Did you know, only 5% of our brain’s decision making is conscious? Leaving 95% for decisions made on a nonconscious level. As marketers, charged with increasing the quality and quantity of conversions (i.e. decisions), how do we address the 95%?
Roger Dooley, speaker and author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing, the popular blog Neuromarketing, and Brainy Marketing at Forbes, addressed this in his session at Pubcon pro.
Here are the top three takeaways to help you increase your conversions without much more than common sense -- and a little user data.
1. Friction changes behavior
Momentum is what causes us to keep moving, like sliding down a slide. Friction is what stops us from completing that motion. When it comes to your digital properties, like your website, you likely have specific actions you want prospects and visitors to take.
In some cases, motivation can overcome friction. As an example, Roger told the story of how his dog (like most) is extremely motivated by food. He uses many ways to try to increase his dog’s friction while snarfing down his tasty dog food, but none have slowed him down to the point where he gives up. In this case, his motivation trumps friction.
However, as Roger points out, ‘your customers aren’t dogs.’ And according to Gartner, almost 98% of leads on site don’t convert. This means there is a significant amount of friction to overcome.
2. Lowering friction increases conversion
If you want your prospects to take action on your website, you must reduce friction. Since they’re not singularly motivated to convert on your site, you have to make the experience as easy and seamless as possible to help encourage the behavior you want. This friction can come in many ways, for example:
Do your prospects have to fill out a crazy-long form before they convert?
Is the CAPTCHA you’re using too hard to complete?
Do your auto-fill settings routinely malfunction or fill in the wrong information?
Does the actual information on your site take a long time to load, especially on mobile?
Roger encourages us to take a few steps to help increase conversions by reducing friction:
Test everything, as though you’ve never been to your own website - this is where you’ll find out if something is broken, providing a strange user experience, or unnecessary all together.
Reduce the complexity of your checkout or form fill process - Think critically about the data you’re collecting. If you don’t need to know that information immediately, don’t ask for it.
Evaluate whether or not it makes sense for users to need to register to check out - does that make sense for each interaction? Or is this something that can be circumvented and later replaced with a loyalty program, for example.
Look at user data - are your website users taking a long, winding path toward conversion? Are they giving up halfway, and usually around the same point? Use that data to investigate, evaluate, and fix the friction they’re encountering.
3. Low friction experiences increase loyalty
Loyalty programs, special deals and discounts, or even advanced benefits don’t increase loyalty in and of themselves. In fact, according to Accenture, 71% of loyalty programs do not increase loyalty. If someone shops with you or routinely visits your blog, that behavior can be stemming from convenience or habit.
Loyalty is emotional, not transactional. It’s the customer’s experience with your brand that encourages their loyalty. How easy can you make it for them to convert?
He used Amazon as an example here - their one-click buying option that shows shoppers exactly how and when they’ll receive their package, doesn’t require additional information, and can be completed in seconds. That’s the ultimate reduction in friction -- and one of the reasons why in 2018 Amazon is projected to own 49% of online sales.
His advice is to focus on the outcome that’s most desired, and find out what the quickest and easiest approach is to taking that action. Make it easy for users to convert, and they’ll continue to return and do so. After all, according to Gartner, 94% of users that reported needing low effort to purchase repeated that behavior, compared to 4% with high effort.
For more insights from Pubcon, follow the TopRank Marketing team on the ground: @LaneREllis, @LeeOdden and @Tiffani_Allen. And, stay tuned for more insights over the next week on the TopRank Marketing blog.
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Welcome to the second piece in our new multi-part “Collective Wisdom” series of content marketing strategy articles, where you’ll learn proven methods taking you from the beginning of the content planning cycle to its final post-publication conclusion, and featuring insight from some of the world’s most respected and successful digital marketers.
As we’ll explore, skillfully crafting content is one of the most important steps on a successful content marketing journey. After all, content is the centerpiece you present to the digital world — so let’s examine some of the strongest tactics to incorporate in your next campaign.
[bctt tweet="“Crafting content is a mélange in which you wear the varied hats of artist, air traffic controller, plumber, magician, statistician, salesman, marketer, and librarian.” — Lane R. Ellis @lanerellis" username="toprank"]
Tactic 1: Incorporate Appropriate, Effective, and Engaging Visuals
Should you use visual elements in your content? Here’s a hint: Yes!
Today’s marketing draws heavily on the use of interesting and compelling images and other visual content to both draw people in and clearly illustrate messages.
It’s no surprise that marketers use more visuals of all types — images, animated GIFs, videos, in-content playable games, and others — than ever before. Over time, a barrage of studies have shown their superior ability for us to remember them. Compared to plain text copy, which by some calculations has only about 10% recall after three days, some 65% of visual content stays in our memories after the same period of time, according to Dr. John Medina’s “Brain Rules” and other studies.
