When creating and optimising our ecommerce customer journey, not only do we need to ensure that we make this as frictionless as possible, but also that we make it as persuasive as possible.
Incorporating a range of psychological principles into your content marketing and sales strategy is a no-brainer.
Knowing what makes your customers tick and how you can influence their purchasing behaviours and decisions is crucial when developing in-depth content marketing strategies.
Almost two decades ago, Jeffrey and I started evangelizing the notion that your conversion rate is a measure of your ability to persuade visitors to take the action you want them to take.
Good companies know how to persuade visitors, but legendary companies better understand their visitors and their desires, and do more than simply satisfying those desires.
Great companies find ways to delight them along their journey. This is sometimes labeled as ‘flow’ in the UX world.
In other words, conversion rate optimization is a critical discipline, but by itself, will it be able to transform a good company into a legendary one?
Digital psychology is increasingly influencing digital strategy.
I’m not going to define what digital psychology means here, though there is an academic discipline of cyber psychology.
But let’s take a look at some experiements in decision theory that can be applied to marketing online.
What would it take to get you to do what I want? If I looked you in the eye when asking? If it was a Tuesday? If your name sounded like mine?
According to scientists, it’s the last. We feel more warmly towards people or things we associate with ourselves, like if my name was Mary Anne and yours was Marilyn. They’re close enough in sound and visual likeness that I’d be more apt to do you a favor than one for, say, Richard or Jennifer.
These kinds of findings, argued Nancy Harhut at Integrated Marketing Week, have implications for marketers because we’re trying to get people to do things all the time: click on a link, choose our product over another, like our company on Facebook.
Knowing the instinctive, reflexive behaviors that people rely on when making decisions helps our marketing strategies and how we go about designing the prompts or triggers to get others to do what we want.
Harhut identified seven that will help you on your way to world domination.
Many digital marketers make a common error from the outset when planning their content marketing campaigns.
The tendency is to think “what shall we give our audience?” when it is just as important to ask “why should they care?”
I am fascinated by the whole psychology of social media: What motivates people to take certain actions, such as overshare the minutiae of their life, or angrily “out” brands on social networks rather than complain directly to them in private, or retweet unproven allegations (and therefore get sued), and so forth?
Social proof is perhaps the most well known of Robert Cialdini’s six keys to persuasion explained in his 2009 book titled “Influence”.
In this article I will describe why social proof works in the online context and how you can use it to increase conversions.
First up a great big caveat emptor: in conversion rate optimisation there’s no such things as rules, there’s only findings. What may prove emphatically effective in one test, might be a waste of time in another similar situation.
Having said all that, there are a number of hardwired human traits and behavioral patterns understood by psychologists, behavioral economists and other social scientists that we can use to increase our conversions.
I have identified 12 brands that understand some of these common behaviors and have reflected it within their web designs. Examples like this can give you some ideas of potential things to try and test on your users.
When it to comes to innovation; Rory Sutherland certainly knows his stuff.
A pure product of evolution himself, he started his career as a classics teacher and is now vice chairman of Ogilvy Group – stopping at the planning department and working as a copywriter along the way.
Though, as an ad man, technology had a huge influence on the way he works with clients, what he’s really interested in is consumer behaviour.
When we sat down just before Christmas, I’d been told to question him about tiny tweaks in design that have mind-boggling changes, starting with the change of a button…
Marketers and content makers have been conditioned over time to believe that online video needs to be short and punchy.
This is based on the presumption that people have limited attention spans, and therefore longer-form content would be wasted – particularly on the multi-tasking Gen Y consumer.
But is duration really a key factor of successful adoption? And how about social sharing? Is the length of a branded video likely to affect people’s willingness to share it?
In the space of 1,000 or more words, I can’t promise to deal with all the answers, but hopefully you’ll agree these questions merit further consideration before setting your content or advertising strategy.
Social commerce is a term that’s been around for a while now, and it isn’t going to go away anytime soon. But there still seems to be some confusion within the industry about what it is and what it means.
I’ve dug out a handful of presentations that cover the main facets within this specific, rapidly-evolving area of e-commerce.