Asymmetric Dominance Effect

Is a tactic where an option that is inferior is added to the comparison set. The lesser alternative makes the option that is dominated look more appealing.

Experiment 1: Students are presented with 2 annual subscription plans:

Option 1: $59 for online access.
Option 2: $125 for print and online access.

In this experiment, 68% chose print option, while only 32% chose online only.

Experiment 2:

Option 1: $59 for online access.
Option 2: $125 for print only.
Option 3: $125 for print and online access.

Now 84% chose the print and online option, while only 16% chose online only. No one chose the print-only selection.

Source: Dan Ariely experiment.

Marketing in Adjacent Markets

Look for related markets adjacent to your core market.

Here’s a good example: Warby Parker sells eyewear online but they also have an app that allows any consumer with a phone to test eyesight.

The app doesn’t scream “buy our product” but is perfectly aligned with the problem Warby Parker solves.

Their eye test app is ranked #9 on Apple app store under the medical category. To get similar visibility on Google Warby Parker would have to spend millions. So it’s a genius move.

My only question is why didn’t a monopoly like Luxottica think of this first??

Warby_Parker_App.png

Driving Conversions in a World Where User Attention Is Really Low

Don’t know about you but for me, 2017 has been the year when I’ve had to admit I have a problem. A problem with fragmented attention.

Whether it’s email, instant messaging, or even reading research articles on conversion optimization I find it hard to focus for too long.

And this doesn’t only apply to my work and personal life. This also applies to potential buyers on your site.

Looking at Google Analytics data it’s hard to miss the general trend that session durations are down, Exit rates are high, abandons are high, and percentage of shoppers who scroll to the bottom of a page is low. And those who scroll, scroll fast.

We already know 83% of what’s on a page is invisible to shoppers. And the reason it’s invisible is because shoppers are distracted.

To overcome this marketers have applied a novel trick, amp up the marketing message. If people can only see 17% of what’s on a page let’s make each marketing message scream out to get the user’s attention.

This works in the short term (novelty effect) but it’s a bad idea in the long run because if EVERYTHING on your page is marked important then we’re kinda back to square one.

2018 will be the year when marketers will start thinking deeply about conversion optimization in a world where shoppers have fragmented attention. Our product pages have been designed for shoppers that are willing to spend 90 seconds, what do we do in a world where shoppers are willing to invest only 70 seconds? How do we pitch our story?

Things to things to think about in 2018 …

Don’t Be Lazy This Holiday Season

During the holiday selling season websites typically add a sitewide design theme and/or message:

Amazing_Clubs.png

But they keep the rest of the site the same. For many sites, holiday selling is THE make/break part of their year.

Now, we know product page descriptions are THE single biggest conversion catalysts.

So, here is my question, why not rewrite your product page description around the holiday selling season? Tweak copy emphasis around themes like “treat yourself”, “amazing gift”, “celebrate”, etc.

I know what you’re thinking, “I have 561 SKUs, I can’t possibly rewrite every product page”.

Bad thought.

If you look at sales you’ll see 5 out of these 561 items drive a bulk of sales (also called Zipf’s Law). Surely, you’re not THAT busy that you can’t take out 4 hours to rewrite the description of a product page that drives 40% of annual sales.

New: Amazon Locker

It’s really hard to keep up with the advances Amazon makes every 14 days or so.

Just noticed something new on Amazon checkout. They displayed the option to try Amazon Locker:

Amazon_Locker_Default.png

And when I clicked it was shown this:

Amazon_Locker_Clicked.png

Looks like they are testing this out at local Whole Foods store locations.

About Amazon Locker: Amazon Locker provides you with a self-service delivery location to pick up and return your Amazon.com packages.

Stories Matter

If you have the ability to tell an amazing story you can mark-up some things 1,200%, even candy floss. And story isn’t just words, it’s also the packaging. Check out Bag of Unicorn Farts:

Unicorn Fart.png

Sells on Amazon for $10.95:

Amazon Price.png

And people who buy it aren’t enraged that they could by the same quantity of cotton candy for 20 cents. No, they’re deliriously excited:

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This is the top review rated by buyers of Bag of Unicorn Farts. Not the seller, but the damn buyers:

Top Review.png

You can buy Bag of Unicorn Farts here: https://www.amazon.com/dp/B01E9D0OR2/ref=cm_gf_ss_d_d_p_aH_i0_bt20_p0_qd2

Happy holidays.