Are you sold on the idea that it’s beneficial to understand your customer personas?
Hope so. If not, it’s guesswork. When you know who your customers are, where they are, what they love, and what they hate, you can market to them much more effectively.
It’s a cultural trope to “want what you can’t have,” but it’s also a principle based on decades of psychological research.
That principle, scarcity, is incredibly powerful in marketing, persuasion, and conversion optimization—when done right, especially in a free market with limited resources. If people believe that they’ll be missing out on something, they’ll be prompted to act more quickly to get it.
No business starts out with the goal of blending in. Yet, standing out from the competition is one of the biggest challenges entrepreneurs and marketers continue to face.
Wanting to be different from your competition is one thing, but how do you achieve it? The answer, in many cases, can be found in creating an effective differentiation strategy.
“How do we get our customers to do what we want them to do?”
Digital marketers get asked this question all the time. But it’s the wrong question.
Kyle Poyar, VP of Growth at OpenView, said it clearly: “pricing is your most powerful and most immediate lever to accelerate growth.”
Changes in pricing are bound to have an impact on performance. It’s a mechanism that can change your business’s trajectory, but it doesn’t get enough attention.
A few years ago, I launched a kind of “Groupon deal for musicians.” I gave away $1,250 worth of products, including recording time and iTunes distribution, for just $69.
I had spent four months building it, and invested a significant amount of my personal savings into ensuring the campaign was everywhere.
It had to work, and I obsessed over conversions. This obsession paid off when I managed to increase conversion rate from 2.5% to 10.8%.
A/B testing is no longer a new field. Finding a proper A/B testing tool isn’t the problem anymore. Now, the problem is choosing the right one.
Google has announced that it will shut down Google Optimize in September 2023, putting an end to one of the most used A/B testing tools ever.
It’s the early 1980s. You’re in charge of a fledgling ESPN, and you have two choices:
- Add more college basketball—you’re highest-rated programming—to the schedule.
- Stick with the skiing and billiards you’ve aired for years (because you couldn’t afford anything else).
Which creates the more profitable programming bundle?
If you’re not following form design best practices, you’re leaving a lot of money on the table.
While forms aren’t the sexiest part of conversion optimization, they tend to be the closest to the money—the macro-conversions. Spending a little time optimizing forms can be some of the most important optimization work you can do.
Of course, best practices don’t work the same on all sites. It’s contextual. But generally, implementing form design tactics that work more often than not is a good way to get started.
Your brand’s value proposition is a promise of value to be delivered. It’s the primary reason a prospect should buy from you.
It’s also the #1 thing that determines whether people will bother reading more about your product or hit the back button. On your site, your value proposition is the main thing you need to test—if you get it right, it will be a huge boost.