The layout, eyeflow, and interaction changes that made the conversion experience much better during normal shopping periods had less of an effect during high-urgency periods. When shoppers had high internal urgency, they were motivated to overcome usability and informational barriers to find the products they needed.

That’s where a conversion rate-optimization framework can help. By analyzing your marketing experiences from the perspective of your prospects, you can get into the mindset of minimizing barriers to cognition.