Rishi Rawat

When I started in 2008 my core thesis was that most purchase behaviors were rational. 9+ years on and 300+ experiments…

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Comments 2

  1. I like this idea until you mention there’s no branding but a shortened website address.

    If the customers are getting free holiday cards, wouldn’t they be okay with at least the full website address? Why would they type in a shortered website address if they don’t know where it takes them?

    The other part that’s hard to swallow is sending printed cards. Why not offer free exotic bird e-cards “sponsored by… [with the link to the website]” that customers can access anytime for any purpose?

    I think it’s easier (and fewer steps) to get visitors for a website who are already online rather than to make them turn on their computers, and type in the website, shortened or not.

    1. Post
      Author

      Hi Derek,

      I think if customers sense this is a pure marketing exercise they wouldn’t participate (or only a skewed group would participate).

      While I prefer shortened url I can see why an e-tailer would use the full address.

      “The other part that’s hard to swallow is sending printed cards. Why not offer free exotic bird e-cards “sponsored by… [with the link to the website]” that customers can access anytime for any purpose?”

      I believe physical cards are more personal. But that’s a personal choice.

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