Our Strategy

Be Present Where People Are Searching…

New research mirrored something we saw in our original findings: You can capture consumer preference just by showing up as people are searching. This might sound obvious, but to isolate the impact we simulated the search results when using identical ad copy for both the shopper’s favorite and their second favorite brands.

The effect is significant. For example, when shoppers in our study were searching for moisturizers, we introduced their second favorite brand into the Search results and it immediately captured 31% of ad clicks, despite ranking third on the page and appearing below their favorite brand.

Takeaway: You don’t have to appear at the top of the page to be considered — just being present can make a difference.*

^*Source: Google/The Behavioural Architects, U.K., ‘Supercharging Search’, n=12,000, Feb. 2021–Mar. 2021.

Leverage Behavioral Science…

• • Social Proof: Reviews, Recommendations, And Highlighting A Popular Choice Within A Relevant Reference Group Can Be Very Persuasive.
  • Scarcity: Highlight Limited Availability To Create Urgency.
  • Authority: Emphasize Client Credentials & Professional Affiliations.
  • Reciprocity: Offer A Free Consultation Or First-Time Discount.
  • Commitment: Encourage Prospects To Commit By Scheduling.
  • Anchoring: Highlight Value Through Comparative Pricing Or Package Offers.
  • Framing: Changing The Frame Of Reference Can Help People Reconsider The Value Of A Product Or Service
    • For Example, Framing Can Highlight Benefits Such As Convenience Or Time Savings.
  • Loss Aversion: Emphasize Risks Of Delaying A Product Purchase Or Service & Benefits Of Acting Now.