Subtle Marketing Using One of Our CRO Tactics

Rishi Rawat Blog Posts 2 Comments

You don’t always have to bring out the big guns. Sometimes, subtle marketing drives the best conversion improvements. Here is an example.

This is the copy that is being currently shown on one of Cheribundi‘s product pages:


It’s very basic and to the point. Could Serendipity be used to make the copy better (learn about Serendipity here)? More engaging? Yes. Serendipity is the art of using what we know about the user to make a connection.

What can we guess about something who is on a page that is selling a $27 juice case? We can guess they are someone who doesn’t want to buy mass-produced low-quality stuff available in the grocery store. Tart cherry juice also has health benefits. Also, this is pure cherry without any other additives so we can guess this user is looking for a natural solution.

In our concept, the main change we made was tweaking the headline. Are you sick of artificial? We are too. Sometimes just 8 words can make all the difference:

Our test concept using subtle marketing messaging to appeal to the beliefs/experiences of the shopper

If Cheribundi hired us we would love to test this subtle marketing idea on their site.

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