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The Icing News: 10 sec. to Convince, Mobile Mentality, Marketing Psychology

By September 14, 2011 No Comments

Here are some interesting articles we’ve been sharing at CakeMail lately.

Make It a Mobile Mentality
When you create a campaign, review everything you do in email while considering mobile at the same time. Interesting summary from the eec.

How Your Email Deliverability is Affecting Your Overall Revenue

If you ever needed a unquestionable argument for good email practices!

10 seconds to convince your reader before he leaves the page
Here are a few interesting findings from Jakob Nielsen’s team’s latest study on usability “How Long Do Users Stay on Web Pages”? Here are the key findings :

  • Users have time to read only a quarter of the text on the pages they actually visit (let alone all those they don’t).
  • First 10 seconds on the page are critical to stay or leave.
  • Only after people have stayed on a page for about 30 seconds does the curve become relatively flat.
  • So, if you can convince users to stay on your page for half a minute, there’s a fair chance that they’ll say much longer — often 2 minutes or more, which is an eternity on the Web.

Marketing Psychology: The behavioral triggers behind success at Amazon, Groupon and FarmVille
Insight #1. Eliminate small frictions: Amazon.com does a great job of reducing friction around the cost of shipping, “which has always been one of the biggest psychological hurdles to buying online.
Marketing Application: Recognize and reduce the friction points in your conversion process, whether they are related to shipping costs or the number of steps in your landing pages.
Insight #2. Group approval can overpower stigma: A group can greatly influence the behavior of an individual:  Groupon’s success is driven, in part, because its deals are only valid if purchased by a certain number of people (or a “group”).
Marketing Application: Testimonials from people in your audience can show customers that people similar to them have positive experiences with your company.
Insight #3.  Personal investment increases value: FarmVille also leverages the power or reciprocation, a behavioral trait in which people feel indebted to those who give them something.
Marketing Application: Encouraging customers to customize a product before purchasing can make them more inclined to purchase it.
Read the whole article from Wired that inspired this: How Online Companies Get You to Share More and Spend More

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Author Isabel Lapointe

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