Tell Me More About Skimmers and Diggers
Brooklinen is a New York-based startup that was built to deliver simple, beautiful, high-quality home essentials at a fair price.
If you are looking to buy a pillowcase and landed on Brooklinen’s Mulberry Silk Pillowcase product page today, this is the copy that you would see:
You may see the above…
“Awesome! That’s all I needed to hear.”
or you may ask
“I’d like to learn everything about the benefits of silk pillowcases. Where can I learn that?”
Based on your mindset, we categorize you as a Skimmer or a Digger :
Skimmers like short content.
Diggers are detail hungry and leave when the information they’re seeking isn’t available.
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Converting Skimmers and Diggers
This case study is for an air purifier brand called Oransi.com. Air purifiers are complex and expensive machines. Two types of people were coming to this product page— people that wanted to dig into the deep details (Diggers) and people who didn’t care about all the technical details and just wanted to buy a good quality air purifier (Skimmers). Our test generated a 30% conversion lift. Here’s how we did it.
The Whole Story
While Skimmers and Diggers are important they don’t represent the whole story. If your goal is to increase sales by 20% in 90 days you need to dig into our process.