Rishi Rawat

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.

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

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.

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.

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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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.

Travel 104

Everlane.com Experiment

Rishi Rawat

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

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.

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

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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 ?

Other 104

Reconsidering the Phrase Coupon Code

Rishi Rawat

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

Other 104

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.

Mobile 104

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).

Using Small Ask Trigger to Get Leads

Rishi Rawat

Video: Online shoppers (especially mobile) are intimidated by forms. They’re hard to fill out, take a long time, and often make the user give up information they don’t want to. A Small Ask is a good way to get the ball rolling.

Novelty Effect Example

Rishi Rawat

Article Novelty

What Makes a Good Story?

Rishi Rawat

Of the 7 conversion triggers, I obsess over Story is probably the most powerful. But, what is Story? Story is the emotion we evoke in the mind of the audience. The difference between an average and good story is 512x. Let me illustrate with a story.

Arts 104

Always Let the Shopper Drive the Experience

Rishi Rawat

Ana Ono Intimates is a store in Philadelphia that sells bras for women who’ve had breast reconstruction, breast surgery, or mastectomy.

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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Simple Idea to Boost Your Conversion Rates

Rishi Rawat

We look far and wide for the best marketing growth hacks. I’ll give you the best idea right now: carve out time to just ponder on your biggest marketing challenge. That’s it. Do this and I promise you’ll see a lift. Article Thoughts

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.

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.

If Your Video Converts Well Make Sure It’s Seen

Rishi Rawat

If you have an asset that strongly influences conversions but isn’t seen by enough people then make it more visible. This is usually the case with video content. Video on your site likely definitely converts really well but is seen by a disappointingly low percentage of visitors. Bellroy.com has solved this problem. I’ve seen plenty of product pages that also show a product video. I’ve never seen one that defaults to the product video: [link]. Article Visibility