Have you hit a point where no matter what try to improve your conversion rates they just don’t increase – or have hit a ‘limit’?
The good news is there is something you can do about it. Which doesn’t require dropping the price (you could actually put it up) or hiring an expensive developer.
This post is not going to be dedicated to the mainstream ideas of testing different colours, headlines or layouts.
No this one is going to be about the largely underground but highly effective strategies that have been proven time and time again to boost conversions.
It’s amazing just how much marketing is push-push-push without ever taking the time to ask how the prospect relates to it… or even internally thinks.
Questions can be used in multiple different ways. For example rhetorically to get the prospect nodding unequivocally. To evoke an emotion and lock-in engagement. Or to disrupt a pattern to stop the prospect thinking ‘oh, it’s just another one of those’…
The power of a well calibrated question at the right time is nothing to be sneezed at, so make sure you test it.
Here is a counter intuitive one that brings about equally unexpected results. By excluding and making clear who your product isn’t for you actually reaffirm in the prospects mind that yes, this is for me.
… What’s interesting about this one is if you look at the archives from 4 years ago it actually used to be a very popular thing in direct marketing. That was until it became so popular that it actual ceased being as effective when everybody started seeing it (lesson in that) and people slowly stopped.
However I can attest that exclusion based copy and positioning on certain products is working well again.
Laddering is a brilliant concept by Professor Scott Galloway at NYU Stern. At in essence it’s a play on Jack Reece and Al Trout’s idea of positioning. Knowing that brands occupy a position in the minds of a prospect Laddering is a strategy to reframe all of this.
Just take a look at what Apple is currently doing to the distance itself from ‘big tech’. The general population is now questioning if the world has really become the one that Silicon Valley sold to it.
Apple has noticed that and is now starting to ladder or de-position itself against this view point as a risk aversion strategy.
For example Tim Cook the CEO saying that privacy is a basic human right when the Cambridge Analytica scandal was happening (even while they will be using similar data driven advertising techniques in their own ad network).
… or blasting Amazon for engaging in a ‘beauty contest’ for the location of it’s next headquarters.
… or how about it’s new IOS update that has a core feature limiting internet time.
What they are doing here is positioning why Apple isn’t like the big bad tech companies but on the side of and fighting for the consumer.
You can also find ways to run similar strategies in crowded or heavily competitive marketplaces which will place why your website should be the only logical place to go.
Now you might think, huh why should we put a cap on how many of this product someone can buy?
I stumbled on this accidentally while looking at the data of a top selling product which legally had to have this limitation put on it. But then thought, why can’t we add this to other products and see what it does…
Turns out its a brilliant way to indirectly activate the scarcity bias.
Give this a test on your best sellers over the next week and try putting limited to 3 per customer on it and just see what happens.
Geographical Currency Auto Select
Okay, this one is so simple it’s almost dumb.
But I would bet my lucky £20 note that your not doing it.
The amount of websites that don’t automatically convert the price into the currency to the country that users are coming from is unbelievable.
I have seen extraordinary 30%+ increases in conversion over the baseline on high volume websites alone using this one point – it’s a must!
The Rule of One
It’s a natural reaction to think… the more different marketing angles and points you put on a page the better it will work?
Remember the Agora method of one key idea, one key emotion and one train of thought throughout each page.
This applies not just to long-form copy, but to any page you are looking at optimising. So be sure not to deviate away and including stuff you prospect might not actually care about. A lot of time less can equal more.
So test taking stuff away not adding it in.
… There you have it. Some juicy new ideas to test on your campaigns.
I’m always on the hunt for more ideas like the ones listed in this post, so if you have anything that’s working I would love to hear if you want to share by following this link.