What if there was a simple formula that e-commerce marketers could use to improve conversions from their digital advertising campaigns? Well, there is.
The MECLABS Institute is a research company that specializes in understanding how people make purchasing and other decisions. A few years ago, the institute compiled some data and created a formula for high-converting landing pages.
C = 4M + 3V + 2(IF) + 2A
on the other hand:
- C = conversion.
- M = Motivation.
- V = Value.
- I = incentives.
- F = reduction in friction.
- A = Addressing anxiety.
To increase conversion rates, your landing page should include:
- Shoppers are four times more motivated
- Three times the value for shoppers
- Incentives to buy twice,
- Shoppers’ fears are twofold.
Testing an Expression
The e-commerce landing page may be different from the information provider’s landing page. E-commerce ads may include: Clear goals: Sell a product, so many of these ads point to an existing product or category page.
But these pages aren’t necessarily a good way to convert ad-driven visitors.
As a test, consider creating a campaign-specific landing page using the MECLABS formula. The page should look like this: Advertisement Or something unusual. Just apply the formula.
Linking your ad (on the left) to a category page may not result in high conversions.
motivation
I learned about the MECLABS formula from Chris Mysterek, a user experience designer at the creative agency Showit, who was giving a presentation at a conference about what motivates consumers to buy things like t-shirts. Ma Components C = 4M + 3V + 2(IF) + 2A.
Our company Customer Motivation You can address them in your landing page copy and position your product’s value accordingly.
Businesses that haven’t yet identified why customers buy should do a bit of research – or at the very least, get an AI to summarize Maslow’s Hierarchy of Needs, Self-Determination Theory, and Need Theory.
Need theory
In his presentation, Misterek focused on the late Professor David McClelland’s theory of needs.
McClelland argued that everyone needs a sense of accomplishment, belonging, and power.
- Achievement. People with a high need for achievement want to excel in relation to a set of criteria.
- Affiliation. These people want to feel like they belong to a community where they can develop friendly and sometimes intimate relationships.
- Power. These people want to influence, teach and encourage others.
In the case of landing pages, motives can be positive or negative. For example, the need to belong can be a positive motive (“be part of a community”).) or negative (“Don’t miss the chance to connect”).).
Imagine you’re in charge of marketing for an online store that sells sci-fi themed t-shirts. YouTube Ads Create landing pages based on your customers’ partnership needs.
The ad shows a man standing alone at a party, looking a bit nerdy and out of place, wearing a sci-fi T-shirt. He spots an equally nerdy woman across the room, wearing a similarly themed top, and there is an instant connection and kinship.
Your ads and landing pages should focus on what motivates shoppers to buy.
The landing page features images of the man and woman from the commercial. C = 4M + 3V + 2(IF) + 2A.
Headlines and subheads tell a story in different ways: Wearing a sci-fi t-shirt is a conversation starter, allowing sci-fi fans to connect with like-minded people and satisfy their need for socialization and friendship.
The body of the message could say, “When you wear our t-shirts, you’re part of a community. Our designs feature iconic sci-fi themes that resonate with fans around the world. Share your passion, make new friends, and feel included. Follow us on social media to connect with others, join the discussion, and show off your latest purchases.”
