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Halley Gray - Use Humor to Increase Your Conversion Rate by 28%

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Halley Gray - Use Humor to Increase Your Conversion Rate by 28%

  1. 1. USE HUMOR TO INCREASE YOUR CONVERSION RATE BY 28% BY HALLEY GRAY, CEO OF EVOLVE AND SUCCEED
  2. 2. (SANS DAD JOKES) I’M GONNA TEACH YOU HOW TO BE FUNNY
  3. 3. STAND UP COMEDY LEAD ME TO DISCOVER THE CONVERSION POWER OF THE gi��le
  4. 4. WHEN I TESTED OUR PREMIER SERVICE SALES PAGE WITH HUMOR AND WITHOUT...
  5. 5. �U��YWITH A 28% INCREASE IN CONVERSIONS. THE WINNER WAS
  6. 6. Evolve and Succeed has been launching online services for the past 4 years and the conversion rate for our clients increased from anywhere between 7-24% if they ADDED in humor to their marketing materials.
  7. 7. Dry, factual, repetitive, numbing content kills your conversion rate. KI��CONVERSION RATESBORING
  8. 8. W�� FUN�Y?
  9. 9. ENTERTAINMENT IS APPEALING TO A WIDER AUDIENCE - ALLOWS YOU TO GO VIRALON THE INTERNET. (Great for horizontal targets!)
  10. 10. �OWERSCUSTOMER’S GUARD - DON’T FEEL LIKE THEY’RE BEING SOLD TO AND DIS�RACTSFROM NATURAL RESISTANCE.
  11. 11. PAY MORE ATTENTIONTO A JOKE BECAUSE COGNITIVELY WE KNOW THERE’S TINY WIN (THE PUNCH LINE). (First taste free!)
  12. 12. HUMOR MAKES THEM FEEL GOOD- GOOD JOKE = DOPAMINE, SEROTONIN, ANDENDORPHINS. Like drugs! But gluten-free, vegan ones!
  13. 13. EVEN IF THEY DON'T REMEMBER YOUR FUNNY CAMPAIGN, THEY’LL STILL HAVE POSITIVE ASSOCIATION WITH YOUR BRAND.
  14. 14. PlUS!• It can go viral and give you a better return because it appeases to the human brain’s desire for positive chemicals. • Increase time spent on website = better conversion rate. • It’s fast so can compete with the other distractions. • Inside jokes in a brand create a feeling of closeness with customers.
  15. 15. Cuz it’s been ten minutes since you checked your phone. LET'S TALK ABOUT ME
  16. 16. CONTENT MARKeTER, STAND UP COMEDIAN, NATURAL PREDATOR = HECKLER (Aka my dad)
  17. 17. TO THE WRONG CUSTOMERS, I’M OFFENSIVE, LEWD, AND A SWEARBEAR. (They’ve told me so.)
  18. 18. WHICH IS PERFECT Because that’s how I increased my conversion on this sales page up 28%. I targeted a customer whose sense of humor included swearing, irreverence, and weird metaphors. This specific type of humor worked as a natural selector and converter.
  19. 19. WILL IT WORK FOR YOUR CLIENTS? Traditional business whose industry standard isn’t humor? EVEN BETTER! Doing something unexpected gets you more traction and it’s easier to get a laugh.
  20. 20. GREAT markets Nielsen reports = “Older consumers prefer clever, light-hearted humor, while younger consumers prefer offbeat, sarcastic and slapstick humor” Plus European and North Americans enjoy humor in their advertising.
  21. 21. EASY TO GET LAUGHS BUT SALESVIA LAUGHS? So much harder.
  22. 22. WHAT IS HUMOR? Humor is when your brain expects a certain outcome from the data and is surprised by a different meaning or outcome.
  23. 23. HUMOR IS FORMULAIC Set up (where you establish their expectation) then punch line (where you give them a surprise them or present a different meaning).
  24. 24. EVERYONE HAS EXPECTATIONS When you start talking about your (or your client’s) product or service, your customer thinks they know what you’re going to say next. Because they have heard it all before. First step in being funny is to identify what they expect you to say.
  25. 25. EVERYONE HAS A DIFFERENT SENSE OF HUMOR Not everyone enjoys witty jokes or political jokes or sarcastic jokes. What entertainment does your customer watch already that they find funny? (Even those who watch a lot of serious, scary, or factual content will appreciate a good begrudging ha!)
  26. 26. WHAT TYPEOF COMEDY? • Deadpan (Mitch Hedberg, Maria Bamford) • Slapstick (Melissa McCarthy, Lucille Ball) • Self-deprecating (Richard Pryor, Eddie Murphy) • Blue (Wanda Sykes, Dave Chapelle, George Carlin) • Topical (John Oliver, Samantha Bee) • Satire (Trevor Noah, Lewis Black) • Parody (SNL) • Black (Louis C.K., Lewis Black) • Surreal (Mighty Boosh, Monty Python) Second step, what do they already find funny?
