An Professional Industry Ready E-Book

For WF Members:

My Research Thus Far On Web Personalization / Marketing:

This is what I have found and found to be decisive and proven. You goal is the following, in order to persuade a person. People form Attitudes on a given subject. These attitudes then create personalized behaviors which lead to predictable actions. Our goal is to change attitudes in order to get a user to act according to our intention.

This can be done through some of the following ways.

Web Development & User Interactions

1) Personalization
To achieve higher user interactions the key is to personalize your website. Use things like Google Place's applets, FB build-ins, etc. It is hard to personalize with out a substantial amount of money but creativity will surely yield some nice results.

2) Sorting Cues
A sorting cue from amazon is: "Recommended Books" or other content which goes along the lines of what the user is searching or looking for.

3) High NFC (Need For Cognition):
- The Tendency to Engage in and Enjoy Thinking
- Individuals With High-NFC:
(a) Search for more information when making decisions
(b) Engage in more effortful processing of persuasive messages
(c) Are more open-minded
(d) Enjoy more effortful cognitive tasks
(e) Develop more complex causal explanations for the need to normalize the number of items under each set-size condition.
(f) Hold attitudes that are more persistent over time and resistant to persuasion attempts
(g) Devote more topic-relevant thought to persuasive communications, than do low-NFC individuals

Summaries:

There are two methods of execution one can take:
1) Peripheral (Subconscious Marketing)
- This method has a lower success rate than High NFC but yields successes
- Have attractive relateable images as the 1st things seen on website
- Have massive amounts of content - so much that it will turn user off from engaging mentally
- User will then A- leave your site or B- stay if he/she deems it "Attractive"
- If website and end offer is attractive and visually stimulating + goes along w/ users original search and engages in personalization = Success
2) ELM (Conscientious Marketing)
- Content must be relevant and of good quality
- Begin with a personalization cue to engage user
- follow up with a sorting cue
- engage reader in your content ( content must be in depth but not to boring - use bullets, headers, etc. : must flow)
- If you pose a good argument / sale : user will click offer proposed
3) High NFC
- High NFC Users are the most likely to click / engage in your target offer
- These users will also need the proper Personalization and a content rich website relevant to what the users are searching - not a poor quality website.

In conclusion, if your website is attractive you can overwhelm users with too much content and force them through a Peripheral Processing Route. This will cause them to use "pre formed attitudes" and relay them against your website. If you use personalization, and images that the user finds safe, comforting, secure, etc.; and your offer is a visual CPA ad (example), then the user will click = success


This is one a fraction of the research I am conducting, there is so much more. I thought I would give this to WF since I have been delayed with other non marketing stuff.

Hope it helps.