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This tactic works because it prevents cognitive overload. When someone orients themselves online, this usually means that you have to sift through a lot of information. This uses a large part of your mental capacity. Consumers often feel overwhelmed. This is called cognitive overload – an overload of information that makes it more difficult to understand or compare different offers. To avoid this, selectively offering information is important, but also visual rest and guidance.

When it comes to sharing information, remember the holy trinity: the rule of 3. Good things always come in threes. This is true for a lot of things, actually. People find it easier to remember something if it has three parts.

They knew that way back when. Storytellers saudi arabia business email list have been using the rule of 3 for millennia to ensure that their listeners retain information. From the three little pigs to the three witches in Macbeth, and every triptych, triptych or trio, the rule of 3 is everywhere.

But is this rule of 3 also on your website? Essent certainly uses it. Essent presents USPs in easy-to-digest groups of three. This technique avoids cognitive overload and makes it easy to remember USPs.





We also see this with another energy supplier, Engie. Engie presents USPs in a single block with the three most important USPs at the top, including social proof. There is a lot of white space around the text. This allows you to take in and understand the information at a glance.


And as with many things, once you start looking for it, you’ll see that the rule of 3 is everywhere. Not just on energy supplier websites. All sorts of companies use this tactic to explain steps in a process or present important information in a simple way.