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Actionable Optimisation

Actionable Optimisation #59: Get in front of your customers

 October 26, 2021

By  Customers Who Click

to access the Customer Experience Optimisations ebook.

The words you use to present information to your customers can make or break your store.

But it’s not just what you say - how the information is presented also impacts your conversion rates.

Bear in mind you only get one chance to get it right - once a first-time visitor lands on your website, and can’t find what they’re looking for, they’ll bounce and try their luck in another store.

And I’ve noticed over the years that the right information is there more often than not; it’s just not prominent enough for the customer to see it while they’re scanning through the page contents.

So today, I want to talk to you about the front-loading effect, and how it can be applied to your store to convert more visitors into 1st and 2nd buyers (and with a bit of luck, beyond that).

The front-loading effect states that the information we consider to be important greatly influences our decision-making process.

What type of information do customers consider critical? It’s usually:

  • Price

  • Shipping info

  • Returns policy

  • Main benefits

  • Social proof

  • CTAs

  • Product images 

Amazon, of course, does it well. Here’s the desktop:

 And the mobile search results:

Note how much more info there is on the desktop. Amazon knows mobile doesn’t have plenty of space for additional information, so the experience is very much “just buy it”. And yet, the critical information is clearly displayed - social proof, product image, price, console capability. 

This is usually enough for the customer to identify products they seek fast, and not waste time on products that don’t meet their requirements. At this point in their journey, customers are not interested in the functions of the product. They just want to confirm the price, see some reviews and when they can expect the delivery.

The more (unnecessary) information you put in front of the customer, the more difficult it becomes for them to filter through and find the key info - and in turn, make a decision and convert.

For example, I was looking for FIFA 22 on PS4. I can tell which search result meets those requirements instantly - you know how annoying it is to click on a product only to find out it’s missing a key feature.

Now look at your key products. What does a customer really want to know?

  1. Is this product appropriate for them?

  2. How much does it cost?

  3. Do other people like it?

  4. When will they receive it if they order it today?

Of course, there’s loads of other important information, but if you answer those questions you’ll be most of the way there. 

Have you ever tested the front-loading effect in your store? What were the results?

Customers Who Click


W.Laurenson

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