Conversion Play-by-Play: Can This Brand Score the Sale?

Summary

Brain Driven Brands: Conversion Play-by-Play: Can This Brand Score the Sale?

Podcast Information

• Title: Brain Driven Brands
• Host: Sarah Levenger
• Episode: Conversion Play-by-Play: Can This Brand Score the Sale?
• Release Date: March 13, 2025
• Description: Host Sarah Levenger breaks down the advanced neuromarketing secrets of 9-figure brands (like True Classic, Spotify, and Plants vs. Zombies) to show you psychology tactics any e-commerce brand can use today to cut costs, boost sales, and captivate the masses.

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Introduction

In this engaging episode of Brain Driven Brands, host Sarah Levenger delves into the intricacies of Conversion Rate Optimization (CRO) by analyzing the cookware brand Caraway's website. Joined by guest Consumer Casey, Sarah conducts a hands-on exploration to uncover the neuromarketing tactics employed to turn an unaware visitor into a potential customer.

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Understanding the Customer Persona

[00:03 - 03:17]

Sarah begins by setting the stage, introducing Consumer Casey as a representative of an "unaware customer"—someone who has never heard of Caraway before and typically defaults to a known brand like All-Clad when in the market for cookware.

Key Points:

• Customer Awareness: Casey is in the top funnel of the purchasing journey, meaning he's not actively seeking out Caraway.
• Default Behavior: His usual go-to brand is All-Clad, indicating brand loyalty and established purchasing habits.

Notable Quote:

Sarah Levenger [00:03]: "It is his birthday. Happy birthday, Nate. He's getting old just like the rest of us, so good luck with that."

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Website Navigation and Initial Impressions

[03:56 - 09:04]

Sarah shares her screen to allow Casey to navigate Caraway's website. The focus is on the hero page featuring a visually appealing image of enameled cast iron cookware with a headline and call-to-action buttons.

Key Observations:

• Visual Impact: Casey is immediately drawn to the product images, a testament to the psychological principle that images are processed 60,000 times faster than text.
• Headline Analysis: The headline "enameled cast iron, now in new sizes" is straightforward but effective in conveying product updates.

Notable Quotes:

Consumer Casey [03:56]: "They look nice."

Consumer Casey [08:59]: "Colors, like that's the first thing I would look at is like what different colors there are."

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CRO Tactics in Action

[05:56 - 12:32]

Sarah and Casey delve into specific CRO elements on the website, such as navigation bar badges, color differentiation, and warranty stickers.

Key Tactics Identified:

1. Badge Indicators: A small yellow "new" badge next to the cast iron category in the navigation bar catches Casey's attention, steering him away from the primary call-to-action buttons.

2. Color Options: The strategic placement of color selectors next to product images influences purchasing decisions based on aesthetic preferences.

3. Lifetime Warranty: A prominent lifetime warranty badge significantly boosts Casey's confidence in the product's durability, aligning with his values.

Notable Quotes:

Sarah Levenger [06:37]: "None of the other elements in the navigation bar have that sticker. Just that one. So CRO tactic number one for Caraway worked. Yay, Caraway."

Consumer Casey [12:06]: "Lifetime warranty sticker badge. Whatever. So like, for me, that's a big plus."

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Analyzing Upsells and Product Relevance

[13:30 - 14:50]

The conversation shifts to upsell strategies on the product page. Caraway offers utensil sets and oven mitts as additional purchases.

Key Insights:

• Relevance of Upsells: Casey questions the relevance of these upsells, noting that they are not directly related to his primary purchase of a Dutch oven.

• Consumer Focus: He suggests that upsells should be more aligned with the main product's functionalities, such as different types of pot tops for varied cooking needs.

Notable Quotes:

Consumer Casey [14:04]: "That's not really something that's like, that's like, that's adjacent, but it's not related, if that makes sense."

Sarah Levenger [14:33]: "So consumer Casey's brain is going through all of the associations that he has with his current cast iron Dutch oven..."

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Impact of Visual and Structural Changes

[16:00 - 21:55]

Sarah experiments by altering the website's color scheme to observe changes in Casey's focus and behavior.

