If you have an asset that is spectacular but is only seen by 10% of site visitors then you’re the one at fault (because you are failing to use your asset).
For Owlet their core asset is a 3:40 minute video that starts off with 3 mothers describing how Owlet saved their baby’s life. But Owlet doesn’t bury this video under “How Owlet works” page. No, when you land on their site the video appears as a popup and autoplays:
That’s right, they are breaking a carinal rule of video plays: always show video in pause mode and let the user decide if they want to see it. But the marketing team at Owlet aren’t fools; they know once parents watch video they are way more likely to buy so they’re breaking a made up rule for better conversion rates.
This post has 2 lessons for marketers:
1: Don’t ever let your trump card remain hidden.
2: (Marketing) rules are meant to be broken.
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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.