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Understanding some of the basics of the psychology of persuasion and how to apply them, can make a huge difference to your marketing efforts

We’ve previously spoken about how psychological principles can help shape and optimize brand communications — not least, referral marketing campaigns.

In truth, there’s a whole universe of theories and heuristics belonging to a wider field of behavioral economics.

Behavioral economics basically describes the effects of psychological, social, cognitive, and emotional factors on human economic decision making.

This obviously includes the dynamics of deciding to buy. And for this reason, having a good grasp of some key ‘cognitive triggers’, rooted in behavioral economics theory, is a good idea for any ecommerce marketer.

Let’s take a closer look at 3 of the most well-known ‘cognitive triggers’, and how they can be applied to your marketing efforts…

Anchoring and the decoy effect What is it?

Anchoring describes the power of the opening offer, when presented as part of a series of options. I.e. The first option presented to a recipient ‘anchors’ expectations in such a way that it acts as a reference point for all subsequent offers. So if the highest price is presented first to a customer, that becomes the benchmark for ensuing negotiation.

For example, a customer shopping for a new suit may wince at being first presented with a £1,000 option — but if they’re then presented with a £500 suit, they may be more amenable (even if they initially walked into the store with a £300 budget in mind).

A variation on anchoring theory is the decoy effect. When two distinct offers are on the table, the presence of a third ‘decoy’ option increases the attractiveness of the higher-value offer. We see this a lot in the world of publishing. For example, let’s say you want to subscribe to a magazine. You’re presented with the following options:

Digital edition: £59

Digital and print: £125

If your primary interest is value for money, you may well conclude that, although a physical copy through the letterbox is a nice-to-have, it’s not really worth shelling out over twice the amount, for the luxury. A digital-only subscription will do.

Now, consider the same scenario… except this time, a third option is included in the mix, as follows:

Digital edition: £59

Print edition: £125

Digital and print: £125

This time, instead of our attention being drawn to how much cheaper the digital-only subscription is, our brains light up at the apparent deal to be had on the digital plus print subscription. The print-only version is a decoy. It causes us to think: Hang on… I can get both versions for the same cost as if I just subscribed to print? Great deal!

How to apply it

These principles are especially important when it comes to pricing tables and presenting multiple product options. Consider ‘anchoring’ your pricing structure so that the option you most want to convert is contrasted against a much pricier offering.

In addition, consider throwing a ‘decoy’ option into your product mix, to help attract people to the value of your premium offerings, rather than opting for the cheapest by default.

Paradox of choice, cognitive load and the “less is more” approach What is it?

Our brain, like any computer, has a limited processing capacity. When we’re presented with a lot of incoming information we find it incredibly difficult to make sense of things. And when the incoming information is presenting us with a set of options and guiding us to make a decision, that’s an issue.

In other words, although in modern society we associate choice with freedom and autonomy, too much of it can be a bad thing.

Psychologist Barry Schwartz popularised this notion in his book, The Paradox of Choice. He cites a study where two displays of jam were set up in a shop. Customers were invited to sample the jams, and were offered a dollar discount coupon if they decided to buy one. In one display there were six jams, in the other 24. What happened? 30% of those presented with the small jam selection, purchased a jar. In comparison, just 3% of those exposed to the larger selection bought anything.

The lesson for marketers is pretty self-explanatory: too much choice increases cognitive load, which increases anxiety — and results in ‘analysis paralysis’. In the digital age, it’s more critical than ever to take a ‘less is more’ approach to communicating our offerings in order for them to stand a chance of resonating with prospective customers.

How to Apply it

Adopt a ‘less is more’ approach to your content and design, keeping landing and sales pages clean, clutter-free, and succinct.

Multiple messages and calls to action will bamboozle prospects. Stick to one, clear and actionable next step. Limit the number of product and pricing options to an easily scannable and digestible amount — three is a typical limit and lends itself well to applying the previous anchoring and decoy principles.

Familiarity principle What is it?

Another subconscious yet self-evident cognitive bias is that we tend to buy from brands and through people that we’re familiar with. Familiarity instills a sense of comfort and safety.

