{"id":5419,"date":"2015-10-26T11:33:37","date_gmt":"2015-10-26T16:33:37","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=5419"},"modified":"2015-10-26T11:33:37","modified_gmt":"2015-10-26T16:33:37","slug":"desire-increase-conversions","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/desire-increase-conversions\/","title":{"rendered":"How To Use Desire To Drive Online Sales And Increase Conversions"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 5<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p>It may not be as exciting as \u201cOrange is the New Black\u201d, but we\u2019ve enjoyed a good ride so far through this blog series. In <em><a href=\"https:\/\/www.invespcro.com\/blog\/creating-awareness-conversion-funnel\/\">\u201cPart 1- Creating Awareness\u201d<\/a><\/em> and <em><a href=\"https:\/\/www.invespcro.com\/blog\/a-surefire-way-to-optimize-conversion-rates-optimize-your-conversion-funnel-part-2-building-interest\/\">\u201cPart 2 &#8211; Building Interest\u201d<\/a><\/em> we learned:<\/p>\n<ul>\n<li>It is inevitable that your conversion rates will improve if you optimize your conversion funnel. We use an AIDA-based (awareness, interest, desire, action) funnel as an example throughout the blog series.<\/li>\n<li>Creating awareness of your business and\/or products isn\u2019t the numbers game so many make it out to be. Instead, you need to find your target markets and share your unique value.<\/li>\n<li>Your content does the heavy lifting of interest building. Digital marketing gives you the unique ability to segment your markets and focus your content.<\/li>\n<li>The stages of your funnel are not absolutely distinct, but each one has varying degrees of one or more of the other stages.<\/li>\n<\/ul>\n<p><span style=\"color: #0000ff;\"><em>\u201cDesire is the Key to Motivation\u201d<\/em><\/span><br \/>\n<span style=\"color: #0000ff;\"> <strong>Mario Andretti<\/strong><\/span><\/p>\n<p>If you want to sell, you must induce in your customer the desire to buy. So once again, as we\u2019ve seen previously in this series, you must focus on your customer if you are to optimize your funnel and conversions.<\/p>\n<p>Why do we say \u201cinduce\u201d desire? Because you can\u2019t \u201ccreate\u201d desire. Desire lies dormant in the hearts and minds of your customers, waiting to be stirred. Your job is to channel those desires &#8211; for a better life; for acceptance; to be fulfilled &#8211; whatever they may be &#8211; onto your your product.<\/p>\n<div class=\"blog_img\"><a href=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/heart_graphic-1280x12801.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignleft wp-image-5427\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/heart_graphic-1280x12801.jpg\" alt=\"heart graphic\" width=\"550\" height=\"550\" \/><\/a><\/div>\n<p>Here\u2019s a simple example of how to induce desire to <a href=\"https:\/\/www.invespcro.com\/cro\/\">increase conversions<\/a>. Everyone wants to be happy and most of us feel we could be happier. If you convince web visitors that they will be happier when they have your product, you greatly increase the chance of them acting on their desires and taking your call-to-action.<\/p>\n<p><strong>Three Basics of Coaxing Desire<\/strong><\/p>\n<p>Before we look at ways to induce desire in your prospects, let\u2019s look at some basic principles to help guide you in the process:<\/p>\n<ul>\n<li><strong>Desire is Emotional<\/strong> &#8211; In <em>Part 2 &#8211; Building Interest<\/em>, we talked about creating personas to help appeal to prospects who have different personalities &#8211; and desires.The conventional wisdom is that some people are emotional and some are logical. But the truth is we are all emotional and we are all logical; it\u2019s just that those traits, among others, exist in varying levels in each of us.Something that seems entirely logical, like trying to find the lowest price on a product we want to buy, is actually an emotional pursuit too. Saving money appeals to our desire for security (keeping our money) and fulfills our sense of self worth (you work hard for your money and you\u2019re not going to just give it away).\n<div class=\"blog_img\"><a href=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/children-eating-candy_icecream1.jpg\"><img decoding=\"async\" class=\"alignleft wp-image-5426\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/children-eating-candy_icecream1.jpg\" alt=\"children eating candy\" width=\"550\" height=\"391\" \/><\/a><\/div>\n<\/li>\n<li><strong>You must appeal to existing desires.<\/strong>\u00a0Even those who can \u201csell coals to Newcastle\u201d convert their customers by appealing to existing desires and motivations.Fortunately, the vast majority of marketers already do this. (Anyone out there selling weed killer to desert nomads?) But we can do more to appeal directly to the emotional basis of desire. Homeowners might want better plumbing, but they more likely want a soothing, warm bath.<\/li>\n<li><strong>Desire is Not Enough<\/strong> &#8211; Many of us have a desire to travel somewhere in the world that we haven\u2019t already visited. Who wouldn\u2019t want to sit at the foot of the Pyramids of Giza and look up in wonder and awe? So why don\u2019t we go? From costs and finding the time, to concerns about safe travel and personal security, the reasons are many.<\/li>\n<\/ul>\n<p>As you consider how to coax desire, remember that even if you are successful, you still must eliminate the hurdles that lie between desire and action.<\/p>\n<p><strong>How to Coax Desire<\/strong><\/p>\n<p>Appealing to your prospect\u2019s desires can be relatively easy. Put a baby in a tire, like Michelin did, and you\u2019re done. But like anything emotional, activating desire can also be complex. Imagine the levels of disbelief that Michelin\u2019s ad agency (DDB) had to cut though to convince their client of the power of a baby to sell tires.