Actionable Optimisation #10 – Using Tunnel Vision to Improve Conversion

 July 6, 2020

By  Will

Using Tunnel Vision can significantly improve conversion rates by focusing the customer on the end goal.

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Tunnel vision is often considered a negative thing. You’re losing sight of the bigger picture and focusing on what’s right in front of you at that moment.

In ecommerce however, this is exactly the effect you want your website to have on your customers.

You want them to be focused on what’s in front of them, and to complete their goal with no distraction.

As soon as someone enters the checkout flow on your website, that should be their sole focus. No menus, no navigation, no footer, nothing that can take them away from the process of filling in their shipping details, typing in their credit card number, and hitting CONFIRM ORDER.

That said, of course there are times when people want to edit their order, or maybe have forgotten something. So make it easy for them. Let them edit the quantity of items in their basket, give them a Quick View option so they can double check the details without needing to go back, and present relevant upsells and recommendations.

But take a look at the examples in the image. One allows for distractions, and has the customers eyes darting all over the screen, one has a single focus. Which do you think would convert better?

Tunnel vision


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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