Blog - Showtime Digital - Results from #49

Using Anchors to convert consumers

Marketing Strategy

Using Anchors to convert consumers

Empirical studies allow us to understand en masse how people respond to certain stimuli. For example we gravitate to the familiar; we seek security in patterns, expressing scepticism in the unfamiliar. When we use these techniques online they don’t work all the time but in general most people, the majority of the time, are subject to anchors. For example a bias we all experience would be when we see a green light at an intersection and accelerate away without first looking for speeding cars coming in the other direction. Or when the phone of a stranger nearby rings with the same ringtone as your own phone and we reach to answer our phone. Our brains tell us based on the last 100 times when X has happened, Y was the outcome and the statistical probability of danger is extremely low. The brain has now found a short cut it trusts…

Compare the Market v iSelect – The budgie smugglers are on

Marketing Strategy

Compare the Market v iSelect – The budgie smugglers are on

Last Sunday we saw the new advertising from iSelect feature a new campaign without Jason Geary. We questioned how long this would take given the environment. iSelect’s chief executive Scott Wilson said, "Last year we spent $5 million advertising our energy business and our health sales went up". So it appears at least part of the change in marketing is in response to the market’s tunnel vision of the comparison site. Here at Showtime we were always curious about the lack of digital optimisation the company placed on their other services.

The 2 hr landing page challenge - Ezidebit

Landing Page Optimisation

The 2 hr landing page challenge - Ezidebit

What if you only had 2 hours to change your website into a landing page to achieve more conversions? Could you do it? Could you remove the clutter and focus only on what’s important to your consumers in that time? We had some fun with www.ezidebit.com/au/ and believe from this 2 hour workshop consumers would be less inclined to experience confusion on the page and convertibility would increase. We’re going to prove it to you with some really cool metrics we’ve derived from each page variation. All we’ve done in 2 hours is change the HTML script on the page so it’s very temporary. We’re going to run each page variation against our eye tracking technology. It’s an artificial intelligence tool based on computational neuroscience which we believe to be the best in the market. You can also access the same eye tracking software here to find out which elements…

How much client data do you really want?

Landing Page Optimisation

How much client data do you really want?

If we placed 20 people in a line-up and asked you to choose the person who’ll be your next client you’d have a tough time picking them out, simply because people are not what they appear to be. There are two levels of client information which are fundamentally important to us, their psychological motivations and their contact details. While both are interconnected we’re going to focus on the easier part of this equation, their contact details. We’re going to analyse how you can best elicit the information needed to start the relationship without too much effort. We’re going to look at the good, the bad and the downright rude.

Which finance sectors best suit landing pages?

Conversion Optimisation

Which finance sectors best suit landing pages?

Regardless of what your company sells if you can’t inspire and elevate the consumer’s emotional need you’re going to have a tough time making your landing page campaigns convert for you. Any company can use landing pages but it means you’re going to have to get creative. To help you make your decision on whether this will work for you we’ve evaluated the potential success of 40 categories in the finance sector. We’ve based this on our work in the many sectors and the results achieved.

How do you sell trust as a Mortgage Broker?

Landing Page Optimisation

How do you sell trust as a Mortgage Broker?

Is it reasonable to say you could line up 10 mortgage brokers and play eeny, meeny, miny, moe, to choose a winner? It’s effectively what consumers are doing to find you online…or is it? If your company was in a line-up, at a glance and without saying a word, could you convey the trust needed to win the consumer over? We’ve investigated 5 prominent mortgage broking companies and graded their website pages based on clarity, excitedness and emotiveness to determine a winner and you’ll be surprised at the winning page. This investigation was sparked by the research commissioned by NAB-owned UBank which concluded only 16 per cent of home owners know their mortgage rate. What surprising is it’s the biggest expense on the household budget and 84% of home owners don’t have any reference point at all for comparison! So what are consumers basing their decision on and what on-page…

The gloves are off - Compare the Market v iSelect

Marketing Strategy

The gloves are off - Compare the Market v iSelect

The family sits around the TV and during the commercials the Meerkats (Aleksandr and Sergei) come on. They’re funny and they’re cute. The Ad finishes and your little one says, ‘They’re funny daddy...what’s a Meerkat’? ‘I don’t know, lets Google it’. He searches Google...‘It says it’s a Mongoose’. ‘What’s a Mongoose daddy’? ‘I’m not sure’. ‘Can a Mongoose fly’? Yes you get the idea; the Australian audience has never quite understood the Meerkats. They endeavoured to use a carbon copy approach which worked very well in the UK but it didn’t seem to gel with the Australian market. Over the years they’ve spent a lot of money on TVC’s making us feel comfortable about the antics of Aleksandr and Sergei. So who is Compare the Market (CTM)? It’s a brand which started back in 2006 and does supremely well in the UK but since its September 2012 launch in Australia…

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