How Secrets of the Past Can Optimize Conversion Today

At  Conversion Conference in Chicago, +Brian Massey (the Conversion Scientist) and I (the Professor) gave a talk on how CRO (Conversion Rate Optimization) principles really had their roots in Direct Marketing Response Principles.  We talked about the discipline of conversion’s roots in direct marketing and how these principles have been used in traditional direct mail and can be applied to the web. We Introduced some of the names in the direct marketing and advertising field that you may not know and to shared some of their wisdom.

Our talk was called, “Everything I Needed to Know about CRO I Learned from Direct Marketing,” based on these principles.  We talked about their roots in direct marketing and how these principles have been used in traditional direct mail and can be applied to the web.  We hailed back to David Ogilvy, Jim Kobs and Murray Rafael, who applied persuasive principles in the testing environment of direct marketing. 

Using Direct Marketing Principles for Paid Search

I noted results  some classroom examples from paid search campaigns.  For example, just by adding to word “free” to an offer, using the principle of reciprocity (buy something and who will get something back from me for ‘free’) dramatically increased results in a paid search ad.  Using the scarcity principle “act now while supplies last” also dramatically improved click through rates, which was our conversion measure.  If you missed our talk, catch the slides and the audio on Slideshare.

Why and How Direct Response Principles Work on the Web

Brian explained how the human brain works and how we need to get past the area in the brain that automatically filters out messages.  Human beings respond to persuasive principles because the brain is ‘hard-wired’ to recognize certain types of communications and respond to them.  Brian presented some excellent examples of online marketing that uses direct marketing principles.  One of these principles is long form copy.  Long form copy is based on the principle of commitment or escalating involvement.  As the prospect or customer reads first an offer, then information in other forms, he or she becomes more committed to our product.  The self-programming thermostat, The Nest uses these direct response techniques online.  Even though we hear that people don’t read or want to read on the web, if information is presented the right way, consumers will respond.

Remember the Customer

We also talked about how response really depends on the customer and where they are in the purchase process or in awareness of your product.  .Years ago advertising legend Eugene Swartz suggested “Five Levels of Awareness” and that we need to tailor our messages to customer awareness levels.  If the prospect is aware of our product, then discounts and deals are most effective.  If unaware, then stories and secrets help to build awareness.  We showed examples of different web sites and offers that were targeted to different levels of awareness.  We also stressed the importance of testing, so easy to do with today’s technology.

Thanks to +Tim Ash and +Casey Murphy for a great conference and for allowing us the chance to speak.

P. S.  Reminder:   If you missed our talk, catch the slides and the audio on Slideshare.

By Debra Zahay-Blatz.
You can find Debra on Google+ and Twitter as well as LinkedIn.

Everything I Learned about CRO I Learned from Direct Response Marketing

Direct Response Roots of Conversion Rate Optimization Revealed

Next week at the Conversion Conference in Chicago, +Brian Massey  and I will give a talk on how CRO (Conversion Rate Optimization) principles really had their roots in Direct Marketing Response.  We will talk about the discipline of conversion’s roots in direct marketing and how these principles have been used in traditional direct mail and can be applied to the web. We plan to introduce you to some of the names in the direct marketing and advertising field that you may not know and to share some of their wisdom. I use this wisdom in my classes and will share some of my examples of how to apply these techniques effectively.

This semester my students were creating paid search ads for real companies.  Usually about halfway through the exercise, they would say to me, “We have the right keywords and lots of impressions, why aren’t we getting any clicks?”  The answer of course is that the ads were not well-written, not compelling and did not encourage response. 

Just by adding to word “free” to an offer, using the principle of reciprocity, dramatically increased results.  Using the scarcity principle “act now while supplies last” also dramatically improved click through rates, which was our conversion measure.  So if you want to see and hear more examples and words from the wisest in direct response, come hear our talk on Tuesday at 10:30 am at the +Hyatt Regency McCormick Place.

By Debra Zahay-Blatz.
You can find Debra on Google+ and Twitter as well as LinkedIn.

Act Now Before All the May Grads are Taken!

May Interactive Grads Doing Well in the Marketplace 

This is the happy time of year when my students are reporting daily that they are accepting jobs and internships with interactive agencies and client companies.  +Rebecca Mensing  is going to work at Resolution Media and both +Taylor Staus  and +Brittany Sarkisian were accepted into the Dotomi management rotation program.Thanks to board member +Neil Brown for hiring former IMB student board President +Mike Glassberg for an internship.

Post Your Job on Huskies Get Hired

Sorry there is not time to mention everyone.  If you are still looking for an intern-to-hire or a full time grad versed in social media, SEO and SEM, and other aspects of direct and digital marketing, check out the Interactive Marketing Portfolio on the NIU Huskies Get Hired web site.  You can post your jobs there as well.  Since the semester has ended, this is the best way to reach out to recent graduates and the close to 300 program graduates we have.

Spotlight on Kevin Simon: Interactive Generalist with Psychology Minor

One student still seeking a job with the best fit is this week's guest blogger, +Kevin Simon .  Kevin writes that he just received "a Bachelor of Science degree in Marketing, a certificate in interactive marketing and a minor in psychology from Northern Illinois University. I was accepted in the Marketing Honor Society last semester which was a great honor.

In addition to my academic studies, I have been a member of the Sigma Nu Fraternity for four years. I have held three positions within the fraternity, one on the Executive Board for the past two years.  These leadership roles allow me to communicate with other members on a daily basis and improve my charisma and delegating abilities. I held the alumni relations chair position for two years maintaining a database of almost 500 alumni, designing and editing semi-annual newsletters, and updating our website.

I also just stepped down as the treasurer of the Circle K International community service organization which has allowed me to learn money management skills as well as earn over fifty hours in community service not including opportunities with the fraternity. I have also had many opportunities to work with other groups on campus including the Campus Activities Board, Financial Management Society, as well as many intramural sports.  These diverse and well rounded roles have helped me develop excellent communication and teamwork skills."  

Kevin is seeking a full-time position in the interactive marketing field after graduating. His Interactive Marketing classes have helped targeting specific areas he finds most interesting.  He would like to find a generalist position in interactive marketing where he could use his psychology minor and his leadership and planning skills.  Good fits would be online marketing research, social media management, website usability and testing.

By Debra Zahay-Blatz.
You can find Debra on Google+ and Twitter as well as LinkedIn.