CXL Conversion Optimization Mini Degree #3 Review
For those of you that have not read my first or second blog, be sure to check it out. In summary, I decided to further my education in digital marketing and take one of CXL.com mini degrees. Essentially, CXL offers a couple of mini degrees (Conversion optimization, technical marketing, digital analytics, growth marketing, digital psychology and persuasion, and technical content marketing) Each one varies in length. Some take 20–30 hours, and some take well over 100 hours. The one I chose to do is called conversion optimization which takes roughly 86 hours. Because it comes with a large price tag, I decided to apply for CXL’s scholarship. To qualify for the scholarship, one must write 12 blogs summarizing their weekly learning and give an honest review of the material. So that what I’m doing.
This is week 3.
This week’s modules were a little different. Last week we studied product messaging and were given a step by step process to produce top notch copy on a sales page or ecommerce site. Although this weeks module was equally valuable, we learned more of the psychology of a customer when it comes to marketing.
People and psychology
In my opinion, this lesson along with neuromarketing, are one of the most important lessons when it comes to conversion optimization. If we are able to understand people and how they think and feel, we can sell. All the tips and tricks I’ll learn in this mini degree will come from the fund
One of the first module in this section taught about the 7principles of persuasions by Robert Cialdini. Those principles being…
Reciprocity-people tend to pay back what they receive
Commitment/consistency- people tend to stick to what they’ve already decided to support. (For example, there’s a reason our first and last name are first on forms. We are given easy questions to increase our confidence and after we have filled out a couple, we feel obligated or motivated to finish the rest of the form.
Social proof- we tend to follow the crowd. If we see that others have bought a product or service and loved it, we will be much more willing to try it out.
Authority- we are more likely to take action if told to do so by a trustworthy figure. This is why a lot of brands bring on a famous spokesperson. If (enter famous persons name here) like the product, it must be good. They know what they are talking about.
Liking- we are more likely to believe, trust, or buy from someone you like.
Scarcity- There’s only two left!! For those customers on the edge of taking action, this principle pushes them over the edge. Amazon does a great job with this.
Utility- is it useful or beneficial?
The second module in this section focused around the Fogg behavior model.
The Fogg behavior model focuses on the three elements that must converge at the same moment for a behavior to happen. Those three elements being motivation, ability and trigger.
Motivation- This is what customers come with as they come upon your site. Its important to note that as the site owner, you can increase motivation, but you cannot create it.
Within the motivation element in the Fogg model, the instructor taught the three main motivations.
Motivation #1- Pleasure/Pain.
These motivators are instinctual. No one has to think about it. These are very powerful but it isn’t the ideal approach.
Motivator #2- Hope/Fear.
Motivator #3- Social Acceptance/rejection
Ability- how hard it is to be able to do the task?
It’s important to note that ability is more important than motivation. Motivation comes with the customer, but we have the power to adjust the ability. Make it easy for your customer to convert.
Trigger- What calls your customers to action?
If I learned anything from this section, it would be that we need to OBESS about the triggers. Once the customer is motivated and you’ve made it easy to convert, give them triggers to finally take action.
The third module in this section focuses on Neuromarketing. This section was a little short since we go into depth about the subject later on in the mini degree but it was very insightful. The instructor taught that humans have three different “types of brains”.
The old brain- which is in charge of deciding
The new brain- which is in charge of thinking
The middle brain -which is in charge of “feeling”
In order for us to be able to help people decide, we need to tap into their old brain.
He teaches that the old brain can be triggered by 6 different stimuli. Those stimuli being
1.Self centered- what’s in it for me?
2.Contrast-showing before and after (such as showing before and after pictures of someone who took a workout program.
3.Tangible- can they see it/feel it
4.First and last- People remember what was first and last
5.Visual- humans are visual creatures
6.Emotion- play on emotion
Your selling probability = Pain x claim x gain x (old brain)
· Address the pain
· Differentiate your claims
· Show proof of claims
A big list of persuasion techniques
The fourth section of people and psychology was HUGE. It focused on persuasion techniques and was rightfully called “A big list of persuasion techniques”. The section was exactly like the title described it as. ONE LONG LIST of techniques. There were a lot. 40+
Since there are so many and it would take another 3 pages to describe all the techniques, I’ll let you take the course and read them or yourself. I would be doing a disservice just highlighting the ones I like without all the wonderful examples and descriptions of each one. It’s well worth it!
The rest of people and psychology covered Cognitive biases, Emotional and rational decision making, how people view websites, ecommerce product page study, and cognitive fluency. Each one had their pros and cons but overall, I think they each packed a lot of value and insight.
In recap, this was one of my favorite modules to study. I highly recommend everyone to take this mini degree…or at least this small module if you are a digital marketer or small business owner. You won’t regret it!