“Marketers, in their role as philosopher, must keep management from gaining internal clarity at the expense of external clarity. It is dangerous to succumb to the illusion that the prospect sees our company the way we see it.”— Flint McGlaughlin, Managing Director, MECLABS Institute
(This article was originally published in the MarketingExperiments email newsletter.)
This is part two in our series about effective call-to-action strategies that increase your webpage’s performance. You can view part one here.
We did a meta-analysis of 150 of our experiments to determine six common cognitive conditions in the minds of webpage visitors regarding the call-to-action that hurt conversion.
- Internal detachment
- Non-sequential shock
- Compositional paralysis
- Elemental paralysis
- Terminal anxiety
- Transitional vertigo
In this session, Flint McGlaughlin, CEO and Managing Director, MECLABS Institute, shows you how to improve your call-to-action by mitigating these negative responses with strategic overcorrection methods.
Key points in the video:
- 2:38 Cognitive Condition #4: Paralysis and its root causes.
- 5:24 Live Optimization: Audience-submitted CTA from a medical provider
- 8:47 Condition #4’s solution can be found in these case studies …
- 13:35 A checklist you can use on your webpages with criteria for a good CTA, also Condition #4 is introduced.
- 13:51 Cognitive Condition #5: Decision hesitation and its root causes.
- 15:12 Condition #5’s solution can be found in these case studies …
- 20:10 Cognitive Condition #6: Mismatched expectations and its root causes.
- 21:10 Live Optimization: Audience-submitted CTA from a Pet supplies provider
- 22:00 Condition #6’s solution can be found in these case studies …
(If you would like your marketing to be considered for live optimization in a future session, just send it to us at firstname.lastname@example.org)
If you’d like hands-on help improving your calls-to-action, you might want to consider a Quick Win Intensive for your company.