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Myth busted: Not seeing products above the fold on collection pages reduces conversion rate and customer experience. Most of our customers see conversion rates increase when placing preezie at the top of collections pages, even if that means products are not visible above the fold. |
Examples:
Guitar Center
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Acoustic guitars collection page
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Baby Bunting
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Car seats collection page
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Lorna Jane
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Leggings and tights collection page
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1.2 Cover all your range
How much of your range are you covering in terms of sessions and revenue? Most retail partners can have dozens of workflows. For example, your site may have 20-30 categories, all of which could use a preezie workflow, however building 20-30 workflows may not be feasible.
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When a customer is ready to leave your website, you’ve lost an opportunity. preezie Exit Intents have been shown to re-engage users at the point when they are leaving an eCommerce store because they can't find what they are looking for. By acknowledging the reason they may be leaving with a strong "Can't find what you're looking for" call to action you are able to grab their attention in an engaging and valuable way.
Guitar Center
Acoustic Guitar Exit Intent. “Before you go… let us help you find your perfect guitar!”
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Baby Bunting
Car Seats Exit Intent. “Before you go…we will help you find your child’s best car seat”
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“Bra Size Quiz” call to action button once clicked.
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Lorna Jane
Middle right-hand side “Unsure on your size?” button.
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Develop an identity
Make it an experience
Embed your brand story
Build personas and segment your journeys (when possible)
Black Pepper
Example of “Develop an identity” - Black Pepper, Try “Bella” their Black Pepper’s virtual stylist
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Bevilles
Example of “Embed your brand story” - Bevilles – A fun fact during the loading screen
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2.2 Structure
The structure of preezie refers to the order of the questions and answers and where you place the workflows within your site. Did you know that psychology shows us people form stronger memories of the first and last items in a series and have the least strong recall of middle items in a set. This is called “Serial-position effect”.
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Hint: do not start workflows with questions that are too generic, for example: “Is this for a gift”.
Lorna Jane
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Leggings and tights collection page
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In the above the first question is extremely engaging, thoughtful and gets straight into the application or occasion.
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Contrast – Ensure the workflows distinguish themselves from the other elements
Imagery – Use strong and clear images that tell a story or evoke emotion
Clarity – Do not make customers guess, make it simple
Choice – Do not offer to many answers or results, avoid choice paralysis
Perception – preezie is a world class experience, ensure you give it that perception on-site
Guitar Center
Example of “Contrast and imagery” – Guitar Center – Stands out with great images
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Baby Bunting
Example of “Clarity” – Baby Bunting – Dynamic text that explains answers
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2.4 Language and copy
The use of strategic language will prime the customer for conversion. Three areas to ensure you pay attention to is:
Use priming language. Exposure to one idea or stimulus influences how subsequent ideas are interpreted. This means that what your customers see at the start of the preezie journey will affect how they react later, even if the two elements are unrelated.
Example: Have copy when waiting for results, for example: “personalising your holiday package” or “searching 1,000 watches to find your perfect one”.Create an endowment effect. People place a greater value on things they believe they have some ownership of and don’t want to part with. Use language that suggests personal ownership. Even try an assumptive close.
Example: Use words like “you” and “yours”, not “it”. Assumptive close could be “Which of these guitars are you taking home today?”
Guitar Center
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Use of the words “Your” creates ownershipAuthority bias and social proof. People place more trust in the opinions of individuals who are perceived to have authority. This can be your brand, a specific person or even preezie. Consider the expertise, individual and social bias.
Example: During the loading screen or on the results pages try copy like “Join over 1,000,000 happy customers” or “preezie and Oz Hair & Beauty are finding your perfect products”.
2.5 Framing price
When talking about price consider how you wish to frame it. The perception of price can be determined by the way it is framed through language. Consider how you talk about price, is it a “price“price”, budget“budget”, investment“investment”, cost“cost”, etc”etc.
Make it easy to understand. Consider conveying the “cost” with conceptual language e.g. “No skimping”, “skip takeaways for a week”, “Only the best”.
Bayside Blades – use
Use terms like cheap skate and big spender to reference different budgets.
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Other considerations:
Anchoring - Some numbers act as a reference point for comparing options. Numbers seen first or seen most often set the considerations and expectations. Therefore, if you are looking to increase AOV and would normally start with “under $50”, try starting with “under $70 or $100”, this will anchor expectations to higher numbers.
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