What Pre-Historic Marketing Would Have Looked Like

I’ve been having a freaking ball (work-wise) lately – because I feel like I’ve tapped into something big. It’s this intersection between the way we lived as a species before we evolved out of the forests and plains, and the way we buy online. I was reading a lot about anthropology, psychology, and marketing/sales at the same time – and …

Location, Location, Location: Why This Test Resulted in 20.05% More Leads

If someone is interested in the offer on your website, they’ll go out of their way to click on it – right? Well… The truth is the position of your offer on a webpage can make a massive difference to the effectiveness of your offer. The general rules we apply to positioning are that a call-to-action (i.e. button that should …

120% More Enquiries from Qualified Sales Leads

Once you recognise the evolutionary motivators of human beings, you begin to realise how one of our biggest motivators is simply energy conservation. Some people may refer to this as “laziness” – but the truth is we only have a limited capacity for thought or activity in a given day. So we need to ration the thoughts and actions that …

Why Your Branding Could Be Costing You Sales

Branding experts will tell you the value of imprinting yourself into the minds of customers. The theory is that increased recognition means increased sales… …But is this necessarily true? The benefit of Conversion Rate Optimisation (CRO) is that we can test and measure the effect of well-meaning advice – and prove whether it stands up to scrutiny in the real …

Would You Like 172.73% More Fries With That?

One of the problems with selling online is how disconnected customers can feel from your products before they buy. There’s no ability to try your products on before they buy; The touch, or smell, or experience of your product is difficult to communicate; And there’s a risk that the product will be unsuitable – and need to be returned at …

How GOOD Reviews Can Make Your Customers LESS Likely To Buy

There’s a quirk in the way we think. When we hear of a restaurant that has long queues, we assume its popularity must be because the restaurant is good. And – oddly – Social Proof signals such as long queues actually enhance how good we perceive a product is. So we enjoy popular restaurants, wines, movies, books, and products more …

Buying Babies: The Weird Ways Your Customers Think

There’s a surprising reason why Kleenex uses golden Labrador puppies in their ads in Australia… And a surprisingly similar reason why Mini Cooper has barely updated their car designs since relaunching as a BMW brand in 2001… …and it’s all to do with the weird way humans think. It’s only been in the past few decades that we’ve had the …

Is Your Business Amazon-Proof?: Exploiting Amazon’s Achilles Heel

For years, we’ve been insulated from the hyper-successful Amazon behemoth – out of their reach; across a vast ocean; with a population small enough that we have economies-of-scale too small for Amazon to really care about. And it’s no surprise that most Australian ecommerce stores are nervous about Amazon’s entry to the Australian market. But the truth is – even …

The Problem With Good Advice About Sales and Marketing

When it comes to selling things as successfully as possible, there’s a lot of good advice by a lot of smart people. Just on Amazon, there are 108,841 books on marketing and sales right now. That’s almost a book a day for the next 300 years! Then there are case studies. Best practices. Magazine articles in journals like the Harvard …