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  • #100: Reduce choices to increase impulse buying. Here's how.

#100: Reduce choices to increase impulse buying. Here's how.

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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.

No. 100: Hey all,

Designing a product page is an art and a science.

Today, I’ll talk about a small way to guarantee yours are easy to consume. Especially if you have a large catalog.

No matter how tempting, if you’re using the same 1 or 2 templates across all product types, you could be losing customers.

Here’s how to avoid that.

In this 1-min read, you’ll learn:

  • This week’s win: The easy-to-miss element adding friction on the product page.

  • In the news: How Smucker’s CMO revived a ‘dusty’ brand.

  • Quick tips: What profitable brands obsess over & why proof matters.

Let's roll.

WIN OF THE WEEK

How removing a color swatch lifted conversions for a fashion brand.

Large catalogs are a lot to manage.

It’s tempting to use one “template” design for all products.

But, what happens when elements intended to help the customer (like color swatches) end up distracting them?

They bounce.

What’s harmless to you could cause a furrowed brow for your buyer.

Avoid unnecessary friction.

Here’s an example: for an 8-figure fashion brand, we tested removing the color swatch on products that come in just one color.

Conversions lifted by 6.6%.

That’s HUGE for a large brand.

The swatch added noise, complexity, and pushed the ATC button further down.

An image that already existed in the gallery showed the one color available, so there was no need for a color selector.

The takeaway: as tempting as it is, don’t just use one template for the whole catalog.

When there’s only one color available for a product, remove the swatch and selector to eliminate a decision point for your visitors.

Removing swatches for products available in one color does two things:

  1. Gives visitors less information to process (and fewer decisions to make).

  2. Lifts the add-to-cart button higher on the page (and impulse buys increase).

Action item: Sift through your product pages. Do your single products have a color swatch? Consider removing it. See what happens.

📣 WHAT ELSE WE’RE READING

The most profitable brands I know obsess over this.

Avoid word of mouth compounding negatively.

Your buyer needs proof that your product will work.

🎯 NEWS

J.M. Smucker’s CMO on what she’s learned about refreshing ‘dusty’ brands.

👀 LAST WEEK’S LETTER

Here’s 3 design best practices to ignore.

💡 TWEET OF THE WEEK

👊 STOUT SUCCESS

Want this for your store, too?

That's all for today.

If you enjoyed this, forward it to a friend, founder, or fellow marketer.

And if you have any comments/questions, I'd love to hear them!

Until next time.

— Allen

Allen Burt
Blue Stout

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