How Do You Feel?

Power is one of the most important tactics in marketing. Anytime the user feels that they are in control of the experience they are 3 times more likely to convert.

We’ll take an example right here from WordPress. Let’s say you are submitting a ticket to the support team and you are greeted with this page:

Contact Us

Nothing out of the ordinary here and you would probably submit your ticket as you normally would. But what if we added just one more question, see the example below:

Wordpress_How_do_you_feel.png

The question in red is asking how the customer feels. Why does this matter? It matters because people who post questions to customer service are either confused, angry, or experiencing some other form of anxiety. By presenting these options, WordPress is saying, “we care.”

In hindsight, these options might not actually have any effect on what happens when the ticket is submitted. However, now that we have given the user the Power to express how they are feeling, they’ll be more likely to continue using WordPress, even if they are pissed off.

Always Let the Shopper Drive the Experience

Ana Ono Intimates is a store in Philadelphia that sells bras for women who’ve had breast reconstruction, breast surgery, or mastectomy.

On their site you’re greeted with this popup …

Ana_Ono_Intimates_Default.png

… where you can select your treatment stage:

Ana_Ono_Intimates_Activated.png

This dropdown does something powerful: it changes the dynamics of the ask. Now the customer feels they are being heard because the retailer is asking them to describe themselves. Even if the email messages for each selection are the same it doesn’t matter. Why? Because the idea of choice is what makes all the difference.

How is POWER a conversion trigger?

Definition: The idea behind Power trigger is giving the buyer the feeling that they (and not you) are driving the process. And even if the buyer doesn’t actually have full control, what matters is that they believe they do.

Watch this video to see how wd40.com uses the Power trigger:

The default state of the homepage:

WD40.com_HP.png

Dropdown selected:

WD40.com_Default_Activated.png

Once the first selection is made:

WD40.com_Selection_1.png

Once second selection listing:

WD40.com_Selection_1_Activated.png

Result set:

WD40.com_Result_Set.png

Customized Product Comparison Table

There is one really important aspect of improved conversions: when you let the user drive their own experience they convert at a higher rate.

Drip.com understands this. When you go to their comparison page instead of showing a table with 3 pre-selected competitors Drip allows users to select the competitors they want to compare Drip against, thus improving the relevancy of the comparison.

This is how the page looks when you first get to it (https://www.drip.com/comparison):

Drip_Default.png

And this is what I see after I add my 2 selections (Pardot and MailChimp):

Drip_Open.png