Thoughts About the Mighty Nudge

Tuesday I attended SEMPDX’s talk given by Rand Fishkin title the “Mighty Nudge.” Rand’s presentation gave some credit to a book called Nudge: Improving Decisions About Health, Wealth, and Hapiness. Rand’s delivery focused on marketers making those subtle nudges that help convert visitors into customers. This is called conversion optimization. I briefly want to cover what my thoughts are on the presentation.

Conversion

Marketers focus too much on getting visitors. Unless we are a publisher looking to increase revenue by readership we are necessarily in need of more visitors. In many cases what we need are people to convert at our website. If you could increase your sales by 100% while decreasing your traffic by 50% would you do it? In most case the answer should be yes. Just because there is traffic to a website does not mean that the traffic is qualified and will turn into sales. We may be already driving traffic but turning those visitors into paying customers is far more important than driving customers.

Testing

The only to find what works best to convert customers is to do testing. Amazon is known for their testing from page layouts to the checkout process. We think that the checkout is best designed as a single form yet Amazon’s testing has shown that a multilevel checkout actually converts customers better. Amazon has done this by breaking down the checkout process into individual decision from address, payment options, shipping options, etc. that people are more easily able to navigate through the checkout process. This leads me to decision making.

Decisions

Decisions are hard for people to make when presented with too many options. A book published quite a few years ago title Don’t Make Me Think talked about web usability and consumers decision process. People when presented with many options sometimes take longer to decide and may forgo the purchase all together. The result was less choices can help drive better conversion or engagement with customers. A person can

In all the presentation was great. I wrote a post of my notes from the presentation so you can check it out at Notes from SEMPDX: The Mighty Nudge. Although some of this wasn’t new thoughts presented I did find it a good reminder that conversion is important. That testing can help deliver results and help consumers make decisions. Doing this is easier said than done and to those who do well done.

Did you attend this event and what were your thoughts?

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Notes From SEMPDX Presentation the Mighty Nudge

Tuesday Night I attended SEMPDX event on the Mighty Nudge by Rand Fishkin of Moz. Since I find that sometimes slides aren’t always apparent (kind of like the joke that you didn’t get because you had to be their) I’ve included my notes. The notes will hopefully makes sense of the slides that are included. I also found below the presentation that was made in Dublin on the same topic.

The notes only cover the bullet points on the slides. They do not cover every slide. Again if you want to experience a similar talk watch the three videos attached below.

Employ Social Proof. Example that an exact number of 92% is more convincing than than a general number of 140,000 companies who use Box. The number 140,000 is given toward the bottom of the website page but when tested against 92% of fortune 500 companies the 92% won.

Playing the Name Game. Example that when this company changed their naming from Bronze, Silver, Gold, Platinum to Start, Grow, Connect, Enterprise that companies who saw themselves above starting or growing were willing to pay more.

Anchor Your Audience. Example shows how the right to left or high to low pricing made people looking to buy the product willing to pay a higher price. Rather than having the low price first the higher price became more palatable. In the presentation Rand gave Grasshoppers old pricing and layout structure which was cheaper and had more options.

Limit Choice. Social Media Examiner total use of social media buttons as opposed to a dating site that used a single Facebook trigger at the end of an article. For the dating site the end result was a higher social engagement rate because there weren’t as many choices. They tested multiple down to only one social link and more people engaged in the process.

Serve Up Behavioral Data. Presenting information about behavior of other people helps convert customers to do what you want. Most popular or people like you help drive this point home. The fifth point shows how hotels use this with towels to get people to reuse their towels.

Don’t Make Me Think. Presidential elections fundraising used a test that increased giving by 5%. The accomplished this by making a multi page checkout process as opposed to single form page they had used previously. Amazon is a prime example of the multistep checkout.

Tap the Power of Reciprocation. This example was given how Urban Airship used custom long boards and gave them to customers and how they received 100% contact back because of the gifts given. Free, useful, and generous information helps people convert.

Familiarity Biases Our Behaviour. Example given that we tend to gravitate toward things we know. If we are familiar and recognize brands during our searches we are more likely to choose them. This is why brands are weighted better with search engines. People recognize them and are more likely to click on them thus search engines are more likely to deliver results.

Quality + Consistency + Repition = Good Branding. FreshBooks has a recognizable and consistent brand across all digital platforms. Creates a memorable experience for users.

Use Ego & Competition to Drive Participation. A questionaire about voting employs a share buttons. If you return you are delivered results as to how many other people took the quiz as well. The ego makes a person want to drive more results to this page. “I can defintely get more people here than 25.”

Leveraging the Power of Defaults. Taxi cabs companies did not like the idea of credit processing because of the fees involved until a default was provided. The default actually increased tips because people were more likely to use the default than to put in their own tip.

Nudge Over Time, Not All At Once. Microsoft’s email program used one large email focusing on multiple aspects of a product they were featuring. People tended to prefer and remember each aspect of the product by dividing the larger email into three seperate emails.

Embedded Steps Can Create Powerful Nudeges. Kingdom Rush delivered Twitter and Facebook buttons after use of the game. They traded a gold star for a like or a follow which helped users improve their players in the game.

With this being said I would have to say I have used some products Moz. They are both helpful for marketers and they really provide great quality stuff. I would also encourage you to be part of SEMPDX as member since they provide quality events on digital marketing.



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Remembering 911 A Web Designer Memorial Background

As a web designer I am often looking to improve my skills. I found this great site covering CSS backgrounds which is implemented in the the flag like image above. I came across this creative site highlighting background type images using CSS3 for backgrounds. There is a caveat with the CSS patterns that older browsers will break. So use them for your own goals.
I took two of the designs and created this simple CSS background image as a memorial to our fallen soldiers, heros, and citizens.

Below is the code and perhaps if you have some interesting use for the backgrounds let me know. I would love to see what you’ve done with it. If you are looking for some web design help we can help.


<div>
<ul>
<li style="background: linear-gradient(324deg, #232927 4%, transparent 4%) -70px 43px,
linear-gradient( 36deg, #232927 4%, transparent 4%) 15px 21px,
linear-gradient( 72deg, #fff 8.5%, transparent 8.5%) 15px 21px,
linear-gradient(288deg, #fff 8.5%, transparent 8.5%) -35px 21px,
linear-gradient(216deg, #fff 7.5%, transparent 7.5%) -35px 12px,
linear-gradient(144deg, #fff 7.5%, transparent 7.5%) 30px 12px,
linear-gradient(324deg, #232927 4%, transparent 4%) -20px 46px,
linear-gradient( 36deg, #232927 4%, transparent 4%) 40px 46px,
linear-gradient( 72deg, #fff 8.5%, transparent 8.5%) 40px 46px,
linear-gradient(288deg, #fff 8.5%, transparent 8.5%) -20px 46px,
linear-gradient(216deg, #fff 7.5%, transparent 7.5%) -20px 31px,
linear-gradient(144deg, #fff 7.5%, transparent 7.5%) 40px 31px;
background-color: #232927;
background-size: 25px 25px;
width:650px;
height:200px;
list-style-type:none;">
</li>
<li style="background-color: #c40000; background-image: linear-gradient(90deg, transparent 50%, rgba(255,255,255, 1) 50%); background-size: 50px 50px;
width:650px;
height:500px;
list-style-type:none;">
</li>
</ul>
<div style="position:relative;
left:200px;
top:-300px;
width:50%;
background: rgba(255,255,255, .5); ">
<h2 style="font-size:2em;">Happy Fourth of July!</h2>
</div>

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