Rishi Rawat

Reverse Psychology … It Works

Rishi Rawat

The best way to have your audience take action is to casually ask them to keep a secret: uncategorized Email Marketing Favorite

How Big is Amazon Prime?

Rishi Rawat

Well, … Source: @profgalloway. uncategorized News

60

Focus on Just 2 things

Rishi Rawat

Marketing is a boundless playground and you can drive yourself nuts trying every flavor of the moment. So you need to narrow your focus.

Think Different

Rishi Rawat

1: Brick and mortar retail is really cost intensive. 2: Brick and mortar retail can’t compete again Amazon.com. 3: With brick and mortar retail one has to sign long-term storefront leases. 4: Enter Bulletin ( bulletin.co ). 5: Bulletin takes the flexibility of ecommerce and brings it to brick and mortar world. 6: The advantage of a retail store is the idea of unexpected discovery.

New Idea to Possibly Reduce Checkout Friction

Rishi Rawat

I just had this idea so it’s a little half-baked but worth sharing: uncategorized Thoughts New Ideas

11

Is Loss Aversion a Real Thing?

Rishi Rawat

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 aversion because the outcome of option 1 and 2 are identical. Don’t feel too bad, I picked option 1 too. It isn’t our fault, these are deep-rooted cognitive biases.

Asymmetric Dominance Effect

Rishi Rawat

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% chose online only. Experiment 2: Option 1: $59 for online access. Option 2: $125 for print only.

Who Makes the Rules?

Rishi Rawat

Product pages have a very defined standard layout. This is a magazine ad for goodnessknows: Why can’t their ecommerce product page look exactly like the magazine ad? Why does it need to conform to a product page template design? uncategorized Favorite Thoughts

Personalized Urgency

Rishi Rawat

I saw an ad for an interesting product on Instagram. So I clicked it. And landed on this product page which had a message that perfectly related to my behavior and nudged me to take action: uncategorized Landing Page Urgency Messaging

5

Fear …

Rishi Rawat

… is an incredibly powerful emotion: Article Story

Good vs. Bad Signups

Rishi Rawat

Getting an email signup of a potential buyer is important. But getting a signup irrespective of whether the potential customer is interested or not isn’t important.

Choreographed Experiences

Rishi Rawat

Article Thoughts

What’s LCRO?

Rishi Rawat

CRO = Conversion rate optimization. LCRO = Layered conversion rate optimization. Here is how my process used to be: when working on a conversion project I’d block a chunk of time and apply brute force to come up with the best idea I could.

Marketing in Adjacent Markets

Rishi Rawat

Look for related markets adjacent to your core market. Here’s a good example: Warby Parker sells eyewear online but they also have an app that allows any consumer with a phone to test eyesight.

If Done Properly Bad News is Also a Marketing Opportunity

Rishi Rawat

A marketing lesson from Comcast: uncategorized Not Good

Don’t Be Lazy This Holiday Season

Rishi Rawat

During the holiday selling season websites typically add a sitewide design theme and/or message: But they keep the rest of the site the same. For many sites, holiday selling is THE make/break part of their year. Now, we know product page descriptions are THE single biggest conversion catalysts.

New: Amazon Locker

Rishi Rawat

It’s really hard to keep up with the advances Amazon makes every 14 days or so. Just noticed something new on Amazon checkout. They displayed the option to try Amazon Locker: And when I clicked it was shown this: Looks like they are testing this out at local Whole Foods store locations.

2

Stories Matter

Rishi Rawat

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.

2

Signup Message

Rishi Rawat

If you want site visitors to signup for your newsletter over the next 18 days show a message like this (even if you aren’t a Christmas centric ecommerce store). The relevance of messaging (to person, situation, or event) is a big psychological persuader: uncategorized Email Signup

Countdown Timer on Steroids

Rishi Rawat

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: uncategorized Not Good

2

Time and Conversion Rates

Rishi Rawat

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?

Quick View: Don’t Believe Everything You Read

Rishi Rawat

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?

But Things Have Always Been Done This Way

Rishi Rawat

Coming up with new ideas is hard and the brain is lazy. So when we think of new ideas the brain shouts, “But things have always been done this way” I’m sure Nikki Sylianteng had those same thoughts when she got thinking about parking signs, which, by the way, are confusing as heck.

2

Shopper Discounts Explained

Rishi Rawat

Retailers give discounts to shoppers to nudge them to buy. On the face of it, one would assume discounts are the best way to improve conversation rates. But, it’s being done so much shoppers have become desensitized by discounts.

Stockx.com

Rishi Rawat

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. Stocx.com is such an example. It’s a secondary market for sneakers.

To Grab Attention Present Things Differently

Rishi Rawat

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. Because shoppers’ brains are filtering out marketing speak.

We All Make Mistakes

Rishi Rawat

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): uncategorized Email Marketing Not Good

Ad Budget Isn’t Everything

Rishi Rawat

Facebook has unlimited money and can throw as much as they want at a marketing awareness opportunity. But money isn’t everything.

Driving Conversions in a World Where User Attention Is Really Low

Rishi Rawat

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 also applies to potential buyers on your site.

Email Signup Trick

Rishi Rawat

Every site shows an email signup popup, and 98% of users click the close button. Because the signup request doesn’t have the right context. The user has just landed on the site, they don’t even know what makes your business unique.

If You Want Feedback Remove All Friction

Rishi Rawat

Received this great email from Lyft asking why I hadn’t used the service in a while. See screenshot and notes below screenshot: Love this email for 4 critically important reasons: 1: It’s personalized to my actual behavior (“why have you not used Lyft since 6/14.”).

No One Cares About the Next Order

Rishi Rawat

On your PPC landing pages never show a popup that promises a saving on the second purchase: Shoppers clicking paid search ads (excluding branded ads) have multiple tabs open and are reviewing multiple offers at the same time. They’re in “speed dating” mode.

PPC 2

The 4 Forces

Rishi Rawat

If you’re a marketer you need to tattoo this in your mind. The diagram below is used to understand the forces that are at play when a consumer is considering purchasing a new product or service: The 4 forces are: – The Push of the Current Situation. – The Pull of the New Solution.

Copy Sells

Rishi Rawat

We know that making a connection with the consumer can increase conversions through price points, warranties and guarantees and promotional freebies, but have we overlooked a more powerful connection?

Speak Up

Rishi Rawat

If you want to nudge shoppers to pick a certain option be vocal about it. Guess which option Ticketmaster wants us to select? uncategorized Marketing

Unexpected

Rishi Rawat

Unexpected shapes and words have a crazy strong pull. I noticed this ad on Facebook: Can’t explain why but I was mesmerized by it. Same thing happened here. uncategorized Design

2

A NO Isn’t a NO for Everything

Rishi Rawat

You may have a subscriber who subscribes to your newsletter and then unsubscribes. You could just let them go, or you could do this: uncategorized Email Marketing Marketing

Why I Love eCommerce …

Rishi Rawat

… because it allows for an infinite number of interesting business models. My friend Mike Johnson pointed me to something new. Scott Keyes is the Scott behind scottscheapflights.com.

Every Last Drop of Efficiency Matters

Rishi Rawat

I was signing into LinkedIn and noticed a nice little improvement. Moment I got to @ I was shown a dropdown of popular email services. It might just shave off 1 second of typing time, but every second counts: uncategorized Design

Amazon Homepage

Rishi Rawat

I admire Amazon. I more than just admire Amazon. Here is a screenshot of Amazon homepage from May 22, 2006. It’s amazing how quickly the world of ecommerce is evolving: uncategorized Thoughts