Monthly Archives: November 2015

Good Government Makes Things Simple and Transparent

When government is working it makes things simple. Good government takes as little money and time from people as possible while maximizing the quality of the services it delivers. Government and politicians are facing a crisis of trust and legitimacy.

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Site Optimization: 2 strategies to consider when trying to increase conversion

Online shopping is a favorite hobby of mine, mainly due to the convenience factor.

Recently, I was shopping online for a new coffee table and found myself with a dilemma. I found a website that had a great assortment of coffee tables: different sizes, shapes and every color you could think of. They had it all. After navigating through the website for a few minutes, I realized finding the right one was going to be difficult. I was having trouble sorting through the different styles and began to feel overwhelmed and frustrated.

I had great tables laid out on the page in front of me with no way to organize them how I wanted. Not only was I having trouble with the layout of the page, but there was also a pop-up continuously asking me to sign up for the newsletter and for my personal information.

I quickly became annoyed and overwhelmed, and I left the page.

This made me think of a concept that we teach at MarketingExperiment’s parent company MECLABS:  the inverted funnel.


The inverted funnel

Marketers usually use the funnel as an analogy for customers moving through the sales process. What many marketers don’t realize, though, is that their customers are not falling into the funnel — they are falling out. Our Managing Director and CEO at MECLABS, Flint McGlaughlin, has instilled in our company a customer-centric logic. With this logic, we realize that the funnel must be inverted.

By flipping the funnel to illustrate customers climbing up the sides of it, we change the way marketers think about the funnel. Marketers need to realize that their customers are being powered up by decision; if the funnel is not inverted, it is uncontrolled. There is a sequence of micro-yes(s) that a customer must make in their journey up the funnel that will, in the end, lead to conversion.

Personally, I was a customer that fell out of a funnel when looking for the right coffee table.  I was having a hard time finding the style I was looking for. After hitting too much friction on the page, I instead found myself making my purchase from a different website.  The website I purchased from had everything laid out on the page clear and concise. I was able to sort through the different tables by size, color, brand, etc. This made it easier for me to find exactly what I was looking for with less anxiety.

Today, we’re examining two strategies to consider when trying to increase conversion and power your customers up the funnel.


Strategy #1. Fight the friction

The first concept to look at when trying to power customers up the sides of the funnel is the friction on the page.  At MarketingExperiments and MECLABS, we define friction as the psychological resistance that interferes with a customer making a purchase.

Friction is psychological; it does not exist on your webpages but rather in the mind of your customer.

The website I was shopping on could have easily avoided losing me as a customer if its website had been simplified a little. I continuously ran into walls when trying to find the right coffee table. A marketer should always put themselves in the mind of the customer.

From our research here at MECLABS, we have learned that “difficulty friction” can weigh heavily on a customer’s cognitive conclusions about a purchase.

One factor we as marketers need to focus on is the eye path on a page. Ask yourself these questions:

  • Where will they look first?
  • What are they looking for?

Getting to know your customers and being able to provide a page that shows them exactly what they are looking for is an easy way to decrease friction and help push a customer up the funnel.


Strategy #2. Alleviate anxiety

The second concept to look at when trying to prevent customers from falling out of your funnel is their anxiety. At MECLABS, we have found that anxiety — a psychological concern that interferes with a sale — also weighs heavily on a customer’s decision to make a purchase.

In my own personal example, I began to experience anxiety with the pop-up. It continuously asked me to give them my personal information for their newsletter. Not only did I not want the newsletter, but I also didn’t want to provide my personal information.

It is necessary to think about the customer when you decide to place something on your webpage. Ask yourself, what will make them feel safe? You can add certain cybersecurity features to make them feel secure in giving you their information, such as security seals, credibility indicators and testimonials.

Being able to decrease the anxiety of the customer is another way to increase conversion and move customers up the sides of the funnel.


We have now reviewed two strategies to consider when you are trying to prevent someone from falling out of your funnel. Once you have controlled the friction and eased the anxiety of a customer, it becomes easier to push them up the sides of your funnel, thereby, increasing conversion.

As a customer shopping for furniture, I encountered a lot of friction on the website, unable to sort through to find the furniture. Most marketers forget they should focus on the customer’s eye path and thought sequence to try to create a fluid flow on the page.

We also discussed how anxiety can cause a customer to fall out of your funnel. For me, this happened with a pop-up. I was already frustrated from the layout of the page, and on top of that, I was experiencing concern with a pop-up that continuously asked me for my personal information so that I could receive a newsletter.

When marketers begin to use customer-centric logic, they will more clearly see when an ad or pop-up or even a question evokes anxiety from their customers. As we discussed, imputing certain features to help reduce customer anxiety will in the end increase conversion. From our research, we have found that when we focus on the customer and how they make choices, we can increase conversion and move customers up the sides of the funnel.