Key Findings:

• Visual Consistency: Changing all product colors to blue redirects Casey's attention from color to shape differentiation, highlighting the delicate balance in website design.

• User Experience: Even minor changes, like color adjustments, can significantly impact user engagement and conversion rates.

Notable Quotes:

Sarah Levenger [20:02]: "So, yeah, color, shape, badges, emojis, all of it matters."

Sarah Levenger [21:36]: "So Go through key takeaway, go through and like test some stuff because you just changing the colors of the actual products on your page might be increasing or decreasing clicks and conversions."

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Key Takeaways and Conclusions

[21:55 - 23:48]

Sarah wraps up the discussion by emphasizing the importance of granular CRO elements and the need for continual testing.

Main Takeaways:

1. Attention to Detail: Every small element—color, shape, badges, emojis—plays a crucial role in influencing consumer behavior.

2. Data-Driven Decisions: Implementing A/B tests and utilizing consumer research tools like Tether Insights can help brands understand and optimize their websites effectively.

3. Consumer Psychology: Understanding the psychological triggers that drive purchasing decisions is essential for successful CRO strategies.

Notable Quotes:

Sarah Levenger [21:36]: "Everything of it matters. Literally every single piece of it."

Sarah Levenger [22:50]: "Consumers just don't know about these random little things that they didn't even know they had."

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Final Thoughts and Resources

[23:48]

Sarah provides information on where listeners can connect with Consumer Casey and access further resources through Tether Insights, encouraging brands to utilize consumer research for optimized marketing strategies.

Promotions:

• Follow Consumer Casey: Instagram handle @ConsumerCasey
• Follow Sarah Levenger: Visit Tether Insights for in-depth consumer research services.

Notable Quote:

Consumer Casey [23:48]: "Brain Driven Brands is part of the Learn and Laugh series on the Quickfire Podcast network and is presented by Tether Insights. For more information go to tetherinsights.IO."

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Conclusion

In this insightful episode, Sarah Levenger effectively demonstrates how nuanced CRO tactics can influence an unaware consumer's journey towards a purchase. By meticulously analyzing Caraway's website with Consumer Casey, listeners gain valuable perspectives on the interplay between consumer psychology and website design. The episode underscores the critical importance of detailed consumer research and continuous testing to enhance conversion rates and drive sales.

Transcript

[Sarah Levenger]

Okay, welcome back to Brain Driven Brands. I am Sarah Levenger, your host. My co host Nate is out this week. It is his birthday. Happy birthday, Nate. He's getting old just like the rest of us, so good luck with that. So on the show today, we have Consumer Casey. Thank you for guesting. Consumer Casey, welcome to the show.

[Consumer Casey]

How's it going?

[Sarah Levenger]

I feel like you're just gonna be on to the show a lot because I don't do solo shows well because I just go down rabbit holes and I talk too much. It's a lot better when I have somebody else on here to be like, okay, Sarah, just rein it in. Okay. Today though, I'm gonna, we're gonna play like a mini game. It's not an AI game because I love the AI stuff, but it does take a lot of editing, processing to do that and sometimes the AI takes forever to think through things and it just drives me crazy. So today we're gonna do a conversion play by play, and I want to see if you even notice some of the CRO things that we do, some of the psychology based conversion, rate optimization.

[Consumer Casey]

What's CRO?

[Sarah Levenger]

Some of the marketer things that we put in place to convert you to actually lead you down the right path. So, so, so, geez. We are going to start though, at the top. I want to know just specifically what type of customer are you? I'm going to have you analyze a brand's website, right? And I'm going to actually click for you because apparently it was too difficult to get this on your screen. So we're going to do it on my screen. But in general, I want to know a few things before we start. And then I'm going to have you go through these pages and show me the things that you notice. And then I'm going to point out some things that we did on purpose to get you to go to specific places and see if you go there. All right? Okay, we're gonna see. Okay. Before we start though, I'm gonna check a couple things. Very first thing, if I say the word Caraway, what comes to mind?

[Consumer Casey]

Caraway.

[Sarah Levenger]

Caraway.

