{"id":4638,"date":"2016-04-15T23:10:53","date_gmt":"2016-04-15T23:10:53","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/blog\/calming-the-anxious-consumer-marketing-sherpas-conversion-heuristics-targets-consumer-anxiety\/"},"modified":"2020-06-05T20:05:08","modified_gmt":"2020-06-05T20:05:08","slug":"calming-the-anxious-consumer-marketing-sherpas-conversion-heuristics-targets-consumer-anxiety","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/calming-the-anxious-consumer-marketing-sherpas-conversion-heuristics-targets-consumer-anxiety\/","title":{"rendered":"Calming the Anxious Consumer: Marketing Sherpa\u2019s Conversion Heuristics Targets Consumer Anxiety"},"content":{"rendered":"

Conversion Heuristics, MarketingSherpa\u2019s innovative way to look at enterprise marketing, takes into account the full cycle of a consumer experience before they arrive at conversion. In my last blog post<\/a>, I broke down the formula to discuss each symbol in the conversion formula: C = 4m + 3v + 2(i-f) \u2013 2a.<\/p>\n

The variables represent anxiety, friction, incentive, value proposition, motivation and (ultimately) conversion. While the eye tends to get drawn to C, thus becoming to focus on the formula and our general goal to capture our audience, I would argue that the most important signifier in this formula is \u201ca\u201d \u2013 anxiety.<\/p>\n

Conversion Heuristics is different from any other marketing strategy out there. It looks at the full scope of both user and marketers by offering a blue print for both groups. It lays out a path for business to arrive at their destination \u2013 conversion \u2013 but it also keeps the full experience of the user in mind. Being user focused rather than being just marketing focused means recognizing the first obstacle to conversion, which is consumer anxiety.<\/p>\n

Consumers face anxiety in a number of ways. Josh Wilson of the Marketing Experiments Blog<\/i>, powered by MECLABS, who introduced the formula, helps us understand customer anxiety by reminding us of one very simple thing: our customers are people. He comments:<\/p>\n

\u201cIt is very important to remember that your prospects are people. They have thoughts, feelings, needs and desires. When there is product or service being offered to a prospect, that prospect may have questions or concerns. This psychological concern occurs within the prospect\u2019s mind.<\/p>\n

Anxiety is a real concern that the prospect may have<\/a> regarding your offer. The prospect may not even be aware that it is happening, but when corrected or addressed, there can be some significant lifts in your conversion rate.\u201d<\/p>\n

Josh goes on to lay out some great examples of what can trigger consumer anxiety, including asking questions like:<\/p>\n