how could graze optimise its conversions?
TRANSCRIPT
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Online Persuasions Insiders 2017
Benjamin LigierCRO Project Manager
How could Graze optimiseits conversions?
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2 neuroscience ✔principles applied 5 mistakes ✘
to correct 5 proposalsfor improvement
An analysis of GRAZE’s onboarding process
I reveal what’s working, what’s not quite working and suggest
some changes to help increase the site’s engagement and revenue…
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The context
When chatting with a colleague about my snacking addiction, he recommended that I try Graze. They offer healthy snacks delivered straight to your door so I decided to go online and order a box to try them out!
As a Conversion Optimisation Consultant, I couldn’t help but take note of some of the homepage’s great features - but there are also some areas for improvement...
Join me on my user journey and discover some of the Tactics applied to this website.
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Observation
Processing Fluency ✔ Nice! I know where I am, where to click and what it is about.
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Von Restorff Effect ✘
Observation
I thought I would be able to click on this promotion… Actually I can’t, it is just a message, not a Call-to-Action.
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Aesthetic-Usability Effect ✘
Observation
Why are there two menu bars at the top of the website? There could be more space on the page.
Which Call-to-Action should I click on ? Am I going to be redirected to the same page? It’s a bit confusing…
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Picture Superiority Effect ✔
ObservationThanks to the pictures, I can clearly see the presentation and the products themselves.
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Need for certainty ✘
Observation
Very general information given. Graze is providing healthy snacks with a lot of benefits, which they should detail here.
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Attention Ratio ✘
Observation
This image is too prominent. I can't properly concentrate on the “get started now” Call-to-Action and there are a lot of colours dividing my attention.
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Split-Attention Effect ✘
Observation
This content is a bit lost in the middle of the page, whereas it should be the main element people focus on.
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What’s next
Now let’s see what improvements we could recommend using Scenario Tactics and SmartEditor™
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Proposition: Tactic 277
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Proposition: Tactic 174
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Proposition: Tactic 274
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Proposition: Tactic 17
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Proposition: Tactic 7
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I have replaced the top Call-to-action “Get started” by a “Login” so there is only one primary Call-to-action + I’ve merged the 2 menus.
Proposal
I am displaying more precise and persuasive characteristics showing why you should buy their products.
Focusing Effect ✔
Processing Efficacy ✔
The main Call-to-Action was already green but it is more prominent now I’ve removed the half price label and replaced it with a text version.
Split attention effect ✔
I have altered the text layout to draw the eye to the Call-to-Action.
Visual Cueing ✔I have changed the image and added a filter so the user will focus more on the value proposition and the Call-to-Action.
Von Restorff Effect ✔
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Improved version