SpyFu's Convertasaurus: 5 Ways Black Friday Advertisers Alienate Cyber Monday Shoppers
Nov 27, 2012 (Close-Up Media via COMTEX) --
A shift in demographics has Black Friday advertisers scrambling to connect with Cyber Monday audiences, according to a release.
In a release, the group noted:
The tried and true "doorbuster blowout" language has proven less effective for online shoppers battle-hardened from years of detecting SPAM and pushy online scams.
By adopting conversational language and easing up on drama, advertisers can turn shoppers onto their deals without turning them off altogether. Suddenly, authenticity is in demand.
SpyFu's Convertasaurus tool uncovers modern secret formulas behind the ads promoting the year's biggest deals.
1. Advertisers are shooting themselves in the foot with exclamation points.
Rest assured that the most obnoxious advertisers don't come out on top. Exclamation points in ads end up on the losing end with audiences.
2. Unless supplies are dwindling.
Once advertisers switch to urgency signals, the exclamation point is back in action. When time is running out, audiences agree that the message calls for excitement. "Act now!" and "Hurry!" get big boosts from that punctuation.
3. When it comes to building urgency, "while supplies last" isn't the best choice.
Some retailers have to cover their bases, having such deep discounts end with what's in stock. Getting shoppers waiting at their doors takes a combination of great deals and excellent phrasing. To push a sense of urgency, the drama-laden "before it's too late" wins big.
4. Deals vs. Savings vs. Offers
Advertisers know that great bargains draw the crowds to the stores, but a simple word choice can bump the ad's effectiveness. Appealing to their sense of a great buy makes shoppers love the word "deal" more than savings. However, "offers" rose to the top as a power player, pulling in bargain hunters better than the others.
5. Branding your own sale name is a crapshoot.
Black Friday and Cyber Monday shoppers expect deep discounts and big buys. When advertisers tag products with labels like "special buy," they could be losing sight of the important words that really work with shoppers.
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