CEO and Founder of Zebra Advertisement.
We can all agree that a good product is easier to sell. However, we live in a time where there are good alternatives for every product and therefore the competition is probably the highest it has ever been. Therefore, understanding how to properly display the unique features and benefits of your offering becomes vitally important.
In this article, I’m going to focus on some simple marketing tricks that can increase consumers’ time on page and conversion rate by simply displaying your content in a different way.
Use green ticks to express the concept of good/excellent.
I’m sure we all think that the content on our product or service pages accurately displays our strengths – and we’re probably right; the content is actually there. However, we often forget that when customers first see our pages, they need guidance in understanding what content to focus on. A study by the Society for Consumer Psychology indicates:
“The tick symbol initiates the concept of ‘good’. The idea of ’good’ is not made conscious; you do not actively think about ‘good’. something, “well” is the most immediately accessible answer.”
So why wouldn’t we use check marks to highlight product features or benefits? I have personally found that using green ticks is even better because you can combine the power of the tick with the psychology associated with certain colors. Green has a very positive connotation and it promotes optimism, hope and balance.
Use social proof further up the page.
New visitors decide whether to continue reading your content based on what’s above the fold line. This is a well-known concept in marketing. However, it’s surprising how many advertisers fail to recognize the power of social proof and decide to use it below the fold.
Let’s assume for a moment that your product has been shown on TV and you are going to be able to use the very famous “as seen on TV” claim. “As Seen On TV” ads are some of the best examples of social proof because they make consumers feel comfortable buying a quality product that other people are using and talking about. Such powerful social proof can convince people to at least learn more about the product and understand how it could potentially benefit them.
There are many things you can use as potential social proof. Just be sure to always support any claims made on your page, to reinforce them and maximize their impact on the consumer.
Answer the five Ws and one H.
One of the first things I was taught during my marketing studies was that to market a product well, it is important to use the questioning method. This method, although very basic, has since shaped every marketing strategy I have worked on.
The method is to ensure that when a consumer is exposed to your product or service for the first time, you would have already answered six fundamental questions:
• What is the product and what problem does it solve?
• Who will benefit from the product?
• Why would someone need the product?
• When is the best time to offer this product to a potential customer?
• Where will the product be available?
• How will the product help solve the problem faced by potential customers?
You can create great landing page/website content using this method. By providing all the information they need in one place, you can influence consumers without needing them to visit multiple pages to gather the information.
Remove all doubts by listening to your customers.
As you generate sales, you’ll learn more and more about your customers just because they ask questions. Keep track of these questions and identify patterns. You’ll soon find that almost every customer might ask you a few questions.
This is great information that will help you add content to your product and service pages. While many companies tend to add an FAQ on a separate page on the website, I’ve seen great success with product-specific FAQ sections on the page.
There is a psychological phenomenon called the ambiguity effect that unconsciously leads us to avoid ambiguous options or purchase decisions. Answering common questions can help you mitigate this risk.
Start with a small commitment, then grow it.
Customers are much more likely to commit to a smaller purchase. The higher the price of a product, the more questions it will ask and the more attrition there will be before a sale.
With this in mind, we – and many other companies – have found success in strategies that start with a small initial engagement before offering customers a more comprehensive solution. At the time of the smallest engagement, if done well, you will be able to develop a higher level of trust with the consumer, and they will be more willing to hear about your other offerings.
Having a great product or service in such a competitive market may not be enough. Potential customers don’t spend a lot of time on a page, and they’ll quickly decide if they want to spend more time on a specific website. As a result, businesses need to do as much work as possible to maximize the results of the traffic they receive. Optimizing your website through the use of customer psychology has proven to be very effective in increasing conversion rates and should definitely be part of your marketing mix.
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