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Add a numbered "how it works" mechanism section
A short numbered section explains the actual mechanism, distinct from the benefits, so the claims read as believable rather than marketing.
What it is
A short numbered how-it-works section explains the actual mechanism, distinct from the benefits list, walking the shopper through what the product does step by step.
Why it works
Mechanism builds belief that the benefits are real rather than marketing. For a differentiated or technical product, explaining how it works is what makes the claims credible.
How to test it
- Hypothesis
- Adding a numbered how-it-works mechanism section will lift add-to-cart rate for a technical product by making its benefits believable.
- Primary metric
- Add-to-cart rate (product page sessions)
- Guardrail metric
- Scroll depth to the section, to confirm shoppers reach it
Related ideas
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