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Can You Spot the Differences in Your Variations?

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DATA-DRIVEN CMO is an ongoing series on the Brooks Bell Blog that focuses on topics for the modern day data-driven CMO.

Take a look at these two bottles. When I saw them in my shower this morning, I could not tell them apart. As a result, I tried to lather my hair with conditioner. When I told my wife (who bought the bottles) about my confusion, she pointed out that the printing actually clues you in to the orientation of the bottle.

Herbal Essences Shampoo and Conditioner

This was obvious to her because she was brand invested. She went out to the store, picked out the variety that she likes best and was aware of the small points of differentiation between the bottles to ensure she didn’t buy two bottles of conditioner.

It was not obvious to me because I use whatever shampoo is in the shower (even though I don’t have split ends) and I have to take the time to read through all the marketing copy to finally spot the un-emphasized words “Shampoo” and “Conditioner”.

So think about the different bits of information your return visitors want versus the information your new visitors need the next time you design your test variations.