You’re familiar with the phrase, “A creature of habit.” Yet, as we strive to disrupt industries, take out the competition and launch innovative new products, we forget the power of habit.
Think about what dish soap is sitting by your sink or under the counter. When is the last time you put serious thought into what dish soap to buy? What about your toothbrush? Toothpaste?
Data should speak for itself, but it doesn’t. After all, humans are involved, too – and we mess things up.
So you ran a test – and you ran it correctly, following A/B testing best practices – and you’ve reached inconclusive results.
What now?
If your site isn’t credible, you’re scaring off many would-be buyers. But credibility is contextual, and some attempts to add credibility can backfire.
How, then, can you create a web page that inspires trust, not skepticism—that aids a purchase instead of deterring it?
Day in and day out, you’re surrounded by copy. You’re watching TV commercials, you’re seeing PPC ads in your search results, you’re visiting SaaS pricing pages, you’re shopping online for a new office printer… the list is endless.
It’s easy to look around and think, “Yeah, I could have written that.”
Whether you’re just getting started with copywriting or you’ve already written a few dozen landing pages, it’s important to know that copywriting mistakes are not few and far between.
To avoid making them yourself, it’s important to be aware of the most common (and costly) copywriting mistakes plaguing sites.
What drives your decision-making? Trick question. Two drivers are behind the wheel: system one and system two.
Which system is driving right now? Which system was driving when you bought that new house? How about when you solved difficult math problems in Grade 11?
Product pricing strategy is something no business (that wants to make money) can avoid. Some use various consumer research methods. Some do seat of the pants kind of stuff.
But whatever strategy you use, there’s one thing that will always affect your pricing strategy.
Conversion optimization is hard, but the heaviest lifting is often organizational – changing an organization from a gut-based approach to one driven by data and experimentation.
You know that persuasion is a powerful weapon. Perhaps you’ve even read our 18 Cognitive Biases You Can Use for Conversion Optimization and realized that you are definitely not dealing with rational visitors. And anyone doing conversion optimization should know Cialdini’s 6 principles of persuasion.
However, there is so much more to persuasion than what can be boiled down to a handful of core principles. There are many other, lesser known persuasion techniques that you can use to increase your conversion rate.
If you’re not aware of them and how they impact your visitors, you’re leaving money on the table.
Conversion optimization isn’t necessarily something you can major in during college, so how can you tell who will be a world-class optimizer and who will just be..meh?
While there are many universal traits that define a good hire – proactivity, strong work ethic, critical thinking, attention to detail, and so on – there are some specific and unique traits that help optimizers flourish.