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The primary objective of any business is to make a profit (or achieve some other objective). To do this, keeping a visitor within one's site or app as long as possible is important. On a website, decreasing bounce-rates and reducing irrelevant search results is just as important; no one wants search results that do not lead to desired engagement. To achieve sales, one needs the right offers with ongoing dialogue to move a customer through your sales funnel. One popular method of achieving desired results is called variable reinforcement or variable rewards. This involves reinforcing or "linking" specific actions to stated rewards or benefits. For example, "If you use our cleaning product, you'll remove all those nasty stains." Because online users are often innundated with distractions, companies find that they need to "hook" users quickly. As a marketer, it is important to understand the science of using rewards (e.g. 15% off, time-limited offer and "1 free coffee for every 8 purchases"). When you are trying to establish usage (i.e. return to a website again and again), rewards should be continous versus at random when usage has been established. As shown below, awareness is just the start of establishing an ongoing relationship. Converting site visitors is an ongoing process that requires ongoing assessment.
Once an online relationship is established, rewards should not always be predictable; we don't always get a like, retweet or share every time we check our smartphone. This is what makes repeat usage compulsive. Today, websites and apps can also make use of artificial intelligence, which is essentially decision making code to predict the best time to deliver rewards. This is based on collected user data. As well, a website or app can have one or more features that motivate users to keep checking in, like a score or daily tally. You can reward users for being active on your website or app. Overall, you want to think anout the experience your visitors are having while viewing your content. Sometimes you don't have a second chance to make a good impression. As discussed in my optimization video, user experience is important -- and this is just as important as making use of the right multimedia platform to reach out to prospective customers. Delivering rewards is all part of this and getting the most out of your website involves more than just achieving ongoing conversions. You need quality multi-platform content that is optimized for a targeted audience. Today, marketing occurs across multiple platforms, devices and locations (offline and online). Find out how I can help you with your marketing efforts.
