Customer Manipulation: How to Influence your Customers to Buy More and why an Ethical Approach will Always Win by Chloe Thomas

Author:Chloe Thomas [Thomas, Chloe]
Language: eng
Format: epub
Publisher: Kernu
Published: 2016-05-09T18:30:00+00:00

You don’t have to be on an especially clever or expensive email marketing platform to be able to do this. Pretty much every option out there will do this for you now, from Mail Chimp upwards.

Be Trustworthy

Have a safe data statement right there in your email sign up form. What I mean by that is a statement about respecting data and a promise not to abuse it. It might say “we care about your data, we promise to never spam you”, or “we promise not to give your data to a third party”. It only needs to be a one-liner.

You might want to accompany it with a padlock icon sitting right by the sign up button. This will give customers the reassurance that you care about their data and how you’re going to use it.

Clear Privacy Policy

This is also about being trustworthy. Some customers won’t believe that little safe data statement gives them the whole picture, and they will want to go and read the privacy policy.

Don’t link to it from the form itself, because that’s creating clutter. The clearer that form is, the more likely the potential customer will sign up, but do make sure your privacy policy is accessible and up-to-date. Make sure it’s representative of what you’re actually doing, and that there is a clear link to it on your website. If Visitors can’t find it, they’ll assume you’re hiding something whether or not you actually are.

Using messages and incentives

Every sign up is a transaction – the Visitor is giving you their email address in return for something. So you need to give them a reason to sign up, something in return for their email.

It might be a simple promise or an incentive. There are three types of incentives you can use, based on the different outcomes you are aiming for.

I recommend you start with a simple promise and get a benchmark sign up to conversion rate, then test other ideas against that benchmark.

Promise Something

You need to promise that you’re going to give them something in return for their email address. I know there’s no money changing hands, but there is a transaction taking place.

The promise itself doesn’t need to be huge.

We’re not necessarily talking incentives of monetary value; we’re talking about promises such as, “You’ll hear the latest news about new products and discounts!”. It doesn’t need to be complicated. It might just be, “Find out everything that’s going on behind the scenes”, but do make sure that whatever you’re promising is something you’re actually going to deliver.

Here’s a nice one from Buttermilk (buttermilk.co.uk):

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