The Objeqt Optimization Blog:
Actionable Posts to Help You Improve Your Conversion Rates
Whether you’re just getting started with conversion rate optimization or you’re an old pro, check out our library of how-to-posts, guides, and more. Click the topic you’re interested in now!
A buyer persona (aka. user persona, customer persona) is an avatar that represents the aggregate of your target customers. The persona answers the questions: Who is my ideal customer? What do they want, in life, at work, at home? What do they need? What are they trying to accomplish? What goals drive their behavior? What are they looking for that I can provide?
e-Commerce customer journey maps have the potential to be the best tool your marketing department has – or a colossal waste of time. There are plenty of articles out there that will tell you how to build a customer journey map in “3 easy steps.” Those don’t work, at least not by my standards. If your customer journey map isn’t moving you towards more conversions and awesome retention rates, it’s a waste of paper.
Fear, uncertainty and doubt accompany every transaction we make, to some degree. We expect that when we exchange our hard-earned cash for a product, we’ll receive something of equal or greater value in return. But we’ve been fooled before (and if we haven’t, thousands of online reviewers have, which is enough to make anyone jumpy).
Buyer psychology guides everything that we do. You might even say that CROs and shrinks share the same goal: Both seek to understand the human mind to help them find solutions to their problems. But, of course, we want more than that. We want them to pay for those solutions. And that presents a few psychological hurdles.
No matter what’s being sold, buying is inherently emotional. Getting people to buy without an emotional connection just doesn't work very often, much like Keanu Reeves these days. Buying is emotional. People get invested in their purchases, both literally and figuratively.
A value proposition expresses what is unique and desirable about your product – but they aren’t a list of features. It answers the question: What differentiates your product from the competition? And the answer must be grounded in something your target audience desperately wants.
There is a lot of information on defining your “ideal customer,” but most of it isn’t written for you. It’s written for software-as-a-service companies, or startups, or both. And while e-commerce can benefit from many of the same best-practices, some of the information written in those articles just doesn’t apply. This article is written just for you, and it’s all about how to define, find, and attract your ideal e-commerce customer.
Pricing has so many roles to play in e-commerce. It has to cover product costs, personnel costs, and marketing costs to keep the business running (and profitable!), and it can act as a marketing tool, differentiating you from higher priced competitors. It’s a fine line to walk if you try to do it all – and most companies think they have to do it all. But when it comes to conversion rate optimization (CRO), the lowest possible price isn’t always the right price – in fact price doesn’t necessarily depend on what the other guys are doing. The price you can charge for optimal conversions is based on a whole other criterion: Your audience.
Differentiation is, literally, what separates you from your competition. It’s why your customers will only buy from you, no matter what the other guys are offering. When you hit just the right differentiator for your target audience, you’ll convince them that they can only get their desired outcome from you.
Perception is so subtle, many of us don’t pay it much attention. But marketers do. CROs do. And you should, too. Even the words you use in your value proposition, marketing, and product pages will mean slightly different things to different people. The words quality, premium, economy, value, guarantee might mean “an intelligent purchase decision” to some buyers, or just mean “cheap” to others. It’s because perception is so varied, and I would argue malleable, that it can be influenced to generate higher conversions – without increasing your own costs.