Author: Bri Williams
One of the hardest things in business, as you know, is knowing where to focus your attention to get the best result. When so much needs fixing, where do you start? Bri Williams is here to help. In my last article I covered a framework for helping identify gaps in the behavioural effectiveness of […]
Is there a profession with lower perceived barriers to entry than marketing? Accountants are shielded by accounting standards and mysterious debits and credits. Sales people are shielded by most of us, frankly, not wanting to face up to so much rejection. Engineers, teachers, architects, doctors, lawyers – most professions have qualifications that prevent the unqualified […]
As a marketer, one of the trickiest parts of working out how to improve conversion is understanding consumer behaviour and why people are not doing what you want them to do. The answer lies in narrowing down the underlying behavioural cause. So the first thing I do when I’m engaged to design a behavioural strategy […]
The biggest challenge for traditional newspapers is to migrate the behaviour of paying for news in print to doing so for access online. With so much on the line, you’d think it would be worth ensuring publishers’ ads are effective, right? Disappointing then, when I opened my Fairfax weekend paper and was greeted by its […]
In my recent post ‘Most websites are leaking money,’ I covered two of the key reasons most websites are failing to convert visitors: they don’t establish confidence and they don’t communicate value. As a result, websites are leaking money. A strange thing is happening though – marketers are getting used to conversion rates of less than […]
Most of the websites I visit are leaking money and yours might be one of them. Out of every 100 people who visit an average website, only five are becoming customers*. Worse still, three out of every 10 online shopping carts are being abandoned*. Something is broken, and it’s up to marketers to fix it. The […]
There has been a bit of fuss recently over David Jones launching its online site, so it’s a good opportunity to size up whether DJs or Myer is hitting the mark from a shopper behaviour point of view. My assessment looks at how each site influences their shopper to take action – I’ll leave it […]
First, a confession: mine was not a marketing degree and I have never been responsible for a marketing campaign. Instead, in my time as a product manager I worked alongside marketers within a marketing function and, more recently, as a behavioural specialist I have worked with marketers to increase conversion through behavioural economics. I guess […]
The Australian Federal Government has successfully withstood a High Court challenge on the constitutional legitimacy of plain packaging legislation. So with help from the field of behavioural economics, let’s now look at the behavioural legitimacy of the decision to ban all branding from tobacco packaging. Behavioural economics Behavioural economics is a field of study that […]
‘Garbage In Garbage Out’ (GIGO) has usefully served as a call to arms over the decades. Beware those who throw poor quality information into a business process because no matter how sophisticated that process, it can’t transform duds into studs. But even more concerning is what I call VIGO, AKA ‘Value In Garbage Out’. In […]
Loyalty programs are big business. From the local coffee shop to the leading banks and retailers, everyone seems to want a piece of the ‘customer engagement’ action leading to wallets full of loyalty cards and inboxes full of VIP offers. But are the majority of businesses wasting their investment by chasing hearts and minds when […]