[Consumer Casey]

I have no idea.

[Sarah Levenger]

I'm so glad you don't know what this is. Okay, Caraway is a brand and Caraway is the brand that we're going to be studying today. So. Okay, first tip, Casey that we know is a very unaware customer. He doesn't know who Caraway is. He's never apparently heard of them before. Yeah, that actually shocks me that you don't know Caraway. Anyways, okay. We're gonna see if Caraway can actually move you towards a purchase. Okay. So second, we know, like, what stage of awareness you are. I think the next one we need to double check is probably even more important, which is, are you in the market for what they sell? So Caraway is a brand that sells cookware. If you needed cookware, what's your first move? I want to see, like, how. What in the market are you?

[Consumer Casey]

Oh, I would probably just immediately go by all clad.

[Sarah Levenger]

Okay. Okay. All right. So unaware customer that currently his behavior is to actually go. And just like, for context, Kasey and I have all clad pants. So this unaware customer, if he was in the market for cookware, would go to a previous brand that he had purchased from. Are you currently looking for pots and pans?

[Consumer Casey]

No.

[Sarah Levenger]

Okay. So your unaware customer, who would just default to a brand that he's purchased from before, he is not currently a warm customer. This is cold, straight, like, just completely top of funnel customer. Okay. So very, very important to start, this consumer might be very difficult to convert, but we're going to see whether or not Caraway can do it. So let me share my screen. I'm so excited. Here we go. This is caraway. What I want you to take a look at is just look at this page. And this is the reason why I wanted you to be able to scroll through it. But I'll scroll through it for you, and I want you to tell me the top, like, three things you notice as we scroll. Top three. So, okay, take a look first. Okay.

[Consumer Casey]

They look nice. Like.

[Sarah Levenger]

Oh, okay. So you looked at the picture first, is that right?

[Consumer Casey]

Yeah.

[Sarah Levenger]

Okay, picture first.

[Consumer Casey]

And it's enameled cast iron, which I don't think think all clad cells. Like.

[Sarah Levenger]

Oh, but you know what that is?

[Consumer Casey]

Yeah. So we have a. A Staub. Stobe Staub stove.

[Sarah Levenger]

So.

[Consumer Casey]

Oh, what's that called?

[Sarah Levenger]

Dutch oven.

[Consumer Casey]

Dutch oven, yeah.

[Sarah Levenger]

Yep.

[Consumer Casey]

And so. And I really like that. But I. Yeah, I mean, this is a different. Like, if it's all enameled cast iron, this is a different thing than all clad.

[Sarah Levenger]

Okay. Yeah. Okay. So a couple of things I want to point out here. From a marketer standpoint, Casey's coming in with predetermined biases. He already has a relationship with something that is enameled cast iron, which is our Dutch oven. He also already has a pretty good basis for education on what that experience is. Right. Because he has one before. A lot of times as marketers, we're going to have a very difficult time understanding how much Our customers know and how much they don't know. I think Shameless plug like Tether Insights can find this out for you because all we do is consumer research. But in general, Kasey actually came to the site, landed on this, like, hero page. Hero image, which has the image of the pots on the right. Very beautiful kind of beige on this, like really beautiful piece of wood. There's like a couple of different kitchen items in there. And then on the left hand side is their headline that reads enameled cast iron, now in new sizes. There's two buttons beneath it. So the very first thing Kasey processed was the image itself. He immediately started making references in the brain to what he already knew about the product and what he had currently experienced about the product, which I found really interesting. We're not going to do the entire page because that would take us literally eight years. What on here would you go to next? Let's say you're in the market. You're going to start like, okay, let's look at what Caraway has. Where would you go to next?

[Consumer Casey]

What am I in the market for?

[Sarah Levenger]

We're going to replace our Dutch oven. That's our trigger.

[Consumer Casey]

We're going to replace our Dutch oven.

[Sarah Levenger]

Okay, so cast iron. Okay. So you would go up here?

[Consumer Casey]

Yep.

