Short YouTube talk by Stefan Georgi about removing friction in e-commerce checkout flows to improve conversions. He compares Facebook/Meta Quest 3's confusing accessory upsell (elite strap options with insufficient product detail) to his own peptide company's landing page/checkout, highlighting decision paralysis caused by lack of clear information, missing form cues, and opportunities to add concise comparisons and explanations.
Chapters
So I want to talk quickly about creating friction with the checkout process or essentially the idea of removing friction for better conversions. It's not a crazy concept, but it's really interesting to see how this plays out in two really different realms, right? So I was looking at Facebook's new Meta Quest 3, which comes out in two days from when this video is being shot, and actually ordered two headsets and two head straps and all that stuff because I, I'm, I'm a believer of the metaverse is gonna be a lot bigger than a lot of people think right now. And I want to basically buy every generation to test it out, see where we're at, all that kind of stuff. But here's what's really interesting, right? So, okay, here's your quest three. So say I'm like, all right, I'm gonna order it now. And I hit pre order. First of all, you can kind of choose your storage size. Now let's say you're doing the 128, right? The next thing it does is it says, you upgrade your meta quest, add an elite strap to upgrade your experience. But it gives you these three options. However, I have, like, when I was doing this this morning, actually buying it, it's like my immediate thoughts, like, I have no idea what's what. I'm like, okay, like, the regular strap doesn't really look that comfortable, so I probably want an elite strap. But then I'm like, well, how about the battery? But if I click, doesn't really give you any, like, additional information based on the one you, you press the graphic changes and you see the Batman's like, how long is the battery life, right? Like, how much extra battery do I get? Is it comfortable? Is it not comfortable? Is it like, you know, saying that hurt, like, hurts your head, you know, Elite strap, like there's no reason to buy and that becomes what you call, you know, sort of like, well, there's like a paralysis, like a decision paralysis, right? Because this is a huge point of friction. And so it's kind of hilarious because Facebook, right, is obviously a massive company with however many hundred billion dollar market cap, but it creates friction. And now here's the funny parallel, okay, so I became CMO of a company that's doing peptides. So it goes empic, semaglutide, all that kind of stuff. I hope my dog's eating something down below me. I don't know what he's eating. And we're launching pretty soon here, but okay, this is the current landing page, just sort of Like SEO type stuff. I've got to do other ones. It's really cool, right? For example, semaglutide, 3.99amonth, and there's no friction. I. There's too much copy on this right now. I need to modify this. But here's what's interesting, right? Obviously this is for, you know, people have to be doctor approved and all that kind of stuff. So basically you go, you click the get started button, you pick which one you want, and then from there, you know, you have to answer questions. A doctor, a licensed medical doctor in the US Reviews it, if you know you're approved, gets sent to a pharmacy, gets sent to your house, all that kind of stuff. But what's one thing we need to update here? Yes, you can click Learn More on this, but if I click Learn More, it pops up. So it's not bad. But honestly, like, we probably need something just for. Even without the Learn More, it just sort of has some kind of like, what it like, basically compounded semiclutide is this generic of this, and it's 3.99amonth versus whatever these are per month, like 1400, $1500, whatever it is. But if the way this page is right now for us is like, you don't really know the difference. You probably just go for zempic because you're like, I like a zempic. All right, cool. But then you get to, you know, through this whole process, you know, Buy now. If you Click buy now 1399. All right, cool. Buy now 3.99. And it's like, it'd just be good to know stuff on this page. Otherwise there's that same idea of paralysis. I actually think it's a little bit better on this page from us than from Facebook because at least you can click Learn More and see a pop up. I think we can sort of approve this copy a little bit, though, improve this copy a little bit. But that's really it. The whole idea is again, just like creating points of friction that are, you know, potentially detrimental. And I think if I go to like, let's go. If the elite strap here, I'm checking out, there's another piece of friction too. I'm going to pause it for a minute and see. Yes, that was the primary thing. Although I will say, when I was first checking out, right, you have to have everything filled out. And I put my number and I didn't notice the email and I couldn't do continue payment. And I sort of was like, what's happening? And then Realize my email. So they could also even have asterisks or something like that with each one of these checkout forms, just so you can see. Now, again, admittedly I'm doing this on desktop and not mobile, but regardless, that was it. Short video. I just wanted to share sort of why like again, a really interesting point of friction and how, you know, people. A huge mistake companies make is overestimating the knowledge or, you know, assuming that their customer is going to know what to do and they don't often. And so even with my stuff now, I ended up going and going to YouTube and looking up the different headbands and figuring out which one and I basically bought one normal elite, one battery elite strap or whatever. I also, you know, I'm on the more affluent side. So, you know, it was not as big of a decision for me. But for somebody who it's already a reach or stretch to order this and then they gotta like, do I spend the extra money? And then they don't. Again, they don't even know what the benefits are. The same where I think Facebook could just clearly better optimize their checkout page by or their order add to cart page by. By giving you more information on what the straps are, what the benefits are, a comparison, something like that. And it's kind of a huge mistake for my opinion, that they don't. They'll probably cost some sales, especially for a company like Facebook, where that single mistake is probably going to, you know, probably costing them, will cost them, is costing them, whatever. You know, I don't know how much these units, you know, do in total revenue, but sure, tens of millions of dollars, if not more. I'm sure Facebook's a massive company. But you know what, man, Facebook, you want to just add that in, Send me the tens of millions of dollars. I'll take it. So that's it. Hopefully you enjoyed it. Obviously, like subscribe, whatever, all that stuff for my YouTube if you watch it there and have a great day.
