Rishi Rawat

My Problem with Amazon

Rishi Rawat

Everyone is saying Amazon will gobble up independent retailers. But Amazon isn’t perfect. There are too many vendors listing the same product on its platform, which creates a poor buyer experience. Here is my story: Here is the Amazon listing page: [link]. Article Not Good Thoughts

Have You Complimented Your Top Customers Lately?

Rishi Rawat

Got this email from Google Maps. I felt great. Flattery works: Have you considered sending a flattering email to your top customers? You don’t have to give a discount, the email could simply be a personal “we appreciate you” note.

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

Buying Time

Rishi Rawat

Have a look at your site data. You’ll find a majority of visitors spend comically low time on the site. Typically under 3 minutes. Think about your own behavior. How much time do you typically spend on new sites? Are you going to read this whole article?

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?

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.

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.

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

Difference between System 1 and System 2?

Rishi Rawat

Video explanation: Written explanation for the video above: If you want to improve your conversion rates, you’re going to have to understand the mind of the shopper. And if you want to understand the mind of a shopper, you need to understand how the shopper’s brain works.

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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My Mean Boss Wants You to Know About this Sale

Rishi Rawat

Moosejaw.com has done a great job with their email marketing.

Getting More Subscribers to Your Youtube Channel

Rishi Rawat

1: Are you a brand that has a fair amount of new content being created on your Youtube channel? 2: Looking to increase channel subscriptions by 5%? Then make 1 tweak to your YouTube channel URL: Article Novelty

Everyone Likes a Robin Hood

Rishi Rawat

I recently came across skiplagged.com—a site dedicated to finding the lowest ticket prices for flights. This site uses a number of conversion tactics and it uses them well.

Words Work When They’re Readable

Rishi Rawat

10 years ago the web was slow as a snail so websites were simple: black font with a white background. Today, because CSS is a thing and slow internet isn’t we’ve started designing the crap out of pages. I can’t tell you how many sites I encounter that use a charcoal gray font color.

Getting Better Quality Reviews

Rishi Rawat

Let’s look at these 2 reviews: A: Generic and just adds cognitive load: B: Specifically addresses shopper concern about mattress delivery to buildings (Narrative Control): Which one do you like better?

Ethical Line of Persuasion

Rishi Rawat

If you don’t like watching videos here is the written version of the article. The things I do for my readers. Marketing has become incredibly powerful. Whenever you go to a website (whether it’s CNN or Walmart.com), often times anonymous aspects of our data are sold in the marketplace.

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.

Make Sure Your Test Element is Visible

Rishi Rawat

When people run experiments, they are simply looking at the outcome of the experiment and determining if it was a success or a failure. This can be a problem. We started adding tracking to see how many people were actually clicking on our test elements. Turns out, the number is low.

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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.

If the Survey Request Sucks No One Will Participate

Rishi Rawat

After a recent visit with a local ophthalmologist, I received this Voice of the Customer survey request: I doubt this survey request was successful for a number of reasons. The heading has no personality and it is visually bland.

VIDEO POST: Don’t Be Intimidated by Amazon

Rishi Rawat

I know Amazon is a scary animal. But Amazon isn’t the end all of retail. Here is my personal story: Here is the product page: [link]. You tell me if you see any mention of this being a Japanese language model. Article Thoughts Favorite

Use Customers to Craft Better Product Pages

Rishi Rawat

A couple of weeks ago, we wrote an article ( link ) explaining how you can improve product descriptions by studying submitted reviews. Reviews are a great way to see why customers actually “like” the product you are selling.

Competing with Self

Rishi Rawat

I’m reading a book about Andrew Carnegie. Mr. Carnegie used a clever strategy to maximize productivity at his steel plants. He would pit plant against plant. You might be wondering, “ How is what happened at a steel plant relevant here?

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Know Why Your Customers Like You?

Rishi Rawat

My wife surprised me with a trip to a camping site with a Yurt. If, like me, you have no idea what a Yurt is here is a picture: Was a fun experience. But what I liked best wasn’t the Yurt, it was the camp washroom facility. Really appreciated how clean it was.

