Our Conversion Optimisation expert, Benjamin Ligier, has analysed the Graze Homepage and details here the positive aspects as well as areas that would benefit from improvement.

1. Online Persuasions Insiders 2017
Benjamin Ligier
CRO Project Manager
How could Graze optimise
its conversions?

2. 2 neuroscience ✔
principles applied 5 mistakes ✘
to correct 5 proposals
for improvement
An analysis of GRAZE’s
onboarding process
I reveal what’s working, what’s not quite working and suggest
some changes to help increase the site’s engagement and
revenue…

3. The context
When chatting with a colleague about my snacking
addiction, he recommended that I try Graze. They offer
healthy snacks delivered straight to your door so I
decided to go online and order a box to try them out!
As a Conversion Optimisation Consultant, I couldn’t
help but take note of some of the homepage’s great
features - but there are also some areas for
improvement...
Join me on my user journey and discover some of the
Tactics applied to this website.

4. Observation
Processing Fluency ✔
Nice! I know where I am, where to
click and what it is about.

5. Von Restorff Effect ✘
Observation
I thought I would be able to click on
this promotion… Actually I can’t, it is
just a message, not a Call-to-Action.

6. Aesthetic-Usability Effect ✘
Observation
Why are there two menu bars
at the top of the website?
There could be more space on
the page.
Which Call-to-Action should I
click on ? Am I going to be
redirected to the same page?
It’s a bit confusing…

7. Picture Superiority Effect ✔
Observation
Thanks to the pictures, I can clearly
see the presentation and the
products themselves.

8. Need for certainty ✘
Observation
Very general information given. Graze is
providing healthy snacks with a lot of
benefits, which they should detail here.

9. Attention Ratio ✘
Observation
This image is too prominent. I can't
properly concentrate on the “get
started now” Call-to-Action and
there are a lot of colours dividing
my attention.

10. Split-Attention Effect ✘
Observation
This content is a bit lost in the middle
of the page, whereas it should be
the main element people focus on.

11. What’s next
Now let’s see what improvements we could
recommend using Scenario Tactics and
SmartEditor™

12. Proposition: Tactic 277

13. Proposition: Tactic 174

14. Proposition: Tactic 274

15. Proposition: Tactic 17

16. Proposition: Tactic 7

17. I have replaced the top Call-to-action
“Get started” by a “Login” so there is
only one primary Call-to-action + I’ve
merged the 2 menus.
Proposal
I am displaying more precise and
persuasive characteristics
showing why you should buy
their products.
Focusing Effect ✔
Processing Efficacy ✔
The main Call-to-Action was
already green but it is more
prominent now I’ve removed the
half price label and replaced it with
a text version.
Split attention effect ✔
I have altered the text
layout to draw the eye to
the Call-to-Action.
Visual Cueing ✔
I have changed the image and added a
filter so the user will focus more on the
value proposition and the Call-to-Action.
Von Restorff Effect ✔

18. Improved version