Context is Everything (and Can Lead to More Conversions)POSTED ON 24 October 2012
I recently visited two different grocery stores, both of them geared toward green living, healthy food, etc. You know, the kind of store staffed largely by tattooed kids that smell like Patchouli.
Both of these stores offered a cold case and a hot food bar, along with an area for sitting and eating. And upon leaving, both offered a long row of waste disposal containers, each one marked with identifiers like “Landfill,” “Recycle,” “Compost.”
That’s where the similarities ended and the need for context began. One store offered several examples under each heading, like “napkins, food waste,” etc. It clearly helped me identify what went where. The other didn’t, leaving me standing there trying to figure out exactly what I was supposed to do. I resorted to peering into each bin and determining what the people before me had thrown in. And I couldn’t help how many people had put the wrong items in the wrong bins. Didn’t that defeat the entire purpose of having an organized recycling system in the store?
It’s all in the context. And whether you’re talking grocery stores or an online home page, sometimes, a little bit of copy can go a long way.
So, how would this translate to the online world?
Let’s take dog.com as an example. The site sells a wide variety of products for your pup, among them collars. But what if you’ve just adopted a dog and are unsure which size to get? We are given a list of sizes ranging from XS to XL, with no context.
What kind of context would give this a better conversion rate? I’d recommend adding in examples and weight ranges for each size. So, say under “XL,” you saw “90-160 lbs” and “Great Pyrenees, Mastiff, Great Dane.” Suddenly you’re able to relate that product to your pet, and make a more informed decision. It alleviates the friction and makes conversion a no-brainer.
We all know that copy tends to be skimmed online; people look for only the most vital information. But in the case of context, using descriptive text or relatable examples can be the deciding factor for your customer. Take an objective look at your site. Is there anywhere you could benefit from adding context to the conversion path?
Brooks Bell is the industry's leading online conversion firm. We help large online retailers and subscriber-supported companies maximize their online sales funnel by testing and optimizing all points in the conversion path.
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