fbpx

Caraway vs. Our Place

This post is sponsored by

Welcome to Brainy Battles

The showdown where your fav brands compete to see who markets smarter​

How it Works

  1. We compare two marketing assets—like landing pages, ads, Twitter hooks, and more—and explain how each brand uses buyer psychology concepts to drive action

  2. You vote for your favorite for a chance to win a prize (worth $997)

The Battleground ⚔️

The average bounce rate for eCommerce sites was 47% in 2020

Can you even imagine what it is in the short-attention-span economy of 2022?

Once buyers leave your website… they may never come back. That leads to lost ad dollars and higher customer acquisition costs. Ouch.

Luckily, you can get some inspiration from brands that have cleverly designed their product pages using brainy techniques to decrease bounce rates, boost ROAS, and lowers customer acquisition costs.

In the second issue of Brainy Battles, we’ll analyze: Product Pages.

Meet Your Fighters 💪

It’s a bold move to decide to create a cookware business. Your customers are looking for one-time purchases that last for years.

Our Place and Caraway are no strangers to the reality of their industry. They know they need to bring the marketing heat on their product pages to close the sale—and they lean on buyer psychology to make it happen.

Fighter #1: Our Place Product Page

One look at Our Place’s Product Page and you can tell they’re taking things seriously. There are tiny details throughout the page that nudge buyers towards the ‘Add to Cart’ button and they all have a purpose.

Check out Our Place’s well-rounded product page that creates a marketing experience that seemingly eases all buyer objections.

Our Place - Product Page

Why It’s Brainy 🧠

Regret Aversion

People like making decisions that come with minimal regret. One Place clearly plays into this with their 100-Day Trial and Free Returns. They lower the threshold of potential regret from the purchase of their Mini Perfect Pot by ensuring their buyers that if they don’t like it — there won’t be any friction in getting their money back.

Our Place - Regret Aversion

Perceived Ownership

Our Place could have said “The Mini Perfect Pot replaces saucepans, saucers, sauce pots…” and that “With the Mini Perfect Pot people boil, stew, stir…” Instead they created perceived ownership by adding in the magical words, “you” and “your” to make buyers picture replacing THEIR saucepan and boiling water in THEIR Mini Perfect Pot.

Our Place - Perceived Ownership

Food Photos

Our Place uses images with food in its product gallery. Studies show that using images of food is a great way to capture people’s attention (it’s one of the five highest attention-grabbing strategies!). People can easily recognize a casserole or lasagna in a product photo that makes them daydream about what they can make using their Our Place cookware.

Our Place - Food Photos

Today’s contest is generously sponsored by Superside 🙏

Imagine this… you need a video or ad design for your next campaign, and you need it done by yesterday. The problem? There’s nobody on your team to make it happen. And you don’t have time to vet and hire a good designer.

So how do you get quality creative assets as soon as possible?

Amazon, Shopify, and Salesforce solve this problem by using Superside.

Superside is a design subscription service that combines top designers with technology to deliver quality design at lightning speed.

What you get with Superside:

✅ Access to the top 1% of design talent

✅ A dedicated design team—including a project manager—to make sure you always get the highest quality work

✅ Super fast—imagine submitting a design request at 3 AM and getting it hours later

✅ No surprise bills

Fighter #2: Caraway’s Product Page

As we bring in our second fighter, you’ll notice some similarities.

Check out the image below — Isn’t it interesting that Caraway and Our Place both use the same color background on their Product Page? And that’s not the only design similarities. This could be a strategic move on Our Place’s part. Our Place came on the scene 3 years after Caraway and may have made their site similar to piggy-pack on the trust Caraway had already built.

While this is just a hypothesis, we can point to 3 clear buyer psychology strategies that are surely driving sales at Caraway, though…

Caraway - Product Page

Why It’s Brainy 🧠

Social Proof

Caraway wants website visitors to know they’re not the first person to buy this pan. Nope — 2,000+ other people have purchased and reviewed this pan before them. Better yet, they don’t have a perfect 5-star rating. Studies show that brands with imperfect ratings actually sell more. Why? They’re more believable. A little imperfection can sometimes be a good thing because it builds trust.

Caraway - Social Proof

Nudges

Knowing that their customer base is looking to buy pans that will last them for years (if not decades) means that Caraway aims to increase their customer lifetime value. Not only do they try to upsell visitors with complementary products, but they make sure to nudge their buyers toward purchasing by showing products in the same color scheme as the main product (in this case the Rectangle Pan) so buyers can imagine owning the whole set.

