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How Powerful is the POWER Trigger?

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Very. But first, let’s run down the definition of Power trigger: This is when we let the shopper know they are in the driver seat. It works because when shoppers feel the experience is about them, and not you, they’re much more likely to take action. Now, watch my video:

How Do You Feel?

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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 …

Always Let the Shopper Drive the Experience

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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 … … where you can select your treatment stage: This dropdown does something powerful: it changes the dynamics of the ask. Now the customer feels they are being heard because the …

How is POWER a conversion trigger?

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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: Dropdown selected: Once the …

Customized Product Comparison Table

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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 …

Let Customers Choose

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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 …

Secondary Objectives

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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 …

Chirstmas Gift Finder

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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: 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 …

Personas – Inside Out

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While I love the idea of persona-driven retail strategy I hate the secrecy around it. We need to extend personas beyond internal use. Personas are more than just internal customer profiles and can actually be used during the shopping process. I’m a total fashion dud. I would love to go to nordstrom.com and select my persona Age Group: young professional …