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PubCon Day 3 – Stories, Beer and Landing Pages

Posted by in Conversion Optimisation

The highlight of PubCon day 3 for me was learning about neuromarketing from Roger Dooley, a renowned expert on the subject.

Just what is neuromarketing, you may be asking? According to Wikipedia:

Neuromarketing is a new field of marketing research that studies consumers’ sensorimotor, cognitive, and affective response to marketing stimuli.

It sounds a bit technical when you put it that way, so let’s break down neuromarketing by looking the results of a couple of fun behavioural experiments.

Study 1: Beer Glasses and Drinking Speed

Two groups of study participants were given a 500ml glass of beer. Group A’s beer glasses were curved. Group B’s beer glasses were straight. Group A completed their beers in an average time of 7 mins, while group B completed their beers in an average time of 12 mins. This is almost a 200% difference.

Study 2:  Alcohol, photographs and IQs

Another study, applicants were shown random photos and asked to rate each person in the photographs on what IQ they may have. The results showed that people who were holding alcohol, were associated with having lower a IQ.

These experiments are just two of many which have shown that our minds can be controlled with subtle signals that often we are not aware of. When applied to selling products, this process is known as neuromarketing.

By leveraging neuromarketing techniques, businesses can attempt to make their customers do what you they want them to do. Neuromarketing can be applied to all online mediums, including affiliate sales, eCommerce, shopping cart design, site templates and branding.

You can apply this knowledge to create more effective landing pages to obtain more customers online. Stop your customer from from hitting that back button by learning these techniques from Rodger Dooley.

How to get customers to do what you want

Tip 1: Magic Word

The word “Free” is one of the most effective words to use. Amazon.com ran an AB experiment a few years back where they tested the benefit of “Free Shipping” against”20c shipping”. The “Free Shipping” benefit was the standout winner, almost doubling sales.

A lot of research and studies have been done to try to determine why “Free” is so powerful, and the answer is still unknown – all that is understood is that it works.

Lesson: Always provide free options instead of very cheap ones.

Tip 2: Storytelling

Stories are a powerful way to communicate information. They make information easier to digest, remember and apply. Human history is built on passing stories down from generation to generation.

The effects of stories on the human mind are fascinating. Participants in a study were placed in a MRI brainwave scanning machine and given a novel to read. As they read about the story’s characters running, jumping, fighting, laughing and crying, their brainwaves were “in sync” with what they read. In other words, the brains of the participants believed that they were running, jumping, fighting, etc, at the same time as the participants were reading about these activities.

When applying the art of storytelling to landing pages, including testimonials is a great way to create trust and credibility. However, how the testimonial is written will have an effect on the impact it creates. A testimonial should be in a story form, it should be structured like a story:

  1. Main character introduction (let’s call her Jaime)
  2. Jaime’s problem (She is unfit)
  3. Jaime’s solution  (She finds a kick-boxing class)
  4. Jaime’s new found happiness (She’s got a new hobby and is fitter – and would recommend it)

Lesson: Use a story-style testimonial for maximum impact.

Tip 3: Trust

Trust reduces friction by creating good first impressions. Elements that increase trust include:

  • Testimonial stories
  • Online payment security logos
  • Client logos

If you don’t have access to install online secure logos or don’t have a list of clients to feature, simply add in the line “You can trust us to do the job for you“. Although this won’t have as much impact as endorsements from third parties, something is better than nothing.

Lesson: Never give customers a reason to withhold trust.

Tip 4: Adjectives

There has been a lot of debate regarding adjectives and their impact on conversions. Some studies have shown that adding in adjectives get less social shares, reduces the impact of the subject and slow the readers down. However, in other studies, including adjectives has increased sales. A restaurant added in adjectives to their menu item where “chicken” was reworded to “chicken tenders”,”Chocolate” was reworded to “Satin Chocolate” and so forth – this increased orders by 27%. Because this technique will vary between industries, you should run A/B tests to determine if they will work in yours.

Do not add adjectives to words carelessly. Your adjectives should be:

  • Vivid – blood red lipstick
  • Sensory – silky smooth sheets
  • Emotional/nostalgic – heart-wrenching novel
  • Branded – unmatched superior service

For example, the phrase “Having a bad day?” and”Having a rough day?” both mean the same thing, but MRI scans show that when the word “rough” is mentioned, the brain associates it with the sensory feeling of touch, which gives it more impact.

Lesson: Test different adjectives to create the feeling that inspires your customers to buy

Tip 5: Pictures, text and layout

When a visitor lands on a page, the first element they see will be the hero shot or main featured image. From here, the visitor is likely to look at the headline, sub headlines, body content and then the calls to actions to complete the sale. You should design and write content with this process in mind, especially if you are creating content for long pages.

Effective squeeze pages follow this process especially within their copy. Just like the story structure, your content should follow the same system: start off with a problem, provide a solution and end with the benefits. To make these pages perform well, you need to make your readers feel like they have invested a good amount of time on your page which compels them to take action. A simple way is to educate them on the topic: give them a taste of your product or service, so by the time they finish reading, they are ready to take action.

Lesson: Never dump all your information on a page and shift things around, content needs to be read in a specific order like a story.

In closing, I invite you to take a look at your own website. It be improved with a more compelling story, different descriptive words, improved trust or a better sequential layout? If not, making these adjustments could yield dramatic results.

About

is the head of Conversion Rate Optimisation and Design. Armed with an eye for analytics, she also has a background in graphic design which compliments the online marketing activities of E-Web Marketing perfectly - working closely with SEO, PPC and Social departments. Amy is dedicated in helping businesses increase their online trust factor and brand credibility. She often holds both private and group workshops to teach business owners how to get more sale and enquiries from their website. By breaking down the websites in details, giving demo of helpful tools and providing visual recommendations of changes to be made, business owners have achieved higher web conversion rates, more revenue and more engagement.

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