This is why we tend to prefer to buy the same branded products we’ve bought before, from the same shops, offline and online — and vice versa, suddenly switching to a new, untested brand, or buying from an as yet unfrequented shop, is something we have to stop and think about, before committing. This is the essence of brand loyalty.

It’s crucial to instill a sense of familiarity and belonging to both prospective as well as existing customers. By regularly communicating with our audiences in an authentic and approachable way, we’re adopting the familiarity principle.

The familiarity principle is also at the heart of referral marketing campaigns. When someone we know and like recommends a new product to us, we’re far more likely to trust in that product, than if we received a cold approach from the brand, which we may not otherwise be at all familiar with.

How to apply it

Developing a consistent and distinctive brand tone and voice, and regularly communicating with your audiences across multiple digital touch points in ways that build up a healthy conversation, helps to create and maintain a sense of brand familiarity (and therefore, loyalty) amongst your customers.

You're reading 3 Cognitive Triggers To Increase Customer Conversion

20 Ways To Increase Conversion Rate Optimization For Ppc Advertising

The mindset of implementing a paid search campaign usually begins with determining what keywords and phrases will bring targeted traffic to a website. And as critical as this thought process is, a shift to the idea of what targeted traffic will produce the most conversions is in fact a better route to go. “Well, Justin isn’t that the same thing?” And my answer is “Not really.” While one starts with the creation of a campaign, the latter starts with the end goal centered on conversions. Most PPC Managers think they are considering this point, but four months into a campaign with high cost/conversions and less than appealing conversions, we soon realize we didn’t build out PPC strategies the right way. We didn’t focus initially on the conversion metrics that are important to our companies or our clients.

Determine What Conversions To Track

Reverse Engineer The Path Of Purchase

Most shoppers start at the brand awareness stage and then usher themselves to choosing who to purchase from. But they may have many avenues to get to that decision. Google Analytics has a nifty tool in many of their reports that showcases behavior, acquisition, and conversion flow. If you have picked up enough data to do this, go to these reports and determine where most of your shoppers are coming from and the standard path to purchase they are taking. You may determine a few pages are assisted conversion paths that are the second or third pages they visit before purchases or end conversions (not including the checkout page).

Don’t forget mobile versus computer and tablet. There are cross device reports in Google AdWords where you can see where users are making purchases, but more importantly what channels are impacting their purchasing decisions.

Google Conversions & Analytics Segment (My Top 6 Favorite Features)

Screen Taken 4-15-2014

As PPC Managers can attest, the segment views in Google AdWords is extremely useful. If you are running and tracking conversions, you can make appropriate comparisons across the many segments available.

Time: By viewing the many dimensions of time (i.e day of week, hour of day), you can get a decent idea of what time you are getting more conversions as well as the cost/conversion across each segment. Go to your Setting Tab to set the right schedule that makes the most sense for your campaign and the conversions you want to garner.

Conversion Rate Optimizer:

For those who love to automate, Google AdWords’ Conversion Rate Optimizer will do the trick. You have to gather enough data (minimum 30 conversions) and in particular conversions for this to work, but overtime Google will dynamically bid on your behalf based on where you are likely to get the best

cost per conversion

Remarketing & Segmented Lists

Sometimes we need remarket to shoppers who engaged with our brand but didn’t purchase. A marketer’s goal should always be to increase standard conversions in a cost-effective way, but if you have the technology to remarket to those buyers…….well remarket to those buyer.

Ecommerce Lovers – Product List Ads (Or The New)

Align Ad Copy With Landing Pages

PPC ad copy must be aligned with the right landing pages. Using a furniture example, if someone is searching for a sectional sofa, and you’re sending them to your overall sofa category and you have sectional sofas, you could be losing out on shoppers who are either too lazy to search for those sectional sofas or simply cannot find them on your site.

Proper Landing Pages (Sorry, I Had To!)

I said I would not go there, but I must. The set up of your landing pages (e-commerce or not), is the best digital marketing investment one can make. Say you are a business that sells a product or service to other businesses. Do you have case studies that are intriguing and truly show you solved specific consumers’ problems? Do you an engaging FAQ page that is not simply a list of FAQ’s but instead of short video of the CEO answering half or most of the FAQ’s? Focusing more on the layout, feel, CTA’s, and content of your website and its landing pages will improve overall conversions. Remember that a conversion does not have to solely be a purchase. You have many other conversions to track and if we know those conversions have the potential to lead to a sale then we are well on our way.

