This study examines people’s tendencies to average, not sum, values of items in a list or presented as package deals.
We provide 3 perspectives: 1. we outline what products and lists two academic studies have tested, 2. we duplicate a product and list test with a larger sample size to try and replicate the findings, and 3. we then apply the test to six new products, three experiential products (travel package, hotel night, massage) and three physical products (camera, printer, kitchen mixer).
Designing your website requires a studied understanding of human behavior if you want to increase your conversions. Using psychological tactics in your design to appeal to potential customers can help do this, but you must first know how users’ decisions are made.
Daniel Kahneman presents two thought systems that can give marketers a framework for how to target their ideal clients through site design and get a major uplift in conversions.
Copywriting and UX go hand-in-hand.
Think about it. Design and copy add up to equal the user experience, right?
If either element falls short, so does the overall UX. So, it just makes sense that copywriters should have an understanding of UX and design basics.
That starts with wireframes.
Most product descriptions are awful. Or worse, non-existent.
Product copy and product descriptions seems like such minor parts of a website in the grand scheme of conversion optimization, so many brands brush it off. But for companies doing it right, writing excellent product descriptions is a great way to sprinkle brand personality in a place that most people don’t expect it.
In fact, some companies do product copy so well that it’s almost a feature of the product itself.
You’re likely familiar with the finding that over half of communication is non-verbal.
So perhaps you won’t be surprised to learn that your copy is “saying” a lot more than you think it is. That’s because tone of voice is at play, influencing how visitors read your copy and relate to your company.
Fortunately, tone of voice can be deliberately created, managed and optimized.
When people weigh choices, the Presenter’s Paradox says they do so by averaging (not adding) the value of each item in a package.
This means if you add more items to a list or more products to a bundle, it could reduce the overall value perception (if the added items are deemed less valuable.
Research on this phenomenon is fairly scarce, though, so we decided to conduct a study through ConversionXL Institute.
We provide 3 perspectives:
- We outline what products and lists two academic studies have tested,
- We duplicate a product and list test with a larger sample size to try and replicate the findings, and
- We then apply the test to six new products, three experiential products (travel package, hotel night, massage) and three physical products (camera, printer, kitchen mixer).
Many people in the marketing space are trying to figure out how to best present their value proposition. Which copy works best? Which design?
These are important questions because your value proposition is such a high impact area of your site – some would say the most important part.
So even though many people are working on and researching value proposition presentation, we thought there was still room to investigate, so we conducted a study through CXL Institute.
This study manipulates the value proposition of a financial service SaaS website, and uses eye-tracking and survey tools to test differences and effectiveness among the value prop. variations.
Can you remember the last time your parents scolded you for swearing?
Throughout childhood, we’re conditioned to believe that swearing is inappropriate and crass. You could offend someone, it makes you seem uneducated, it’s unprofessional in the workplace… the list of reasons we’ve been told not to swear goes on and on.
But how bad is swearing, really? Is there a chance that it could be beneficial in business and optimization? As with most things people have told you that you absolutely should not do, there’s a chance you should be testing it.