A Marketing Experiment With the Swiss Cross
Why?
It will be an advantage to know if the Swiss cross helps conversions.
How?
Do a series of A/B tests using images that include the Swiss cross and images that do not. Logos with and without the Swiss cross, ad images, video overlays, etc. Tests should be done in different interest areas (consumer goods, services, online, retail, etc.)
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Make Sure No Recurring Charge Goes Through Without You Okaying It
Why?
You get a message that your card was charged for your monthly fee to something you don’t need or want anymore. You meant to cancel the service, but it’s only a few dollars a month, and you always forget until you get the next message you were changed again.
How?
A service that connects to your cards and an app that alerts you when a charge is being made. You have the option to ok it, or cancel this particular transaction or all future ones as well, with a push of one button. You can set a default for when you are not available.
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Check and Alert Before Credit Card Charge
Why?
If you have automatic charges as a merchant (monthly fees you charge your customers), sometimes they are declined. Many of these could be circumvented.
How?
A mechanism that allows you to check a charge in advance without actually charging the card. If you get a reply that the charge will not go through, you can alert the customer before the actual charge is applied to his card. It’s better for the client and you.
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Very Short Pop Up Flash Sale
Why?
Help convert the ones who are just a step before buying.
How?
When a visitor seems to be interested in an item (he spent more than average time on that page, scrolling back and forward reading, etc.), but then seemed to not buy the item and move on to something else (still on your website), you can pop up a one time offer that has a very short time limit (one minute should be more than enough.) It might say something like this: “Get XYZ for $79 instead of the usual $139 price. This offer is only good if you add it to your cart within the next 00:48 seconds.” (The time is an active countdown.) Once it’s in the cart, it should have a small text saying that the discount is only valid if they buy it during their current visit. This will help keep them from abandoning the cart and not finishing the purchase.
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A Smarter Way to Offer Discounts and Incentives Online
Why?
Discounts and incentives cost you both money and branding equity. You should only use them when it seems the visitor will not buy. You probably already use simple timed or exit intent triggers to do that, but these are crude behavioral indicators. Something smarter is needed.
How?
First, observe enough visitors to your site and see the behavioral patterns of those who buy and those who don’t. Time their visit, but also “follow” them around. Where do they go with their mouse on the page? What do they click? Where do they hover for longer time periods, etc? All this can and is already done today, but we need to take this further – use the information to match future visitors behavior. If there are distinct patterns that can predict a purchase, you can then only show the incentives when visitors do not match these patterns. Even better, if a “non buyer” pattern also emerges, only show the incentives to visitors exhibiting such a pattern.
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