Caraway - Nudge

Framing Effect

Caraway frames their pots as “free of” and “without any of the bads.” This positons their cookware as products without bad chemicals and makes buyers start to wonder, “What’s in my other pots and pans?”

Caraway - Framing Effect

Who Nailed It? 🤔

Caraway and Our Place both use brainy techniques to convert more web visitors into new merchants. 

Which brand do YOU think has the smartest [marketing asset]?

Cast your vote for a chance to win!

The prize (worth $997)? 

  • A free mini ad in the next issue of Brainy Battles (reaching 17,000+ readers)
  • A free 15-min audit of one of your marketing assets (maybe your own Product Page?) with specific recommendations on how to improve it

    The Short of It 💥

    Your Product Pages are an essential part of the buying journey.

    Even if your buyers skip through your email series and scroll past your paid ads — they have to interact with your Product Page to get their goodies.

    Create the ultimate great impression by adding buyer psychology that makes your website visitors think, “I’m totally getting this.” 

    And if you liked Caraway’s Product Page design—or envy the design work coming from brands like Coinbase, Shopify, Puma, and other legendary brands—check out Superside.

    They hired the world’s best creatives to create a frictionless design ops platform so marketers can get new ads, product pages, and more designed lightning fast. Don’t wait until you have a last-minute design request. Book a call with Superside today to see how they can help you.

    Until next time, happy selling.

      Pssssttt…

       

      Wanna really get inside your buyer’s head?

      There are a few ways I can help:

      1. Get explosive clarity about what works with buyers by learning how to conduct 1:1 Clarity Calls (2500+ happy students)
      2. *NEW* Learn how to mine online reviews from real buyers to generate ideas and copy that converts (350+ happy students)
      3. Book a 1:1 strategy call with Katelyn and get the answers you need to get unstuck and move forward with confidence

      Thank you to our featured sponsors

      Written By Katelyn

      Katelyn Bourgoin is the CEO of Customer Camp, a 4X founder, and a cheese lover. She lives by a simple mantra: whoever gets closer to the customer wins.

      Related Posts

      The Labour Illusion

      The Labour Illusion

      Let’s explore the Labour Illusion – why we may value something more when we think it required a lot of effort.

      Fundamental Attribution Error

      Fundamental Attribution Error

      Let’s explore Fundamental Attribution Error – why we judge other people on their character and ourselves on the situation.

      Price Anchoring

      Price Anchoring

      Let’s explore Price Anchoring – how our perception of price impacts our buying decisions.

      Regret Aversion

      Regret Aversion

      Let’s explore Regret Aversion – why we make choices to avoid regret.

      Oatly

      Oatly

      Let’s explore how Oatly can make people excited about drinking milk made from oats and how you can use the same strategies for your business.

      Dunning-Kruger Effect

      Dunning-Kruger Effect

      Let’s explore the Dunning-Kruger Effect – why we overestimate our competence regardless of our lack of knowledge or skill set.

      Pain of Paying

      Pain of Paying

      Let’s explore the Pain of Paying – why paying upfront removes the pain of playing down the line.

      Comments

      0 Comments

      0 Comments

      BECOME A MINDREADER

      Wanna get inside your buyer’s head? Join our newsletter and get one customer psychology tip delivered straight to your inbox each week. It’s like a 2-min workout for your brain.

      You're in. Giddy up! 🤠

      Become the go-to customer EXPERT

      If you can figure out what makes people tick, click and buy, you can make bank

      We’re often asked if we offer a certification program teaching our in-depth research methods. The answer is… not yet. But we’re working on it.

      Want first dibs when we launch our new certification program? Jump on the waitlist.

      You're in. Giddy up 🤠

      BECOME A MINDREADER

      Wanna get inside your buyer’s head? Join our newsletter and get one buyer psychology tip delivered to your inbox each week. It’s like a 2-min workout for your brain.

      You're in!

      BECOME THE GO-TO CUSTOMER EXPERT

      If you can figure out what makes people tick, click and buy, you can make big $$$. We're working on a new research certification program. Want first dibs when we launch it? Hop on the waitlist.

      You're in!

      JOIN WAITLIST

      Wanna get the buyer insights you need from key stakeholders (and look like a boss)? Our new Stakeholder Mining Kick-off Session training is coming soon. Join the waitlist to get first dibs.

      You're on the waitlist! We'll reach out soon!

      JOIN WAITLIST

      Wanna get the buyer insights you need from key stakeholders (and look like a boss)? Our new Stakeholder Mining Kick-off Session training is coming soon. Join the waitlist to get first dibs.

      You're in!