18/09/2015
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As you may know, lately I have been looking into a very interesting matter, which initially seemed pure hype to me, but my perception changed completely after doing some investigation. The first time I heard: "I boosted my conversions from 2 to 25%" I thought this was impossible. Read on if you think so, too. You will be gladly surprised, I promise (no hype here).
Elmer Wheeler, author of the book “Sentences That Sell”, well known for such awesome advice as “Don’t sell the sausage – sell the sizzle!” was considered to be America’s Greatest Salesman around the 1940’s. He summed up his book with the following sentence: “Don't think so much about what you want to say, as about what the prospect wants to hear - then the response you will get will more often be the one you are aiming for.
Another famous axiom of his was:
Don't ask IF, ask WHICH.
Some consider this to be the origins of behavioral marketing, as understood in modern times, since marketing obviously always has had some or the other conscious or unconscious behavioral factor included. But what we are talking about here is a SYSTEM, applied within a planned course of events, to get the desired outcome.
So in this case, when asking WHICH, Wheeler tells us that we want to “give the prospect a choice between something and SOMETHING, never between something and NOTHING!
“Ask leading questions like the good lawyer - but always ask a question that gets the answer YOU want!
Never take a chance and ask a question unless you know the reply you will get.
There are two kinds of salesmen, those who talk with question marks and those who talk with exclamation marks. Be the question-mark salesman who hooks his prospects interest with leading questions - do not whack him into submission with exclamation marks.
Never ask the prospect if he wants to buy it -- but WHICH! Give him a choice. Ask what, when, where, or how much he wants to buy. Not if -- but which!”
OK, enough of Wheeler (but I recommend you check him out, definitely very, very powerful stuff he’s got!).
But these techniques, even if they are very powerful, are just a drop of water on a hot stone compared to what you can accomplish with today’s behavioral marketing techniques using the Internet.
So now we enter modern times. In order to improve our conversions, today we can take advantage of behavioral marketing in its most evolved and state of the art to accomplish feats such as software that tells the marketer what the behavior of a single prospect on his website was (where he moved his mouse and what he clicked on, as basic examples) or how much of a video a prospect has seen, in order to retarget her afterwards if she did not buy or perform the desired task.
Behavioral marketing comprises a range of technologies and techniques used by online website publishers and advertisers, with the help of automation software, like the well-known autoresponder, connected with other advanced marketing software.
Some months back I received an invitation from Frank Kern in my email, asking me if I would be interested in having a complete sales funnel build for my company by him, based on my input on a form.
First I was sent to a video and since I did not finish it, in the evening, while hanging out on Facebook, I suddenly started seeing his ads for the same offer all over the place. So I finished seeing the video. But I did not complete the form, so on the next day I received an email in my inbox from him reminding me to fill out the form.
Long story short: Frank Kern and other marketers like Armand Morin claim that they have been able to boost their conversions up to 30%, which is monstrous, considering that the average conversion in IM is of 1 to 3%!
So how do they do it? They take the harvested data of the prospect’s behavior on the site and use them to create defined audience segments, based upon visitors that have similar profiles. When visitors return to a specific site or a network of sites, using the same web browser, those profiles can be used to allow advertisers to position their online ads in front of those visitors, who exhibit a greater level of interest and intent for the products and services being offered.
Properly targeted ads will fetch more consumer interest, thus the publisher (or seller) can charge a premium for these ads over random advertising or ads based on the context of a site and boost conversions.
Behavioral marketing can be used on its own or in conjunction with other forms of targeting, based on factors like geography, demographics or contextual web page content. It's worth noting that many practitioners also refer to this process as "Audience Targeting", but strictly speaking audience targeting is a subset of the former.
Behavioral marketing is complicated to set up, but if you have no clue then just outsource it. The beauty of it is that you just have to do it once to automate the whole process. Frank Kern is using plusthis.com (works together with Infusionsoft) for the video tracking and the personalized dates used in countdowns (their Smart Links feature). You can also use Evergreen Business Systems.
Online product and service sellers using behavioral marketing are reporting conversions going up from 1% to 30%! Imagine what this will do to your earnings!
One thing: it is costly! But with these types of conversions, who cares? Heads up: always test, test, and test before spending the big bucks! It is common sense, but common sense being so uncommon today I just thought to remind you!
