The Marketer and Buyer Anxiety: Three ways to counter anxiety in the purchase funnel

The Marketer and Buyer Anxiety: Three ways to counter anxiety in the purchase funnel

Anxiety is a double-edged sword. It can drive people to make helpful, rational choices – like increasing the frequency and thoroughness of their handwashing or choosing to stay home to flatten the curve of COVID-19.

But the novel coronavirus pandemic has instantly triggered new irrational anxieties as well, anxieties that didn’t exist in your customers just weeks ago, and therefore, are not addressed by your purchase funnel.

MECLABS Institute’s patented Conversion Heuristic methodology has helped marketers better serve customers and optimize conversion rates by addressing customer anxiety (along with many other factors) for years.

In this free public talk on YouTube Live, Flint McGlaughlin, CEO and Managing Director, MECLABS Institute (parent organization of MarketingExperiments), demystifies customer anxiety and applies more than two decades of research into why customers say “yes” to help you optimize your marketing and sales paths.

Key points in the video:

1:25 How the MECLABS family of research brands is responding to the COVID-19 crisis

3:37 Examples of irrational customer anxiety in marketing

9:45 1st point: When you realize the deepest source of anxiety is not from external factors, you will know how to correct it on your pages.

17:30 2nd point: Using testimonials incorrectly can amplify anxiety instead of reverse it.

21:58 Example of a good testimonial strategy: (Preponderance of Evidence) – Job Test Prep

22:50 Example of a good testimonial strategy: (High Authority Evidence) – MoCASec technology

25:15 Three types of testimonials you should not use

26:07 Live Optimization for mitigating anxiety: Viome gut health

33:56 3rd point: We need to learn how to treat classic purchase anxiety.

35:23 Case Study: How mitigating anxiety increased conversion 260% – VoIP Business Phone Solutions

If you would like your landing page considered for review in a future session, send the link and info to us. Even if your webpage isn’t chosen, you can learn from the optimization of your peers’ pages to get new ideas for improving your marketing.

Related Resources

A detailed look at MECLABS Conversion Heuristic to help you improve your marketing collateral with a proven methodology

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