I like to think of myself as a savvy consumer. I research purchases. I ask friends for suggestions. I look for deals. This has undoubtedly spared me headaches and wasted money — but it has not freed me from clever marketing.
This fact is made clear in a recent Wired article by Dan Ariely, Professor of Behavioral Economics, Duke University. In the piece, Ariely explains the psychological factors that help build Amazon, Facebook, Groupon and other successful companies.
We interviewed Ariely last year about his book, Predictably Irrational: The Hidden Forces That Shape Our Decisions, and published his advice. Here are three marketing insights from his recent article in Wired:
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Categories: Online Marketing Amazon, behavior, Dan Ariely, Facebook, FarmVille, Groupon, Marketing, Online Marketing, psychology, Robert Cialdini, trigger
About a month ago I had the pleasure of interviewing Tamara Adlin about best practices in improving users’ ecommerce experiences.
She was speaking at Etail West 2009 in Phoenix and I wanted get her insight since she’s been in the field for the past 18 years. She created the Customer Experience services team at Amazon.com.
Here were her Top 3 Tips for Enhancing Users’ Ecommerce Experiences:
Tip #1. Display differentiators and value propositions on the homepage
Adlin says 99% of the sites she sees fail to apply this simple rule. It’s as easy as constructing a simple statement, or bullet points, or a general voice that relays: Welcome. Here’s who we are. Here’s what we sell. Here’s how we’re different. Here’s why you should care. Here’s what you should do.
Tip #2. Look at the site from end-to-end
Companies should get into the habit of clicking through their site every day. Go to the site, click on the sale or promotion creative. Where does it take you? How can you make that process make more sense for the user? How can you give them exactly what they want?
Tip #3. Customer service is the key
Don’t slack on customer service efficiencies. If a customer says the product doesn’t work, invest in a proactive customer service department that offers to expedite a new product immediately. The positive word-of-mouth garnered from that simple gesture is worth thousands of marketing dollars.
Granted this is just one consumer’s complaint, but it’s something to think about. A consumer named “Rob” recently was quoted in a Consumerist post about how Amazon ruined his wife’s surprise Christmas gift this year by sending email recommendations about the present after he purchased it.
His wife actually saw a subject line referring to the surprise gift (a TomTom GPS) on the couple’s shared Google homepage enabled with an iGoogle email widget showing recent emails.