Psychology is one of the most important aspects in marketing that we all tend to overlook. From messaging to color, it’s the small details that can persuade you to either purchase or walk away.
Did you know that color accounts for 85% of the reason why you purchased a specific product? Or that full-colored ads in magazines are recognized 26% more than black and white ads?
The psychological elements go even deeper when you look at the specific meanings of colors. For example, if you use the color blue on your products, it will give your customers a calming effect…while black, on the other hand, gives your customers a sense of exclusivity.
So, the real question that comes to mind is: how should you use color within your marketing? Well, to answer this question as well as to show you how colors affect your conversion rate, I decided to create an infographic.
Click on the image below to see a larger view:
Color may not seem that important at a first glance, but it really is. For example, Performable was able to increase its click through rate by 21% by just changing its call-to-action button color from green to red. And when I changed my call-to-action button from blue to yellow on my homepage, I increased my conversion rate by 38%.
Don’t take colors for granted. Once you figure out the messaging you are trying to convey, based on the infographic data above, consider running a few A/B tests in order to maximize your conversion rate.
So, what do you think about colors? Do they affect your decision-making process?
In Part 1 of this series I discussed how a constantly connected mobile planet is producing unprecedented business opportunities while heralding a most unique innovation moment for today’s marketers. Last week, in Part 2, I focused on the first of five innovation strategies—innovating brand engagement through mobile—and explored how mobile enables far deeper and much richer experiences for target audiences.
In the current segment, we move from engaging to selling—and on to the second innovation strategy: innovating sales channels through mobile.
Landing pages aren’t dead—or even unimportant—but treating them as a standalone strategy for sustaining customer loyalty, growing revenue, or other marketing goal is not the answer.
In the world of e-commerce, especially, an endless number of tools are dedicated to helping marketers create, launch, manage, and even test the effectiveness of landing pages—largely because of the disproportionate amount of value marketers assign to landing page.
When you assess the actual value of landing page optimization, however, you realize that it is no more than a single tactic in the marketer’s toolbox. Marketers should instead be focusing on the big picture to devise a strategy: optimizing the entire customer experience, not just the landing page.
So, what’s the difference between landing page optimization and customer experience optimization (CXO)?
Landing page optimization is the act of testing and fine-tuning the design elements on individual pages, and perhaps introducing rudimentary rules-based segmentation. CXO, on the other hand, is the goal of using sitewide visitor data, such as individual users’ behavior and preferences, to personalize all site content (including landing pages and their numerous elements).
Part 1 of this series covered how a constantly connected mobile planet is fueling unprecedented shifts in behavior and facilitating a massive set of marketing opportunities.
For today’s marketers, the most stunning implication is the incredible innovation moment that mobile affords them across the entire marketing ecosystem. That complex system spans the ways that audiences engage with brands; the channels through which brands are sold; the portfolio of products developed to capture customers; the set of experiences that comprise the customer journey; and the levels of overall value that differentiates brands.
This article is the introduction to an upcoming series on five mobile innovation strategies, spanning brand engagement, sales channels, product offering, customer experiences, and value propositions.
We are witnessing a sweeping phenomenon play out before our eyes. An extraordinary medium called mobile has set the world ablaze with anytime-anywhere communications and placed unbelievable power into the palms of our hands. Via an unprecedented, unrelenting growth tear, mobile is currently clocking six billion subscriptions worldwide—with planet Earth shortly becoming home to more mobile-connected devices than human beings. (more…)
Mobile marketing is the future. Any marketer, or marketing firm worth their weight in invoices knows that the key to future success is adapting to and optimizing for the mobile market. When you’re in a public place, you don’t have to look far to find someone pre-occupied with a smartphone. This very same occurrence that you see on a day-to-day basis also happens at home, with tablets. Tablets and mobile devices are taking over the market and that makes for an exciting piece of Internet history that many are recognizing, but few are really cashing in on.
The following 7 statistics will give you an idea of just how big this is, and how much bigger it’ll be over the next few years. Pay close attention.
Today marks my 13th anniversary writing for ClickZ. I have seen change happen more slowly than I believed possible and more rapidly than I could notice in this evolving digital marketing space. So, is 2014 the year of mobile?
Do you remember every time over the last decade, when everyone claimed the year of mobile was just about around the corner? We all know how many times the year of mobile didn’t happen. When Apple released the iPhone and Google released Android, I told clients early on not to rush. My reasoning was that they already had enough trouble selling on 15″ and 17″ monitors. Why did they think they were going to do any better on 2″-4″ inch screens?
As we all know mobile traffic is increasing, but the behavior fundamentally differs than that of desktop behavior. If you think of desktop searching, browsing and shopping as sitting down for a full course meal, you have to think of mobile as grabbing a snack on the go. The same conversion killing phenomenon that occurs on websites is only amplified on mobile. The challenge is getting prospective customers to the right content, product or offer.