We just launched a new Classified Ads Site serving Africa! Whatever, wherever you want to sell today… We can help!
We just launched a new Classified Ads Site serving Africa! Whatever, wherever you want to sell today… We can help!
In my last blog post, I addressed the importance of visual images in helping website visitors move from their current stage in the buy cycle to the next one, no matter which stage they are in when they arrive at your website.
In this post I continue to discussion of addressing the buy cycle stage of your visitors, whether that stage is Attention, Interest, Desire, or Action (AIDA). In that article, it is established that visual images that create rapid emotional responses are the very best at creating Attention and Interest for prospects in the early stages of the
It has been established by science that visual images that create rapid emotional responses are the very best at creating Attention and Interest for prospects in the early stages of the buy cycle, while images that offer solutions to pain or satisfaction of desire will appeal to prospects in the later stages of the buy cycle.
In this example, the image reminds prospects of pain points in their business in the hope of inflaming desire to solve a problem. Once again we turn to a recent article from wordstream:
Consider your prospect’s state of awareness
Not all landing page visitors are similar, and different prospects are at different stages of the buying cycle.
- Unaware – This is a type of visitor who hasn’t realized yet that she has a problem that needs solving.
- Pain-Aware – This type of visitor is aware of the pain, but hasn’t actively started looking for a solution. Many times, this type of visitor isn’t aware any solution exists.
- Solution-Aware – At this stage, your prospect has started searching for solutions; she knows what result she’s looking for but hasn’t necessarily heard of you yet. This prospect is looking at a wide range of solutions and is considering them all.
- Product-Aware – This stage is when your landing page visitor has heard of you, is considering your solution, and has narrowed her search down. However, she isn’t 100% convinced yet you are the right solution for her. This is when the visitor spends more time getting to know your features, benefits, and offerings.
- Most Aware – At this stage, your prospect has more or less decided to go with your solution. Usually, this prospect spends more time evaluating your pricing and the packages you’re selling.
Once you understand the state of awareness of your prospects, it’s easier to write copy for them, choose images, and essentially, design an entire page that addresses their state of awareness.
Case Study: (Are You Selling FINE ART or Wall Decals?)
Image Strategy #2: The Desired Outcome:
Instead of showing an image of your solution or product, a good example of using emotional targeting in your images is by showing prospects the outcome of their purchase – the desired result.
In the example below, we helped an ecommerce site selling decals and custom stickers optimize their homepage. The original variation below featured the specific decals and stickers customers can use to decorate their home, used a stock photo of a random guy on the page, and lacked personalization. In short, it didn’t show prospects what a decal might look like in their home.
The original landing page
In the variation we created, we used visuals that portrayed the desired result – a beautiful, serene home with great decor and a sense of ease. Our goal was to show the customer she can decorate her home easily, with little effort and see great results. Additional changes included emphasizing the search bar, and removing roadblocks such as the rotating slide images, the bullets and the amount of calls to action.
The more emotional variation we tested
Our changes increased conversions by 550% for our client (emphasis added).
At this point you’re probably asking yourself: “How do I know what the current and desired feeling of my prospects are?” Well, the answer is – RESEARCH.
It is important to make sure your on-page and off-page SEO and or PPC efforts attract clicks from prospects in each stage in the buy cycle – ONE AT A TIME…. and sends them to the right landing page! Good website design and seo strategy inform tactical execution for better results. We help YOU CHOOSE the buy cycle of the prospects you attract, and move them through the stages of the buy cycle. If they are not ready to act yet, your website can make a good impression, make a friend and collect an email address of a visitor to periodically nurture them along the path toward becoming a customer!
If you want to be more intentional about the kind of website visitors you attract, and how you move them through the buy cycle, “BY DESIGN”, I can help you with that!
We are very proud to announce that www.shdlearning.com is ready for soft launch to fans of digital photography as well as those at any proficiency level from beginner to professional who would like to create a free member profile and gallery, share photos, and participate in ratings and critiques among fellow photographers as well as upgrade to paid lessons to learn how to take better photos!
We brought this project in for about much less than the $5000 to $10,000 other developers may have charged for such a site. It was broken beyond repair when we started work on it due to the previous developer not following best practices in WordPress web site design and development. My low overhead, and an experience and skill base which allowed me to do this work without having to pay designers, developers, content writers, or SEO specialists. I do all these things myself, as a virtual one-man agency, which helped keep costs low for the client.
The client vision is admirable and I am proud to have been able to bring it to fruition. Please check it out at www.shdlearning.com and join in by creating a free member account if you have an interest in digital photography! Since the site is in soft launch, you can be among the first to gain publicity and promotion for your work, including a free online gallery showcasing your photography!
Science tells us that EVERY HEALTHY BRAIN has a biological gatekeeper called a Reticular Activating System, (RAS) to help it be alert to danger or opportunity while otherwise staying focused on the task at hand.
The RAS works much like an executive assistant to handle the myriad details of life on well-trained autopilot until something comes along that might need higher level attention or judgment.
