Choreographed User Experiences

We all know how important user experiences are. But what about choreographed user experiences? They’re even more important. Let me explain …

Imagine you’re an author who has written an excellent mystery novel with 12 chapters. Would you let your readers read the chapters in any order they please (chapter 8 followed by chapter 2)? Or would you demand that they read starting in sequence, from chapter 1?

It’s very similar for your ecommerce site. Yes, we want to give our visitors freedom to explore our store as they like but make no mistake about it, the sequence in which potential first-time buyers consume your story has a dramatic impact on their overall conversion rates.

Don’t know what the magic sequence is? Here is a template that can be applied to any site:

— The first content first-time buyers need to see is why your product/service is unique.

— The second content first-time buyers need to see if what makes you unique (your story).

— The third content first-time buyers need to see is why they should trust you.

— The fourth content first-time buyers need to see if what happens if the promise you are making isn’t true (risk reversal).

As marketers, we need to ensure all engaged potential first-time buyers “buy” this content (and in that sequence).


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Navigation Speed

Shoppers who navigate your site at a fast pace are fundamentally different from leisurely movers. Do you treat these 2 groups differently? You should.

Fast browsers are typically in pre-research or post-research pre-commit mode. This means they either have just started their shopping journey or are at the end of it and have a shortlist of options but want to make sure they are making an informed decision. If you have prominent advertisements for things like “Download Buyer’s Guide” or “Schedule an In-person Consultation” and they are being ignored it’s because when shoppers are in pre-research or post-research pre-commit mindset they don’t want to engage with options that are time-consuming.

To serve these people create quick consumption content that doesn’t doesn’t add to mental load but powerfully communicates why YOU are the best option.


If you like ideas to boost your conversion rates you should subscribe. You can either email subscribe (option at bottom right corner of the screen) or follow me on Twitter (https://twitter.com/BetterRetail).

Focus on Just 2 things

Marketing is a boundless playground and you can drive yourself nuts trying every flavor of the moment. So you need to narrow your focus. After nearly 8 years of testing I can tell you the only 2 things that matter are answering these 2 questions:

1: How can we do a better job converting first-time buyers?

2: What caused a first-time buyer to place their first order?

These are the only 2 questions that matter. Period.

First_Time_Buyer.png

The 1st question requires a telescope mindset. We’re looking at a big data set and picking up patterns. You will find a lot of valuable data in your Google Analytics.

The 2nd question requires a microscope mindset. It doesn’t matter if your site generates 2 or 45 first-time purchases in a month. What matters is if you specifically understand why transaction ID #4566 occurred. It’s really important we talk to these brave first-time buyers. They have taken a leap of faith on you and we need to understand what switch happened in their mind that caused them to make that leap. There are many forces that push the ‘almost’ shopper to quit, and it’s our job to understand how transaction ID #4566 overcome those opposing forces to place their first order.

These 2 questions are strongly related. By better understanding Question 2 you can better answer Question 1.