If your site has a search box and a user enters multiple search terms (one after another), it tells us two things: a.) they are motivated, b.) they are having a difficulty locating their target item.
When this happens you need to show them a really well-written message that suggests they speak with a product specialist.
Mirrormate is in the business selling mirror frames. Their tagline is FRAME THAT BARE MIRROR:
Nothing remarkable about that. What is remarkable is that they use the spirit of their tagline to introduce their team:
Your customers have a sense of humor. Don’t be scared to show them your playful side.
Lightstock.com uses 4 words to describe their business. Brilliant:
Shoppers hate paying for shipping, which is why culturesforhealth.com shows this message on their cart page:
Hat tip to Paige Kusmierz for sharing this great Spirit Airlines (spirit.com) email blast. Love their sense of humor (read text at bottom of screenshot):
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.
Most sites that are running an ad say something like- Sale ends October 22nd.
Wonder what would happen if they changed that line to- Prices go up October 22nd?
My friend Justin Marciszewski shared this:
Adding a personal touch to your marketing messaging is a great way to generate Likability, and it’s no secret that shoppers are more likely to buy from people they like. A shopper may not even read beyond the first sentence of a message unless it has personality.
Your business is made of individuals with their own individual quirks and personalities. Show your shoppers that you’re human too. They’ll relate to that and you may just have yourself a return customer.
Use humor every chance you get. It significantly increases the amount of attention your visitors give to your marketing message:
I don’t understand why most sites either:
1: Don’t tell their story.
2: Tell a formulaic story.
There is no template for an About Us page. All you have to do is give the world a glimpse of who you are and what you stand for.
The first thing balsamiq.com does when you land on their homepage is show a prompt to their About Us page (see bottom right corner of screenshot below):
And on click this content is shown on top of their About Us page. It’s very short, to the point and full of personality:
Now here’s the thing, Balsamiq is used by some of the largest companies in the world:
But that information is buried lower on the page. Balsamic is giving more prominence to their About Us content over their client list. And that’s the right thing to do. Shoppers buy from people they trust. Yes, social proof is important, but it’s less important than your amazing personal story.