15 Nudge Marketing Tactics | SEO Meets User Experience Part One
Rand Fishkin from SEOMoz spoke at the New Media Expo (#NMX) in Las Vegas recently and I was lucky enough to snag a seat in the back of the packed room. He talked about a new kind of marketing psychology he called Nudge Marketing. Much of what Rand said came as a flashback to me from several behavioral classes I took during my MBA coursework at Kellogg.
Here are the first 5 of the 15 Nudge Marketing tactics Rand covered in his presentation along with some additional explanatory commentary [in brackets] from me.
Nudge Marketing Tactics 1-5
1. A ton of people can’t be wrong. [Use a statistic to make people think they are not in the cool crowd if they don’t use you. For example, we could say, “4 out of 5 social media experts use Innoblogs as their collaborative blogging tool.” Of course we would need data to back ourselves up but you get the idea. If 4 out of 5 experts use it, and I don’t, then something must be wrong with me! Since we want to be with the “experts” crowd, we may start using Innoblogs.]
2. Play the name game. [If you name your software levels with “growth” in mind, users will want to aspire to get to the next level and pay more money. For example, you can name your offerings Start, Grow, Connect, Enterprise. Other terms you could use to try to get people to aspire to the higher and more expensive versions of your software include: Novice, Intermediate, Expert.]
3. Anchor your Audience. [This is based on the negotiation psychological principle called anchoring. You want to start with the higher dollar value product first and then show the smaller ones after. What this does is “anchor” the higher price in the user’s mind, which then makes it more difficult for them to go down into the cheaper options. In relation to #2 above, you start with Enterprise, then show Connect, Grow and finally the freemium Start option.]
4. Limit Choice. [Too many choices can be confusing and may cause purchase paralysis. This is even true with social sharing icons. Too may icons actually lead to decreased content sharing. Limiting the choice of your offerings from 5+ to only 2 or 3 can dramatically increase your conversion rates.]
5. Display Behavioral data. [Show your website visitors that other people are using your stuff. Facebook is a classic example of this with its Like button technology. Think how often you have been met on a website with the option to Like a Brand’s Facebook page, and right there on the widget Facebook tells you which of YOUR friends also like the page. Look for creative ways to replicate this with your Brand.
Tune in again soon for Part II of the 15 Nudge Marketing Tactics. To ensure you don’t miss it, you may want to subscribe to this blog by email on the widget bar.
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