Online Persuasions Insiders 2017

Benjamin LigierCRO Project Manager

How could Graze optimiseits conversions?

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…

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.

Observation

Processing Fluency ✔ Nice! I know where I am, where to click and what it is about.

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.

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…

Picture Superiority Effect ✔

ObservationThanks to the pictures, I can clearly see the presentation and the products themselves.

Need for certainty ✘

Observation

Very general information given. Graze is providing healthy snacks with a lot of benefits, which they should detail here.

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.

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.

What’s next

Now let’s see what improvements we could recommend using Scenario Tactics and SmartEditor™

Proposition: Tactic 277

Proposition: Tactic 174

Proposition: Tactic 274

Proposition: Tactic 17

Proposition: Tactic 7

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 ✔

Improved version