Our content team here at Zero Gravity Marketing virtually attended the Content Marketing Conference (CMC) that takes place every year in Boston, Massachusetts. This exclusive, digital experience included tons of informational speakers, sessions, workshops, and keynotes to provide strong marketing resources straight from the minds of experts. One of the CMC sessions that caught our eye was “Data: 10 Tips to Get into the Brains of Your Site Visitor.” This discussion was led by Ayat Shukairy, the Co-Founder of Invesp, a company that’s main focus is to help businesses with their Conversion Rate Optimization (CRO).
From well-developed brands down to start-ups, any businesses’ marketing goal is to increase the percentage of visitors to their website and to convert them into customers. Ayat Shukairy explored factors that address your site visitors’ motivations, needs, wants, and behaviors – all things that companies should adopt into their everyday pipeline to ensure CRO success.
If you have wanted to receive feedback from your target audience on how they feel about your product or service you have more than likely asked, “Why do you use our brand?” However, Ayat Shukairy’s CMC session explained how marketing professionals have been using the wrong adverb this whole time.
She began by taking a deep dive into the classic competition between two candy bar giants. If you are a marketing professional, you’ve probably heard of the campaign “You’re not yourself when you’re hungry.” The geniuses behind this statement created it by asking, “When do you eat our candy bar?” to those who eat them, rather than, “Why do you eat our candy bar?” The popular company discovered their consumers preferred to enjoy their chocolate bar between lunch and dinner when they needed a little energy boost. This led to the fantastic creation of a well-known slogan that everyone now associates with the brand.
Asking “when” forces your site visitor to consider their journey or behaviors associated with your product or service. If you can understand the visitor’s motivations, you can cater to their needs and provide them with the experience they’re looking for.
If you find your conversion rate is falling short, it could be because you’re providing your visitors with “top of mind” questions and answers. “Top of mind” refers to the traditional “voice of the customer” methods of marketing, or in other words, giving your consumer what they already know they want. Your brand’s goal should be to avoid those and answer questions your audience didn’t know they needed to be answered.
You can do so by drilling into the subconscious of your site visitors and avoiding the obvious. Consider what job they want done and how your company can do so. This will help visitors to connect your brand to their emotional and social appeals, making it personal because you dodged those top of mind questions and answers.
Ayat Shukairy’s Content Marketing Conference session provided the ZGM team valuable insight on how we can continue diving deeper into the subconscious of our client’s consumer’s minds. To understand the site visitor’s wants and needs, we must discover what is motivating them from a marketing standpoint.
Our approach to optimizing conversion rates is to diagnose the problem and to advise the right fixes. If you are looking to improve your Conversion Rate Optimization strategy, contact Zero Gravity Marketing today.