Leverage Special Offers

Negative Keywords

Screenshot taken 4-15-2014

Leverage Mobile More Pseudo Automate (Now The Fun Begins)

I am not the biggest fan of automating PPC campaigns, but when you have big budgets and a lot to manage, developing this level of efficiency from past experience can make you a better marketer and even improve conversions. If you find those hot spots that improve conversions, create rules within Google AdWords that exploit these opportunities.

Conclusion

Maybe as a PPC marketer, your focus is more brand awareness than purchases or other sub-macro conversions. However, it’s important to consider the brand awareness metrics that are critical to your campaign and measure conversions that take shape for those keywords.

Featured Image Credit: Leszek Glasner via Shutterstock

For Small Business Top 3 Automation Tools To Increase Efficiency

Are you looking to increase the success of your small business? Every moment is important when you run a small business. There are many things to do and only so much time in a day. Small businesses are notorious for wasting time by not investing in automation. Leaders find themselves micromanaging each task and losing sight of the bigger picture.

Automating every aspect of your business streamlines it by automating tasks that you, or an employee, would otherwise have to do manually. Small business owners can focus their attention on more important goals like business growth by automating repetitive tasks.

Are you unsure where to begin? These are the three essential tools you need to grow your business.

1. Accounting Software

Although accounting may not be the first thing that comes to mind when you think of ways to improve your company’s efficiency, it is a key area. Accounting operations can be more complicated and time-consuming than necessary. Simple tasks like entering receipts and confirming receipts and issuing invoices can take up to an hour each week. This quickly adds up.

Small to medium-sized businesses can execute critical operations with the best commercial accounting software in fractions of the time it takes. These features include:

Automated invoice production

Reminders for late payments

Client data synchronization

Bank connectors to speed up reconciliation

Diverse analytics reports

You can streamline your business by finding accounting software, whether you need payroll software to run a small business.

Top 5 Voice Of Customer Tools To Track Customer Experience

These Voice of Customer tools can help to improve the customer experience

1 MonkeyLearn

MonkeyLearn is a no-code text analysis platform from the voice of customer analysis to data visualization. This analyzes the qualitative data to understand the VoC using tools like Freashdesk, Zapier, Zendesk, and Google Sheets. MokeyLearn’s visual dashboard can deliver the instant voice of customer insights aiding the decision-making process.

2 Medallia

Medallia aims to improve experience management, focusing on experiences between a company and its entities such as employees, vendors, stakeholders, and customers. This feedback management software helps in collecting feedback and translating it into valuable insights. This can help in understanding the customer experience better.

3 SentiSum

SentiSum’s focus is to analyze the voice of customers with tools in supporting tickets. The platform uses AI to automatically tag tickets by topic and sentiment. The VoC software is easy to use and can identify the report areas for improvement.

4 Confirmit

Confirmit has a 5-stage process for analyzing the voice of customers with tools allowing them to hear the customer feedback and to generate powerful insights.

5 InMoment

With evolving technology, customer’s needs and demands grow and so giving a great customer experience becomes vital. And so businesses are turning towards the voice of the customer (VoC) analysis, which collects customer feedback and analyses it for valuable insights. VoC tools can let businesses know how customers are using their products and services to understand their satisfaction and improve the business. Here are the top 5 voices of customer tools to track customer experience.MonkeyLearn is a no-code text analysis platform from the voice of customer analysis to data visualization. This analyzes the qualitative data to understand the VoC using tools like Freashdesk, Zapier, Zendesk, and Google Sheets. MokeyLearn’s visual dashboard can deliver the instant voice of customer insights aiding the decision-making process.Medallia aims to improve experience management, focusing on experiences between a company and its entities such as employees, vendors, stakeholders, and customers. This feedback management software helps in collecting feedback and translating it into valuable insights. This can help in understanding the customer experience better.SentiSum’s focus is to analyze the voice of customers with tools in supporting tickets. The platform uses AI to automatically tag tickets by topic and sentiment. The VoC software is easy to use and can identify the report areas for improvement.Confirmit has a 5-stage process for analyzing the voice of customers with tools allowing them to hear the customer feedback and to generate powerful chúng tôi is a Cloud-based platform that presupposes the companies who have issues with regard to the customer experience. It combines techniques like social reviews, Voice of the customer, and employee engagement to offer a holistic approach.

