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Remember how you said something to someone and it was interpreted in an entirely different way later?

Lack of clarity can turn on you like you never expected. Being vague will cost you because it leaves room for misinterpretation.

We serve the best beer in the world.


We have been awarded the best brewery by the American Beer Club three times in a row.

Which one sounds more convincing to you?

If your want to persuade your visitors to buy from you, you will have to give them the exact specifics of your product/offer. Specivity is one of the most important basics of effective copywriting. It answers the W.I.I.F.M (what’s in it for me) question of your prospects and convince them to take action without you having to go too salesy.

Think about it — would you buy something online if you are not sure how it will benefit you?


So, if you really want to convert your website visitors into customers, there’s no way you can pass out on this tip and still boast of a high-converting website. There’s just a lot of profit that you’re letting slip by.

Our customer, Underwater Audio, tried this copywriting tip on their product comparison page. We’ve already done a case study with them before.

About Underwater Audio

Underwater Audio is an eCommerce website that ships their exclusive range of aqua products, like aqua goggles, swimbuds headphones, and waterproof iPods, to several countries around the globe.

Although their product comparison page was receiving sufficient traffic, they felt that their Original page was not engaging enough. Here’s what Emily from Underwater Audio had to say about it:

The (rather) unattractive table had information in terse phrases organized in no particular fashion (activity, seal, size, features, warranty, depth). The paragraphs continued below the fold and essentially repeated the table, with only a few unique additions hidden in the text. In short, it was not the most engaging page!

This is the Control page, she was talking about:

Underwater Audio Control Page

They decided to clear up the page.

The test hypothesis was that more concise information about the products will improve the perceived value of the product and help customers make the decision more easily.

This is their Challenger page, which was tested against the Original page shown above:

Underwater Audio Challenger Page

Changes Made:

  1. The additional information of the two headphones that earlier continued in paragraphs below-the-fold was combined to include in the table itself.
  2. The information was divided into different specific categories that would be most useful for visitors to make a decision. Product features and specifications were made more detailed for better clarity.
  3. Instead of showing several call-to-action links on the page, only one link to each product page was retained to make the action on the page more clear for the visitors.
  4. The table layout was cleaned and the whitespace on the page was better utilized to make the division between the columns clear without the need for thick cell borders that were ruining the aesthetic appeal of the page.
  5. The font of the page was changed to make it consistent with the rest of the site.


The more focused Challenger page with better copy and design beat the Original and increased website sales by 40.81%. Here’s the comparison image for you:

Underwater Audio Comparison Image

Distractions are big conversion killers. And too many call-to-actions on the page were definitely making things difficult for Underwater Audio.

Compelling content is also vastly underrated. When customers’ concerns were addressed and they were given the precise information they need to make a decision, sales shoot up.

But presenting this information in a visually appealing fashion was also very important to engage visitors and make them read what is written. Even the best copy may not convert well because of a sloppy design as people will just not make the effort to read it.

So, go back and take a look at your product pages again. Are your product descriptions specific? Does your design attract or repel? It’s high time you work it out.

Tests that Underwater Audio can Try

  1. Placement of both the call-to-action links can be shifted to the end of the table for better user flow. Visitors will be more inclined to take action after reading the information and not the moment they arrive on the comparison page.
  2. Testing well-contrasted call-to-action buttons (and not links) should help in making the action more clear. The links right now seem to be merging with the rest of the text on the page. Call-to-action buttons should stand out on the page. Remember the squint test?
  3. The Add-to-Cart buttons should be available for both the products on the comparison page itself (with small “Read more” or “Know more” links below them that take visitors to individual product pages for people who need some more details to make a decision).Right now, the call-to-action links on the page take visitors to individual product pages, which adds one step for those who are ready to order on the comparison page. Here’s what I’m suggesting:

Test suggestion for Underwater Audio product comparison page

What Do You Think?

Do you support any of my test ideas above? Do you have any other test suggestions for Underwater Audio? Share it with me in the comments section.

About The Author


  1. I appreciate the suggestions Smriti! We will try to implement them in another iteration. Reducing the number of clicks a customer has to make in order to buy always helps.

  2. Hello Smriti,

    Really awesome case study on your client website. I would like to add one more suggestion for the same page. By adding some more product image or by adding zoom in and out facility on your product image will help a lot to increase conversion of your client website. Hope it helps 

  3. @Scott – Glad you liked the suggestions. Please keep me posted if you implement them. Would love to know how it turns out. :)

    @Stephen – That’s a great addition, Stephen! It’s like, the comparison page would be serving almost the same purpose as the product page and providing everything that a visitor needs to know to make a decision on this page itself.

  4. I think those are great suggestions for a followup test. After you’ve looked into those, I’d also suggest testing the removal of some of the rows in the table. Some possibilities:
    –Removing Cord Length.
    –Removing Warranty.
    –Removing both Cord Length and Warranty.
    –Removing Cord Length, removing Warranty, and adding Price.

    My hypothesis is that Cord Length and Warranty do not differentiate the products or provide information most consumers will find important. But price is generally a pretty important consideration. In particular, I am pretty confident that people will be more likely to click a prospective “Add to Cart” button if they know what the price is! :)

  5. Ah! Price. How did I miss that? 😀 Thanks for pointing that out, Brian!

  6. You’re welcome! Thanks for discussing your ideas and your case study — I found it very helpful.

    I notice that the original version of the page had Depth Rating in the table. Were there any tests on that element specifically?

    I don’t have access to the website’s sales records, obviously, but the typical order on this website probably consists of one item, right? If so, I’d also recommend testing the phrase “Buy Now” or “Order Now” vs. “Add to Cart.”

  7. Not any tests that I know of. But I will ask Scott from Underwater Audio to join the discussion and clarify this.

    They have a range of aquatic products on their website. So, there’s definitely more than one product.

  8. Most of our sales are just for one product. We have bundles that have everything most of our customers need included. We didn’t test removing depth or any of the individual items from the product comparison chart. It’s difficult to get a signal in A/B testing from small changes unless you have a lot of traffic.

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