As a marketer, you have probably spent a considerable amount of time split-testing your website, refining your headlines and body copy, and working on your call-to-action.
However, there is a lesser-known concept that can have a significant impact on your online conversion rate: pre-framing.
In this blog post, we will explore what pre-framing is, how it works, and how you can use it to improve your online conversion rate.
What is Pre-Framing?
Pre-framing is a concept borrowed from the field of Neuro-Linguistic Programming (NLP), which focuses on language patterns and how we communicate with others.
In marketing, pre-framing refers to the process of shaping your customer's perception of your offer before they even see your sales message.
Why Pre-Framing is Important
Most marketers focus on optimizing their sales message, but few consider the pre-frame that comes before it.
However, the pre-frame is critical because it can either set your customer up to be receptive to your offer or turn them off before they even see it.
For example, if someone reads a negative review of your product before visiting your website, they are much less likely to be receptive to your offer.
Conversely, if they read a glowing review or recommendation from someone they trust, they are much more likely to be receptive.
How to Use Pre-Framing to Double or Triple Your Conversion Rate
Here are some tips on how you can use pre-framing to improve your online conversion rate:
- Use Affiliates: Affiliate traffic is an easy way to pre-frame your customer because the affiliate has already built a relationship with their audience.
When the affiliate recommends your product, their audience is much more likely to be receptive to your offer.
- Use Blog Posts: A blog post can be an effective pre-frame because it can educate your audience about your product and build trust with them before they even see your sales message.
- Use Social Proof: Social proof is a powerful pre-frame because it shows that other people have already benefited from your product.
Testimonials, case studies, and user reviews can all be used as social proof.
- Use Negative Pre-Framing to Your Advantage: While negative pre-framing can be harmful to your conversion rate, there are times when it can be used to your advantage.
For example, if your product is more expensive than your competitors, you can use negative pre-framing by acknowledging that your product is more expensive but also emphasizing its superior quality or features.
- Use Ads: Ads can be an effective pre-frame, but you need to be careful to ensure that your ad is congruent with your sales message.
For example, if your ad promises a free ebook, your sales message should deliver on that promise.
In conclusion, pre-framing is a powerful concept that can significantly improve your online conversion rate.
By shaping your customer's perception of your offer before they see your sales message, you can set them up to be receptive and increase your chances of making a sale.
Try implementing these pre-framing techniques in your marketing strategy, and see the impact it can have on your conversion rate.
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