Online Customer Behavior - April 2011


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Over the years, businesses have invested enormous energy and money into connecting with customers. The ultimate measure of customer experience has been the face-to face conversation. But what do you do when your customers are online? How do you learn the wants and needs of your customers? How do you bring human connection to the web, and what is the impact?

Join host Byron White and guest Patrick Bultema, CEO of CodeBaby, as they offer insights into human behavior online, drawn from neuroscience and social psychology, which uncover the myths and mistaken assumptions we often make in developing the online sales funnel. We'll explore a number of new "online behavior measurement tools" that help pinpoint what's working and what's not on your site.

In this webinar you'll learn:

Misconceptions of online behavior
Online behavior research tools
Methodology to improve conversion rates
Mistaken assumptions in online content

Published in: Technology, Design
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Online Customer Behavior - April 2011

  1. 1. Oh Behave: Online Customer BehaviorByron White Patrick Bultema ideaLaunchChief Idea Officer Chief Executive Officer Monthly WebinarideaLaunch CodeBaby Thursday, April 28, 2011
  2. 2. ideaLaunch Content ConversionNews Marketing EnhancementAnnouncement Revolution Tips
  3. 3. QuickAnnouncements
  4. 4. Who you, a Guru? Yes you. Publish a Book at LifeTips!
  5. 5. Mantra: Great Writers. Great Content. Great Results.
  6. 6. Average Factoids Time to Complete Assignment 31 Hours Article Word Count 361 Words Article Delivered Word Count 453 Words Love Lists Per Writer 1.75 Writers Per Love List 3.55 Payment to All Paid Writers $274
  7. 7. “Most” Factoids for WriterAccess Love Lists by a Single Writer 35 Assignments Single Writer 339 Popular Writer Level 4 Payment Single Writer (WriterAccess) $7,265 Payments All Writers (ideaLaunch +) $74,621
  8. 8. Most Popular States for Orders California Massachusetts New York Texas Florida Illinois
  9. 9. Challenge #1: Screening
  10. 10. Challenge #2: Easy Order Process
  11. 11. Challenge #3: Pricing
  12. 12. Pricing: Writer Level
  13. 13. Pricing: Project Complexity
  14. 14. Assignment Checklist Topic Title Asset Type (Article, Blog, Press Release, Tips, Whitepaper, ect) Resources for Reference Company Information Purpose of Asset Keyword Instruction Style Guide (Conversational, Authoritative, Humorous, Tone) Target Audience Details/Personas Governance Specifications (Do’s and Do Not’s) Additional Notes
  15. 15. $10 Bonus Trial Offer: White, ideaLaunchChief Idea OfficerTwitter: @ByronWhiteByron[at]ideaLaunch.comPhone: 617-227-8800 x 201
  16. 16. TheContentMarketingRevolution
  17. 17. It’s the art of listening to your customers’ wants and needs Search Box Social Media Web Analytics Keyword Popularity Customer Service Questionnaires
  18. 18. And the science of delivering it to them in a compelling way Articles Blogs Books eBooks RSS Feeds Printed Books Newsletters Video Web Widgets
  19. 19. It’s catching readers orbiting at high speeds Applet Desktop Events Information Portals Mobile Podcasts RSS Feeds Social Networks News
  20. 20. With information they want and need Engagement Webinars Workbooks Podcasts How Tos Don’t Do’s Tips and Advice
  21. 21. It’s testing campaigns to learn what works best A/B Testing Multivariate Testing Eye Track Testing Segmentation Testing Geo Target Testing Usability Testing Content Testing
  22. 22. And finding the most efficient path to engagement and salesThe Trust Pipeline Offer Content Score Engagement Identify Consideration Confirm Intent Induce Trial Motivate Purchase Gather Feedback
  23. 23. ConversionEnhancementTips and Advice
  24. 24. On-Page Testing FormulaConversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety) Info Content: Are you earning trust with information customers want and need? Usability: Is your content and imagery optimized for conversion? Motivation: Do you have clear reasons to buy and not try the competition? Incentive: Are you offering any incentives or trial or reward? Friction: Have you identified potential resistance and reduced the pain points? Anxiety: Have you pinpointed the concerns and resolved the issues?
  25. 25. On-Page Testing: The Paradox of Choice • Too many choices with the new age of micro expansion • New rules for complex decision-making • New meaning needs to be developed to find the best path • New methodology needs to be formulated for big decisions • New reward needs to surface with the right decision The Paradox of Choice by Barry Schwartz
  26. 26. On-Page Testing: “Feel” words to improve conversion rates Employment Sell Words Financial Sell Words Entry Level Position You’re Already Pre-Approved Excellent Growth Opportunity Cash Back Offer Immediate Openings Be Debt-Free in Weeks Leading Company Seeks Instant Financial Freedom Growing Company Seeks No Annual Fee Team Player Pocket Extra Money Strong Interpersonal Skill Low Introductory Rate Financially Motivated Fast Cash Annual Performance Bonus Start Saving Now Team Environment Piece of Mind
  27. 27. Test “sell” words to improve conversion rates Offers Trials Motivators Special Offer Free Trial Free Gift Exclusive Offer First Time Trial Pays for Itself Limited Time Offer No-Risk Trial Limited Availability Click Here Risk Free Trial As Seen on TV Right Now Buy After Review Solve X Instant Access Test Drive Stop Y Instant Download Free Membership All Inclusive Free Shipping Free Subscription Best Rated No-Fuss Signup Join Beta Group Tested and Proven Easy Signup Free Trial with Feedback Money-Back Guarantee
  28. 28. Test both positive and negative sell words Negative Sell Words Positive Sell Words Baffling Persevering Blurred Efficient Unclear Hard-Driving Bewildering Proactive Mind-Boggling Adaptable Complicated Responsive Convoluted First-rate Perplexing Top-notch Puzzling Highly Competent Mixed Up Powerful
  29. 29. Optimize content for the wide funnel • Preliminary: Headlines, visuals, architecture and familial content. • Investigating: Knowledge-seeking and trust-building opportunity • Capability: Show how you solve problems and delivers on needs • Action: Motivate sign up, download or buy
  30. 30. Byron White, ideaLaunchChief Idea OfficerTwitter: @ByronWhiteByron[at] “The only marketing left is content marketing.” Seth Godin Free Book Download: