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Your product pages are visited by two types of people: Skimmers and Diggers.
Skimmers like short content. Diggers, on the other hand, are detail hungry and leave when the information they’re seeking isn’t available.
Skimmers are believers, diggers are skeptics.
I’m seeing a scary trend where product descriptions are getting shorter and shorter.
Short content works for the skimmers but frustrates the diggers.
Why you should focus on your diggers
In my experience, over 60% of site visitors are skimmers.
Simmers are well cared for. All your competitors are going after them, so there is little conversion value left to be extracted from skimmers.
But no one is going after diggers (because they are a hard group.)
So while they are a smaller group (less than 30%) they are under-served. To leapfrog ahead go after diggers.
This video gives a proper explanation of skimmers and diggers + shows an example:
Can Skimmers and Diggers be satisfied at the same time?
Absolutely. As you saw in the brooklinen.com Mulberry Silk Pillowcase example in the video above one doesn’t need to make the page into a wall of text to satisfy the diggers. You just need to make two adjustments for diggers:
Show contextualized links
A skimmer would look at these two lines and say, “awesome, that’s all I needed to hear”:
The digger would look at those two lines and think, “What’s the benefit of chemical safety? What does that even mean?” and “What’s special about Mulberry silk? Is it different from non-mulberry silk?”
For diggers, all you have to do is convert important keywords into hyperlinks. When clicked show a little lightbox popup to sell the buyer on that detail. The skimmers wouldn’t even click. The good news is that this makes the copywriter’s job easy because now they are singularly focused on just answering that one question.
Take them to your long-form sales pitch
Contextualized links help to some extent but what’s even more important is showing them, at one location, the whole detailed explanation. To see how long-form sales pitches can be cleverly inserted into your short description product page you need to see this PillowCube.com case study: Improving Conversions by Changing Shopper Habits.
We hope you liked this article about Skimmers and Diggers. This is just the tip of the iceberg.
We’ve spent the last 13 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 13 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 article above revealed how to construct the perfect sales pitch. Now 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.