Subscription Marketing: Getting More Recurring Plan Signups
Subscription marketing is how brands go from “one time” orders to recurring orders. Don’t share this idea, it’s totally different.
What Makes a Good Story?
Of the 7 conversion triggers Story is probably the most powerful. But, what is Story? Story is the emotion we evoke in the mind of the audience. The difference between an average and good story is 512x. Let me illustrate with a story. A sales guy has been working at a mattress store for 5 years. Like most brick and …
Always Let the Shopper Drive the Experience
Ana Ono Intimates is a store in Philadelphia that sells bras for women who’ve had breast reconstruction, breast surgery, or mastectomy. On their site you’re greeted with this popup … … where you can select your treatment stage: This dropdown does something powerful: it changes the dynamics of the ask. Now the customer feels they are being heard because the …
Simple Idea to Boost Your Conversion Rates
We look far and wide for the best marketing growth hacks. I’ll give you the best idea right now: carve out time to just ponder on your biggest marketing challenge. That’s it. Do this and I promise you’ll see a lift.
How is POWER a conversion trigger?
Definition: The idea behind Power trigger is giving the buyer the feeling that they (and not you) are driving the process. And even if the buyer doesn’t actually have full control, what matters is that they believe they do. Watch this video to see how wd40.com uses the Power trigger: The default state of the homepage: Dropdown selected: Once the …
How to Use Serendipity in Email Marketing
Serendipity is one of the 16 conversion tactics. It has two sub-categories: Luck and Clairvoyance. Luck creates the sense that the user is lucky to have come across something on the page. Clairvoyance creates the sense that the seller predicted something about the user. This email from TicketMaster is a great example of Luck within Serendipity: Video: The email: Why …
Can Price Sensitivity Be Influenced? Yes
Written form of the video above: Price sensitivity buckets As marketers, we tend to want to put the consumer into price buckets. I’ve had conversations where the marketer would say: our target audience are retired people, or our target audience are people who make over $130k. This implies an affluent shopper who is price insensitive is price insensitive for ALL …
How “Play” Drives Conversions
There are 2 types of readers of my blog, people who prefer video and those who prefer the written format (I’m looking at you, Lars). Written format: There are 7 levers (that I know of at this point in time) to influence potential shoppers. One of them is PLAY. Play is a tactic where you employ an interactive element to …
Take a Stand
Often, what you stand for is even more important than the product you sell. Flowers for Dreams is a flower shop in Chicago that has an opinion. So, when you get to their site you have to answer a simple question. A question that doesn’t have anything to do with buying flowers:
Google Vs. Amazon
My thoughts on Google versus Amazon.
Fear …
Narrative Control is an attempt to make something positive that is or will be perceived as negative. Fear is something often considered as negative, and since everyone is affected by fear, this poses a great opportunity for Narrative Control. Take for example this ad from ProShares: It’s no doubt that brick-and-mortar stores are being affected from online retailers such as …
Customer Journey
Nice animated graphic by McKinsey to describe customer journey: Key takeaway: More than half of customers- 58 percent– change brands from one purchase cycle to the next. This means, as marketers, we have plenty of opportunities to acquire new customers.
Is Loss Aversion a Real Thing?
Sure it is. Do I (the reader) suffer from it? Yes, you do. Let me prove it. Which option would you pick between 1 and 2 below? Option 1: Get $900 Option 2: Take a 90% chance of winning $1,000 (and a 10% chance of winning 0)? If you picked option 1 you have a full blown case of loss …
Asymmetric Dominance Effect
Is a tactic where an option that is inferior is added to the comparison set. The lesser alternative makes the option that is dominated look more appealing. Experiment 1: Students are presented with 2 annual subscription plans: Option 1: $59 for online access.Option 2: $125 for print and online access. In this experiment, 68% chose print option, while only 32% …
