User Psychology
Utilise the FOMO (fear of missing out) principle to increase product click-through rate
MITTY LATTE
Product CTR
+13%
Product Section Optimization
Problem Analysis
Mitty Latte specializes in caffeinated instant beverages, maintaining strict quality control while continuously developing new flavors to cater to a wide range of consumer preferences.
The brand periodically launches promotional campaigns and runs advertisements across various platforms to boost visibility. However, data shows that the traffic generated from these ads has not led to a significant increase in product click-through rates.
Data Analysis
Through heatmap and GA4 data analysis, we found that the click-through rate of the “Custom Flavors” section on the homepage was relatively low, even though it was also part of the promotional offers.
Solution
Based on the data analysis results, we added the text “Limited-time offer” to the page to leverage the psychological principle of fear of missing out (FOMO), thereby increasing users’ sense of urgency and motivation to take action.