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Oh Behave: Online Customer Behavior




Byron White           Patrick Bultema                ideaLaunch
Chief Idea Officer    Chief Executive Officer      Monthly Webinar
ideaLaunch            CodeBaby                  Thursday, April 28, 2011
ideaLaunch     Content      Conversion
News           Marketing    Enhancement
Announcement   Revolution   Tips
Quick
Announcements
Who you, a Guru? Yes you. Publish a Book at LifeTips!
Online Customer Behavior - April 2011
Mantra: Great Writers. Great Content. Great Results.
Average Factoids



         Time to Complete Assignment    31 Hours
         Article Word Count             361 Words
         Article Delivered Word Count   453 Words
         Love Lists Per Writer          1.75
         Writers Per Love List          3.55
         Payment to All Paid Writers    $274
“Most” Factoids for WriterAccess



         Love Lists by a Single Writer          35
         Assignments Single Writer              339
         Popular Writer Level                   4
         Payment Single Writer (WriterAccess)   $7,265
         Payments All Writers (ideaLaunch +)    $74,621
Most Popular States for Orders




          California
          Massachusetts
          New York
          Texas
          Florida
          Illinois
Challenge #1: Screening
Challenge #2: Easy Order Process
Challenge #3: Pricing
Pricing: Writer Level
Pricing: Project Complexity
Assignment Checklist


     Topic Title
     Asset Type (Article, Blog, Press Release, Tips, Whitepaper, ect)
     Resources for Reference
     Company Information
     Purpose of Asset
     Keyword Instruction
     Style Guide (Conversational, Authoritative, Humorous, Tone)
     Target Audience Details/Personas
     Governance Specifications (Do’s and Do Not’s)
     Additional Notes
$10 Bonus Trial Offer: WriterAccess.com/Extra10


Byron White, ideaLaunch
Chief Idea Officer
Twitter: @ByronWhite
Byron[at]ideaLaunch.com
Phone: 617-227-8800 x 201
The
Content
Marketing
Revolution
It’s the art of listening to your customers’ wants and needs




  Search Box
  Social Media
  Web Analytics
  Keyword Popularity
  Customer Service
  Questionnaires
And the science of delivering it to them in a compelling way

 Articles
 Blogs
 Books
 eBooks
 RSS Feeds
 Printed Books
 Newsletters
 Video
 Web
 Widgets
It’s catching readers orbiting at high speeds




   Applet
   Desktop
   Events
   Information Portals
   Mobile
   Podcasts
   RSS Feeds
   Social Networks
   News
With information they want and need




 Engagement
  Webinars
  Workbooks
  Podcasts
  How Tos
  Don’t Do’s
  Tips and Advice
It’s testing campaigns to learn what works best




  A/B Testing
  Multivariate Testing
  Eye Track Testing
  Segmentation Testing
  Geo Target Testing
  Usability Testing
  Content Testing
And finding the most efficient path to engagement and sales




The Trust Pipeline
   Offer Content
   Score Engagement
   Identify Consideration
   Confirm Intent
   Induce Trial
   Motivate Purchase
   Gather Feedback
Conversion
Enhancement
Tips and Advice
On-Page Testing Formula




Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety)

    Info Content: Are you earning trust with information customers want and need?
    Usability: Is your content and imagery optimized for conversion?
    Motivation: Do you have clear reasons to buy and not try the competition?
    Incentive: Are you offering any incentives or trial or reward?
    Friction: Have you identified potential resistance and reduced the pain points?
    Anxiety: Have you pinpointed the concerns and resolved the issues?
On-Page Testing: The Paradox of Choice




                   • Too many choices with the new age of micro expansion
                   • New rules for complex decision-making
                   • New meaning needs to be developed to find the best path
                   • New methodology needs to be formulated for big decisions
                   • New reward needs to surface with the right decision




                   The Paradox of Choice by Barry Schwartz
On-Page Testing: “Feel” words to improve conversion rates


  Employment Sell Words           Financial Sell Words
   Entry Level Position            You’re Already Pre-Approved
   Excellent Growth Opportunity    Cash Back Offer
   Immediate Openings              Be Debt-Free in Weeks
   Leading Company Seeks           Instant Financial Freedom
   Growing Company Seeks           No Annual Fee
   Team Player                     Pocket Extra Money
   Strong Interpersonal Skill      Low Introductory Rate
   Financially Motivated           Fast Cash
   Annual Performance Bonus        Start Saving Now
   Team Environment                Piece of Mind
Test “sell” words to improve conversion rates



 Offers                Trials                       Motivators
  Special Offer          Free Trial                  Free Gift
  Exclusive Offer        First Time Trial            Pays for Itself
  Limited Time Offer     No-Risk Trial               Limited Availability
  Click Here             Risk Free Trial             As Seen on TV
  Right Now              Buy After Review            Solve X
  Instant Access         Test Drive                  Stop Y
  Instant Download       Free Membership             All Inclusive
  Free Shipping          Free Subscription           Best Rated
  No-Fuss Signup         Join Beta Group             Tested and Proven
  Easy Signup            Free Trial with Feedback    Money-Back Guarantee
Test both positive and negative sell words




     Negative Sell Words             Positive Sell Words
      Baffling                         Persevering
      Blurred                          Efficient
      Unclear                          Hard-Driving
      Bewildering                      Proactive
      Mind-Boggling                   Adaptable
      Complicated                      Responsive
      Convoluted                       First-rate
      Perplexing                       Top-notch
      Puzzling                         Highly Competent
      Mixed Up                         Powerful
Optimize content for the wide funnel


     • Preliminary: Headlines, visuals, architecture and familial content.
     • Investigating: Knowledge-seeking and trust-building opportunity
     • Capability: Show how you solve problems and delivers on needs
     • Action: Motivate sign up, download or buy
Byron White, ideaLaunch
Chief Idea Officer
Twitter: @ByronWhite
Byron[at]ideaLaunch.com      “The only marketing
                             left is content
                             marketing.”