Below I show two Behavioral Dynamic Response Marketing examples, provided on this thread:
Behavioral Dynamic Response: Key To Big $$
This one is from gjabiz (this is the something or SOMETHING approach):
“Even branding is a way to tap into a preferred behavior mode, and some become the default choice. Note Budweiser is going after the manly man market with its subtle attack on micro brews and their "peach" flavored ale.
I can't think of an example where it would complicate the user experience.
Let me give an example of how to use it with your IM.
About 12 years ago we tested a website, we had a lot of stored value in business and money making information.
The traffic came from paid ads and joint ventures. The keywords were make money, home business, and others like that.
The landing page said something like this:
To help you get to the information you will find most useful, please select one of the buttons below. Select the button which best describes what you are currently looking for.
On the left was a button (link) which said. I want to start a profitable business.
On the right it said, I don't want a business, I just want to make some DANG money.
So they had to TAKE ACTION (or leave). The experience became more and more custom fitted to what they chose.
One of the final options was for a custom created report, based on where they lived, experiences, talents, skills and/or a selection of a product which most suited them at the time.
It was exactly what the OP was talking about, a personalized experience which appeared to be just for them.
In the Budweiser example, a lot of behavioral science went into the message, a mass market item that wants to segment buyers.”
This example is from Daniel Daines Hutt
“We are using it at the moment for a content funnel to help retarget and move the reader along, but also for a retargeted sales funnel. We use various ads depending on the action taken and saw crazy results.
For $89 traffic generation and $14 retargeting spend
$18,750 in sales over 48 hour flash sale
Needs some more testing but its always fun to test!
All via facebook to the site, no 3rd party software just retargeting pixel and audiences from FB
-Did you have multiple products?
We had 3 products on offer, a different product each day
-If they bought product A but not product B then you would have a automated response sent to them? etc.
If they bought certain products or showed interest, then upsell suggestions were automated to send out
Adverts were shown based on initial interest, interaction and steps taken on site
Can I hear more on the campaign?
We have a full case study release soon of this particular campaign but I have included the basic steps below.
(We did a simple test for a small product on our site and saw a 7245% ROI, using just simple retargeting with basic ideas from "influence". It wasn't huge but for traffic of 13 people to a sales page, we saw 2 sales at $600 for $0.44 spend. (First purchase was at $0.04 ad spend))
We wanted to test this in more detail so I reached out to a colleague in an e-commerce company about to run a flash sale of products over 3 days.
We had a brainstorm of different possibilities of actions that people might take.
Then we created different audiences and ads based on those actions
Visited landing page only? Generic ad to check it out or share with friends
Visited page and then a specific product page-Specific sequence of ads to show
Visited page and then an article/and or a product-Sequence of ads to guide them further into the funnel
And then generic-if they made a purchase, upsell/cross-sell of a product
As we could run this as an event, we had the benefit of scarcity to use (Run out of products/sale price wont be on after this date)
We then drove traffic to a landing page in advance to build interest and hype. Traffic that visited this page was shown as sequence of "not long now" etc ads before the date.
(We forgot to click go on the sale and had 15 emails at midnight of people waiting to purchase)
During the campaign we continued with the traffic generation and share of the landing page
We also ran the campaign to try and move them to the product page and inspect
Product 1-only shown to those who had visited the page
Day before we ran a pre-launch coming soon sequence with ads, due to start showing 24 hours before, 12 hours and 6 hours
Day of campaign
Video of product in use
Advert talking through the benefits of the purchase
2nd advert talking through the reasoning why
3rd advert was with regards to the scarcity of the product-but we ran a 3 sequence here also
12 hours to go, 6 hours to go, get it before sold out, updates to stock levels remaining etc
Each ad was due to start at a set point and then stop
We then did the same for each product or a slight variation
We also have a few more methods we are trying out on a new case study, also using email connected to send specific campaigns down to page visits/interactions but its till very much in test mode!
Results since:
The upsell product had only 2 or 3 sales previously, and has now seen a 400% increase in product sales afterwards.
The initial product is between $300-600 normally and is seasonal (so normally low volume of sales) I think we ended on around 148 units sold, but I would need to check. With the late launch of the sale some people had sales on hold to hold their sizes etc, skewing the results slightly.
They sold out of 2 of the 3 products and now have no product to sell until september!
Hope that helps!
Daniel”
