Conditional Elements are used to ensure that the most important details of your pitch aren’t missed by site visitors.
The important detail could be the product image gallery …
… or customer reviews:
… or anything else you consider important in getting a new buyer to pull the purchase trigger.
A big mistake we marketers make is assuming that if a call-to-action (CTA) is at a prominent location it will be seen 👁 and interacted with.
Shoppers Miss Around 80% Of What’s on a Page
Over the last 14, we’ve seen 100s of heatmaps and user session records for various direct-to-consumer (DTC) sites. These retailers sell very different products at vastly different price points. Yet, the common thread has always been our horror of seeing visitors ignore most of what we placed on the page.
Bryan Eisenberg is my conversion optimization mentor. I once heard him describe online shoppers as beagles on steroids. Bryan is 100% right.
Using conditional elements marketers can ensure critical aspects of their pitches aren’t missed.
But Rishi, how do conditional elements work? Glad you asked.
How Conditional Elements Work
Our goal is to ensure the shopper doesn’t miss a key detail. We do this by conditionally repeating a CTA across the product page. An example– for our client HandicappedPets.com, we created a CTA to draw attention to a special popup message. That CTA was placed at 5 locations across the product page.
You’ll notice the design and message of each CTA are different. This is because different shoppers respond to different messages and we wanted to cast a wide attention net.
First, we added a red banner just below the Add to Cart section:
We then added two more CTAs in the Product Details section:
The text in these CTAs changed but the popup content (we’re using the popup to talk about an important detail) was the same.
Next, we added a button at the bottom of their Quality Matter section:
And for people who missed all 4 of the subtle hints above– I’m looking at you Steve– we displayed a frosted glass overlay (imagine a locked screen) at the 40% scroll depth point of the page:
This technique maximizes visibility while minimizing CTA repetition.
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Live example here (the page also has an explainer video): https://frictionless-commerce.com/demo.
Conditional Elements Case Study
On HandicappedPets.com we realized that a key detail was their “why we exist” story. So we placed CTAs at multiple locations to draw attention to this content. Those 5 locations have been shown above.
To the client’s surprise, the test generated a 14% sales lift. You can read about it here: How Revealing Your “Why We Exist Story” Can Boost Conversions Sitewide.
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We’ve spent all our time in our marketing lab, experimenting with online shoppers. We’ve learned a crap ton and are ready to share those learning.
What we’ve learned is that the real secret to growing sales is to ignore 84% of your site visitors so you can triple down on a very special group. We call this group Healthy Skeptics. 👈🏼 click the link to your left for an unfair advantage over the competition.