                             Seth Godin



                          Free Book Download: ideaLaunch.com/101

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Online Customer Behavior - April 2011

  • 1. Oh Behave: Online Customer Behavior Byron White Patrick Bultema ideaLaunch Chief Idea Officer Chief Executive Officer Monthly Webinar ideaLaunch CodeBaby Thursday, April 28, 2011
  • 2. ideaLaunch Content Conversion News Marketing Enhancement Announcement Revolution Tips
  • 4. Who you, a Guru? Yes you. Publish a Book at LifeTips!
  • 6. Mantra: Great Writers. Great Content. Great Results.
  • 7. Average Factoids Time to Complete Assignment 31 Hours Article Word Count 361 Words Article Delivered Word Count 453 Words Love Lists Per Writer 1.75 Writers Per Love List 3.55 Payment to All Paid Writers $274
  • 8. “Most” Factoids for WriterAccess Love Lists by a Single Writer 35 Assignments Single Writer 339 Popular Writer Level 4 Payment Single Writer (WriterAccess) $7,265 Payments All Writers (ideaLaunch +) $74,621
  • 9. Most Popular States for Orders California Massachusetts New York Texas Florida Illinois
  • 11. Challenge #2: Easy Order Process
  • 15. Assignment Checklist Topic Title Asset Type (Article, Blog, Press Release, Tips, Whitepaper, ect) Resources for Reference Company Information Purpose of Asset Keyword Instruction Style Guide (Conversational, Authoritative, Humorous, Tone) Target Audience Details/Personas Governance Specifications (Do’s and Do Not’s) Additional Notes
  • 16. $10 Bonus Trial Offer: WriterAccess.com/Extra10 Byron White, ideaLaunch Chief Idea Officer Twitter: @ByronWhite Byron[at]ideaLaunch.com Phone: 617-227-8800 x 201
  • 18. It’s the art of listening to your customers’ wants and needs Search Box Social Media Web Analytics Keyword Popularity Customer Service Questionnaires
  • 19. And the science of delivering it to them in a compelling way Articles Blogs Books eBooks RSS Feeds Printed Books Newsletters Video Web Widgets
  • 20. It’s catching readers orbiting at high speeds Applet Desktop Events Information Portals Mobile Podcasts RSS Feeds Social Networks News
  • 21. With information they want and need Engagement Webinars Workbooks Podcasts How Tos Don’t Do’s Tips and Advice
  • 22. It’s testing campaigns to learn what works best A/B Testing Multivariate Testing Eye Track Testing Segmentation Testing Geo Target Testing Usability Testing Content Testing
  • 23. And finding the most efficient path to engagement and sales The Trust Pipeline Offer Content Score Engagement Identify Consideration Confirm Intent Induce Trial Motivate Purchase Gather Feedback
  • 25. On-Page Testing Formula Conversion = (Content + Usability + Motivation + Incentive) - (Friction + Anxiety) Info Content: Are you earning trust with information customers want and need? Usability: Is your content and imagery optimized for conversion? Motivation: Do you have clear reasons to buy and not try the competition? Incentive: Are you offering any incentives or trial or reward? Friction: Have you identified potential resistance and reduced the pain points? Anxiety: Have you pinpointed the concerns and resolved the issues?
  • 26. On-Page Testing: The Paradox of Choice • Too many choices with the new age of micro expansion • New rules for complex decision-making • New meaning needs to be developed to find the best path • New methodology needs to be formulated for big decisions • New reward needs to surface with the right decision The Paradox of Choice by Barry Schwartz
  • 27. On-Page Testing: “Feel” words to improve conversion rates Employment Sell Words Financial Sell Words Entry Level Position You’re Already Pre-Approved Excellent Growth Opportunity Cash Back Offer Immediate Openings Be Debt-Free in Weeks Leading Company Seeks Instant Financial Freedom Growing Company Seeks No Annual Fee Team Player Pocket Extra Money Strong Interpersonal Skill Low Introductory Rate Financially Motivated Fast Cash Annual Performance Bonus Start Saving Now Team Environment Piece of Mind
  • 28. Test “sell” words to improve conversion rates Offers Trials Motivators Special Offer Free Trial Free Gift Exclusive Offer First Time Trial Pays for Itself Limited Time Offer No-Risk Trial Limited Availability Click Here Risk Free Trial As Seen on TV Right Now Buy After Review Solve X Instant Access Test Drive Stop Y Instant Download Free Membership All Inclusive Free Shipping Free Subscription Best Rated No-Fuss Signup Join Beta Group Tested and Proven Easy Signup Free Trial with Feedback Money-Back Guarantee
  • 29. Test both positive and negative sell words Negative Sell Words Positive Sell Words Baffling Persevering Blurred Efficient Unclear Hard-Driving Bewildering Proactive Mind-Boggling Adaptable Complicated Responsive Convoluted First-rate Perplexing Top-notch Puzzling Highly Competent Mixed Up Powerful
  • 30. Optimize content for the wide funnel • Preliminary: Headlines, visuals, architecture and familial content. • Investigating: Knowledge-seeking and trust-building opportunity • Capability: Show how you solve problems and delivers on needs • Action: Motivate sign up, download or buy
  • 31. Byron White, ideaLaunch Chief Idea Officer Twitter: @ByronWhite Byron[at]ideaLaunch.com “The only marketing left is content marketing.” Seth Godin Free Book Download: ideaLaunch.com/101