- The Commerce Lab
- Posts
- #144: Too many benefits can backfire. Here’s why.
#144: Too many benefits can backfire. Here’s why.
Stick to what customers care most about.
Allen Burt
February 26, 2025
No. 144: Hey all,
Before we dive in – what are you doing today at 11am PT/2pm ET?
Over 70% of customers abandon their purchases at cart & checkout pages…
PS: We'll review your site if you meet us there in real-time.
Back to today’s takeaway…
When it comes to brand benefits, more isn’t always better. Especially on your homepage.
Most brands think all benefits are needed.
They don’t really know which ones their customer cares about.
And too many can dilute the message.
Reserve this page for only your BEST benefits.
Here’s why.
In less than 1-minute, take away:
An insight to test: Prioritize your top benefits to drive sales.
A news highlight: Nike partners with SKIMS on a new fitness brand for women.
Useful tips: Order your collections by revenue.
New to The Commerce Lab? This is a 1min insight based on our experiments with 8-and 9-figure brands. Join thousands of brand owners, operators, and marketers 📈 Subscribe here.
📅 EVENT TODAY
The Cart and Checkout features increasing conversions for 8-and-9-figure brands in 2025.
🎯 WEEKLY INSIGHT
Choose your 3 most effective benefits on the homepage to drive purchases.
Too many messages can backfire.
For a CPG brand, focusing on the most effective benefits for desktop and mobile & minimizing benefit icons increased conversions.
Check this out:
Mobile: 11.0% conversion lift with “30 Year Taste Guarantee” and “Made in USA”
Desktop: 8.7% conversion lift with “Ready in Minutes,” “Just Add Water,” and “Made in USA”
Fewer messages make your benefits easy to digest.
Another bonus?
It simplifies the decision-making process. You help visitors quickly scan and understand by highlighting only the strongest benefits.
These are the ones MOST valuable to your buyer and could influence a purchase.
By only sharing your most important benefits, you ensure they’re read.
Before testing, the 5 icons overpowered screens.
When you demand too much real estate, visitors ignore it.
⭐ Takeaway: Too many benefits can dilute your message. Focus on your top 3 only.
Try it out!
🕙 WHAT’S BREWING
The 3 major changes that led to a 43% conversion bump in a Shopify Plus migration.
📣 IN CASE YOU MISSED IT
Order your collections by revenue. Here’s why.
Remove all customer “dead ends” from your site.
3 easy ways to lift product page conversions.
🗞️ NEWS HIGHLIGHT
Nike partners with SKIMS on a new fitness brand for women.
👀 FROM LAST WEEK
#143: Here’s where you should display prices for complex products.
💡 ALLEN’S QUICK TIP
👊 STOUT SUCCESS
Ready to talk shop? Book a strategy call with me.
What did you think of today's insight?Help make The Commerce Lab's next insights even more useful 🏆 |
Let’s work together. Here are 3 ways I can help:
🎯 Like this insight? See all previous wins here and collection of case studies here.
🎓 Want super short daily insights? Follow me on Twitter and LinkedIn.
📈 Ready to work together? Get on my calendar here.
Enjoy this breakdown? Share it! Friend, founder, fellow marketer...the more the merrier.
If you have any comments/questions, I’m all ears. Reply here.
See you next time.
— Allen