[Sarah Levenger]

Okay, so Casey has chosen to go up to the navigation bar next and not click on the button that says shop and now cast iron, which cracks me up because marketers do this on purpose. We put buttons in the hero image and Caraway has two shop enameled cast iron and then a shop all button. But Kasey went straight up to the actual navigation. Now I want to see if you notice a specific element on the navigation bar that possibly persuaded you to do that.

[Consumer Casey]

Can you see it says new.

[Sarah Levenger]

Ah, thank you. Okay. Caraway is using a lot of really good pro tactics, which is the reason why I love them. There is a very clear little tiny yellow new like sticker or like just like a badge that's next to the cast iron. The cast iron navigation bar. Right. None of the other elements in the navigation bar have that sticker. Just that one. So CRO tactic number one for Caraway worked. Yay, Caraway. Okay, I digress. Here we go. Now we're gonna go to cast iron. If I scroll on cast iron, it pops open this giant window. Right. So like our little subcategories inside here, what do you notice first?

[Consumer Casey]

I mean, I go over to the right and it says Dutch oven.

[Sarah Levenger]

Oh, okay. So on this drop down menu, there's actually two images which is interesting. The two images that we have are enamel, cast iron set, a skillet duo. So there's own separate images. Each image has badges on the image. So one says bestsellers save 225 and a new badge. But you're actually going to go over here to the Dutch oven category. The actual just text.

[Consumer Casey]

But I'm looking for.

[Sarah Levenger]

Why would you not click on the actual cast iron set or skillet?

[Consumer Casey]

Because I don't need a skillet, I need a Dutch oven.

[Sarah Levenger]

Okay, but like, this is enamel stuff. Like, you don't want to just shop around a little bit. You want to go straight to like.

[Consumer Casey]

I want a Dutch oven.

[Sarah Levenger]

Oh, okay. The other thing is, this is interesting. I'm not sure entirely why they're doing this or how they're doing this, but when we clicked on the cast iron navigation menu and then it brought down the actual sub menu, there are specific things in here that have yellow dots next to them. Did you notice those?

[Consumer Casey]

I did. I'm assuming that those are the new things because yellow dot, yellow, new.

[Sarah Levenger]

Yeah. Okay, interesting. I'm not entirely sure. We'd have to ask Caraway if they. If they just are dotting the new things. But Dutch oven does have a yellow dot by it, which is another CRO psychology based tactic. Anything that has a color differentiation differentiation is going to be picked up by the brain way faster. So we'll click on Dutch oven because that's where Casey wants to go. Caraway's website takes a little bit of time to load. Okay. So on this page, take a look. We're not going to scroll down through all of this stuff. We're just going to stay top of the fold. Tell me what you see first.

[Consumer Casey]

Colors, like that's the first thing I would look at is like what different colors there are.

[Sarah Levenger]

Interesting. We didn't see the image first. Like, did you look at the Dutch oven itself before you went?

[Consumer Casey]

I did, but it was like I went from Dutch oven straight to colors. And I want to click on that dark blue one because that looks really nice.

[Sarah Levenger]

Oh, okay, interesting. So to start, images get processed by the brain 60,000 times faster than text psychologically. This is where his eyes went first. Even though he didn't admit to that. That's what happened first. And then interestingly enough, you went from the Dutch oven to these colors. Now this is line of sight right next to each other on the page. So the color options for Caraway are these tiny little circles, right. That are interesting. They have lines in them, which I think is. Is an Actual image of the top of the pot is what it looks like to me.

[Consumer Casey]

Oh, yeah, you're probably right.

[Sarah Levenger]

Like, can you see it? I don't think that people notice that. Caraway. Caraway. If you're listening, we're doing like a CRO breakdown. Nobody knew that this was a pot top. You could literally just make them colors and it would be fine. So interesting enough, Casey went from the image, which was on the left hand side, straight over to the right hand side where all the details are, and started going through colors first. Now, did you even notice, like, the text or any of this stuff?

[Consumer Casey]

I did. I mean, you know, like, my, my initial thing is like, I'm going to search through the colors as I'm probably not buying a white cast iron pot. It's just going to end up looking meh after a while.

[Sarah Levenger]

But, like, interesting. Okay. Oh, okay. So there's so much. I'm like, wow, that's fascinating. Okay.

