The best CRO move I've made for clients this year: deleting product features they thought were important and replacing them with one outcome. Most Shopify owners obsess over their product features. "Made with organic cotton" "BPA-free materials" "Patented design" "4 stage filtration" Features feel important to the person who built the product. They feel meaningless to the person buying it. Customers don't buy features. They buy what those features do for them. Organic cotton becomes "Soft enough to sleep in" BPA free becomes "Safe to use every day, even for kids" Patented design becomes "Won't break like the others did" 4 stage filtration becomes "The water actually tastes good" Same product. Different conversation. On one client's PDP, we cut a feature list from 11 bullet points down to one sentence describing the outcome. ATC rate went up 22% in 3 weeks. Nothing about the product changed. We just stopped making customers translate features into meaning. Most CRO advice tells you to add more. Add social proof. Add urgency. Add badges. Add reviews. Sometimes the move is the opposite. Cut the noise. Pick the one thing your customer actually cares about. Say it clearly. Then get out of the way.

This week BTS: Loved working on this CRO PDP update for for a CPG client - Barista Blend Oat Milk. Which version do you prefer? 🧪🤠

Would prefer the after version!