WKLY by NXTLI - Week 30
Every week Jeroen tracks the news and developments within Content Marketing. In the Netherlands and abroad. Full of tips, trends and innovations. Critical and open, with an eye to the future within a fascinating world in which digital content has become indispensable.
This week: psychological tricks to increase conversion, Instagram reverses own updates and innovation in soccer content.
Insight of the Week
Marketing and psychology are inseparable. It is therefore important to know several techniques that subconsciously play into your customer's mind during the choice process. Kim Pot describes them well in her blog on Frankwatching this week.
1. Paradox of choice
If you give your visitors too many choices, they are less likely to actually make a choice. Hence the "paradox," which you need to avoid. If you offer many products, clear filtering and sorting options are crucial to prevent outflow. Give people the chance to narrow down their choices themselves.
2. Loss aversion
Sometimes the desire not to lose is stronger than to win. This is true in sports, but also in purchasing behavior. Creating scarcity for your product, can accelerate purchase. Think "10 more spots available," or "in the last hour, 4 people bought this product."
3. Decoy effect
When someone is given 2 choices - one cheap and one expensive - the cheapest option is often the best option. But if you add a third option, which is between the cheap and expensive options in terms of price, then the middle option in particular often seems to be the best one. Despite having the same price as the first example. This is called the decoy effect, or baiting. See the image below.
4. Pain of paying
Most people don't like spending money. So when you sell something, you want to remind people as little as possible that they need to spend money. You can do this by not displaying prices too large and by asking for payment as late as possible in the ordering process. Another way is to omit the € sign when showing the price, as Albert Heijn, among others, does in advertisements and on its website (see images). No € sign to be seen!
5. Anchoring effect
The first information you provide sticks the most and serves as an "anchor," a base. From then on, everything is compared to this base. Is the second option cheaper, better, more economical, more convenient than the first information? Then the likelihood of a purchase for this option increases. An example of this is showing the original price, when you offer a discount.
6. Goal-gradient effect
People like to know where they stand, where they are in an ordering process, and how long it will take. So make this visible when you guide someone through an ordering process. For example, with a bar, and by clear steps on the page with information, order, confirmation and payment.
Trend of the week
It won't have escaped many people's notice: Instagram was starting to look more and more like TikTok! It was Kim Kardashian and Kylie Jenner who opened the attack under the guise, "Make Instagram Instagram Instagram again." Instagram responded and in an interview, CEO Adam Mosseri told them that the changes will be reversed.
This means that the home screen with full-screen photos and videos will be rolled back and the number of "recommended posts" will also be reduced. According to Instagram, they are rolling back the changes not only because of complaints from Kim, Kylie and others, but also because they saw declining numbers in user data.
Innovation of the week
The practice match between AC Milan and FC Köln was not only about soccer, but also a chance to test new innovations in content. Soccer is not known for being very progressive - especially when compared to sports like field hockey, cricket, tennis, rugby, etc. - soplayers with a bodycam are a welcome addition to the game and the fan experience. Whether we will see more of this kind of footage remains to be seen. At least it provided unique content.
Digital content strategy with the NXTLI Dashboard
Jeroen Westermann is Content Strategist at NXTLI. With the NXTLI Dashboard, developed by NXTLI, we provide insight into the results of a brand, club, person or organization on its digital channels. We connect this with value and with commercial results. Based on this we create content strategies and develop digital campaigns that accelerate and optimize growth. Interested in how this can work for your organization? Contact me via email.