Take the blink reflex for example. If a flying object is moving away from you, while you are typing on your keyboard or driving, some part of your brain decides it’s probably not important, and you may not even notice it.
But it something is coming at your head quickly, or barreling toward your car, you will blink, duck, or swerve to safety first and think later.
As if distraction and channel noise weren’t enough…
“Selective Attention” is based on a biological defense and survival mechanisms that help us ignore unimportant stimuli so we can accomplish important tasks.
Which Marketing Messages Are IGNORED – And Why: If you ARE NOT in the car market when a car ad or billboards crosses your sensory realm, you are likely not to notice, even though they are all around you many times per day.
This is because when a car ad makes its way into your sight path, the RAS gatekeeper in your brain will reject further processing without you even being tempted to pay it any attention.
Which Marketing Messages ARE NOT IGNORED – And Why: On the other hand, if you are in the car market, the RAS gatekeeper system will be help you collect visual or auditory signals about car buying on to conscious attention which can result in interest, desire, or action.
How To Get Past The “RAS” Gatekeeper System:
Brain Science has proven that the RAS system works twice as fast when evaluating unexpected, fast-moving, or emotionally charged stimuli as compared to logical stimuli while deciding what to block out or pass it to the conscious mind. Logical stimuli such as words or sounds or images in which we have no immediate interest based on danger level, current desires, or task focus are handled a lot slower, if at all.
This means your message must hit a hot button in the first second or two by launching a sensory grenade about danger, emotion, opportunity, or task at hand that is of immense interest to your target audience.
One of my personal favorite soft sell visuals is an image of a puppy playing with a crawling baby… next to a box of disposable diapers…
This works because new parents are tuned into cuteness of babies of all kinds, and are immediately alerted to potential danger with an animal running toward a baby… and these new parents need disposable diapers… So the RAS tells them to pay attention. Get it?
Consider that an emotionally charged, exceptionally beautiful, fast-moving, scary, or out of context visual of an emotionally charged concept, like a talking gecko lizard, a house on fire, or gopher stealing a diamond ring from a golf cart will probably get conscious attention when a direct rational question such as, “Do you have enough insurance” would not.
Getting the RAS Gatekeeper to Cooperate In Gaining Audience Attention
To get your marketing message past the RAS you need to present a fast-moving or emotional stimuli before sending the message. It doesn’t even have to be related. Out of context visuals are popular in advertising for this reason. You can build logic in after gaining attention so that your message can proceed to creating interest, desire, and action.
Well crafted surprising or unexpected videos, still images, or audible stories addressing fears, survival, latent desires or current interests in target market demographically or psychographically segmented targeted market work best to get the gatekeeper RAS system to pass the event to the level of attention so it can receive conscious evaluation.
Does Your Marketing Message Delivery Style and Creative Accomplish This? Does Web Site Home Page, Landing Page, Do This?
If not, get some help and you will get better results!
Multiple studies prove that if your page takes too long to load, visitors will click off and go find some other site to browse, join, subscribe to, or buy from!
What you save in monthly cost on inexpensive hosting is destroyed by lost engagement, lost lead generation, and lost sales!
What is the value of a customer in your business? Think about that for a few minutes. Then tell me you are saving money on the hosting service you have now….
See SAME SITE Load Times At Right for a WordPress Web Site Design / WordPress Web Site Development / and WordPress Web Hosting Client of ours.
This WordPress Web Site was Independently Tested On a “Pretty Good Server” and Our New TURBO Charged Server.
It experienced almost a 400% page load time improvement when moved to our TURBO Charged server.
BTW: This is a new, pre-launch, complex WordPress Membership Community Web Site For Music Industry Professionals with Full Page Sliders, Industry Directory, Membership, Member Music Upload, Member Social & Community features For Musicians.
Yes, there is a group of people who like learning about, discussing, and mingling with others interested in #Technology and Innovation in #Toledo!
I hope to see all of your beautiful faces at tonight’s meetup. (Yes, there will be pie.)
You and I could have a great conversation about #Digital Marketing for Startups or Technology Companies, #Wordpress #Web Site Design, WordPress Web Site Development, #Search #Engine #Optimization, #SEO, and/or whatever drives your hunger for sweet success!
Don’t have much of a sweet tooth? Join us for some real food after the meetup
at Social Gastropub at 7:30 as we continue the conversation and get to know the startups a little better.
SpellBound – a mobile app and publishing platform. The mobile app is how people experience the SpellBound experiences for books. The publishing platform is how we create and share those experiences. We work with organizations, institutions, and individuals who work with, love, and support children ages 3-10.
ConnecPath – Leo Sanada will be presenting about an ed-tech company that provides American high school students with AI-driven mobile platform to increase efficiency in their career decisions.
See Also: ErieHack – A Hackathon series for the great lakes, being hosted at LPI.
More info at www.eriehack.io
**Filling out your Meetup.com profile helps us make TNewTech even more awesome 😉 **
Do you want to help plan TNewTech? Do you have time to contribute? Do you have a startup ide you’d like to pitch? Send us a message at firstname.lastname@example.org
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