Are you providing your customer with too many options?
500 channels of digital cable and our choice of thousands of online retailers can make it seem like we’re living in the golden age of ‘something for everyone’ when it comes to online experience.
[aditude-amp id="flyingcarpet" targeting='{"env":"staging","page_type":"article","post_id":1807998,"post_type":"vbwebinar","post_chan":"none","tags":null,"ai":false,"category":"none","all_categories":"big-data,bots,business,cloud,enterprise,entrepreneur,marketing,mobile,","session":"C"}']But the truth is that all those options make it difficult for us to make decisions as consumers, leading to paralysis by analysis that defeats the strategies of many a digital marketer, according to Talia Wolf of Conversioner.
“We love to say we buy because we have this rational decision-making process where we consider consequences, but at the end of the day, we buy because different emotional triggers help us purchase products,” she says. “So, it’s not about the features of the product, it’s about how you feel. It’s not about the shoes, it’s about how you feel when you’re wearing the shoes.”
Wolf, founder and CEO of Conversioner, a conversion optimization agency that specializes in combining emotional targeting and user behavior data, believes successful marketers need to limit customer’s options. Based on what we know about them and the trust we build with them, customers want our help deciding what to do next.
Learn more from Talia Wolf: Watch VB’s free webinar hosted last week: Four ways personalization will improve your marketing campaign. Wolf is joined by Stewart Rogers, VB Insight’s Director of marketing technology and Sam Wolf, Vice President of Lucky Vitamin. Together, they share best real-world personalization practices.
Personalization relies on tapping emotional triggers in a few ways: For one, it increases trust. Secondly, it makes the customer believe the company they’re dealing with is trustworthy. It can also make us feel like we’re part of something bigger, and that helps us make decisions and feel like we’re in control. This is important because we see so many ads, so many products trying to appeal to us, that it’s easy for any one message to get lost in the clutter. Personalization done right helps us choose from among all that content, get to what’s important to us, and decide on the products and brands we want to touch.
“That’s really important. I need to tell my customer what they can do and the next steps they need to take,” Wolf explains. “If I have 50 emails in my inbox and one of them stands out by presenting a clear option, or a small set of options that make sense to me, it helps me to take the next step.”
According to Wolf, there are many ways to leverage personalization without paying a lot for martech products that help to on-board customers. Here are a few of her recommendations on small, cool ways for marketers to tap into emotional triggering.
1. Focus on the customer. Simply put, it’s not about what we want to sell, it’s about what the customer wants to experience. Put the customer at the center of things by identifying not what people want to buy, but what they want to experience, and look for ways to motivate them to take action. Automation and all that goes with it is great but if you don’t start from the customer’s POV you’re probably going to miss the mark.
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2. Remember how impactful social integration can be. In many cases, it’s enough for someone to arrive on a landing page and see that other Facebook friends are using a product, or have ‘Liked’ it before, or that their friends have tweeted about the brand. Simple things like popping a Facebook short code onto your site can make a big difference because it gives customers a sense of personalization through belonging, thereby helping them to feel good about making a buying decision.
3. Tap geo-location or IP data. This is another low-cost way to create a personal connection. Use zip code info to show your customer the store closest to them, or automatically fill in online order forms. Little things like this make the customer feel like we understand their circumstances and build core trust for brands.
4. Which brings us to perhaps the most effective method to tap emotional triggers: provide your customers with content they want — and remind them that they’ve asked for it. Don’t just use their name in the greeting, show them content they’re interested in throughout your message and let them know that you’ve sent it to them because that’s what they’ve asked for. This demonstrates to the customer that you’re listening to what they want and delivering on it — the very essence of personalization.
Don’t miss out!
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Watch on demand here for free.
In this webinar, you’ll learn:
- How marketers are dropping bounce rates by 35 percent, increasing conversions by 46 percent, and raising revenues by 73 percent using personalization
- Why personalization matters, the psychology behind it, and why marketing channels change how you use personal data
- The gap between what is possible, and what is happening right now, to help you understand the opportunity
Speakers:
Stewart Rogers, Director of Marketing Technology, VentureBeat
Talia Wolf, CEO, Conversioner
Sam Wolf, Vice President, Lucky Vitamin