This post is part of a series about the Internet marketing strategy I call Inbound Marketing and is also part of a sub-series about the preparation that goes into a successful Inbound Marketing effort. To access those articles, click either of the links in the prior sentence.
This post discusses the importance of asking (within your CTA – Call to Action) your website visitors to do something they are willing to do and the importance of avoiding asking too much.
If you think in terms of your own life, when people ask large favors of you, complying requires more a commitment as it’s a large favor.
It turns out we also do this when making decisions relating to buying.
When you’re on a website and they suggest you buy their $200 package, you may not be ready. You may need some questions answered before you plunk down $200.
On the other hand, if they suggest you review their FAQ page where they provide answers to common questions, you’re more likely to comply.
Then once you’ve reviewed the FAQ and most if not all of your questions have been answers, you may then be willing to plunk down $200.
There is an interesting video on the ScienceDump YouTube channel in which this phenomenon was tested in a structured environment.
The objective of the study was to get people to agree to have a huge sign that says “Drive Carefully” installed in the front yards.
Watch the 59-second video below to see how what they learned can help you design your conversion strategy.
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