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Tips From the Front Lines
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
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
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.