@crestodina I spoke at the Conversion Conference #convcon this week about flipping your message according to your Web visitor. This can be applied to subject lines, search ads, display ads and landing pages.
One of the most powerful "flips" is between the four kind of visitors outlined by Bryan and Jeffrey Eisenberg in their book Waiting for Your Cat to Bark?.
Here is a creative twist on the four kinds of visitors you'll encounter on your website: video game characters.
Is the page, post or email you're working on right now targeting Frogger or Mario or Galaga or PacMan?
@theGrok writes: "We opened the first CRO agency in 1998. We no longer offer CRO services to clients. We still have a lot of friends in the industry. It's likely some of them will disagree with the way we approach it. That's OK! The goal of this post it help you hire a CRO agency that is a great fit."
Bryan and Jeffrey Eisenberg are the reason I'm in this business. I'm grateful, and many of our clients, current and past, are grateful. So, I can't think of a better source for guidance in this industry.
@copyblogger Here are the five most persuasive words we can use. Indivdually, each of these words appeals to a certain kind of person. If we use the Eisenberg Modes of Persuasion as a guide, we can assign each to a different mode.
"You" - Humanists are relationship oriented. When your voice shifts from "We" and "our company" and you speak to them in the first person, it feels more human -- and more Humanistic.
"Free" - This word appeals to the Spontaneous reader. These visitors are just looking for an excuse to take action.
"Because" - Methodicals want to understand the details. They make decisions deliberately and logically. Credible proof is important.
"Instantly" - This also appeals to our Spontaneous reader, who wants immmediate gratification.
"New" - This appeals to the Competitive, who wants to know what will make them better. New technologies, new versions, new looks get their attention.
So, two of the words are very Spontaneous, and we tend to act spontaneously when we've decided to buy something. "Free" and "Instantly" are bottom of the funnel words.
Dustin Sparks is another fixture in the Conversion epicenter we have here in Austin, an epicenter that includes both Bryan and Jeffrey Eisenberg.
Dustin provides a very comprehensive and easy to consume list of the landing page mistakes that are costing businesses money across the Web.
To find out how you can get a free copy of the Kindle edition of my new book join my Friends of the Author list now.
@TheGrok (Bryan Eisenberg) is one of the founders of the performance marketing movement -- we've called it conversion marketing. He has the cred to ask the hard questions. In this very impactful article, he asks "Really, is this so hard to do?" of the email marketers whom he sees as "broken."
These examples should leave you with a feeling of, "Oh yes. I get it now."
Bryan Eisenberg is a great teacher and is one of the fathers of conversion science. In this post, he asks his audience to make recommendations on pricing tables, those pages that ostensibly help us to choose the right product for us.
Here are my suggestions.
The main purpose of a page like this is "Help me choose." Choice, as it turns out, is a conversion killer, so these pages can be very helpful. This page needs to tell me which is "The best value." A badge would be helpful, probably on the most expensive item.
The little "signal bars" are unique and may be helpful, but don't really tell me at a glance what I want to know.
The copy is unhelpful. Instead of "Essential productivity..." how about "Great system for a tight budget." Instead of "Yield better results..." how about "Good value ready for your network." Instead of "2nd Generation Processor..." how about "This system has the power to do heavy number crunching, video editing and graphics."
There are too many prices here -- four to be exact. I say, pick two: Savings and total price. Crossing out "Starting price" is a proven way to communicate value.
Finally, put the coupon code near the "Customize & Buy" buttons to give those transactional shoppers an extra push.
Bryan and Jeffery Eisenberg often say, "You can't read the label from inside the bottle." It means that you can't really see the solution to a problem if you're too close to it.
This may be a good argument for bringing in consultants for your most important business processes. After working with a client for a year or more, we often find ourselves inside the bottle with them and have to get outside influences to read the label.
Apparently, there is a firm psychological principle at work here that can be measured. What does the label say on your business bottle?
@thegrok (Bryan Eisenberg) highlights the rise of artificial intelligence and robotics in everyday retail with the appropriate amounts of warning and optimism. Will retailers and their employees find themselves in the same boat as our manufacturing sectors? Surprised and confounded by change inevitable?
The echo chamber is alive and well in the Conversion Optimization world. @richpage has noticed how few of us are searching for CRO and "conversion rate optimization" on Google. What gives?
To quote Bryan Eisenberg, "Most websites don't have a traffic problem. Every site has a conversion problem."
If you're waiting to put conversion optimization to work on your site, the least you can do is help us spread the word. Click through for some very interesting statistics.
Ironically, one of the best models for agility and persuasion is found offline, in the world of traditional retailing. Merchandisers at brick-and-mortar chains continually experiment with displays and layouts, offers and messaging, in order to find what works best at each store, then share their findings among stores
Ironically, one of the best models for agility and persuasion is found offline, in the world of traditional retailing. Merchandisers at brick-and-mortar chains continually experiment with displays and layouts, offers and messaging, in order to find what works best at each store, then share their findings among stores.