Videos, graphic presentations, charts and other data visualizations, animated GIFs, stock photos, fine art photos, screenshots, scans, and experimental imagery should all be considered and used to fill your specific content needs. The trick is knowing what to use and where to incorporate it, and understanding your audience helps narrow down the most appropriate and effective visuals for any particular piece of content.
[bctt tweet="“You've got seconds to grab your audience's attention and only minutes to keep it.” — Dr. John Medina @BrainRulesBooks" username="toprank"]
[bctt tweet="“The right visual does more than take up space. It captures attention, creates a little mystery, invites the reader to dig into your carefully-crafted text.” — Josh Nite @NiteWrites" username="toprank"]
Aside from its use in blog posts, great imagery’s power of engagement carries over into the realm of content promotion.
“Good visuals are doubly important for amplification, too: Your Twitter, Facebook, and LinkedIn shares will all include an image,” Josh noted.
Knowing your intended audience and where they’re most likely to encounter a link to the shiny new content on your website is an important factor in choosing which visual elements will have the greatest pull and engagement.
For example, if your audience is clicking on a link to your new blog post or other content primarily on Reddit, the imagery and overall experience those people expect and find engaging is usually quite different than what someone finding your content on LinkedIn in looking for.
[bctt tweet="“People will forget what you said, but they will never forget how you made them feel.” — Jeff Bullas @jeffbullas" username="toprank"]
Tactic 2: Make it Easy For Readers to Share Your Content in the Ways They Prefer
You can have plenty of winning content in place, but without intuitive and expected methods in place to share your carefully-crafted work, it will likely remain largely a content island unto itself — a phenomena Lee Odden calls Invisible Content Syndrome.
Every audience has their own preferred means of sharing the things they find and love online. So, part of your content creation process should be to see that these methods are fully implemented, whether its as simple as having easily-found social sharing buttons and functionality, offering click-to-tweet messaging, or as advanced as using automatic copying of shortened and trackable URLs.
[bctt tweet="“It’s eye candy that attracts readers by making it easy for them to get the meaning of your post quickly.” — Heidi Cohen @heidicohen" username="toprank"]
More content than ever is including click-to-tweet functionality, as it provides a useful way for readers to quickly and easily share key takeaways or especially insightful quotes, however, it may not be right for your content if your audience is not generally using Twitter.
Tactic 3: Harness the Power of Gamification
Interactive content and entertaining game-based or game-like content, including elements such as quizzes, polls, and surveys, are a proven way to boost engagement and content stickiness, raising time-on-page rates as fast as racking up a high score.
[bctt tweet="“The real opportunity with #interactivecontent doesn’t lay in the interactivity itself. The real value creation is in the excitement or connection that you can make with your audience.” — Caitlin Burgess @CaitlinMBurgess" username="toprank"]
Tactic 4: Run With Traditional On-Page SEO Tactics
Crafting content wouldn’t be complete without using longstanding, tried-and-true SEO tactics such as basic metadata, some of which are so fundamental that they should always be used. Some of the same metadata elements I first used in 1993 during the pre-Google days are still wise to incorporate, including the ubiquitous-but-important HTML title and description tags.
[bctt tweet="“There's no reason you have to use this old-school junk methodology that became like pseudoscience in the SEO world and had a recent revival. You should be using words & phrases that Google has related to a particular keyword.” — @randfish" username="toprank"]
SEO is so ingrained in the structure of the web that it’s been surprising to hear it being given the last rites by some in the industry.
However, from our perspective, SEO is not only still a viable tactic, but also necessary — you just need to put the time into thoughtfully analyzing the data so you can pull actionable insights.
[bctt tweet="“Every marketer has access to this data. It’s time to analyze it and use it to inform your content strategy to create customized, relevant, and insightful content that is more valuable to your target audience.” — @annieleuman" username="toprank"]
Tactic 5: Creativity Is Key For Making Best-Answer Content That Stands Out
No matter how many technical tricks or contraptions you use in a content marketing campaign, the road will be a long uphill one if you don’t present creative and useful information that fills a need for your audience.
[bctt tweet="“Influence plays an important role in a ‘Best Answer’ marketing strategy.” — Lee Odden @leeodden" username="toprank"]
The best content creation involves both art and creativity, as comic author Scott Adams once summed up by pointing out that, “Creativity is allowing yourself to make mistakes. Art is knowing which ones to keep,” or as artist Paul Klee said, “One eye sees, the other feels.”
The greater the creativity you and your team have, the more of an an edge you can have on the competition, and creative content draws audiences in, entertains, and when done well, enlightens. It’s one of the main ways to differentiate your content.
Tying It All Together — What Next?
By incorporating appropriate, effective, and engaging visuals, making sharing easy, harnessing the power of gamification, using fundamental SEO tactics, and offering best-answer content, your content marketing will include the elements that give your strategy a much better chance at success.
These aren’t the only elements you’ll want to include in your content crafting tool bag, however, and next up we’ll take a close look at another group of important content creation tactics as we continue our “Collective Wisdom” series.
In the meantime learn more by catching us at an upcoming conference or webinar, including these four:
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