MarketingExperiments Blog: Research-driven optimization, testing, and marketing ideas

We know from a November 2007 BBMG survey that if products are of equal price and quality, consumers are more likely to buy from companies that:

• Manufacture energy-efficient products

• Promote health and safety benefits

• Support fair labor and trade practices

• Commit to environmentally friendly practices

Those are great differentiators in the present market conditions, but it’s not enough to find success online: You must still attract visitors with a unique Value Proposition and make finding the green and ethical products they came for (or what you want them to buy) fast, easy, and stress-free.

During last week’s free web clinic our optimization experts looked at the homepage of Greenfeet.com. In 1997 they were on the bleeding edge of earth-friendly eCommerce. Now that everyone is on the green bandwagon, Jill Richard wanted advice on how to maintain her advantage.

Director of Optimization Research Jimmy Ellis got right to the point: Jill’s Value Proposition needs to express clearly and succinctly why a visitor should buy from Greenfeet.com instead of somewhere else.

“The page says ‘Things you can do to go green today’,” said Jimmy. “But visitors aren’t coming here to learn how to go green. If I’m shopping for environmentally-friendly products, I’m already green. The site has to help me understand which products to buy. Help me find the best products to suit my needs.”

(To read the entire analysis, see our latest Journal brief here.)

Once a green/ethical product and service provider has attracted a Hunter or Browser with a killer Value Proposition and optimized page elements, they are also well-positioned to charge more, even in the current economy.

The Wall Street Journal recently tested how much difference ethical production makes to consumers when it comes to price point. They showed shoppers coffee and t-shirts, telling one group they were manufactured using “high ethical standards” and another group that “low standards had been used.” A control group was not given any information.

In all tests the shoppers were willing to pay a premium for the ethical choice, and were only willing to buy products manufactured by “unethical methods” if they got a steep discount.

Not sure what to charge, or if you’re charging too much or not enough? Read this eye-opening MarketingExperiments Journal brief on finding the ideal price point.

Conscious consumers willing to pay a premium for products and services that meet their criteria are online right now, hunting and browsing. Test, optimize, and test again to ensure the ones they find and buy are yours.

Clinic Notes, Internet Marketing Strategy

Millions of households are just saying no to tons of printed catalogues and other direct mail (the average household receives about three catalogues per week according the U.S. Postal Service). According to a Feb. 6, 2008, article in the Washington Post, 18 states now have either do-not-mail lists or legislation pending to set them up.

With more households paying bills online and pitches for credit cards and home equity loans drying up too, postal officials now project they will be $1 billion in the red this year.

But don’t hold your breath waiting for businesses trying to cut costs and maintain profits to set up a rescue foundation for the slakkenpost.

Once businesses discover how to optimize product Landing Pages then lead customers there with effective search, email, and PPC—tracking what they look at and for how long, creating personalized offers, and nurturing a positive relationship instead of a wasteful, negative one—keeping the post office out of debt is probably the least of their worries.

Another plus to dumping the dead tree delivery model is being able to market a business as sensitive and environmentally-conscious.

As I mentioned in my “Green is Good” post in January, 9 out of 10 Americans surveyed by the Bernporad Barnowski Marketing Group said they would describe themselves as a “conscious consumer.” According to BBMG, “Conscious consumers expect companies to do more than make eco-friendly claims. They demand transparency and accountability across every level of business practice.”

86% of those surveyed said when products are of equal price and quality, they are more likely to buy from companies that commit to environmentally-friendly practices.

Companies that invite prospects and customers to shop with them online—saving gas (greenhouse and otherwise), trees, and money—are well positioned to stay ahead in a tight economy.

But be warned; the post office says it will continue to jack up first-class mailing costs every year as they struggle to make up the difference.

Even more reason to learn how to optimize your email campaigns with our upcoming professional certification course.

Internet Marketing News