Why You Bought That
Grammar: Fixed expressions in professional communication
A Business English English lesson exploring business.
What's in this lesson
A Business English ESL lesson on business, practising fixed expressions in professional communication. The worksheet has a reading, target vocabulary and discussion questions.
From the reading: Why You Bought That
In 2017, Amazon made a quiet change to its checkout page. The company removed a single step — the shopping cart review — and replaced it with its now-infamous One-Click ordering button. Within months, conversion rates climbed sharply. Amazon had not improved its products or lowered its prices. It had simply reduced what behavioural economists call friction: the cognitive effort a customer must spend before completing a purchase. The less a shopper has to think, the more they tend to buy.
Vocabulary
- as long as
- at the heart of
- out of
- rather than
- cognitive effort
- conversion rates
- free tier
- friction reduction
- problem resolution
Discussion questions
- Do you usually know why you bought something, or does the reason come later?
- Has a shop or website ever made you feel genuinely cared for?
- Which matters more to you: price or the experience of buying?
Why You Bought That
Grammar: Fixed expressions in professional communication
What's in this lesson:
Full lesson plan with reading, grammar, vocabulary, and discussion.
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