(This article was originally published in the MarketingExperiments email newsletter.)
Since the Biblical account of Adam naming the animals, humans have named people, places and things to help make sense of our world.
Marketers name their brands and products as well because research shows that assigning names appeals to customers.
Our own analyists at MarketingExperiments have found that sometimes making a small webpage change — like naming a form or download — can increase conversions dramatically.
In today’s replay of a live optimization session, Flint McGlaughlin focuses on this NAMING principle as he demonstrates how to improve four audience-submitted pages. He challenges marketers and webpage designers to ask themselves, “Is there a way for me to leverage names to create more power in my conclusion-fostering efforts?”
If you would like us to diagnose your own webpage on one of our upcoming YouTube live sessions, you can send us your website info through this form, and we’ll try to fit it in.
If you would like to receive more detailed advice from a MECLABS conversion marketing expert via a video conference, visit our Quick Win Consult page to learn more.
Here are some key points in the video:
- (2:23) Case study example – cable/media mobile page increased signups by decreasing friction and naming the form.
- (9:27) Not all website traffic should convert (UPC defined)
- (13:00) Live optimization webpage #1 – mom encouragement guide
- (25:26) Example of the power of a name to influence the customer’s perception of value – When the Patagonian toothfish’s name was changed, conversion skyrocketed.
- (33:00) Live optimization webpage #2 – video wall solutions
- (41:50) Live optimization webpage #3 – identity verification
- (49:00) Live optimization webpage #4 – virtual reality exercise
- (57:22) Summary – knowledge proverb (attributed to Omar Khayyam)