Applying User Psychology
Improve conversions through user psychology and visual reshaping
ZERITO
Overall Conv. Rate
+41%
Mobile Device Conv. Rate
+50%
Pricing Section Optimization
Problem Analysis
At the time the project was undertaken, Pineapple enzyme was the main product. Although advertising investment generated significant traffic, the conversion rate did not increase accordingly.
To identify the root cause, we combined GA4 data analysis with heatmap tools to thoroughly explore user behavior and uncover potential breakthroughs.
Data Analysis
By using Clarity’s scroll heatmap to observe user behavior on the pineapple enzyme page, we found that only about 50% of users scrolled past the pricing section.
This indicates that the pricing section is the information most users focus on, and they often leave the page after seeing the price.
This data guided us to focus our optimization efforts on the presentation and persuasive power of the pricing section.
Solution
Using user psychology principles based on Cognitive Load Theory, we redesigned the pricing section to simplify the presentation of prices, discounts, and promotional information.
This test approached the design from the user’s perspective, focusing on questions such as: “Which information is absolutely essential for me?” and “Which information is not necessary for my purchase decision?”