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Making Long-Form Content Mobile Friendly

If you have a technical product (like a beer-making kit) and are trying to maximize mobile conversions, you have a few problems:

  1. How do you fit all of your content on a mobile screen?
  2. We know shoppers are easily distracted. How do you minimize distractions?
  3. The content is important. How do you decide what to keep and what to cut?

If you don’t solve this, you’ll end up with this mobile page (screenshot below). And, to be fair to Northernbrewer.com (not a client, yet), 90% of sites selling highly technical products have a product page that’s similar:

Idea for Northernbrewer.com mobile product page.
Northernbrewer.com Beer Kit Page

Is there a better solution? Yes. We call it the elevator pitch design. When the user gets to the product page, instead of immediately showing them the full product page and confusing the heck out of them, our idea is to focus on the most important details first (we’ll explain how in the next section). The details we should focus on:

  1. Connect with the issue the user is here to solve.
  2. Help users clearly and quickly see what makes this product #1.
  3. Get the user excited to see the product. Priming is a very important strategy. Most users spend too little time on a page. They just look around like crazy, get tired, bored, or distracted, and finally end up leaving. We need to focus their mind so that when the product page is revealed in full, they are ready to absorb all the technical details.

Our Solution

Here is our invention. When the user first gets to the Homebrew Starter product page on their phone, they’ll see this elevator pitch (as a full-screen popup window/overlay — this is not a different URL):

Our mobile idea: shortened elevator pitch page for mobile visitors.
Our mobile idea: shortened elevator pitch page for mobile visitors.

We have eliminated anything that could distract them from the main details of the product. We want them to dive deeper into the product page only after they’ve paid attention to why the product is the right choice for them. When users finally click on MEET HOMEBREW STARTER KIT, the overlay will disappear and users will see the full product page.

A little about us

Thank you for reading this article about the paradox of choice. We are Frictionless Commerce and over the last 11 years, we’ve thought about just one thing: how do we get online shoppers to convert? We’re fascinated by buyer psychology. And once we understand how your site visitor thinks we use our 9 point copywriting process to convince and convert them.

If you’re on LinkedIn much you can should definitely connect with me. On LinkedIn, I post ecommerce conversion ideas every day, multiple times a day.

Other buyer psychology-based eCommerce conversion ideas

If you liked this article you’ll love our other ideas:

“Is My Marketing Working?” A Unique Product Page Design Idea

Price Insensitivity Priming

Product Reviews & Buyer Psychology

Personalized Product Description


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