Cognitive Fluency: The Psychology Secret to Higher Conversions

Every day, prospects and customers pass judgement about your products or services based on presentation. To develop new leads or build customer loyalty, getting your brand’s message right is crucial, especially for new businesses.

But to persuade a customer to do something, you need to know how to approach them in a way that makes them want to buy or share their information.

What is cognitive fluency?

In the most basic form, cognitive fluency is ease in which information is processed. Does the task feel difficult? Was the information easy to understand? Successful digital marketing is all about how we make our target audience feel – we want to use cognitive fluency to effect decision making.

When it comes to driving online conversions, long gone are the days of cluttered landing pages and annoying pop-ups. Instead, we’re now in the era of minimalism and letting the user call the shots.… Continue reading

Assisted Conversions: Stop Throwing the Baby Out With the Bath Water!

Every marketer is tasked with identifying the marketing vehicle(s) that will result in the most revenue at the lowest cost. During discussions with my clients regarding this endeavor, I often hear pains of frustration. This frustration is primarily caused by the inability to accurately identify a direct marketing path to a sale. The reality is that in today’s world, this direct path seldom exists.

Understanding how assisted conversions work and what the data means will help to minimize a lot of the frustration.

Is Your ROI Going Up or Down?

It’s fairly easy to identify the last touch point or sometimes even the first touch point a consumer makes prior to purchasing or even the first touch point. However, when looking at these touch points alone, many marketers find themselves in situations where they are spending more and generating less revenue. Why is this?

It’s easy to assume that the … Continue reading

Get Your Landing Page Ready For Your 2012 Customers

Landing pages have been around for over 20 years. Even though the primary purpose of a landing page has not changed over time, the attributes that have turned viewers into converters has changed. This article will provide you with some landing page best practices to keep in mind that will help turn your visitors into converters. First, let’s talk about what a landing does for you.

The most important function of a landing page is to convince a potential customer to convert. Although the most profitable conversion is typically a sale, a conversion could be anything that you deem as valuable such as:

• Requesting additional information
• Making a phone call
• Completing a form
• Registering for an event
• Forwarding the page to someone else
• Donating to a cause
• Watching a video
• Posting a comment or proving feedback
• Completing a form
• Visiting … Continue reading