<\/p>\n<div class=\"blog_img\"><a href=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Michelin01-300x2001.jpg\"><img decoding=\"async\" class=\"alignleft size-full wp-image-5364\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Michelin01-300x2001.jpg\" alt=\"michelin baby print ad\" width=\"300\" height=\"200\" \/><\/a><\/div>\n<p>While it\u2019s impossible in a simple blog post to discuss the virtually limitless complexities of sparking desire in your prospects, here are a few guidelines to help you that will hopefully spark your desire to learn more.<\/p>\n<p><strong>Be Specific<\/strong> &#8211; Think about the times you have tried to explain to customers why they should buy your product. Sometimes all you get back are objections and reasons to not buy. But other times, seemingly miraculously, the customer immediately understands your proposition and responds positively. It&#8217;s a great feeling. You\u2019ve connected. You\u2019ve been understood.<\/p>\n<p>Your customer wants to be understood too. When you show each customer that you understand their problem and you present a specific solution, they feel that you \u201cget\u201d them. And then you get the sale.<\/p>\n<p>Take a look at how <a href=\"http:\/\/www.quicksprout.com\/pro\/\">Quicksprout<\/a>\u00a0makes analyzing your website almost irresistible.<\/p>\n<div class=\"blog_img\"><a href=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/quicksprout-landing-page1.gif\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-5430\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/quicksprout-landing-page1.gif\" alt=\"quicksprout landing page\" width=\"550\" height=\"289\" \/><\/a><\/div>\n<p>As we mentioned in <em>Part 2 &#8211; Building Interest<\/em>, the great advantage of digital marketing over other marketing media is the incredible flexibility that digital gives you to address your prospects\u2019 different personas, stages of the buying cycle and desires. Not taking advantage of those opportunities is like using a single, static, silent image for a television commercial.<\/p>\n<p><strong>Set Yourself Apart<\/strong> &#8211; Unfortunately, your competitors, and all businesses, have similar abilities to appeal to emotions and unleash desire. Take a look at the top ten of Forbes\u2019 list of <a href=\"http:\/\/www.forbes.com\/powerful-brands\/list\/\">The World\u2019s Most Valuable Brands<\/a>. While they all appeal to emotions in one way or another, even a neophyte can recite, off the top of his head, the desire triggers from Apple, Google, Coca-Cola, McDonald\u2019s, Samsung, Toyota and General Electric.<\/p>\n<div class=\"blog_img\"><a href=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/mcdonalds1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-5429\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/mcdonalds1.jpg\" alt=\"mcdonald's logo and slogan\" width=\"550\" height=\"308\" \/><\/a><\/div>\n<p>You need to set yourself apart from the herd by pointing out the unique value of your offer. The only real mechanism prospects have for choosing you over your competition is by finding something in your offer that they don\u2019t find elsewhere.<\/p>\n<p><strong>Eliminate the Hurdles<\/strong> &#8211; Just like the objections your face-to-face customers have, your online prospects have objections too &#8211; even after you successfully get them to desire your product. Imagine in the example above, where objections, concerns and questions get in the way of acting on a desire, if you offered a free trip to the Pyramids of Giza. Suddenly, faced with incredible value, the objections vanish.<\/p>\n<p>While that\u2019s an unrealistic example, it\u2019s a good one to highlight the benefits of making it easier for your prospects to fulfill their desires.<\/p>\n<p>The <a href=\"https:\/\/www.figpii.com\/\">Pii A\/B Testing Engine<\/a> is a powerful and versatile tool for optimizing websites and landing pages. Check out\u00a0how Invesp makes it a no-brainer for any digital marketer to give it a try.<\/p>\n<div class=\"blog_img\"><a href=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/invesp-pii-landing-page1.gif\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-5428\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/invesp-pii-landing-page1.gif\" alt=\"Invesp Pii A\/B testing engine landing page\" width=\"550\" height=\"461\" \/><\/a><\/div>\n<p>We are almost through the entire sales funnel. In Part 4 we\u2019ll look at optimizing the Action stage of the funnel to get more people to reach your conversion goal.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 5<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>It may not be as exciting as \u201cOrange is the New Black\u201d, but we\u2019ve enjoyed a good ride so far through this blog series. In \u201cPart 1- Creating Awareness\u201d and \u201cPart 2 &#8211; Building Interest\u201d we learned: It is inevitable that your conversion rates will improve if you optimize your conversion funnel. We use an [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":5427,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[408,308,409,254,87,433,245,432,124,434],"class_list":["post-5419","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro","tag-aida","tag-call-to-action","tag-conversion-funnel-optimization","tag-digital-marketing","tag-general","tag-increase-conversions","tag-intermediate","tag-optimize-conversion-rates","tag-personas","tag-target-market"],"_links":{"self":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/5419","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/comments?post=5419"}],"version-history":[{"count":0,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/5419\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media\/5427"}],"wp:attachment":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media?parent=5419"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/categories?post=5419"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/tags?post=5419"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}