By Dr. Debra Zahay-Blatz, Professor of Digital Marketing at Aurora University, Aurora, IL, Co-author of the book Internet Marketing: Integrating Online and Offline Strategies, with MaryLou Roberts, Editor-in-Chief, Journal of Research in Interactive Marketing. Debra provides her insights from the classroom and beyond on the status of Interactive Marketing and Data-Driven Digital Marketing Strategy.
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.