Fact 1: When you’re selling a technical product like a homebrew system there are a lot of technical details to talk about.
I could only fit 70% of the product description on Northern Brewer (not a client):
Fact 2: Some buyers have time to read a lot of info (Methodical shoppers) while others are looking for a quick summary (Competitive shoppers).
Marketers spend a lot of time analyzing their audience to decide which of these 2 groups matter more.
We’ve invented a way better solution (notice 2 buttons below):
Our solution is to let the shopper choose.
People who pick “I have 2 minutes” will see the quick to-the-point rundown and people who click “I have time” will see our detailed explanation.