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

The Psychology of Color in Marketing and Branding

Below is a shared viewpoint stimulated from a piece by an industry contributor. Here, content writer and project manager, Bobbi Parke, discusses the article, “The Psychology of Color in Marketing and Branding” by Gregory Ciotti, Marketing Strategist and Contributor at Entrepreneur.com http://www.entrepreneur.com/article/233843

colorPencilsAs a project manager, I am on a constant quest to increase my knowledge as to what makes for the most successful websites. I’ve been on a color exploration for quite some time now.

I found this article and others like it to be quite interesting because in my experience so few people take into consideration the intangible. The intangible includes just about anything we cannot see and is oftentimes unquantifiable.

As I research the importance of color – specifically in regards to website design – I find this to be the case with the study of color, too. There exist many contradictory findings and theories within the color studies that have been done. There simply is not enough information gleaned from studies to back up one theory over another. But, that is no reason to discount the importance of color psychology. Continue reading “The Psychology of Color in Marketing and Branding”

How Does Your Website Make People Feel?

One of my colleagues here at LocalDirective when asked to review a potential client’s website had this response,  “At first glance I feel like the font is yelling at me.  No bold.  Bold makes me feel even more like I am being scolded.”  I‘d venture to say, she did not feel there was a good user experience!  How many visitors do you think bounced off that website almost immediately?

There are two important website design elements when you think about your website:  The User Experience (UX) and The User Interface (UI) or Interaction.

Is your website clear and easy to use?  A powerful program that has a poorly designed user interface has little value.

There should be one primary goal per page and you should be asking these questions:

  1. Who is my ideal audience?
  2. Where do I want to send them on my site?
  3. What call to action will best
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It’s Neuroscience, Not Rocket Science

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses the recent CMO.com article, “Web Site Conversion: Art And Neuroscience.”

I really do like the spate of articles that focus on the neuroscience of marketing. After all, understanding the science behind the principles of persuasion help all marketers become increasingly effective in our work. While this is not new or different since the rise of the digital era, it continues to be an important focus as it is applied digitally. This article highlights some of the key elements in conversion of websites in an easy-to-understand way.

  1. Evoke an emotive response. Many people assume that only in consumer marketing is connecting to emotions important. Yet it has been found that emotions guide all decisions, so much so that when pathology is present that prevents
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Is Your Internet Marketing An Uncharted Trip Into The Wild Blue Yonder?

From my experience, for many companies large and small it is just that. They move forward with well-intentioned but poorly planned websites, pay per click (search engine marketing), search engine optimization, social media marketing and perhaps email campaigns. All of that is done without out knowing exactly where they rank today with their internet marketing, how they rank and compare with their competitors, or how they could improve.

Would you take a road trip across country or to the far reaches of Canada or Mexico without a GPS or map of some type? If not then why do it for your internet marketing? In either case you can very well get lost or not be successful without a map. Did you know you can get a comprehensive evaluation of your website, SEM, SEO as well as SMM? Out of that evaluation you get a map as to where you are … Continue reading

17 Marketing Strategies for Local Businesses

If you own a business, by now you have probably discovered that there’s also a lot of competition, both local and national. An effective marketing program is vital for business owners in this competitive industry.Do you need marketing ideas to help you increase local business? If so, this article is just what you need to get your creative juices flowing. Below is a list of marketing strategies that will help you increase your exposure and grow your business.

1. If your local business just opened, hold an open house so people can come in and learn about your company.
2. Offer discounted prices for people who purchase during the first 30 days.
3. Offer something free to new customers.
4. Direct mail postcards are perfectly suited for local business marketing because you can target a certain area around your location.
5. Good ideas and unique services can help you … Continue reading