While SEM focuses on how to improve the optimization rate between PPC and CPM, we tend to see an equation being used to aid us more in the right direction! This equation is called the Conversion Rate Optimization and it’s used to create success in the Marketing department. Each part of the equation are the points that need to be focused on such as Conversion, Motivation, Value, Incentive-Friction, and Anxiety.
First we start the equation off with the conversion aspect. It’s important to look at a big picture and apply skills to find the best objective. We need to also understand who and what we’re trying to convert. Then we move into the motivation factor of the equation. With this equation we can see just like any other equation, that all elements don’t hold each other. This aspect of the equation is the most important factor and is used to optimize the effect of the marketing message. Meaning that if you use someone’s goals, you will create motivation and value for them.
Value has four types of aspects that help to increase or decrease the force of value. Those four are the desire, where, trust, and clarity. With the desire, you want to ask around and see who would want the product. The next is where or exclusive, meaning a certain individual would be asking where else could the product be found rather than just at your business. With Trusting this happens to come over time and contact, once you gain the trust the member will help you out while you help them now. The Clarity just states what is the actual or the clarity behind a product, sale, or reason for sale.
Incentive & Friction is the second to last category which focuses on the aggravation and incentives. The Friction deals with length and difficulty, Length looks more towards fatigue and difficulty looks towards confusion. Incentives deal with things to offset the frictions provided. Last would be Anxiety. Focusing on three things to release anxiety such as specialty, proximity, and intensity. Specialty address the concern effectively, proximity would lean more toward the location, and intensity looks toward the rational foundation of substance.
Hello Scott,
Great content! However, when a reader is faced with a lot of text, they can sometimes lose the motivation to finish the article unless something is there to break up the monotony. Might I suggest adding a relevant picture or gif between each paragraph? Some small style changes can make a good article great.