Blob Conversion Function In Cassandra

Introduction

If you are working with Cassandra, you may have come across the need to convert blobs to other data types or vice versa. Cassandra, being a distributed NoSQL database, stores data in the form of blobs (binary large objects) to increase flexibility and scalability. However, this can cause issues when you need to query or manipulate the data stored as blobs.

That’s where the blob conversion function comes in handy. In Cassandra, you can use the “blobAs*” function to convert blobs to various data types, such as integers, floats, timestamps, and more. This function allows you to easily access and manipulate the data stored as blobs, making it an essential tool for working with Cassandra.

What are blobs and why are they used in Cassandra?

A blob (binary large object) is a large binary object that can store a wide range of data, such as images, audio, video, and more. In Cassandra, blobs are used to store data in a flexible and scalable way.

Additionally, blobs are stored in a distributed manner, meaning that they are spread across multiple nodes in a Cassandra cluster. This helps to increase the scalability and availability of the data stored as blobs.

Syntax and usage of the blob conversion function in Cassandra

The blob conversion function in Cassandra is called “blobAs*”, where the asterisk (*) represents the data type that you want to convert the blob to. Here is the general syntax of the function −

blobAs*(blob)

The “blob” parameter is the blob that you want to convert. The function will return the converted value as the specified data type.

Here are some examples of the different data types that you can convert to using the blob conversion function −

blobAsBigint: Converts the blob to a bigint (64-bit signed long)

blobAsBoolean: Converts the blob to a boolean (true or false)

blobAsDecimal: Converts the blob to a decimal

blobAsDouble: Converts the blob to a double (64-bit floating point)

blobAsFloat: Converts the blob to a float (32-bit floating point)

blobAsInt: Converts the blob to an int (32-bit signed int)

blobAsText: Converts the blob to a text string

blobAsTimestamp: Converts the blob to a timestamp

Examples of converting blobs to different data types

Now that we have covered the basics of the blob conversion function, let’s look at some examples of converting blobs to different data types.

Example 1: Converting a blob to a bigint

Suppose you have a table called “sales” that stores sales data as blobs. The table has a column called “sales_id” that stores the unique sales ID as a bigint. To retrieve the sales ID from the blob, you can use the “blobAsBigint” function as follows −

SELECT blobAsBigint(sales_id_blob) FROM sales;

This will return the sales ID as a bigint value.

Example 2: Converting a blob to a boolean

Suppose you have a table called “products” that stores product data as blobs. The table has a column called “is_active” that stores a boolean value indicating whether the product is active or not. To retrieve the “is_active” value from the blob, you can use the “blobAsBoolean” function as follows:

SELECT blobAsBoolean(is_active_blob) FROM products;

This will return the “is_active” value as a boolean (true or false).

Example 3: Converting a blob to a decimal

Suppose you have a table called “expenses” that stores expense data as blobs. The table has a column called “amount” that stores the expense amount as a decimal. To retrieve the amount from the blob, you can use the “blobAsDecimal” function as follows −

SELECT blobAsDecimal(amount_blob) FROM expenses;

This will return the amount as a decimal value.

Example 4: Converting a blob to a double

Suppose you have a table called “employees” that stores employee data as blobs. The table has a column called “salary” that stores the employee’s salary as a double. To retrieve the salary from the blob, you can use the “blobAsDouble” function as follows −

SELECT blobAsDouble(salary_blob) FROM employees;

This will return the salary as a double value.

Tips and best practices for working with the blob conversion function in Cassandra

Here are some tips and best practices for working with the blob conversion function in Cassandra −

Make sure to specify the correct data type when using the “blobAs*” function. If you specify the wrong data type, you may get an error or incorrect results.

Consider storing your data in a specific data type rather than as a blob if possible. This can improve the performance and efficiency of your queries.

Use the “blobAsText” function with caution. If the blob contains binary data, converting it to text may result in unreadable or corrupt characters.

Use the “blobAsTimestamp” function to convert timestamps stored as blobs to the appropriate data type. This can make it easier to perform date-based queries and manipulations.

