Understanding Your Customer’s Story: How one company increased conversion 104% by identifying motivation

Tweet Every time someone wants to buy something from your brand, there’s a story that explains why they want what you’re selling. Identifying that story is key to making the sale. How do we know this is true? Because when we know someone’s story, we know their motivation. If someone is highly motivated to get a solution, they’ll put up with almost anything — a poorly written email, a slow website or even a convoluted sales flow — to get it. Consider this patented heuristic:   This isn’t a math formula. It’s a guide that MarketingExperiments and its parent company, MECLABS Institute, derived from analyzing tens of thousands of sales flows. This heuristic reflects what it takes to convert (C) a prospect into a customer and shows how the five variables — motivation (m), value (v), incentive (i), friction (f) and anxiety (a) — relate to each other. The numbers next to the variables identify how powerfully they affect conversion. Note that motivation is the most heavily weighted variable. If formulas make your eyes cross, all you need to know is this: if a customer is highly motivated, none of the other elements (such as friction, anxiety or a poorly communicated value proposition) can stop them from moving forward in the sales process. The most recent Web clinic looked at clues that revealed customers’ stories and, consequently, their motivation. Watch it and, within 30 minutes, you’ll get critical information that you can use immediately to drive an impressive lift in conversions. Consider the experience, the…
Source: Marketing Experiments
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