Some companies do it all. We do just one thing.
We obsessively ask this question:
What causes first-time buyers to ultimately pull the trigger?
It’s a deceptively simple question, which is why most smart people don’t think about it as much as they should.
many most buy decisions happen at a subconscious level. Scientists call this System 1 ( more context
). But if you survey your recent buyers you’ll hear very specific rational reasons for why they chose you. They’re lying (unintentionally). What’s really happening is that rational, System 2 reasoning is being used to justify a System 1 decision.
Marketers who master System 1 thinking fundamentally change marketing outcomes. Let us show you how we do it.
OUR ELEVATOR PITCH
We use 16 tactics to maximize conversions, but since you have 5 minutes we’re only showing 3 important tactics:
Thoughtfulness is the practice of walking in the shoes of your customer. Our goal is to experience things from the eyes of your first-time buyers. As outsiders, an advantage is that your site is relatively new to us, so it’s not hard to see what your first-time visitors see or experience what they experience. Our process is to literally inspect every pixel, word and emotion being expressed on a page.
That’s when ideas start revealing themselves ( Zappos story ).
Think about your most valuable page. Now think about your visitor.
– Should your messaging be tweaked (even subtly) if this is the visitor’s 3rd visit to this page versus their 1st?
– Is there a difference in intent of a visitor who’s seeing this page during office hours versus the weekend?
– Is there a difference between the intent of someone who directly lands on this page versus someone who navigates here from your homepage?
We believe these differences exist and that messaging should be personalized, and yet, 99.8% of all sites we’ve ever seen don’t tweak their messaging for these clearly distinct scenarios. It makes a big difference on purchase intent.
Possible thought: “These ideas sound interesting but do they really drive up conversions?” Testimonial
Remember our first page asked if you had 5 minutes? That’s an example of the Power tactic. Shoppers convert when they believe the shopping experience is designed for them, and not the other way around. Power lets the shopper know they’re in charge. And even if the site experience doesn’t alter based on the selection the shopper makes it still produces the desired outcome (higher conversions). The mere fact that the shopper believes the shopping experience is about them does the trick. Here’s a post we wrote about this tactic.
WANT TO SEE THE REST OF OUR TACTICS?
Shown above are 3 out of 16 tactics. What we’d really like to do is share detailed examples to illustrate use cases for each tactic. It would make our day if you gave us the opportunity. You could either pick a time directly on our calendar (we’ll set a call to discuss the tactics) -or- fill your details below and over the next 16 days we’ll send 1 email a day to describe each tactic.