Pattern #45: Benefit Bar
Pattern Author: Viljo Vabrit - Managing Director @ ConversionXL Agency
Add: Above The Fold Bar Attention Grabs
The idea is to start off by showing a full width bar that is visible above the fold.
Add: Benefits Benefits
The bar container is then populated with 2-4 benefits or reassurances. These are answers to commonly asked customer questions or pain points. These may refer to concerns about shipping, delivery, ratings or any active bonuses. (Viljo highly recommends to use qualitative research to uncover these from real customers).
Add: Specific Descriptions
Last but not least, an element of specifity is added with short but detailed descriptions for each of the benefits. Ex: if free shipping is offered, it's important to clarify under which conditions this becomes true.
For each pattern, we measure three key data points derived from related tests:
REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.
SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process
DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.