Hat tip to Paige Kusmierz for sharing this.
Expedia is in the business of maximizing profits (you should be too). And the highest margin item one can sell is insurance. So Expedia pushes hard for it. But instead of just pushing it they show a real customer story to drive home their point:
Shoppers care way more about the opinion of Mary C from Gloucester than Expedia’s marketing machine. And Expedia knows this.
And the best part is Expedia can A/B/C/n test many travel insurance customer stories to discover the customer review that’s most persuasive.
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This is just one of many examples (some obvious, and some not-so-obvious) of how we use buyer psychology to take visitors to your site from “I’m interested” to “That’s it, I’m pulling the trigger”. We use established principles of behavioral economics to influence. Marketers try and get results by dialing up the marketing volume. We show you how to zig when everyone is zagging.