If you’re Amazon or Apple—congratulations! You don’t have any credibility issues. Most of us aren’t so lucky. Almost all but the biggest of companies have an uphill credibility battle every time a new visitor lands on their site.Keep reading »
You don’t purchase products. You buy success, status, a lifestyle. Your purchases furthermore, are driven by subconscious perceptions and emotions.
Semiotics, the interpretation of signs and symbols, helps decipher those subconscious elements. While it has plenty of lofty, academic associations, it has practical implications for marketers, too.Keep reading »
Plenty of us have witnessed a marketing campaign gone wrong. Remember that recent Pepsi commercial featuring Kendall Jenner trying to settle a Black Lives Matter protest with a can of Pepsi? I just remember thinking (as I gagged), “How did that actually make it to market?!”
Yet despite some major fails, marketing continues to be the differentiator that sets a brand apart within a crowded market. Keep reading »
Influencer marketing is the talk of the town right now.
Everyone from the scrappiest startups to the biggest household name brands are investing in it. But if you want to get into it, how do you do it right?
It’s cold. It’s undeniable. It’s absolute. It’s infallible.
Or is it?
As CROs we tend to boil the world of human behavior, intent, and action into neat rows in a spreadsheet. We weave our assumptions together with formulas in order to break down complex interactions into absolute spreadsheet cells valued by the number of the digits they contain.
It’s math. We can’t be wrong!
But we are wrong. We’re wrong a lot. Our entire existence is built around being wrong.
What’s the best way to increase conversions? Apart from basic usability fixes, aligning your messaging and design with your users’ motivations is a good bet.
Problem is, discovering user motivations is one of those things that is much easier said than done.
There are, however, research techniques that purport to do just that.
Who are you more likely to trust to tell you the truth: a preschool teacher or a used car salesman? A firefighter or a magician? A child or a politician?
Some people are simply deemed more or less credible based on surface-level factors. The same is true for websites. [Tweet It!]
You have to know what makes your site the child or the politician.
Perception isn’t always the same thing as reality, even when it comes to something as supposedly objective as your product’s value.
In fact, the perceived value of your product is fairly malleable. There are countless studies as well as anecdotes that support the notion that you can tweak small things to increase your product’s value perception.