psychology

Optimize your time: the future of conversion rate optimization

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?

Seven ways to get prospects to do what you want

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.

Tapping into the minds of your audience: The psychology of social media

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?