  27. 27. DEADSPOTS IN THEIR COGNITIVE ZONE When someone hears the same words or phrases or ideas over and over again they become numb to them. They no longer process or register them. Which means that to make them laugh you also need to think about what they’re tuning out right now. These are words, jokes, ideas that they get inundated with that no longer have any funny left in them. (When you tell the 3rd set of Tinder jokes that night your material needs to be 5x as funny as the first person’s.) Third step, what words, phrases or ideas are they tuning out right now?
  28. 28. MAKE THEM LAU�H Now that you’ve figured out what they expect, what they usually find funny you can figure out what would make them laugh. Brain dump all the possible outcomes they would expect.
  29. 29. TURN IT ON THEIR HEAD • Now what is the opposite or contrast of that expectation? • What are parallels to the imagery or idea that you could play on? • What would you never see paired with this and why? • What metaphor could you use to help people understand this?
  30. 30. TECHNIQUES AND TACTICS Use metaphors, analogies, similes. Unexpected words and phrases (thesaurus is your friend). Use specifics. Be succinct. (Long lead up time to punch line means joke loses funny. The more laughs per minute the better.)
  31. 31. THEN EDUCATE Once you have their attention then you can sell to them.
  32. 32. MAKE SURE TO SELL Squatty Potty does a good job of this by following this structure: • Metaphor • Pinpoint pain points • Talk about benefits • Include social proof + data (Amazon reviews, Company endorsement) • Call to action • Guarantee Educate, tickle, sell
  33. 33. SIMPLE GOOD EXAMPLE OF CLEVER + CLEAR 14.7% to 30.7% increase for Balluff by changing this form!
  34. 34. FUNNY CAN GO BAD FAST • Going too far (okay for comedians not for companies) • Not consistent • Don’t connect to selling
  35. 35. POOR TASTE Example: KFC’S Mick Fanning ad
  36. 36. NO SALES (1.5 MILLION VIEWS IN 3 DAYS) Example: EZ grill
  37. 37. USING HUMOR AT RESISTANCE POINTS CAN INCREASE CONVERSION BY 12-50% • Sign-up forms • Cart pages • Checkout pages • Confirmation pages • Contact pages • Live chat windows • FAQs • Unsubscribe confirmation pages • Exit pop-ups
  38. 38. SMALL STEPS • Sign-up forms • Cart pages • Checkout pages • Confirmation pages • Contact pages • Live chat windows • FAQs • Unsubscribe confirmation pages • Exit pop-ups Most clients are more comfortable with low risk use of humor:
  39. 39. Yesware
  40. 40. Grab them at bit.ly/hahahalley *recording will be available 48 hours from now. WANT TODAY’S SLIDE DECK + RECORDING*?
  41. 41. RESOURCES Harmon Brothers. (2015, October 6). This Unicorn Changed the Way I Poop - #SquattyPotty. Retrieved from http://harmonbrothers.com/#squatty- potty Strick, Holland, van Baaren, and van Knippenberg. Those Who Laugh Are Defenseless: How Humor Breaks Resistance to Influence. Retrieved from http://www.communicationcache.com/uploads/1/0/8/8/10887248/those_who_laugh_are_defenseless-_how_humor_breaks_resistance_to_influence. pdf McCorvey, J.J. (2011, November). Translating Viral YouTube Videos into Sales. Retrieved from https://www.inc.com/magazine/201111/translating- viral-youtube-videos-into-sales.html Mullin, S. When Humor Converts (and When it Doesn’t). Retrieved from https://conversionxl.com/does-humor-convert/ Nielsen. (2015, October 19). Ads with Impact: What Messaging Themes Speak Loudest to Customers? Retrieved from http://www.nielsen.com/us/ en/insights/news/2015/ads-with-impact-what-messaging-themes-speak-loudest-to-consumers.html On the Brain. (2016 Spring). Humor, Laughter, and Those Aha Moments. Retrieved from https://hms.harvard.edu/sites/default/files/HMS_OTB_ Spring10_Vol16_No2.pdf Paris, C. (2014, May 16). 9 Types of Humor Every Aspiring Comic Should Know. Retrieved from https://blog.udemy.com/types-of-humor/ Shoor, I. (2012, November 6). How to Use Humor to Increase Your Conversion Rate. Seriously. Retrieved from http://blog.oribi.io/why-you-should- start-using-humor-to-increase-your-conversion-rate-seriously/ Shahrestani, V. (2015, October 19). KFC Advert Spoofing Mick Fanning Shark Attack Angers Family. Retrieved from http://www.telegraph.co.uk/news/ worldnews/africaandindianocean/southafrica/11940192/KFC-advert-spoofing-Mick-Fanning-shark-attack-angers-family.html

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