In previous articles, we shared how onsite copy can powerfully influence customer conversion, retention, and buying behavior. Onsite copy is powerful, so much so that it can backfire for your e-commerce.
Yes, the wrong words at at the wrong point of a buyer’s journey can drive away your customers.
Most marketing managers subscribe to rule-based persuasion, and for good reason. Firstly, what is rule-based persuasion? If you are a marketer, chances are, you are employing it right now. Simply put, companies identify their target consumer and define their characteristics – including consumer wants and needs. From here, appropriate words and phrases are crafted – and according to the ‘rule’ – is used on said consumers.
Seems like an intelligent way to go about consumer persuasion, doesn’t it? For a long time, this was the most effective way of reaching out to your desired customers. This is no longer the case.
Now that technology allows in-depth insight into your consumer base, e-commerce that leverages on these insights stand to boost their marketing campaigns. On the flipside, shackling yourself to rule-based persuasion is to restrict your site from maximizing its reach to potential customers.
If that wasn’t enough to convince you of the dangers of rule-based persuasion, watch this concrete example:
In Case 1, target consumers A and B are sensitive to deals and urgency.
User B churned for several possible factors. Perhaps “Ending Soon” had negative connotations for User B, although it had the totally opposite effect on of motivating User A to buy.
Breaking away from rule-based persuasion.
In Case 2, let’s not assume that a single copy would work effectively for every individual.
“Ending Soon” is replaced with other variations, until the best alternative successfully elicits a response from User B.
We advance from a rule-based persuasion system to an individual customer profiling. The best possible word or phrase was used to maximize each user’s response.
In the following articles, I will share more about how to go beyond rule-based persuasion to target individual consumers on your e-commerce site, so no potential consumer of yours falls through the cracks.