Last week I returned from Las Vegas and I have to tell you, it was pleasure and fun for me to attend Affiliate Summit West 2010 in Las Vegas. It was our first Affiliate Summit even we are in Affiliate Marketing industry many years already. Next year we will definitely attend Affiliate Summit again.
It was not just a chance for me to meet face to face with people forming affiliate marketing, but also great opportunity to grab new ideas for Post Affiliate Pro development.
I was impressed by multiple Affiliate Summit sessions, but one them was the top of all.
The best session I've seen was definitely the Keynote of Dr. Robert Cialdini. Everyone who visited Keynote session Influence During Times of Uncertainty was shocked how important could be every sentence to influent website visitor to buy something. He presented us 6 main principles of influence, which could increase your web site success. Here are some of my notes I did during keynote:
- Reciprocation - Be the first to give (service or information)
If visitor will see, that you offered him something for free, he will buy your product with higher probability.
Give to your visitors e.g. free eBook, T-short, or any service for free.
Quality Unit does this already few years (we offer e.g. free installation for all our customers or free hosted affiliate software)
- Scarcity - The rule of rare
Show to your visitors, that your products contain unique features.
Give to visitor unique information, which can't be accessed on other website.
Limit validity of discount coupons to empower feeling, that it is something rare and unique, what will not last forever and in case customer will not use it, he will loose chance to order our products cheaper.
- Authority - Showing knowing
Establish position through professionalism, industry knowledge, your credentials AND admitting weaknesses first.
Visitor doesn't know you personally, so you need to convince him to trust you. Most effective way seems to be admitting some weaknesses first.
Visitor will see, that you have knowledge also about weak parts of your product and he will believe you, when you will mention later strong features.
- Consistency - The starting point
Start small and build, start with existing commitments, start from public positions, start toward voluntary choices
- Liking - Making friends to influence people
Uncover similarities, areas for genuine compliments, opportunities for cooperation
If you described your team members on your website, don't tell just business story (what employee does in your company), but also tell his personal story (where he lives, describe hobbies, family, etc)
Visitor should see relation between his private story and your team members to start like them.
We will need to improve description about our team members to show to our visitors, that they are humans like all other.
- Consensus - People proof, people power
Unleash people power by showing responses of many others, others' past success, testimonials of similar others
Testimonials on your website should assure visitor, that same problem he has, solved other similar people by ordering your product. Testimonial should describe also problem, which was solved by your product and not just how great you are.
This is something, what we need to improve in Quality Unit as well. Most of our testimonials mentioned great experience of users with our services or support, but doesn't tell story of problem, which was solved by our products.
As we saw on examples presented by Dr. Cialdini during his session, by keeping those simple 6 principles you can increase significantly conversion rate of your website. I think it is worth to give it a chance.
- 0 Comment(s)
Your comment