If only I could read my clients’ minds . . . Do you ever find yourself thinking this? What if it were true? Landing pages and ecommerce sites could be created in a snap. Your copy would feel personalized and genuine. Customers would feel like they know you personally because your site does such an excellent job of catering to their needs, offering their wants and alleviating their fears. You would have a whole and untainted understanding of motivation, one of the most basic elements of conversion optimization. Linda Bustos of Elastic Path points out that motivation is the most …Read More
Got a huge catalogue of products and no desire to match items to individual prospects?
You’re probably going to hate this post.
But if you heed some of the advice within it, you may find yourself with increased conversions.
Business owners who fit the above description usually have very set ways of thinking. Operating under the assumption that “more is more” is one of the hallmarks of their minds.
Ever hear of the idea that “less is more”? Yes, it may be cliche, but it can be central to business owners’ selling success . Focusing on offering less can …Read More
You can probably tell from the title that I’m no fan of required registration.
As far as I’m concerned, the idea of required registration goes from bad (making prospects register before completing a sale) to worse (making prospects register to even view a website’s content).
It’s one of the easiest ways for a business owner to stand in the way of his own profits.
Now, there are some out there who will play devil’s advocate and claim that there are very good reasons to require registration.
To that I’ll say that there’s never a good reason to give your …Read More
Some of you might think that great navigation is all you need to convert prospects into customers and keep them satisfied with your website’s usability.
Some of you are wrong.
You need internal search. Yes, need.
That’s not it, though. Internal searches have to be modified to reflect your business, its website’s content and your customers’ own needs, desires and habits.
Try these stats on for size:
At least 50% of shoppers prefer to use an online business’s internal search function to find products Prospects convert at least 4x more than those who don’t use search functions The average …Read More
The benefits of using the right pictures with products are innumerable. They can also trigger something very important in prospects’ minds- the idea that what you are selling and what they are buying is real. In the world of ecommerce, separating yourself from the intangible and duplicitous is crucial to padding your conversion rates.
It’s been said that, amongst other things, pictures inspire emotion in viewers. For this reason, pictures are a marketing tool that online businesses shouldn’t treat lightly. After all, connecting with your buyers and prospects is exactly what you should be doing and using pictures is another …Read More
Many business owners erroneously believe that gathering information about target markets is enough to build their buyer persona marketing arsenal. Not so! Think of getting to know buyer personas as slicing through a cake- you can’t cut a perfect piece without cutting through all the layers first.
The usual marketing questions don’t suffice when creating buyer personas. Using educated guesses can have your marketing team working overtime and just plain guessing can leave you confounded. While knowing certain descriptors of your target market (age, sex, location) can get you started in the right direction, you’ll need to go that …Read More
I feel compelled to comment on a new trend perpetuated and identified by other marketing bloggers. Amazingly, there seems to be an anti-buyer persona movement. That’s probably a little dramatic. What’s really happening is that some marketing bloggers have begun to question the effectiveness of using elaborately detailed buyer personas to market and sell products. It just so happens that they’re doing it at the same time and it appears like an avalanche in the marketing blogger world.Read More
We don’t think about emotions much when we consider optimization. But isn’t it conceivable to say that no decisions you ever make are based purely on reason? I mean the basis of your reason is driven by several emotional factors in your mind. Sometimes your brain completely eliminates certain decisions choices based on emotional factors. When we’ve discussed personas in the past, we’ve noted how important it is to get understand the user, but more importantly is getting inside a user’s head. We like to dig deep and understand what works and what doesn’t and how they “FEEL” about certain …Read More
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