Why Your Branding Could Be Costing You Sales

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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 …


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Would You Like 172.73% More Fries With That?

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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 …


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How GOOD Reviews Can Make Your Customers LESS Likely To Buy

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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 …


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Buying Babies: The Weird Ways Your Customers Think

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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 …


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47% More Sales From This One Tiny Tweak… Why Your “Good Deal” Isn’t Good Enough

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If I offered you a small, reddish-brown, sulphur-smelling lump of chemicals – would you eat it? If I offered you a multivitamin – would you take it? If I offered you a pill to help you enjoy more energy, better health, and a longer life – would you want it? The way a question is framed makes all the difference. …


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

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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 …


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The Problem With Good Advice About Sales and Marketing

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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 …


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Why The Buttons On Your Website Are Costing You Sales

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Imagine playing golf… …But instead of the tiny, 11cm, regulation-size hole that everyone else targets when playing – the hole you were driving and putting towards was a 11 metre chasm in the ground! Do you think you’d score better with this advantage? It would be near-impossible to miss! You’d become so good at golf that it would feel like …


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How Nando’s Site Improved Sales 605% in Two Months

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Not long ago, global fast food chain Nando’s was suffering from death-by-distractions in their online ordering portal. The spicy peri-peri chicken giant has been one of the fastest growing fast food chains in Australia in recent decades. It boasts over 270 outlets, and a 4.1% share of the fast food market in Australia. But their online ordering portal – mostly …


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Decisions, Distractions and Death

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When it comes to sales – freedom, options, and choice are more like decisions, distractions, and death. In his groundbreaking book The Paradox of Choice, psychologist Barry Schwartz reveals how freedom and choice can be a bad thing. The more choices we have, the more anxiety we have around making a decision. And then, when we do decide, a greater …


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