Conclusion

In this article, we covered the blob conversion function in Cassandra and how it can be used to convert blobs to different data types. We also looked at some examples of converting blobs and discussed some tips and best practices for working with the function. By understanding the blob conversion function and how to use it effectively, you can better manipulate and query the data stored as blobs in Cassandra.

How To Track Conversion Value With Google Tag Manager

Great, so you’ve set up conversion tracking for events across your marketing tools — but how do you assign a value to these conversions so that you can track revenue?

Tracking conversion values will help you accurately measure your marketing campaigns’ financial impact on your business. You can also send this data to other tracking tools like Facebook or Google Ads and further improve your sales!

In this guide, we’ll learn two methods of tracking conversion value with Google Tag Manager and how to send this data to other marketing tools.

An overview of what we’ll cover:

So let’s start!

Why Is Conversion Value Important?

With conversion values, you can quantify the monetary impact each conversion has on your business. This is especially important in eCommerce stores, where different products have different prices.

So you can add the conversion value as 1 dollar or 1 euro (depending on the currency or the price of the product that converts).

For example, if you keep the Conversion Value as 1, it will count the value of 10 conversions as $10.

Let’s consider an eCommerce store with different products available at a wide range of prices.

This time, the conversion value will depend on the total order value.

This final value is the amount we’ll send to our Google Ads conversion tracking, Facebook conversion tracking, and also to the sales event that fires in Google Analytics.

We can transfer this information using different methods, but the best practice is to do it with a custom Data Layer.

🚨 Note: If you find that the data layer contains the right information but isn’t in the format you can use, check out our handy guide on how to transform the data layer with Google Tag Manager.

Implementing Your Custom Data Layer

You’ll find the custom Data Layer for your website under the Data Layer tab of Google Tag Manager’s preview and debug console.

🚨 Note: This holds true for a website built in WordPress with the Woo-Commerce plugin. However, this will change based on the installation of your website.

But first, let’s discuss what it means to implement a custom Data Layer.

To demonstrate, we’ll take a look at a new order with a different conversion value.

If you have implemented a custom Data Layer for the web page, you’ll be able to see this order’s details under the Data Layer tab of the preview mode: things like the tax, shipping cost, payment type, individual products, and more.

We can collect all of this information and send it to tracking tools that help us manage and analyze conversion data.

You can implement a similar custom Data Layer using the plugin Google Tag Manager for WordPress by Thomas Gieger. This plugin enables the Data Layer for the transaction page on our website.

Depending on your website, you might need to use a different plugin or ask the developer of your website to add the conversion values directly to the Data Layer.

Next, to send these values to the tracking tools, you’ll need a Data Layer variable.

Capturing Conversion Value with the GTM Variable

A data layer will always consist of key-value pairs (if these are unfamiliar to you, check out our post on UTM parameters). For example, if transactionTotal is the key, our value will be 40.

We’ll use this key and add it to a variable. Let’s open the Variables section on Google Tag Manager and create a New Variable.

We’ll also add a name to the variable and select the Data Layer Variable as the variable type.

Next, we need to add the key for the variable. In our case, the key will be transactionTotal.

To see how this variable appears, refresh the webpage in GTM preview mode and place another order from the shop.

You’ll find the Data Layer variable under the Variables tab of the PageView event. The dataLayerTransactionValue will be equal to the total order value.

We’ll also find the different Tags that fired when we made a particular transaction.

We can use this variable to pass the value of the transaction to our tracking tools using Tags.

Let’s see how!

Passing on the Value of the Conversion to GTM Tags

Open your Google Tag Manager account.

Then open one of the conversion Tags through which you want to send the value data.

🚨 Note: Dynamic values can always be added using double curly brackets around a variable’s name.

So, every time this variable is called, it will pick up the data from the data layer and transfer it to the Tag.

This is the best practice to transfer data into Google Tag Manager. This is because, with a proper Data Layer integration, the data is available in a structured format, making it easier to access.

Another method of fetching this information is by scraping the actual DOM tree.

However, this method isn’t the most accurate one because it records the value directly from the display of the web pages. This means that if the page changes, the value that is fetched will change and impact your tracking.

