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sifatahmed
Jan 23, 2022
In ASK US ANYTHING
Did you know, only 5% of our brain’s decision making is conscious? Leaving 95% for decisions made on a nonconscious level. As marketers, charged with increasing the quality and quantity of conversions (i.e. decisions), how do we address the 95%? Roger Dooley, speaker and author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing, the popular blog Neuromarketing, and Brainy Marketing at Forbes, addressed this in his session at Pubcon pro. Here are the top three takeaways to help you increase your conversions without much more than common sense — and a little user data. 1. Friction changes behavior Momentum is what causes us to keep moving, like sliding down a slide. Friction is what stops us from completing that motion. When it comes to your digital properties, like your website, you likely have specific actions you want prospects and visitors to take. In some cases, motivation can overcome 工作职能邮件数据库 friction. As an example, Roger told the story of how his dog (like most) is extremely motivated by food. He uses many ways to try to increase his dog’s friction while snarfing down his tasty dog food, but none have slowed him down to the point where he gives up. In this case, his motivation trumps friction. However, as Roger points out, ‘your customers aren’t dogs.’ And according to Gartner, almost 98% of leads on site don’t convert. This means there is a significant amount of friction to overcome. 2. Lowering friction increases conversion If you want your prospects to take action on your website, you must reduce friction. Since they’re not singularly motivated to convert on your site, you have to make the experience as easy and seamless as possible to help encourage the behavior you want. This friction can come in many ways, for example: Do your prospects have to fill out a crazy-long form before they convert? Is the CAPTCHA you’re using too hard to complete? Do your auto-fill settings routinely malfunction or fill in the wrong information? Does the actual information on your site take a long time to load, especially on mobile? Roger encourages us to take a few steps to help increase conversions by reducing friction:
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