Rishi Rawat

Customer Journey

Rishi Rawat

Nice animated graphic by McKinsey to describe customer journey: Key takeaway: More than half of customers- 58 percent – change brands from one purchase cycle to the next. This means, as marketers, we have plenty of opportunities to acquire new customers. Article Thoughts

Don’t Stack Vertical, Bro

Rishi Rawat

Companies typically show pricing plans to desktop users as a table. This helps with Cognitive Ease. Wait, what’s Cognitive Ease? It’s the measure of how easy it is for our brains to process information. Anyway, back to the post.

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Redundancy

Rishi Rawat

On the top half of snapcorrect.com home there are 2 prominent links: Clicking either one takes you to the same result page ( [link] ). But isn’t that a bad idea, you ask? Isn’t homepage real estate prime? Why repeat the same message but word it differently?

Customized Product Comparison Table

Rishi Rawat

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.

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

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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.

How is POWER a conversion trigger?

Rishi Rawat

Definition: The idea behind Power trigger is giving the buyer the feeling that they (and not you) are driving the process. And even if the buyer doesn’t actually have full control, what matters is that they believe they do.

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.

Don’t Let the Buyer Get Distracted

Rishi Rawat

Shoppers are like beagles on steroids. Any break in attention could lead to a break in conversions. So how it one to keep their attention?

Apples to Oranges

Rishi Rawat

The best way to prevent your shoppers from comparison shopping is to make it impossible for them to comparison shop. To do this we use a tactic called, Price. Definition of Price: Price is a technique where we (marketers) shift shopper focus away from the physical price of the item.

How to Use Serendipity in Email Marketing

Rishi Rawat

Serendipity is one of the 7 conversion triggers. This email from TicketMaster is a great example of Serendipity. Serendipity definition: Serendipity happens when you are able to take information (whether it’s a certainty or a good guess) and use that to market to them.

Can Price Sensitivity Be Influenced? Yes

Rishi Rawat

Written form of the video above: As marketers, we tend to want to put the consumer into price buckets. I’ve had conversations where the marketer would say: our target audience are retired people , or our target audience are people who make over $130k.

How “Play” Drives Conversions

Rishi Rawat

There are 2 types of readers of my blog, people who prefer video and those who prefer the written format (I’m looking at your Lars). Written format: There are 7 levers (that I know of at this point in time) to influence potential shoppers. One of them is PLAY.

Take a Stand

Rishi Rawat

Often, what you stand for is even more important than the product you sell. Flowers for Dreams is a flower shop in Chicago that has an opinion. So, when you get to their site you have to answer a simple question.

Let the Shopper Drive the Experience

Rishi Rawat

Article Cognitive Ease

Google Vs. Amazon

Rishi Rawat

I read somewhere that 55% of product searches start on Amazon. I’m not concerned because Amazon is crap for research: Article Thoughts

Fear …

Rishi Rawat

… is an incredibly powerful emotion: Article Story

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.

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

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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.

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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.

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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.

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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.

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

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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

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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?

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?

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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.

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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

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.

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.

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