Landing pageDesktopClarityTrust
Rank ingredient quality on a ladder and sit at the top of it
A colour-coded ladder of ingredient grades states that most brands buy at the bottom levels and this brand only buys at the top, positioning every rival without naming one.
What it is
An expandable ladder ranks ingredient grades from chemicals and industrially-made at the bottom, through natural and organic, to the brand tier at the top, colour-coded red to green, with a line stating where most brands buy and where this brand buys.
Why it works
It gives the shopper a quality scale they had no way to judge before, then places the brand at the top of it. Once the visitor accepts the ladder, every competitor is positioned for them without a single one being named.
How to test it
- Hypothesis
- An ingredient quality tier ladder will lift add-to-cart rate by giving shoppers a frame in which the brand is visibly better than cheaper alternatives.
- Primary metric
- Add-to-cart rate (product page sessions)
- Guardrail metric
- Scroll depth to the section
Related ideas
Want this tested on your store?
We run the experiment, call the result honestly, and get paid on what it adds.
See the performance program