Rishi Rawat Doesn’t Do User Research

Engagement

Rishi Rawat shares his unique approach to crafting engaging product page copy, likening it to a three-act movie script. The opening act aims to capture attention by creating doubt about competitors, encouraging users to focus on the product at hand. He explains, "The purpose of the opening is to essentially make them ignore these other tabs and then pull them into my story" 1. The middle act demonstrates expertise, while the final act addresses potential objections, ensuring a comprehensive narrative that keeps users engaged and guides them toward conversion 2.

   

Conversion

Rishi emphasizes the importance of targeting users who are close to making a purchase, rather than expending energy on those unlikely to convert. He states, "I'm actually looking at people that are highly, highly, highly engaged" 3. By focusing on these motivated users, marketers can more effectively manage objections and demonstrate the product's value, ultimately increasing conversion rates. Rishi believes that addressing consumer expectations and objections is crucial, as unanswered questions can deter potential buyers 4.

   

Challenges

Rishi identifies the challenge of creating product pages that resonate with diverse audiences, often resulting in generic descriptions. He argues that marketers should focus on their principal audience, stating, "I would rather...talk to that person as though I'm sitting right next to her" 5. To address this, he proposes techniques like active participation, which involves engaging users in a dynamic conversation. This approach helps tailor the product page experience to individual needs, enhancing its effectiveness in driving conversions 6.