Day three at MozCon was one for the code lovers among us, as it included a full session dedicated to tips & tricks for Google Tag Manager. Our own number crushers have already taught us how to use GTM to measure just about anything, but when it comes to tools for designing interactive online experiences, we really prick up our ears.
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The possibilities offered by today’s tools are more ingenious than ever. You no longer have to sit down at a table with a group of engineers and your creative marketing team to develop an interactive experience. Modern tools such as Typeform, Leadquizzes, Motion.ai, Bubble or Stencyl make it increasingly easy for you as a marketer to reach for your engineer’s hat.
We certainly won’t forget that we can convert the fantastic content we previously incorporated into an ordinary blog post into a memorable customer experience with a higher conversion rate, without any programming. Consider an interactive quiz, a game, or IKEA’s virtual reality-based app that allows you place furniture in your own living room. ‘Go the extra mile’ is the message. Roll up your sleeves and delight your customer or management with a kick-ass interactive tool.
The power of strategic storytelling
Admit it, Kindra Hall is not a recent phenomenon, yet apart from that and despite the early hour after the previous evening’s activities, she had the audience spellbound from the very first minute. It’s no exaggeration to describe her as the queen of storytelling.
Although we have been encouraging the idea and strategy of storytelling for years now, in reality it has proved far from easy to incorporate effectively into the marketing mix. The reason is simple: storytelling is hard. It’s not so much that we stumble when it comes to elaborating the details, but we do struggle to find strong stories.
Kindra’s tips: focus on a single moment and expand on it. Many people make the mistake of hinting at a story that grabs the attention, but then failing to tell the actual story. A story is not a tagline, slogan or mission statement; and it should be more than just catchy copywriting. The basic principles of a good story are having a beginning, a middle, and an end, plus a character that we can connect with. Turn your story into a bestseller and add a pinch of emotion. For the perfect finishing touch, refer back at the end to an element that you started with.
Cognitive psychology as a conversion tactic
Sarah Weise took a more psychological approach and started with an illustration of our brain, subdivided into three domains: the survival brain, the rational brain and the emotional brain.
The survival brain represents our instinct-oriented decisions and answers the questions: “Can we eat it?”, “Will it hurt?” and “Can I have sex with it?”. Where we as marketers often falter is with the difference between the emotional brain and the rational brain. We assume that purchasing decisions are driven by our rational brain, while they are often emotional choices. The rational brain simply justifies our emotional decision and not vice-versa.
The most appealing websites or campaigns succeed in reaching all three of the decision-making parts of our brain. We play on the emotional brain by using social proof (reviews, "bestseller" labels, "more than 35,000 customers use Moz", etc.). To stimulate the rational brain, you can play with the price, for instance with discounted prices or "you will save €10.95". Furthermore, you can increase your conversions by adding a few clear reasons, close to your call-to-action, as to why someone should buy your product. Finally, the survival brain can be prompted by scarcity messages such as “only three places left”; furthermore, you can give people the feeling that they will really lose out on something if they delete it from their shopping cart. If you want to see all the techniques at work on a single site, then take a look here! By the end of the session I had almost bought an electric mountain bike.
Rand Fishkin concluded the final day at MozCon with a talk aboutlink building and by introducing that evening’s Moz Party. And then it was all done and dusted. I look back with great pleasure at a short week filled with exceptional meetings with special people, coffee in the most exotic flavours, incredibly talented speakers, regular cold beers and enough online marketing know-how to knuckle down to work over the coming months. The Seattle Seahawks have gained a fan and I am already looking forward to the second bout of jetlag in a week’s time. It was a legendary three-day event that I will not easily forget!Read more about day 2!