A marketing lesson from Comcast:
If you have the ability to tell an amazing story you can mark-up some things 1,200%, even candy floss. And story isn’t just words, it’s also the packaging. Check out Bag of Unicorn Farts:
Sells on Amazon for $10.95:
And people who buy it aren’t enraged that they could by the same quantity of cotton candy for 20 cents. No, they’re deliriously excited:
This is the top review rated by buyers of Bag of Unicorn Farts. Not the seller, but the damn buyers:
You can buy Bag of Unicorn Farts here: https://www.amazon.com/dp/B01E9D0OR2/ref=cm_gf_ss_d_d_p_aH_i0_bt20_p0_qd2
Retailers give discounts to shoppers to nudge them to buy. On the face of it, one would assume discounts are the best way to improve conversation rates. But, it’s being done so much shoppers have become desensitized by discounts.
When buyers see that an item has been discounted $50 they disregard the discount amount and just look at the final price. So, whether the markdown is $2 or $50, it’s not taken into consideration, it’s ignored.
The solution? Grab the user’s attention by explaining why the discount is being given.
When you offer the shopper an explanation for why something has been discounted, it not only gets read, it improves conversion rates.
Check out the example we threw together for you below (we added the text why we’re discounting $36):
When “Why we’re discounting $36” is clicked we’ll show this popup message:
I really like this tactic being used on ionsolar.com. It all comes down to being unexpected. So many sites put the grand total of happy customers – this is expected. People will gloss over this. Why? Because shoppers’ brains are filtering out marketing speak.
This approach, on the other hand, makes the reader stop and think for a second because it interrupts the pattern we’ve gotten used to:
Marketers know 2 things:
1: The biggest obstacle with buying online is overcoming the trust hurdle.
2: Shoppers have very low attention spans. If it’s more than a few words no one will read it.
1: is true and 2: is false. Word count doesn’t matter, words do. This trust building page is really long but it’s also very readable and also very trust building. Hat tip to Lars Hundley for sharing it. Here is the page: https://www.oregonswildharvest.com/our-roots/proof-positive/
We already know the direct correlation between review count and conversion rates.
And when it comes to soliciting reviews the most effective tactic is to appeal to the shopper emotionally. Saw a brilliant example during a recent Uber ride (this was attached to driver seat headrest):
PS: I gave the driver 5 stars.
I was on a product page that had 562 reviews with an average rating of 4.7 out of 5 stars. 96% of respondents said they’d recommend this product to a friend. That’s amazing, right? We’ll, it depends.
While the overall stats are impressive their latest review was very negative:
This one negative review stopped me on my tracks. It’s silly to focus on the latest review when the next 4 have 5 star ratings, but who said shoppers were rational??
So, what is the etailer to do? They have 3 options:
1: Moment the review came in they should have posted a review reply stating they’ll fix the situation.
2: They could have sent an email blast to people who made a purchase in the last 60 days but didn’t post a review. This would effectively push the negative review lower.
3: They could have added a graphic like this to the right of the review:
Option #3 can only be used sparingly. If you apply this tactic for every negative review then it’ll lose its potency. Use it only once on a popular product page.
If you want your shopper to provide an extra piece of information it’s a good idea to explain why you need this, and how it will benefit them–