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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 …
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% …
A marketing lesson from Comcast:
Don’t know about you but for me, 2017 has been the year when I’ve had to admit I have a problem. A problem with fragmented attention. Whether it’s email, instant messaging, or even reading research articles on conversion optimization I find it hard to focus for too long. And this doesn’t only apply to my work and personal life. This …
If you have the ability to tell an amazing story you can mark-up some things 1,200%, even candy floss. And story isn’t just words, it’s also the packaging. Check out Bag of Unicorn Farts: Sells on Amazon for $10.95: And people who buy it aren’t enraged that they could by the same quantity of cotton candy for 20 cents. No, …
I just had this idea so it’s a little half-baked but worth sharing:
One of the most underutilized parts of Serendipity is targeting during holidays. Even something as simple as your email signup can be transformed into a big psychological persuader for the customer. Take this example of an email signup: As you can see, it’s just a normal signup that promises the user 10% off their purchase. The thing is though, a …
I’m sure you’ve heard about the tactic of adding a countdown mechanism to boost urgency and conversions. (BTW, I don’t think it works). Here is an example of a retailer that is tripling down on that tactic:
There is one really important aspect of improved conversions: when you let the user drive their own experience they convert at a higher rate. Drip.com understands this. When you go to their comparison page instead of showing a table with 3 pre-selected competitors Drip allows users to select the competitors they want to compare Drip against, thus improving the relevancy …
People are kinetic creatures. We are never stagnant. Our views and behaviors change based on outside stimuli, whether that’s the time of day, what side of the bed we woke up on, or, are we hungry? You’d think these things wouldn’t have any effect on important things like our jobs or the future of others but you’re wrong. In a …
Many sites show QUICK VIEW option on category pages. The idea, I guess, is to help the shopper buy directly from the category page. See red arrow in screenshot below: On click: Is there evidence these actually improve conversion rates? Based on the research (https://baymard.com/blog/ecommerce-quick-views) I’ve seen, and experienced firsthand, they likely have a negative impact. This reminds me of …
Ecommerce is great for ideas that are utterly impractical as a physical store but make perfect sense when connecting a wide market even if only 1 in 10,000 people would be interested. Stockx.com is such an example. It’s a secondary market for sneakers. Super niche, super successful:
I really like this tactic being used on ionsolar.com. It all comes down to being unexpected. So many sites put the grand total of happy customers – this is expected. People will gloss over this. Why? Because shoppers’ brains are filtering out marketing speak. This approach, on the other hand, makes the reader stop and think for a second because …
I’m not sharing this to bash the Federal Trade Commission (FTC). I’m sharing it to demonstrate how easy it is to make a mistake. Basically, someone in their IT department needs to configure outgoing email (DKIM and SPF):
There are basically two types of marketing: passive and active. Passive marketing is bottom of the barrel marketing where one is simply keeping up with competitors or implementing ideas based on internal pressures. For example, if your CEO asks to increase email channel sales contribution from 5% to 6% and you respond by increasing email messaging frequency by 20% then …
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