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Week in Review: Artificial Intelligence Is Here + Designing the IoT

Many Reasons to Be Thankful For your support Read more. Top Stories Here's what got us talking this month: Customer Experience Why Marketers Love to Hate MarTech Forrester: Only 1 DX Vendor Is a Leader Social Advocacy Is the New Marketing #DXS15 Why Persistent Wanted Akumina's Tech, Talent

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The Weekly Measure: Examining Viral Content, Visual PPC & Manual Link Building

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How You Can Boost Your Internal Culture of Content Marketing and Other Content Marketing News

Hi there and welcome back to The Friday Five - where we do the curating for you on a wide array of topics. That's right kids, every Friday we showcase five articles that we think have relevance to you, the modern marketer. The articles will cover any one of the following topics: 

- Mobile marketing

- Social media marketing

- Cross-channel marketing

- Content marketing

- Marketing automation

- Data

This Week's Friday Five: Content Marketing

8 Ways To Boost Your Internal Culture Of Content Marketing

One of the biggest success factors for content marketing doesn’t have a thing to do with the actual content you publish. Instead, it involves the inner workings of your organization: your people, processes and priorities. Your culture.

Your culture will facilitate successful and consistent content production, bringing your strategy to life. Without the right people in place, the inspired vision from your leaders and the best tools to help you meet your goals, your content efforts will inevitably fall flat.

Read the full story on Marketing Land

The Role of Content Marketing Is Not Just About Creating New Content But Leveraging What’s Out There

We all aim to share engaging content to our target audiences. Content that will not only be seen by the vast majority of our contacts, but also content that they will want to engage with and share to their own audiences as well. A mistake that is too often made is believing that you should only be sharing your own content. Here’s why.

Read the full story on Business 2 Community

3 Reasons Why Content Marketing Is the 'Only Marketing Left'

The great Seth Godin once said that "content marketing is the only marketing left.” What Seth meant, however, is that marketers should be creating content that their audience cares about -- not just re-purposed advertisements. 

For business owners though, they still may not understand the value that quality content could bring to the table. In fact, content marketing is an essential part of today’s marketing strategies for each and every business. And that beings by regularly updating your business’s blog or websites.

Read the full story on Entrepreneur.

Five Strategies for Onboarding an Effective Content Marketing Team

Content marketing is a long-term initiative with all the necessary ingredients of a successful investment. It takes time to yield returns, and is driven by the need to achieve a positive ROI. While there may be a lot of discussion on strategies for making content effective, there is hardly any concern shown on how to onboard content writers and marketers so that the content succeeds and the investment goals are met. Here are some tips to get your content wizards ready and effective in no time.

Read the full story on Mar Tech Advisor

For UK Content Marketers, Social Is for Amplification

According to a Content Marketing Association (CMA) survey of marketers located primarily in the UK, there’s little question of social media’s most powerful role in the content marketing equation. Which social service is best, however, is up for debate. 

When asked about the primary purpose of social media in content marketing, 57% of respondents said it was best for amplification. Another 21% believed it was better for building a fan base, but no other response garnered more than 6% of answers. 

Read the full story on eMarketer

Want tips from leading content marketers and thinkers? Of course you do. Download the Modern Marketing Essentials Guide to Content Marketing and get tips and a lot more like how to develop a balanced content marketing plan to support your most significant business objectives.

CMOs Give Thanks For …

CMOs Give Thanks For ...

I’m thankful this Thanksgiving for cappuccino- and latte-ready Keurig coffee cups — so I don’t have to add cream and sugar like a Neanderthal. What am I really thankful for, though? Living near world-class Boston hospitals. Access to food, water and medicine whenever I want it.

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A Chance to Say ‘Thank You’

A Chance to Say 'Thank You'

When we Americans talk Thanksgiving these days it conjures up visions of shopping as full contact sport and methods of avoiding conversational topics at the turkey and carbohydrate laden dinner table.

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Messaging Maven Brian Reich: Connecting Passion with Causes

Messaging Maven Brian Reich: Connecting Passion with Causes

When veteran communications strategist, writer and speaker Brian Reich has a message to deliver, you can be sure he’ll craft it to resonate, break through the clutter — and persuade. As the managing partner of New York City-based little m media, Reich brings his passion for effective communication to

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More Tricks with SharePoint Lists

More Tricks with SharePoint Lists

With a solid understanding of SharePoint list building under your belt, you can start using other SharePoint features to get them — and your document libraries — working together. For those already familiar with adding lists and libraries to SharePoint, this article will build on that concept.

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