When a potential shopper is evaluating there are 4 types of thoughts going through their minds:
1: “Too good to be true”
4: Do Nothing
As marketers, our job is to successfully address all 4 thoughts.
In this example, we’ll look at the “Too good to be true” scenario.
On CNN.com I saw this giant top of homepage banner (translation: it’s super expensive):
On click I was taken to this landing page:
77% off is an incredible deal (see headline). 30% of the people on this page will see this ad and say:
“Hey, that’s amazing. I’m so happy I clicked the ad”.
70% would say:
“I don’t buy it”
If the page also included a message to explain a little about how they achieve this 77% saving it would have an incredible impact on the skeptical shoppers: