Lifetime Warranty

Most companies explain warranties in a boring way. Not Red Oxx. Their warranty message is inspiring:

Red Oxx “No Bull” Warranty

As time rolls a ceaseless course, only the genuine guarantee remains. The mountains will persist, the oceans are bound to endure and Red Oxx will continue to be rugged, reliable, and tough.

To the depths of the Amazon basin to the peaks of the Himalayas, Red Oxx Manufacturing is infallible.

Red Oxx Bags are guaranteed forever, be sure to include them in your will.


Anti Scent Trail

Scent Trail trail is used to help the shopper know they’re on the right path.

If they search for “dry erase board” on Google search, click your ad and see the word “Dry-erase Boards” on your landing page it’s a visual cue they’re at the right place.

So what’s an anti scent trail? Let me show you:

Think Closely About the Choices You Present

One wrong word (or phrase) can injure conversions.

Dyson is an amazing company. They KNOW how to market their engineering story. They also have beautiful products and a beautiful website. But no one is perfect.

Before I go on, let me ask a question: do you prefer reading text or watching a video?

“I prefer watching a video”:

“I prefer reading”: Ok, so here are the options they present:


Pay attention to the first 3. The 3rd option (3rd from the left) has one extra feature listed: Intelligent processor in the head:


This leads to all sorts of cognitive issues because I assumed the first 3 options were the same, except for color. They have the same price and number of reviews, which supported my theory. I even clicked the down arrow to see if maybe the 3rd model had differences in terms of accessories. Here too I couldn’t spot any difference:


To investigate I explored the Learn more button for all 3 models. The phrase Intelligent processor in the head isn’t mentioned anywhere on the product pages. At this point, my brain is getting a little fried.

I believe Dyson made a mistake. They accidentally added the phrase Intelligent processor in the head on the 3rd option even though that’s a feature that applies to all 3 models. This could be a fatal conversion killer. I’ll tell you what it did to me. When I first got to the page the red color model spoke to me (1st one listed). I was about to pull the trigger when I noticed the phrase Intelligent processor in the head. The narrative in my head was that the iron/fuchsia model is $399.99 and has Intelligent processor in the head. Do I really like the red color so much I’m willing to forgo a compelling feature (“Intelligent processor in the head”)? I don’t think so.

Navigation flow slowed (that’s not a good thing for Dyson). Ended up spending an extra 20 minutes to get to the bottom of Intelligent processor in the head and couldn’t figure it. My emotional self wants the red color and my rational side isn’t willing to give up on Intelligent processor in the head feature (especially because it is FREE on the fuchsia color model).

Guess what I did? I decided to defer the purchase. Guess what that really means? I might never return to the site.

One wrongly worded phrase totally messed up the comparison table.

Clever Popup

Shoppers ignore everything, especially annoying popups. So, to draw attention show something unexpected. On text is intentionally shown outside the popup box. This creates an asymmetry, which causes the shopper to slow down and notice the message. Few milliseconds of slowdown make all the difference: Popup.png


Novelty: Add a Dash of Personality

The brain is a curious device. Who knows why it’s drawn to certain things are freaked out by others (go ahead and Google trypophobia).

This Amazon Prime up-sell page is great for a number of reasons but let’s focus on how it applies Novelty.

First, what is Novelty? Novelty is a design trick to get the user to notice an element.

In the screenshot below notice the guy holding the Amazon package sitting on a rocket:


Why this is such a good Novelty effect:- A: the graphic is unexpected. B: The graphic visually describes the “ask” (signup for Amazon Prime). And C: It’s funny.