I’ve possibly never had so much fun writing an Econsultancy blog post. For an hour or so yesterday, I was listening to ‘old’ in-game radio adverts from the Grand Theft Auto computer games, handily available here.
Whilst they are hilarious, in aping existing companies they also use many of the ad man’s techniques to sell a product.
I’ve tried to succinctly describe these techniques in this post. I hope you enjoy the fake product names and slogans as much as I did, and aren't put off by the some of the products' slightly poor taste. Thanks to GTA Wiki, where I grabbed the crazy product images.
Let’s say you have a great product or service.
Let’s also say that whatever SEO, SMO or PPC strategy you’ve used (or not used) is successfully driving traffic to your ecommerce site, and that when those potential customers have clicked through to your homepage, or landing page, you're confident that it ‘looks good’.
Finally let’s say your site even provides a fine user experience. No real complaints. Everything works as it should.
So now what?
Is there anything more you can do to convince that traffic to stay a little while longer? To not bounce straight back to the SERP? To respond to calls-to-action? To increase your conversion rate?
The techniques of content or the bigger genre of online marketing are not new, they’re just digitized. If you start looking seriously for the origins of digital marketing, you'll ultimately land in 300BCE.
At its heart, digital marketing is persuasion. And if we’re talking about the basics of how to persuade, we should start with Aristotle.
Aristotle, the Greek philosopher and father of rhetoric, set the gold standard for persuasion. All digital marketing is a shadowy form (Hahaha! Philosophy joke. Anybody?) of his original tenets.
You could say that the basic principles of digital marketing are just ancient Greek wisdom dressed up in plaid (that’s what we digital marketers stereotypically wear in the States, at least).
People trust what they see far more than what they hear.
The human brain processes visuals 50 times faster than text. It’s much easier to persuade someone into action through visual stimulus than by merely talking to them or providing a text document. The same goes for your ecommerce site.
At Searchlove yesterday, Conversion XL’s public face and conversion optimisation expert Peep Laja delivered his ideas on what your site should be doing to attract consumers, drawing from the latest research on neuro web design.
Many experts assume the social recommendation system is its killer feature.
But what exactly about this feature makes it so? What in fact is the magic sauce of Amazon?
Sure, there is some predictive value in keeping track of many different variables. There always is. It’s Amazon’s best kept secret.
But I am guessing it’s not only a secret for people outside of Amazon. If you would ask me what the most persuasive ingredient is of the sauce, I would say it’s copy.
The smartest algorithms make sure you get to see products that you love (to buy). A recommendation engine knows what you really want, what you really really want. Computing thousands of variables is the key to predicting consumer behavior.
Nah, I don’t buy it. The black box probably does have an impact, but I know for sure the copy has.
“It's the little details that are vital. Little things make big things happen.” John Wooden
I am a big fan of the micro-conversion vs. macro-conversion discussion (go team micro!). Coming from a behavioral science angle to take up conversion challenges I would like to start the micro persuasion vs. macro persuasion discussion as well.
Marketers often have too ambitious persuasion goals to really be effective. Behavioral scientists are trained to start with micro goals when they aim for macro goals.
When you want to motivate someone to exercise regularly, a first push up is a great start! The same goes when you want to sell products.
Persuasion is a hot topic. But do you also know which of your customers you can persuade?
I recently talked to one of the leading figures in Data Science, Eric Siegel, author of Predictive Analytics. And he concludes that organizations in essence don’t just want to know what consumers will do – they want to know what they can do about it.
I never really thought about it that way, but it makes sense right?
It turns out that it's not that interesting to know what customers will do. Knowing a customer will click, or doesn't click, will move left or move right, isn't useful data. The key is to know which of your customers you can persuade to behave the way you want them to.
By focusing on persuadables marketers can achieve better results. Next to that, it could just help improve marketing's reputation.
Personalisation in retail is often seen as the latest development in online marketing but the practice itself is as old as the concept of retail.
From the time of the earliest shopkeepers, good retailers would recognise their customer and tailor their pitch according to what they knew about them.
Each search query typed into Google delivers page upon page of worthy results, firing users off to several million more websites on a daily basis for all their needs, from research to idle browsing and shopping.
Even in niche markets it is becoming increasingly difficult for online retailers to retain and interest their target users on their website itself in a market where competition is intense.
The practice of making your web page a compelling place to be and crucially, give customers what they want in a matter of seconds, is known as conversion optimisation: making the most out of the people who come to your site and turning them into customers.
So what are the tried and tested ways of standing out from the crowd? What do you need to pay attention to when building and designing a website? Here are my top five considerations for creating a compelling – and successful website – to bring home the leads.
Although almost no one can tell you when data is "big" or not, we all want do “something” with big data.
But collecting terabytes of data doesn’t guarantee we will also use the available data very useful. Three recent trends begin to change the status quo.
Methods for analysing big data have improved, so we are better able to focus on the important data and ultimately make a shift from analytics to actual actions.