[Consumer Casey]

Night blue is really cool looking.

[Sarah Levenger]

It is a nice pot. They have really nice pots. Interestingly enough, though, in your brain, this is what I want you to know is from consumer Casey, and this is why we bring them on here. So consumer Casey's brain is going through all of the associations that he has with his current cast iron Dutch oven, and he is making a judgment call very quickly. Immediately his brain said, you can't get a white one because eventually it'll just look like trash. To Casey, esthetics is incredibly important. And I know this because he's my husband, but he's like displaying it as a consumer as he's going through, he's like, I like the white, but I can't use that because it might over time deteriorate in looks. I actually really like this midnight blue one just because it looks beautiful and it'll probably stay that way. So these are two very, very interesting, very nuanced needs of this specific consumer. Type that again, shameless plug. Without some good research, we wouldn't know. We might want to put something on here that talks specifically to the cream colored one that says non tarnishing, especially if it is like it needs to put a badge or something on this page that talks about the fact that it's not going to deteriorate in looks over time, because that's a concern for this customer. All right, moving on. Is there anything on this page that you see that is. What's the word? Is there anything that you see on here that's affecting what you believe about the product? There's lots that we put in place. But like, what's your initial view of the product itself?

[Consumer Casey]

Yeah. So the, I think the biggest one for me is that lifetime warranty sticker badge. Whatever.

[Sarah Levenger]

Okay.

[Consumer Casey]

So like, for me, that's a big plus. Right. Because so cast iron is supposed to last a long time. And if they're willing to put a lifetime warranty behind it, I'm like, obviously I'm going to click into that and kind of see what that is because some people, like the lifetime of the product is two years.

[Sarah Levenger]

So you would try to click on this on it.

[Consumer Casey]

Or like, I would look, if I was actually going to purchase it, I would look at what that warranty is. But Interesting.

[Sarah Levenger]

Okay.

[Consumer Casey]

For a $300 cast iron Dutch oven, like, I want it to last a long time. Yeah. And if it isn't going to last a long time, I want to be able to replace it. The other thing I would say is like, you're, I assume at least a brand is only going to put a lifetime warranty on something as Expensive as a $300 Dutch oven if they actually have confidence that it's a good Dutch oven.

[Sarah Levenger]

This is so true. It's so true. Okay. A couple of the other things I want to check and see if you're. You even see on this page. Do you see anything that it's hard to not lead you into the answer to these. Is there anything on this page that you notice that you would also like to look at? Let's start there.

[Consumer Casey]

I mean, I would. So I would look at the images. I'd probably scroll down. But like, if what you're trying to get me to like look at is the utensil set and the oven mitts. I don't, I don't care.

[Sarah Levenger]

Oh, okay. That's interesting. Okay, so for this particular customer, type on caraway, they have two upsells that are in these really like nice simple outline boxes that say utensil set 125 oven mitts, 35 with a short description. And these obviously like check boxes that you can add these to your order. So as a top of funnel customer, you don't care about these?

[Consumer Casey]

Not really. Like, if I want utensils, I will click on utensils in their shop. All whatever. Right now I think a better thing would be like if they had. So for Dutch ovens. Yeah, the little bit I know the, the top of the pot, like the way that you design it can change how the pot cooks. Right. So there's like ones with dimples, there's ones with rings, there's ones that are totally flat. If those upsells were like, the typical one comes with a dimpled top. If you're cooking bread, you want a flat top. Like, that's a. That's an upsell that I might go for because it's like, oh, I want to be able to cook chicken and bread in this Dutch oven.

[Sarah Levenger]

Crazy. Especially because as we're scrolling through pictures, I don't see any options for changing the top. Like, which probably there's not.

[Consumer Casey]

Right. But I'm just saying, like a utensil set and oven mitts, that's not really something that's like, that's like, that's adjacent, but it's not related, if that makes sense.

[Sarah Levenger]

Yeah. Well, this is so funny. Scotty commented. He was like, this is a dude shopping journey. I'm like, 100. Because I'm telling you right now, if I saw you tizzles on here, I'd be like, yes, utensils for my pot. Okay, all right, I digress. This is 100%.

