Sometimes, Adding Friction Improves Conversions

When I landed on llbean.com through a PPC ad I was greeted by this popup–

LLbean.com

CLICK HERE TO ACTIVATE button could have been eliminated.  They could have just shown the SAVE10 coupon code.  Normally, reducing steps improves conversions.  But in this case llbean.com is adding friction (the need to click a button to activate coupon code) and it’s a brilliant strategy.  Why?  Because CLICK HERE TO ACTIVATE is a trigger that subconsciously influences the shopper.  Once shoppers hit CLICK HERE TO ACTIVATE they have taken an action that takes them deeper into the conversion funnel.  It’s not like they can’t turn around, they can, but it’s going to be 6% harder.  Who knows how long that coupon code will remain activated?  Who knows if SAVE10 can be used later without clicking CLICK HERE TO ACTIVATE first?  Would it still work?

These questions incentivize the shopper to stay on llbean.com (i.e. away from L.L.Bean competitor sites).

Come out and Say It

3ACTIVE is a brand of 3D glasses by Dimensional Optics (dimensionaloptics.com).  3Dglassesunlimited.com is an e-tailer that competes against Dimensional Optics.  Makes sense so far?  Ok.

I Googled 3ACTIVE and this paid ad appeared on my screen—

3ACTIVE_PPC

With a juicy message like What 3active Owners Wish They Knew. Before Buying – Avoid Regret! it’s impossible to not click the ad.  Clicking the ad takes shoppers to a page where 3Dglassesunlimited.com very eloquently explains why doing business with Dimensional Optics is a bad idea.  The page has been cleverly constructed and I recommend you check it out.

Is 3Dglassesunlimited.com playing fair?  Who knows?  Is the tactic working? Most likely.  Google certainly doesn’t mind PPC bidding wars.

Fuzzy Ad

Saw this advertisement on right hand margin of my Gmail inbox—

Fuzzy_Ad

Notice how Software King icon is blurry? Not sure if this was deliberate or a mistake, but if it was deliberate these guys are marketing geniuses. Here’s why— blurry images immediately capture our attention because we’re expecting to see clear images. What makes this ad so effective is that while the logo is blurry the message 15% off on Office 2010 and all software when you enter code AdWords. Buy Now and Save Big! is super clear. In a way, the blurry image makes the ad copy stand out. Bottom line— they get my attention with the blurry image and get me to click based on relevance of sales copy. You should test this. I know I will.