Online marketing may be new, but here are two things that aren’t: marketing strategy and consumer behavior. These have been around for centuries, while the Internet has “reinvented the wheel” so to speak.
The measurability of online marketing causes an obsession of seeking higher traffic numbers and increasing conversion rates. One important thing to remember though: behind each number is a consumer who made a final decision based on the content you have put out there.
Why did they make that purchasing decision? Why did they choose you over a competitor? Let’s crack the code on consumer behavior and how your content can affect your bottom line.
Teach. Don’t Sell.
Today’s consumer, driven my research, will most likely reach a purchasing decision before they pick up the phone, or fill out a form. Your content should teach, not sell. When a consumer sees credibility in your online content, you’re most likely going to be their number one choice. By pumping your website with relevant and useful content, the consumer will come to you!
Pull On The Heart Strings
Aim your content toward emotion. Focusing efforts on what consumers feel rather than what they think brings out an emotional response from consumers. A relatable, emotional connection leads to a trusted relationship between you and your customer. The emotional angle is the best way to gain long-term results.
Colors = Conversions
The colors in your content matters! Visual cues have been proven to make a large impact on conversions. Check out these facts according to KISSmetrics:
92.6% of people claim visual dimension is the number one influencing factor affecting their purchase decision. If that isn’t enough, studies suggest people make a subconscious judgment about a product within 90 seconds of initial viewing. Up to 90% of that assessment is based on color alone.
Here are some real-life examples of just how important colors are for your content:
Heinz changed the color of their signature ketchup from red to green and sold over 10 million bottles in the first 7 months, resulting in $23 million in sales.
The marketing automation company, Performable, changed a call-to-action on their site from green to red, and saw a 21% increase in conversions!
Does color preference change based on the gender of the consumer? You bet it does! According to KISSmetrics, women are drawn most to blue, purple, and green. Men on the other hand, are drawn to blue, green, and black. It looks like a simple change on your site could bring in some major conversions!
Leave The Content To SDB!
At SDB, we make it our business to know exactly what your potential customers are looking for. From making visual changes to your site, to constantly creating fresh and optimized content, we make sure your business is at the top of an online search! Give us a call or fill out our online form today for all of your digital marketing and advertising needs!
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