Online retailer iNature Skincare® sponsored a video that turned into a phenomenon. Released on October 29, 2014, the Comfortable: 50 People 1 Question video had garnered over 4 million views within two weeks. iNature Skincare had sponsored a viral hit. Unfortunately, sales did not rise as much as one would think. Why not? It is […]
This is a guest post written by Melissa Sawyer The internet has revolutionized many aspects of modern life, from the way we work, to the way we shop. E-commerce is an industry built entirely around the internet. Purchases in e-commerce occur solely within an online environment eliminating the elements of physical interaction that using a […]
Based on Myers-Briggs research, there are at least four major personality modes, or personas that your website must communicate with: Competitive, Methodical, Spontaneous and Humanist.
The Dollar Shave video went mega viral because it is “funny”, right? But to understand why and how it is funny you need to break it down and analyze what personas it is playing to. Only then will you truly understand its success.
Whatever you think of deals site leader Groupon, you can’t argue with their amazing success. Since 2007, Groupon has built an email list of 50 million subscribers and have kept them enraptured even though they send an email almost every single day. Is it the deals? I would argue that it is not. Groupon: Is […]
Demographics can lie to you. In fact, they often do. This makes them very unreliable when you are trying to make decisions about what to put on your website. How demographics mislead us and how analytics can set us on the right page again The Content, headings, copy and images all impact the success of […]
Watch the full webinar on using buyer personas to deliver a high-converting website. Accelerating Your Online Business by Optimizing for Buyer Personas.
I've given Google Analytics a more human face, and I think it will work for you as well. I provide a how-to video.
Every site has one visitor in common: Googlebot. Googlebot is an unusual visitor that few of us understand. So how do we get copywriters, designers, developers and marketers to configure their site for this powerful king-maker visitor? The same way we do this for our human visitors: We personify them.
Why do so many marketing departments have trouble turning personas into actionable marketing gold? I believe it is because traditional “buyer personas” are too broad in their definition.
The power of fake people Please Vote Imagine your most important customer, let’s call her Melissa, walking into your meeting room and laying the law down to your manager, telling them exactly what she wants from your Web site. Now imagine that she’s not just your most important customer, but […]
You will understand your readers when you understand the four “Modes of Persuasion.” Every visitor fits into one of four modes, and, as will see, each mode describes a different way of connecting. If you can master each of these modes, you can effectively draw anyone closer with your words.
Here are the superstitions that keep us from making e-mail the effective, inexpensive marketing tool that it should be.
Oh no! The secret’s out. Best Buy actually took the time to profile their customers with the intention — GASP — of selling more to them. The Consumerist finds this somehow disingenuous, that one of the biggest consumer electronics retailers on the planet is not interested in selling to customers that aren’t profitable. Maybe it’s […]
Conversion Scientists love their crayons. We’re starting something new here at Conversion Sciences: The ConversionCast. A ConversionCast is a detailed analysis of a page based on two primary scales: The four Modes of Persuasion and visitors’ position in the Sales Process. Learn more about the Modes of Persuasion in the book Waiting for Your Cat […]