Native advertisements, when stacked against traditional banner ads, receive two times more interest from mobile users according to Nielson Labs and media research firm, Sharethrough (source). This study and others similar to it have shown that even though less than 15% of mobile users are happy about receiving advertisements on their phone in exchange for services, those ads still boost customer intent to buy buy 45% or more.
No small potatoes if you ask me.
Here are the 5 best tips I can offer to help boost conversion rates on your mobile ads:
1. Get metaphorical
Metaphors are great for evoking emotion from viewers. “This story will make your heart melt,” or “Looking for a way to add a little more sunshine to your day?” are both great examples of metaphors that draw people in. You could instead say “You’ll cry when you read this,” or “How to feel happier during the day,” but they won’t cause as visceral a reaction with the majority of readers. I believe metaphors add an element of mystery to headlines and mystery gets people reading and watching much more than being literal all the time (source study).
2. Don’t hammer people with keywords
Not for eternity, but stop treating your audience like their 5th graders and start being a little more original. Say you’re selling new cars and your keyword planner of choice tells you that car-buying customers are the most responsive to the following phrases: worry free, warranty, financing, best in class, gas saving and performance.
How in the holy heck do you plan on putting all that into a single, twenty-words-or-less headline designed to reel people in?
“Check out the best in class, gas saving, high performance car of the year with instant worry free financing, industry leading warranty and free gas voucher when you drive off the lot!”
Wow! That’ll get you some leads for sure, right? Not!
Instead, spread your keywords over several ads, see what converts and what doesn’t. Stop being an online advertising cliche.
3. Use pictures to drive home the emotion you want to convey
Consumers aren’t stupid, but they can be easily swayed by the emotions on another human’s face than a picture of a product on its own. Did you know that our brain has a special section set aside just for reading human facial expressions? Using the car example from above, what do you think would be more effective now that you better understand how face perception impacts the human condition: A) A picture of a bright, shiny new SUV with all the bells and whistles? or B) A picture of a family inside that SUV, all with smiling faces, looking out the windows of their new vehicle while driving down the road?
Of course it comes down to B every time. Facial expressions are more contagious than a cough or the flu. When someone smiles in a room of 10 people, at least half the group is going to smile too, or have to put up a courageous effort to resist the urge to. Get creative and use a sad/happy combo if your product involves pain, such as disease cures and weight loss.
Protip: Images that focus straight on the front of the face work best.
4. Use sympathetic response triggers
Ever seen those kitty litter commercials where the cat finds a way to plug their own nose, despite the fact they don’t possess opposable thumbs? The message driven home by the advertiser is simple: Even if you can bear to stand the stench put off by your cat’s litter box, that doesn’t mean they can.
How about the “Best way of waking up is Folgers in your cup” commercials? They don’t just tell you, they actually show you just how invigorating it will by by showing you various characters practically making love to their steaming mug of coffee; breathing deeply with a grin on their face with the most euphoric look on their face a person could ever imagine.
Either example is using your own experiences with the strong sensations each product can trigger to draw you in. Even if it’s not the best odor absorbing cat litter or the best wake-me-up coffee you’ve ever had, the advertiser is planting their seed in your subconscious and making them think what they’re selling to you is the best. Their building your anticipation to try it, while telling you its going to be the best experience ever.
5. Connect all content to yours or a relatable brand
It doesn’t matter if you’re pushing a brand new brand or not. You have to constantly remind your reader who you are, or relate to similar brands and ideas consumers will identify with.
How many times have you seen a picture of the “Most interesting man alive” from the Dos Equis commercials giving his seal of approval for one product or another? Or the Gieco lizard telling you that you won’t find a better deal than that which is being offered up on a silver platter in front of you right at this moment? Use pictures, words and phrases that are identifiable (in a positive) way with consumers and watch your conversions soar!
Main Image Credit: Zeendo.com