[Consumer Casey]

I don't see them related to each other. And so, like, why would I. Why would I buy extra stuff that's not related to the product, the purchase that I'm making?

[Sarah Levenger]

Okay. Oh, there's so much. I feel like we need to just like, dive deep into this now. All right, last one on here. We're gonna assume that you have looked at the Dutch ovens and you just want to see what else they want on here. So. So I want to double check and see what you think of a category page where it's just a bunch of stuff and there are some very specific CRO focused things that we do on here. So I want to see what you notice first.

[Consumer Casey]

Okay.

[Sarah Levenger]

The first thing you notice on this page, this is, like, nerve wracking for me. I'm like, oh, God. Did none of our CRO stuff work?

[Consumer Casey]

No. Try the trending sticker.

[Sarah Levenger]

Oh, why the trending one?

[Consumer Casey]

I. I don't know. That's the first thing that I noticed.

[Sarah Levenger]

Interesting. Okay, so honestly, a little fire emoji.

[Consumer Casey]

I don't know.

[Sarah Levenger]

Ah.

[Consumer Casey]

I also like the look of that specific cookware set. So I think that my eye was probably drawn to that first.

[Sarah Levenger]

And then because you like the blue. You liked the blue?

[Consumer Casey]

I think the blue looks really nice.

[Sarah Levenger]

Yeah. Okay, so on this page, this is a category, normal category page. So we have four products in a row. White backgrounds, products on these set, backgrounds. All of the products have just. Again, it's a normal PDP setup. So we've got the Name of the. The actual product, we've got some social proof with five stars. Below that, we have the price, including this, the crossed out price, and the discount price. All of the color options and then descriptions below that. But Casey's very first thing that he noticed was two. There was one badge in the middle of the page that has fire emoji on it that says trending. That badge is a green color. It's also next to another badge that says back in stock in a yellow color. There's two badges on one product image. All the rest of the product images in this set have one sticker on them, and they're either blue or green. Now, the interesting part is there's another product set in here that has a green badge that has an emoji. You didn't notice that the heart emoji. You notice the fire.

[Consumer Casey]

So the. What is that squareware set? I don't know. Square. It just.

[Sarah Levenger]

Squareware set.

[Consumer Casey]

I don't think that that image drew me as quickly, like.

[Sarah Levenger]

Oh, yeah. Oh, I see. So you're still looking at images first.

[Consumer Casey]

I'm still looking at the images first.

[Sarah Levenger]

Okay. Yeah, man. People, your images are critical. They're critical for purchasing. Like any sort of like CRO that we do on pages, we need to make sure that we are prioritizing what the images look like. Because for this type of customer, especially Caraway's customers are highly esthetically focused customers. Casey looked at the blue pots because he liked those blue. Now to Scotty Prisoner. Scotty, thank you for that point. This is on desktop. We're not looking at mobile, so it's going to be completely different for mobile shoppers. But in general, it goes to show you that customers are going to be aligned psychologically to whatever they are aligned to. Kasey was previously aligned to a dark navy blue, like, type of product, and now he's aligned again to a dark navy blue product. Why the heck are we not tracking this, people? If people are clicking on a specific color type on a page, can we not show them those color types on other pages? We should be tracking this in heat maps. Oh, I digress. Okay, final question on here, because this is already 20 minutes long, there are two navy blue sets in this PDP. Why that one?

[Consumer Casey]

It had more stickers. I don't know.

[Sarah Levenger]

Yeah, I. I don't think that, like.

[Consumer Casey]

I don't think that it had anything to do necessarily with, like, which one. It was just that it looks like the same pots. No, it's not.

[Sarah Levenger]

Okay. All right. If I do this If I scroll down and cover the stickers, which one are you looking at now we're gonna get rid of the CRO tactics. Which ones are you looking at now?

[Consumer Casey]

I'm priced. I'm still looking at the. I mean, I don't know.

[Sarah Levenger]

Are you?

[Consumer Casey]

I'm still probably looking at the same one.

[Sarah Levenger]

Okay. Are you looking at either one of these, then the two of the dark blue?

