How Do You Feel?

Power is one of the most important tactics in marketing. Anytime the user feels that they are in control of the experience they are 3 times more likely to convert.

We’ll take an example right here from WordPress. Let’s say you are submitting a ticket to the support team and you are greeted with this page:

Nothing out of the ordinary here and you would probably submit your ticket as you normally would. But what if we added just one more question, see the example below:

Wordpress_How_do_you_feel.png

The question in red is asking how the customer feels. Why does this matter? It matters because people who post questions to customer service are either confused, angry or experiencing some other form of anxiety. By presenting these options, WordPress is saying, “we care.”

In hindsight, these options might not actually have any effect on what happens when the ticket is submitted. However, now that we have given the user the Power to express how they are feeling, they’ll be more likely to continue using WordPress, even if they are pissed off.

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Always Let the Shopper Drive the Experience

Ana Ono Intimates is a store in Philadelphia that sells bras for women who’ve had breast reconstruction, breast surgery, or mastectomy.

On their site you’re greeted with this popup …

Ana_Ono_Intimates_Default.png

… where you can select your treatment stage:

Ana_Ono_Intimates_Activated.png

This dropdown does something powerful: it changes the dynamics of the ask. Now the customer feels they are being heard because the retailer is asking them to describe themselves. Even if the email messages for each selection are the same it doesn’t matter. Why? Because the idea of choice is what makes all the difference.

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How is POWER a conversion trigger?

Definition: The idea behind Power trigger is giving the buyer the feeling that they (and not you) are driving the process. And even if the buyer doesn’t actually have full control, what matters is that they believe they do.

Watch this video to see how wd40.com uses the Power trigger:

The default state of the homepage:

WD40.com_HP.png

Dropdown selected:

WD40.com_Default_Activated.png

Once the first selection is made:

WD40.com_Selection_1.png

Once second selection listing:

WD40.com_Selection_1_Activated.png

Result set:

WD40.com_Result_Set.png

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Customized Product Comparison Table

There is one really important aspect of improved conversions: when you let the user drive their own experience they convert at a higher rate.

Drip.com understands this. When you go to their comparison page instead of showing a table with 3 pre-selected competitors Drip allows users to select the competitors they want to compare Drip against, thus improving the relevancy of the comparison.

This is how the page looks when you first get to it (https://www.drip.com/comparison):

And this is what I see after I add my 2 selections (Pardot and MailChimp):

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Let Customers Choose

Uncommongoods.com is a unique website, they sell niche creative items.  And because the definition of niche creative is open-ended it’s a challenge for them to predict which item will sell well versus not at all.  And that makes it difficult to purchase inventory.  Well, uncommongoods.com has found a workaround.  They have a page called “vote on product” where shoppers can vote up or down 100s of items–

uncommongoods.com_voting
Click image to visit page.

Items that receive the most community votes are added to the site.  This is a win win– shoppers feel their opinions count and uncommongoods.com can estimate demand before buying inventory.

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Secondary Objectives

Few days/weeks after a purchase most e-tailers send out an email requesting a product review.

There are two kinds of shoppers– extroverted shoppers who enjoy expressing their opinions, and introverted shoppers who have opinions but tend not to express them much. Shoppers that fall in the first group are more than happy to write a review. However, most shoppers fall in the second category. The e-tailer sends them a review request, they ignore it, the e-tailer gives up.

My idea– at the bottom of your review request email say this, “If you’re busy and don’t have time to write a review we’d really appreciate it if you visited our [Swarovski] product page and voted on the review that best described your shopping experience. Your vote will help useful reviews bubble to the top.

While writing a full-blown review is serious commitment many shoppers will be happy to cast their vote.

Here is another example of secondary objective strategy.

Note: If you have the coding chops and can figure out a way to first send a review request email and then email only those shoppers that didn’t write a review (asking them to vote on a review), that would be best.

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Chirstmas Gift Finder

Alfred Dunhill started playing with their eCommerce environment last year and they have already unearthed a pretty neat and engaging interface. Click on the image below to see the ‘live’ tool:

Dunhill gift predictor

Not everything about the gift predictor is perfect though: the interface is heavy, they don’t mention price and matches are a little weak but all in all it’s a pretty cool idea.

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