5 E-commerce Tips Make Marketing Like Online Dating
Jan. 4 was the Black Friday for online dating sites, with a half-life of romance remaining in the air through Valentine's Day. So now's the perfect time for e-commerce marketers to build relationships with customers using those same skills, says Ryan Urban, CEO and co-founder of Bounce Exchange.
The head of the New York-based marketing software provider says e-commerce marketers can benefit from dating rules to increase website conversion rates the same way the New York Daily News reports Match.com helps prepare its singles to meet their matches during "peak season" of Christmas Day to Valentine's Day, when the site experiences a 25 percent to 30 percent boost in traffic.
Here's what Urban suggests e-commerce marketers do to boost their online profiles and see some conversion rate chemistry:
1. Stop Trying to Close the Deal on the First Date. [Editor's note: Anyone who's ever heard Gary Vaynerchuk speak has heard this one, yet it bears repeating.] Urban says first-time visitors convert in the single digits, so try building a relationship. "Before trying to make the visitor buy a product or enter their email address, try to get them to another page besides the landing page," he suggests. "Have a video you want them to watch? Try to get them to watch that first."
2. Keep the Mystery Alive. Stagger information throughout website pages and in emails, don't put all of the offers in one message, Urban says.
3. Yet Be Upfront. "Don't hide your true intentions," he says. "Have an offer that is unbelievable? Put it on your homepage."
4. Don't Be a Creeper. "Read the visitor's digital language," Urban says. "If they are reading an article or at the shopping cart about to purchase a product, don't let them receive a pop up ad. Know your audience."
5. Don't Dress Like a Weirdo. "Creating distractions on product pages is one of the biggest mistakes brands make," he says. "For example, on the Amazon shopping cart page, you can't even click on their Amazon. Be normal. Don't be weird."
Is Urban right?