Rapport, Dissonance, Experience, and Ecommerce

In most companies, the people that do outbound marketing - even marketing that drives website traffic - are not the same people that build websites. In fact, it's often two different vendors... with little or no integration whatsoever. Taking this one step further... think in the general sense, about people who build websites and people who create ads. Generally, they aren't the same types of people.

It makes sense then, that customers that respond to the language and feel in certain ads, will not feel the same rapport once they reach your site. Of course, best practices say we should have "integrated marketing," but in this case, I'm referring more to the overall "experience" than just the simple messaging.

Some shoppers love recommendations. Others can't stand them. Some like to see lots of choices and variety, others just want to find what they are looking for, buy it, and be gone. Even more... people are not the same person on every site, and in every shopping experience. They may want to browse on Amazon, but shop and be done on drugstore.com.

So, if your outbound marketing leads users to think you're going to offer one type of experience, but you offer something entirely different... what happens? Dissonance: that's what. The end result is a high number of bounces and nonconversions, frustrated customers, wasted marketing dollars, and lost opportunity for building instant rapport.

What to do? This is what I've seen work: determine the intent of your customers, and align your site accordingly. What did they come to your site to do? And how can you support those tasks? What do they need to make a decision? Whether it be a certain online experiences, certain information, or certain site components: build it. Then, make sure your outbound marketing indicates the "feeling" of the online experience. Better yet, offer various paths for various intent and decision making types.

If we think of our customers as people with various styles rather than clicks on pages, it's a lot easier to understand them.

oh... i love the way you talk to me

I'm in the market for a new car.

In this process, I've noticed a lot of situations that pertain directly to what I'm doing professionally, that is, behavioral optimization of the online experience.

For example, when I go to buy a car, and the salesperson says, "everyone loves this car... it's a top seller." I find, (borrowing the sage term of Playboy Playmates...) this is a turn off. Note: I drive a large European wagon. I am single and childless. I don't do what other people do.

Ok then. What I do like is, "What kind of car can I show you. Do you have any questions? Let me answer them." The astute saleperson knows I'm not up for any bs... and that I've done my homework. How do they know this?

They know this by the way I act when I get to the dealership.

When a salesperson talks to me like this, it makes me feel all happy inside. It makes me want to spend time with him, and give him large sums of money. It makes me feel rapport.

When people are on your website shopping, you can tell what kind of shopper they are by... wait for it... the way they act when they are on your dealership site.

You want to know more don't you? I know you do. Tune in tomorrow...and I'll tell you what I've seen working lately...

back to blogging

I'm officially back to blogging today. My MBA is done!

There is much jubilation and celebration to come.

What if online shopping was like real space shopping?

That prospect sounds delightful. The alternate... is quite revealing...

Viral videos... for your viewing pleasure

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How do we fix it? With a new twist on behavioral optimization... I'd love to hear your feedback...