[Consumer Casey]

Yeah.

[Sarah Levenger]

Oh, I just changed it. Sorry. I just changed it for what it was. I can't turn it back to blue. Okay. Yeah. That's really interesting that you're just like drawn to those specifically because those were the colors that you were drawn to originally. Yeah. There's so many other things that I would love to look at with consumer Casey, because I wonder, that comes in blue too. Oh, my God, we just changed the color again. Okay. Yeah. So, like, if we change this all to blue, what does that do for you?

[Consumer Casey]

Oh, now I don't know.

[Sarah Levenger]

Okay, ready? Oh, now they're all blue. Which one are you looking at? This is actually smart on Caraway's point. This is actually a good, like, random test we just did.

[Consumer Casey]

So now I'm looking at the squareware set because the others are all basically the same and that's the different one.

[Sarah Levenger]

This hurts my brain as a psychology based marketer, and this is the reason why I do what I do. So. So what we just did was an accident entirely. Sarah just scrolled over some things that I didn't mean to do, but I accidentally changed all the colors to blue. And as soon as we did that, Casey's eye, now that he's looking at this in a row, is drawn to the differentiation of shape. So we've got. We've got pots in the. In the first product, we've got pots in the second product. The third product is actually like, what do you call it? Like cookie sheets. Right. Squares and then pots in the fourth. Once we changed all the colors, Casey's eyes went straight to the differentiation of shape this time, not necessarily colors. I'm like, oh, my God. Oh, my God. All the CRO experts out here are like, jace, please. No. So, yeah, color, shape, badges, emojis, all of it matters. Literally every single piece of it. Because if you change one thing, like the colors on this page, oh, it changes everything. Now I'm afraid. Now I'm just afraid as a marketer, I'm just like. So what you're saying is, like, we literally have no control over anything. That's what you're saying? Oh, God. Yeah, guys. So Go through key takeaway, go through and like test some stuff because you just changing the colors of the actual products on your page might be increasing or decreasing clicks and conversions. Oh my God, I do love that.

[Consumer Casey]

Idea that you had that was like, hey, if they ended on a navy blue.

[Sarah Levenger]

Yes.

[Consumer Casey]

In product, then make everything on the website navy blue until they start to change their mind. That's an interesting.

[Sarah Levenger]

I wonder if that would be behind.

[Consumer Casey]

That is a nightmare.

[Sarah Levenger]

Oh my God. Casey's in tech. He knows this would be really interesting though. Yeah, I think it'd be fascinating to go back and see whether or not that this, if this would work. But I mean we can't go any deeper than this because we could, we could do the entire site and take a look at all these pieces. It would take us hours and hours and hours. So again, key takeaways, the little things are affecting how your consumers see your entire site. It's very important if you're going to take any knowledge away from this that you go through and do these tests one at a time. That's why CRO experts in exist. But in general, the psychology matters, color matters, shape matters, badges, emojis, any sort of white space. The entirety of your ecosystem is being judged based upon these like random little things that they didn't even know they had. So I digress. Consumer Casey, thank you for joining the show. Where could people find you if they want to follow your consumer journey on Instagram?

[Consumer Casey]

I'm at Consumer Casey. I currently have one post but I'll cross anymore I guess.

[Sarah Levenger]

Okay. And if you want to follow me at Sarah Levenger everywhere you consume content, go check us out at Tether Insights IO Tether Insights IO we are currently digging into consumers just like this. We, we're doing the deep necessary research work based on pictorial surveys for one and on NLP based research so that you can understand what your consumers want. Want. So some of the insights we found today for consumer Casey, like his preference for highly aesthetic products, products that do not tarnish or diminish over time, and products in navy blue, apparently those are the type of things we're uncovering at Tether Insights. So you can do these tests and have a good baseline hypothesis to validate before you go in a test. So come get some research. Understand your consumers a little bit better. Otherwise this is a great episode.

[Consumer Casey]

Brain Driven Brands is part of the Learn and Laugh series on the Quickfire Podcast network and is presented by Tether Insights. For more information go to tetherinsights IO.