One way to implement the scraping method is by using a DOM element variable. But in our guide, we’ll do it with custom JavaScript.

Getting the Total Conversion Value with Custom JavaScript

On the right side of your screen, an HTML mark-up window will open.

With the help of a JavaScript variable, we can access the element from the Document Object Model (DOM) and fetch the total value.

This is a fairly easy process for someone who knows JavaScript. However, if you’re a marketer who’s not comfortable writing such codes, I have a recommendation for you!

Using GTM Variable Builder to Write JavaScript

The GTM Macro Builder plugin can automatically write the JavaScript you need to pull the given value. You can download it from the Chrome extension section.

All you need to do is select the desired element on your web page and open the console. Since we only want the value to transfer to our Tag, we won’t select the currency sign in this case.

Paste the code into the Console and press the Enter key to run it.

This code will return the total conversion value.

Next, we want to make this value accessible to Google Tag Manager.

Create DOM Transaction Variable

Let’s create a New Custom JavaScript variable in Google Tag Manager.

We’ll configure the variable by adding JavaScript code. This code should be a JavaScript function that returns a value.

We’ll also add a Try and Catch function so that it can catch all the errors without interrupting the implementation. You can use our Conversion Value Template to write JavaScript code for Google Tag Manager.

function() { try { return; } catch(e) { return " " ; } }

Next, we’ll paste the query selector that we copied from the GTM Macro Builder. This code will be implemented after we call the return function.

Once we’ve created the variable, we can test it.

Let’s refresh the final transaction confirmation page of the demo shop. If the variable is installed correctly, the DomTransactionValue will show the correct order value under the Variables tab of the PageView event.

Furthermore, we can use this value to pass into the Tags that fire on the transaction page.

For this example, let’s use a Facebook conversion Tag to do this!

Sending Conversion Value to Facebook

Open an existing Tag for tracking conversions on Facebook. We’ll add our variable in the HTML code that configures the Tag.

First, we’ll need to locate the correct place in the code that accesses the value of the transaction.

Then, simply replace the value of the transaction with the variable name. Again, the variable name will be inside the double curly brackets.

Lastly, Save the Tag.

Similar to this, you can add the variable to the Google Analytics event Tag to send the conversion value to Google Analytics.

🚨 Note: For eCommerce tracking on Google Analytics, you’ll need proper data integration. This is because GA eCommerce tracking sends over a lot of values other than just the conversion value.

To test our Tags, let’s refresh Google Tag Manager and check out another product.

If the Tags are installed correctly, you’ll be able to see all the Tags fired when you place an order.

Select a Tag to see if it shows the correct transaction value. However, make sure to select Values as the Display Variables type.

Once done, the values of the Tags will be the same as the ones on the final transaction page.

Similarly, let’s also check the Facebook Tag that has been fired.

If the installation is correct, you’ll be able to see the value equivalent to the transaction amount. This amount will be pulled directly from the DOM element.

FAQ Why is tracking conversion value important?

Tracking conversion value allows you to quantify the monetary impact of each conversion on your business. This is especially crucial for eCommerce stores where different products have different prices. By assigning a value to conversions, you can accurately measure the financial impact of your marketing campaigns and optimize your sales strategies.

How can I implement a custom Data Layer?

To implement a custom Data Layer, you can use plugins like Google Tag Manager for WordPress or directly add the conversion values to the Data Layer. The specific method may vary depending on your website setup, so it’s recommended to consult the documentation or seek assistance from your website developer.

How can I pass the conversion value to GTM Tags and other tracking tools?

To pass the conversion value to GTM Tags, you need to create a Data Layer variable in Google Tag Manager and link it to the conversion value field of the respective Tag. This allows the Tag to access and utilize the captured conversion value. Similarly, you can modify Tags in Google Tag Manager to send the conversion value to other tracking tools such as Facebook or Google Analytics, enabling comprehensive analysis and optimization of your marketing efforts.

Summary

So that’s all you need to know about tracking conversion values with Google Tag Manager.

Conversion value is an important point of data to gauge the success of different conversions. With this method, you can send this data to various marketing tools such as Google Ads, Facebook, or Google Analytics.

Before sending the conversion value, you’ll need to set up conversion tracking for your marketing tools.

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