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Everlane.com Experiment

Rishi Rawat

Just saw a really interesting experiment on Everlane.com and decided to share it: Article Narrative Control Power

Getting More Email Signups

Rishi Rawat

Conversational Sites

Rishi Rawat

One of the big differences between buying online and buying at a store is the conversation aspect of the experience. At a store, I can discuss questions and concerns with a specialist. On the web, it’s more like a self-checkout experience.

Urgency

Rishi Rawat

This email would be 5% less effective without the line in the red box: Article Urgency

Change

Rishi Rawat

Article

Changing Our Marketing Message Based on User Behavior

Rishi Rawat

To do this we need to utilize the Choreographed Experience tactic. Definition: A Choreographed Experience is where we switch up our marketing messaging based on the interaction pattern of the shopper. To illustrate let’s look at ayersbasementsystems.com.

Lifetime Warranty

Rishi Rawat

Most companies explain warranties in a boring way. Not Red Oxx. Their warranty message is inspiring: Red Oxx “No Bull” Warranty. As time rolls a ceaseless course, only the genuine guarantee remains.

Anti Scent Trail

Rishi Rawat

Scent Trail trail is used to help the shopper know they’re on the right path. If they search for “dry erase board” on Google search, click your ad and see the word “Dry-erase Boards” on your landing page it’s a visual cue they’re at the right place.

Improve Product Listing Page Conversions

Rishi Rawat

If you are driving paid search traffic to a product listing page I have a simple conversion idea: Article Reduce Consideration Set

Think Closely About the Choices You Present

Rishi Rawat

One wrong word (or phrase) can injure conversions. Dyson is an amazing company. They KNOW how to market their engineering story. They also have beautiful products and a beautiful website. But no one is perfect. Before I go on, let me ask a question: do you prefer reading text or watching a video?

How Powerful is the POWER Trigger?

Rishi Rawat

But first, let’s run down the definition of Power trigger: This is when we let the shopper know they are in the driver seat. It works because when shoppers feel the experience is about them , and not you , they’re much more likely to take action.

Clever Popup

Rishi Rawat

Shoppers ignore everything, especially annoying popups. So, to draw attention show something unexpected. On rockbottomgolf.com text is intentionally shown outside the popup box. This creates an asymmetry, which causes the shopper to slow down and notice the message.

Novelty: Add a Dash of Personality

Rishi Rawat

The brain is a curious device. Who knows why it’s drawn to certain things are freaked out by others (go ahead and Google trypophobia). This Amazon Prime up-sell page is great for a number of reasons but let’s focus on how it applies Novelty. First, what is Novelty ?

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Reconsidering the Phrase Coupon Code

Rishi Rawat

Video: If you hate watching videos read this: The Zeitgeist affects the emotions phrases evoke.

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How Do You Feel?

Rishi Rawat

When submitting a ticket to WordPress the user is presented with an extra question ( red box in the screenshot below): Why does this matter? Because shoppers who post questions to customer service are often experiencing some level of anxiety.

Be Aware of Adoption/Defection Latency

Rishi Rawat

For those who prefer video– For those of you who like to read (talking to you, Lars)– Have you ever wondered why there is a delay between a change initiated by you and when that change registers? This is known as adoption latency. It’s the time gap between action and outcome.

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Play on Magicmurals.com

Rishi Rawat

Play is a tactic where you employ an interactive element to subliminally communicate your marketing message. Why go through the trouble of constructing an interactive element to pitch your marketing message? Because we’re living in a world saturated with marketing messages.

Do You Know What Decoy Effect Is?

Rishi Rawat

Let me illustrate with an example: Video explanation: Article Favorite Price

Getting More Recurring Plan Signups

Rishi Rawat

Our objective is to get people to buy the monthly auto-ship plan (and not the one-time option). Here is the control (what’s online now): Everything is laid in front of the user. This can cause analysis paralysis (too many options).