The click didn’t die. It drifted.
🧪 They Were Going to Buy, Until They Didn’t: The quiet friction you’re not tracking, but should be
Welcome to a space where every edition delivers insights, strategies, and inspiration to fuel your advertising brilliance. 🤯
🧪 They Were Going to Buy… Until They Didn’t: The quiet friction you’re not tracking, but should be
It happens fast.
A shopper scrolls through your gallery. They pause on the UGC photo. They read the spec tab. They hover near “Add to Cart.” Then… silence.
No bounce. No rage click. Just absence.
They were ready, until they weren’t. That’s not a funnel leak. That’s a micro-failure in momentum. And it’s one of the most expensive blind spots in eCommerce.
ATC hesitation is rarely about price. It’s about unresolved questions.
The last 10 seconds before a click are where every internal doubt surfaces:
- “Will this fit?”
- “Is this the newest version?”
- “What if it arrives and feels cheap?”
- “Will I have to pay to return it?”
Here’s the twist: most PDPs do answer these questions.
They just answer them in the wrong order, and too late.
This is why gallery data, not traffic data, is where the answers live.
When shoppers scroll back to image #2, re-tap the video, or revisit the FAQ tab…
That’s not behavior. That’s a signal.
It means the PDP didn’t give them what they needed where they needed it most.
Eko’s breakdown of high-performing PDPs proves this. Brands like Andie Swim saw lifts in conversion without adding new content, just by restructuring what users already interacted with.
It wasn’t about more information. It was about removing decision drag.
The Add-to-Cart button doesn’t need to work harder.
The story before it needs to do less wrong. You can’t shout someone into confidence.
You have to earn it with visual order, message clarity, and invisible trust cues baked into the flow. The most dangerous PDPs are the ones that almost convert.
Because you’ll never see the dropout on a graph, you’ll just keep wondering why “intent” isn’t translating. Start listening where your customers hesitate most. The gallery. And if you want to see how the best brands turned behavior loops into revenue lifts, Eko’s guide lays it out clean. You can check it out for free here!
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🚀 Reel of the Day
What Works:
1. Legacy-Driven Aspiration Sells More Than Hype - Viewers don’t just see protein as a muscle builder; they see it as a daily act of becoming. By anchoring product use in personal purpose, the brand sells identity, not just ingredients.
2. Real Athlete, Real Life = Instant Trust - The athlete isn’t a chiseled influencer or airbrushed bodybuilder; he’s a CrossFit beast in a wheelchair. That visual contrast breaks audience pattern recognition and builds credibility in 3 seconds.
4. Feeds the "Earned Not Bought" Consumer Psyche - This reel sells effort, not shortcuts, no fast results, no miracle claims. In a market saturated with 10-second transformations, this speaks to disciplined achievers.
Broader Insights:
This reel doesn’t just market protein, it markets belonging to a belief system. Buyers aren’t just supporting a brand, they’re stepping into a mindset that says: “I train for the person I used to be, not the person others expect.”
Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. 🥰