

    1. What the product is
    2. What the product looks like
    3. What the product does
    4. How you can use the product
    5. How does the product compare
    6. How you benefit from having it

    Ensuring all of these being answered on a product page will do it a world of good!

    1. Thanks, Sumantha. And, per your suggestion (great suggestion), I also linked this post to the honeystinger.com site. Who knows, they might end up noticing our post 🙂

  2. Very good idea to handle customer objections without being very intrusive or sending off the page or website to deeper pages to find this information to only get distracted and not return or complete their purchase.

  3. Rishi, is it possible that the placement is actually adding more friction to the buyer journey? What’s been your experience testing this type or placement?

    1. We find placing an assurance message near the price point not only gets attention, but it also has a big influence on purchase intent.

      When the shopper is looking at the price is when they’re making a mental calculation for if they should buy or not buy. It’s a good location to reassure them.

      Oh, by the way, Happy New Year to you Shilo!

      1. Ah, thanks Rishi. That makes sense now. I suspect for more considered purchases that mental calculation takes quite a bit longer and an assurance message is even more important? On the surface it seemed counterintuitive to me, but I guess that’s why we test. Speaking of considered purchases, do you feel the price point of an item is the bigger factor or the reputation of the seller when a shopper is making a decision whether to buy an item or not?

        1. The way I see it the price is the price. We can’t change it. So, our focus is to tell a story around that pricepoint. Sometimes the story is just about the product, sometimes it’s about the seller.

          Bottom line: retailers feel having the best product is enough. If the product is good their job is done. This isn’t correct because every day dozens of superior products fail in the marketplace.

          Turns out, the real secret weapon is how the maker explains the genius of their creation.

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