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E-Marketing Tips From the Front Lines
Simple surveys lift response. Take the ‘we’ out of your copy. Forget left-to-right on the Web.
from AICPA Custom Media Solutions

Simple Surveys Lift Response

As most B2B marketers will agree, it’s not easy to figure out what your prospects really want. What makes it more difficult is the fact that the folks who can tell you the most, tend to be the busiest professionals among your prospects, so they rarely make time to complete lengthy surveys, let alone attend focus groups. The Web makes it easier to reach time-pressed professionals, but if you’re going to survey them, you better be brief.

Internet Market Report, with assistance from MarketingProfs.com offered some great tips for inducing your customers and prospects to complete surveys on the Web — where 50 percent of respondents historically bail out before the final question.

First, avoid pretentious language. Experts say the more complex the language, the less likely prospects are to complete your survey. Second, you should embrace white space. Don’t try to cram too many questions on a page, much less into the whole survey. Third, start with the easiest questions. Putting sensitive or difficult questions at the beginning is a surefire way to lower your response rates.

Hey You. Take the ‘We’ out of Your Marketing Copy

Experts say one good way to improve your click-through and conversion rates online is to reduce the number of times you mention the word “we” instead of “you.” Online marketing mavens such as YourMarketingSucks.com say customers don’t really care about you. All they really care about is what’s in it for me (i.e. what you can do for them). Go back and look at your Web site and recent online marketing promotions. You should see the word “you” about five to 10 times more often than the word “we.” If not, it might be time for an overhaul.

Forget the Left-to-Right Rule When It Comes to the Web

Does navigating your site require your users to scroll through it horizontally? If so, experts like Jupiter Media say you might be driving users away. Users strongly dislike horizontal scrolling in general, but become especially peeved when they must scroll in a standard size window such as 800 x 600 pixels. If your feeling pangs of anxiety, it might be time for a redesign.